How to Use Dashboards in Google Analytics

Over the last few posts, I wrote an introduction to Google Analytics and UTM’s and a guide to tracking conversions. Those guides will help you get all of your data set up and tracking your users, but you probably want to know what you should be looking at when browsing through your Google Analytics. There are hundreds of pages and sets of data inside your analytics which can be overwhelming. You could spend hours going through it all and still not be sure what is going on. Luckily, there is a feature that makes things much easier. This feature is called dashboards.

What are Dashboards in Google Analytics?

Google Analytics Default Dashboard

Dashboards are simple pages that include several different graphs and sets of data that correspond to each other. Usually a dashboard will be built around a particular focus. For example, you may have an eCommerce dashboard that shows all the important data sets concerning what affects purchases on your site. Another example would be a content marketing dashboard that helps you see what pages and posts get most traffic from what sources and which convert better.

By utilizing dashboards, you can see all the relevant data from Google Analytics in a meaningful way. Click To Tweet

By utilizing dashboards, you can easily see all the relevant data you need in a meaningful way without having to hunt through all the pages yourself. Each set of data and graphs are referred to as a “widget”. For example, on a content marketing dashboard, you may have a widget that shows the posts with the highest bounce rate so you can see what posts you may want to improve. You may also include a widget that shows the campaigns from a particular social network that convert the best. Let’s take a look at an example dashboard.

Google Analytics Example Dashboard

In the image above, we have an example dashboard with some widgets that are relevant to tracking eCommerce. In the top left, we have the “Transactions by Source” widget. This widget is listing the top sources of traffic sorted by the revenue brought in. At a quick glance, we can see which sources may be sending more converting users. The next widget shows us the pages that have the highest amount of exits so we can see pages that we may want to improve. The pie graphs on the right show us the percentages of the medium that users are coming to the site through. Finally, we have two example line graphs. One keeps track of revenue and the other tracks users and sessions. There are hundreds of different widgets that you could use and they will differ depending on the type of data that you want or need to keep track of.

How to Set Up Dashboards

When you log in to Google Analytics, you will find the Dashboards along the left navigation like in the image below.

Google Analytics Dashboard Link

Your site will already have an example dashboard called “My Dashboard” which has some example widgets to get you started. However, you will probably want to create different dashboards focusing on different sets of data. For example, you may have an eCommerce dashboard, a social media tracking dashboard, an email marketing dashboard, and others. When you first start out, you will likely be unsure where to begin and what types of widgets you want to use. Fortunately there is a dashboard gallery where you can import many different examples to get going.

To import a dashboard from the gallery, begin by clicking the “New Dashboard” link like in the image above. From there you will see a window appear where you can select to create a brand new dashboard. In the bottom right will be a button labelled “Import from Gallery”.

Google Analytics New Dashboard Popup

Clicking that button will open a new popup that will list hundreds of dashboard examples to choose from. Browse through the list to find ones that sound relevant to you. You can always modify the dashboard in the future. For my example, I will be choosing one titled “Site Performance Dashboard”. Once you choose one, click the “Import” button underneath it.

Google Analytics Importing Site Performance Dashboard

Once the dashboard is imported, you will be redirected to your new dashboard. Browse through all of your widgets to see what the data says and how useful it is to you. You may come across a widget that needs to be modified or deleted. To do so, you can click on one of the icons in the top right corner of the widget which appears when you hover over it.

Google Analytics Dashboard Widget

Clicking the edit icon will open a new popup that will allow you to modify the title, type, and data sets of the widget. Take some time to see how each of the widgets in your new dashboard are set up so you can begin to see how these different settings can be tweaked to get the exact data sets and displays that are most helpful for you.

Google Analytics Dashboard Widget Settings

Make Your Life Easier By Having the Dashboards Emailed to You

For dashboards to be beneficial, you have to get in the habit of checking them once they’re set up. Google Analytics has options to export or email you the dashboard. Along the top of the dashboard you will find options for sharing, emailing, and exporting.

Google Analytics Email Dashboard Settings

Using the email option, you can set up the dashboard to be emailed to you daily, weekly, monthly, or quarterly so you can review it. Normally I suggest getting the dashboard emailed to you weekly. Not much will happen each day to receive it daily. You will end up over-analyzing and spending a lot more time with it. However, you don’t usually want to wait a month to review the data in case something major changes that may affect your traffic.

What’s Next?

Now that you have your UTM’s set up, tracking your eCommerce and conversions, and have your dashboards set up, it’s time to start using this data to improve your site’s traffic and conversions. The best strategy is to focus on one thing at a time and make small testable changes. For example, you could start with trying to improve the amount of traffic that comes from social media, so you would want to test different posts and tweets and different times which you can now track using UTM’s. Or you may want to improve your conversion rates, so you would use an A/B testing service to test different call to actions, headlines, and more.

