How to Easily Build a Powerful Dashboard in Google Analytics

How to Easily Build a Powerful Dashboard in Google Analytics

Here is how to easily create your own custom Dashboard in Google Analytics that will give you new insight on those metrics that matter most to your business.  If you tried building a custom dashboard before you might have already given up. The fact is that putting together a great dashboard is tough unless you’re already a pro at Google Analytics. Here are three simple steps to get you on your way to customizing your dashboard in no time.

Step 1: Before you begin make sure that your Google Analytics account is properly setup and tracking everything that you want it to. (Read more – How to Setup an Analytics Account).

Step 2:  I am not going to suggest you reinvent the wheel and do everything yourself. The easiest way to set up a dashboard is to simply copy and modify the most meaningful widgets from dashboards that are already built.


Here are a few examples of specific dashboards I have put together that are you free to download and import into your analytics account.

Visitor Snapshot:

A quick snapshot of your traffic, bounce rate, return visitors, days of week, traffic by hour and geographies over time;

  • Top Pages
  • Top Devices and Browsers
  • Top Countries and Cities
  • Bounce Rates
  • Sessions and Return Visitors
  • Top Times of Day and Days of Week

Exit Pages, Bounce Rate and Time on Site:

Every visitor leaves your site but a quick look at the top exit pages and those with the highest bounce rate can help you quickly identify performance issues that relate to browsers and devices as well as content templates. This report includes the following;

  • Top Exit Pages .
  • Highest Bounce Rate by Country/City, Device
  • Bounce Rates for Browser and Screen Size
  • Bounce Rates by Page, Operating system and Channel.

Ecommerce Performance:

What are your top selling products? Best performing channels, devices, locations, landing pages and browsers? Highest and lowest converting products?

  • Pages with most Transactions
  • Top Products
  • Transactions by Device
  • Performance by Channel
  • Transactions by Gender and Age
  • Time Lag between First Visit and Transaction
  • Transactions by Day and Location

Geographic SEO Dashboard:

Where are your visitors coming from and how do they interact with your website. Find out if some countries or cities perform better and optimize marketing spend;

  • Top countries and cities by SEO
  • Top Languages
  • Visit Duration or Engagement by Country
  • Top Languages
  • Country Bounce Rate
  • Metro and City Views for SEO Traffic
  • Geographic performance by Specific Cities for SEO Traffic
  • Device by Country with Conversion Rate


Explore your top visitors and customers by age and gender? Does channel performance depend on age or gender?

  • Transactions by Age and Gender
  • Transactions by Channel and Age
  • Average Order Value by Age and Gender
  • Sessions by Gender and Age
  • Conversion Rates by Age and Gender

Mobile Dashboard:

This dashboard will help you discover and troubleshoot devices, browsers and screen sizes that are underperforming perhaps due to poor responsive design integration.

  • Desktop Vs Mobile
  • Devices Used by %
  • Top Pages by Device
  • Geography by Device
  • Bounce Rate by Device
  • Mobile Vs Desktop Revenue
  • Sessions and Transactions: Desktop, Mobile and Tablet

Spam Detection Dashboard:

This dashboard will help you identify potential spam traffic in your logs. Spam traffic could be a significant portion of your traffic. It should be identified and excluded from your view.

  • High Bounce Rate
  • Bounces by Full Referral Path
  • Bounces by Browser Version
  • Bounces by Hostname


I have tried to limit this to dashboards that everyone can start downloading and using immediately. Its just as easy to create dashboards that incorporate custom events, dimensions and metrics. It can be useful also to create content groups that apply to specific product and blog categories and then incorporate these as custom dimensions into your dashboards. I prefer this over specifying categories with regular expressions which can get a bit time consuming.  

Share your comments and make sure to include links to your favorite dashboards in the free analytics library. If you want any help or have questions on setting up a dash please feel free to send me an email or ping me on twitter.

About David Urmann

David Urmann is an entrepreneur and avid traveler. He keeps an authoritative expertise on many subjects including SEO, SEM, UI/UX Optimization. An avid traveler and a guide book writer Dr. Urmann is the founder of one of the world's most active social travel networks.