Optimizing Your Business With Custom Dashboards for Google Analytics
May 14th, 2015 Matt McCue

When implemented on your Google Analytics account, custom dashboards give you useful information at a glance - without having to search for relevant statistics and KPIs.

Photo Credit: Alan O'Rourke

Understanding and filtering the data that’s collected by Google Analytics could give your business a competitive edge over other companies in your business sector, but the sheer amount of data collected makes finding its secrets a difficult task.

A custom dashboard for Google Analytics is a pre-made page with up to 12 widgets that drill-down data into useful KPIs (key performance indicators) that you and your team can use to make data-driven business decisions. Dashboards can be specific to a certain department such as social media managers or IT, they can measure sales and ROI, and even aggregate information about mobile users.

When implemented on your Google Analytics account, custom dashboards give you useful information at a glance - without having to search for relevant statistics and KPIs.

They make it easy for you and your team members to find trends and patterns in user behaviour and click-paths, making it easier for them to decide where to concentrate their efforts to increase user and customer satisfaction.

Custom dashboards are a productivity hack that every department of your organization can use to improve business operations.

Setting Up Your Custom Dashboards

Google has made the process of adding custom dashboards to your Analytics account extremely easy - which anyone can do in about 3 or 4 clicks. To add any custom dashboards to your account, simply click on Dashboards at the very top of the left sidebar of your Google Analytics account, then New Dashboard. A pop-up window will appear, and click on Import from Gallery to find all the dashboards that were submitted by other users and the Google Analytics team.


The best start for any organization is the New User Starter Bundle, which is a collection of all

the dashboards your organization could ever need including segmenting for SEO, mobile, Adwords, Facebook, E-commerce, etc.


Mobile Users


Segmenting your traffic by mobile or desktop users can be useful to isolate pages that aren’t responsive or mobile friendly, discover trends with content and mobile activity, or to see how well deep users delve into your site while they’re on the go.

A custom dashboard for mobile is essential for all active websites today, as mobile traffic continues to grow with each passing day.

Find out the time of day or days of the week that mobile traffic is most popular, whether Android or Apple is more popular (useful if you plan on launching an app), and the bounce rate by device model.




Learning which keywords generate the best traffic and conversions will give your content creators an idea of what next to write about. A custom dashboard for SEO includes bounce rate and goal completion statistics for keywords, landing pages, long tail keywords, and keywords by the number of words in the search term.

Understanding what keywords drive traffic to your site can help your bloggers and content creators decide on what topics they need to be concentrating on when they write posts, add internal links to popular posts, and what posts should be shared on social media.




Anyone managing an e-commerce site needs KPIs that explain how their store is doing. If your e-commerce site isn’t performing as well as it should, look to your custom e-commerce dashboard for answers on how to increase its performance.

A custom dashboard for e-commerce will display AOV (average order value), popular products, revenue by device, and revenue by referral site. Use this information to optimize your store, promotions, and bundled products.




Your IT department needs to see that your site is running optimally - with low load and domain lookup times. They need to know which pages are slow to load to improve user experience, and the Site Performance dashboard will provide them with that information. In addition, the dashboard drills-down to display load times by a) country; b) browser; c) mobile.




Any social media manager needs to be able to prove their worth when questioned about how their efforts grow business and revenue. If your company’s social media manager focuses their efforts on Facebook, a custom dashboard for Facebook might be what’s needed to track the ROI of their work.

Popular landing pages display the bounce rate and session views of the pages or posts that drive the most traffic to your site, mobile to desktop visitors displays the ratio of users by mobile or desktop, and the conversion rate/revenue gives an exact value of traffic from Facebook. A social media manager can easily show C-Suite leaders in your organization how their time on Facebook generates revenue for your organization.


Social Media


A social media dashboard provides a top-level view of your social media account’s ability to drive traffic, segmented by social media network. A quick glance can provide the information your social media manager needs in order to decide where to focus their efforts when promoting your posts and products using social media.

Discover the most shared or liked posts and pages on your site with an aggregated social actions widget, see which the visitor count by country from social media, and the top landing pages along with their bounce rate and sessions count.




These are just a few of the ways that custom dashboards for Google Analytics can help to improve your business through site optimization and understanding the KPIs that define your business. When properly monitored and analyzed, the custom dashboards can give your employees the information they need to improve your site for customer usability, organic search discovery, and ultimately sell more products.


There are hundreds of custom dashboards available in the gallery - all of which are a double-click away from adding to your Google Analytics account.

Which of the custom dashboards will you be adding to your organization’s profile?

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