How to Track Your Conversions in Google Analytics

In a previous post I wrote an introduction to Google Analytics. In that introduction I discussed why you would want to use it and how to set up UTM’s to learn more about what is driving the traffic to your site. The next step in using Google Analytics is to set up your conversions so you can see what traffic is driving users to your site and how many of these users are converting into customers, subscribers, or any other goal you have.

What Conversions Can Google Analytics Track?

There are a variety of ways that Google can see if your users are converting. Some are easier than others while others may require you to use some code. For My Local Webstop, I offer a free consultation for anyone considering signing up for our service. I then track that in Google Analytics so I can see which source of traffic is leading to the most consultations. For Quiz And Survey Master, I track eCommerce purchases as a conversion and report to Google how much the customer spent. This allows me to see what source of traffic is bringing in the most revenue. You can see an example of how I could use this data in the image below:

Google Analytics Channel Revenue Example

In the image above, I am comparing the different links throughout my Quiz And Survey Master plugin to see what links convert the most users into customers.

How Can Setting Up Conversions Help?

Before you set up your conversions, you probably want to know why you would even want to. Lets look at my example with Quiz And Survey Master above. It’s nice to be able to see the revenue in Google Analytics, but how does that actually help me? Using the UTM’s that I discussed in my introduction to Google Analytics, I can compare the ways people are reaching my site. Now I can combine that with my conversions and acquisition data to see what drives the most users to my site that convert into paying customers.

Google Analytics Channel Revenue

If we look at the acquisition data, we see that more people are coming to the site through searches than emails. However, since we track eCommerce for this site, we can see that people coming from emails actually convert almost 35x compared to people coming from search. We can then use this data to optimize our sales funnel.

Using goals and eCommerce tracking will reveal sources of traffic that convert better than others. Click To Tweet

There are a few ways to set up conversions in Google Analytics. We can track if a user reaches a destination URL, how long the user stays on the site, the amount of pages per session, an event, eCommerce transactions, and more.

Setting Up Goal URLS

Destination URLs are the easiest goal to set up. You can set a destination URL for a purchase confirmation page or a sign-up confirmation page to easily track users that make it to those pages. To do so, log into your Google Analytics account and go to the “Admin” page which should look like this:

Google Analytics Admin

From here, choose your View and then click on “Goals”. On the new page, click the “New Goal” button. You will land on a “Goal Setup” page like in the image below.

Google Analytics Goal Setup

From here, choose the template that is closest to what you are tracking. In this example, I will choose “Place an order”. Select your template and then click “Continue”. Now we can select what type of goal this is like in the image below.

Google Analytics Goal Description

Here is where you can choose what type of goal this is. To track the URL, we are going to select “Destination”. If you wanted to set a goal for how long the user is on the site, you can select “Duration”. If you wanted to set a goal for how many pages the user viewed during their session, select “Pages/Screens per session”. The “Event” type is useful if you want to tell Google exactly when a user performs an action. For example, instead of setting this goal as “Destination”, we could send an event to Google Analytics when the user purchases an item, subscribes to our newsletter, watches a video, and more. I won’t be going into events in this post, but if this sounds like something you are after, check out this great article on WP Beginner about event tracking in WordPress.

Google Analytics Goal Details

The last thing to do is to tell Google Analytics what URL to watch for. Enter your URL into the “Destination” section. In this case, I am telling Google to look for If you want to assign a value to the conversion, you can do so using the “Value” option.

Be sure to click “Verify this Goal” if you have already had users get to that page to make sure you have your goal set up correctly. Once you are finished, click the “Save” button and you are ready to start tracking your goals!

Setting Up eCommerce

Sometimes, you want to know more than just if a user has successfully reached a goal. For example, in my image above, I showed how I can see the amount of revenue certain links and sources have brought in. This is done using the eCommerce tracking in Google Analytics. If you sell anything on your site, you should consider turning on eCommerce tracking to see what sources of traffic bring in the most revenue. The first step is to turn on the eCommerce tracking in Google Analytics. To do so, simply go to the “Admin” page and click on “eCommerce Settings” in your View.

Google Analytics eCommerce Settings

From here, simply switch the “Status” to “ON” like in the image above and you are all set to start gathering transaction data. Unfortunately, since there are hundreds of eCommerce solutions out there, I cannot show how to send the data for every platform. However, most of the popular solutions have a setting for this. For example, WooCommerce has an addon for this called WooCommerce Google Analytics Pro. Or, if you are already using Monster Insights for tracking your Google Analytics in WordPress, they have an eCommerce Addon which integrates with both WooCommerce and Easy Digital Downloads. If you are using any other platform, usually a quick Google search for your platform and “Google Analytics eCommerce Tracking” will get you to the right solution.

What’s Next?

Now that you have your goals and eCommerce set up, you will want to start looking at your data to compare what sources of traffic are sending the most users who are converting. From here, you will know what to focus your efforts on or what to work on improving.

Getting Started with Google Analytics

Imagine that your site is getting thousands of visitors per day. Now imagine that about 100 of them are spending money on the site. Obviously, you probably want to get more of the users that are spending money on the site but how do you know where these users are coming from? Or, how do you know what actions they take while on your site before spending money?

What is website analytics?

This is where website analytics comes in. Website analytics collects data about who our site visitors are, where they are coming from, and what they are doing on our sites. We can see where information about our site visitors such as where they are located, the languages they speak, and the devices they used to view your website.

We can also see information about how site visitors got to our site and which pages they spent the most time on. Additionally, we can see what actions they took on the website such as watching a video, signing up for a newsletter, or adding a product to a shopping cart.

Without website analytics, how do you know where your site visitors are coming from and what they are doing? Click To Tweet

By having all this data within one place, we can analyze the different paths visitors take to complete actions on our sites. We can then look into which marketing channels we are using that are the most profitable. This helps us to ensure we are optimizing our marketing to save us time and money.

There are many services out there that offer analytics for your website. Some of the most popular ones include Clicky, MixPanel, Heap Analytics, Fathom Analytics, and Kissmetrics. The most popular service is Google Analytics.

Google Analytics is not only free for most people, but it is also powerful and user-friendly. Even better, you can link it to your Search Console and Google Ads if you use them to add even more information into your reports.

The basics

Before we can get too far with using Google Analytics, there are some terminology and concepts that we want to explore first.

Our first round of definitions correlates to the different levels within your Google Analytics account.


Inside your Google Analytics account, you can have different “accounts” for the different companies or brands that you’re using analytics with. For most people who are only using Google Analytics for their one site, they will only have one account. If you are using Google Analytics with your clients, you may have different accounts for each of your clients.

These accounts are all within your Google Analytics account, so you only have the one login to get into and work with these accounts.


Inside each of the accounts, you can have different properties. These properties are individual sites or apps. For example, if you are using Google Analytics for your own site only, you may have one account with one property in it. If you have multiple websites for your company, you may have several properties within your account.

If you have clients who have multiple sites, you may have different accounts for each client and then different properties within those accounts for each site for that client.


Inside each property will be “views”. These views are where the data is actually stored and where you will be reviewing your data. Each “view” is a set of data within a property. For many sites, you only need one main view. However, there may be times where you have a variety of different views to analyze different subsets of data. We will look more into views in a future email.

Our next round of terms focuses on the data that is in Google Analytics.


This is a single individual visitor to your website. When a visitor comes to your site for the first time, Google Analytics creates a unique ID for that user and stores a cookie in their browser. If the visitor comes back to your site, Google Analytics will look for the cookie to determine if this is a new or returning user.


This is a single visit by a site visitor. If someone comes to your site and views several pages, that is one session. If the person comes back next week to view some more pages, that would be considered a different session. By default, Google Analytics ends a session after 30 minutes of inactivity. So, if a person browses your site, leaves, and then comes back a few hours later, that would be two different sessions by the same user on that day.

Browsing Your Google Analytics

Now that we have a basic understanding of Google Analytics, let’s take a look through some of the content in the service. First, we can look at the Audience page to see some overview data about our traffic and its visitors.

Google Analytics Audience Overview

On this page, we can see a graph of the number of sessions that the site has had. We can also see the number of users, sessions, page views, pages per session, average session duration, and more.

We can then dive into the Audience section to compare the visitors based on a variety of data such as what language they speak, where they are geographically, what type of device they are using to view your site, and more.

Google Analytics Audience Location

Now, let’s take a look at the Acquisition section. In this section, we can discover where the users are coming from. By default, Google Analytics will break down the channels by search, direct access, social, and referrers as you can see in the image below.

Google Analytics Acquisition Overview

You can then dive into each channel further to learn more about where the users come from in that channel like in this image:

Google Analytics Acquisition Social

Setting up Google Analytics

Now that you know a bit about Google Analytics and what it can do, it is time to get it set up on your website. The first step is to go to Google Analytics and set up your account. You can sign in with your Google account and then you will want to add a property for your website during their guided setup.

If you are using WordPress, there is a really simple plugin called Google Analytics Dashboard for WP that allows you to simply log in with your Google account and then the plugin will automatically set up Google Analytics for your site. It even displays some basic traffic data in your WordPress dashboard so you can easily keep track when you log into your site. This is the plugin I actually use for this site.

If you are not using WordPress, most CMS’s and platforms have a simple process for setting up Google Analytics so be sure to check out your platform’s documentation or reach out to their support. Lastly, Google Analytics will give you some code when you create your account. So, if you know how, you could simply copy and paste their code into your site and not have to worry about any integration tools at all.

What’s Next

Once you have your Google Analytics set up, there are a few more things you can do to better analyze your data. You can track your conversions and create dashboards to quickly see your most important data.

You can also use UTMs to create custom campaigns and get more specific data.

From there, you can track specific user events such as when a user clicks a submit button or downloads a document. If you are interested in learning more, refer to this article on event tracking with onclick.