Google Analytics Custom Dashboards

Google Analytics Custom Banner

Google Analytics is a great way to achieve insights on your digital marketing efforts.
Customization makes it possible to get the insights that matter to you. You can obtain them by creating custom reports and custom dashboards. These dashboards will give you a compact view of your site performance, which is perfect for a daily, weekly or monthly overview, and perfect to update your management.

Some great examples of Google Analytics custom dashboards have been collected by Graham Charlton (Editor in Chief of the consultancy), and can be reviewed via

Another good source for some good custom dashboards is You can even integrate the dashboards on this site directly into your own Google Analytics views.

Although these dashboards are pretty handy and a great start, they probably aren’t tailor made to your specific needs and  it is necessary to give them a personal touch. Several widgets might be measuring something you don’t need or are not measuring things you do need. So the goal should always be to develop your own dashboard(s) to reflect your own KPI’s.

Do you feel like you’re up to the challenge of creating your own Google Analytics custom dashboards from scratch? Before you start you should consider a few things to get the right insights out of your dashboard:

  1. Start from your business objectives.
    Do you want to sell products on your website? Do you want to generate leads? …
  2. How are you going to check whether you have accomplished your objectives or not?
    What are your key performance indicators? How many downloads, subscriptions, shares, sales, … do you need to attain your objective(s)?
  3. Segment those KPI’s.
    You can make a different dashboard for different channels, means, audience, …

The brave souls who’ve accepted the challenge can find the steps for creating their own in Google Analytics below:

  1. Click on the reporting tab.
  2. Select “Dashboards”
  3. Click on “+ New Dashboard”
    custom dashboard 1
  4. Then a pop-up will appear where Google will ask you if you want to start from scratch (blank canvas) or use some default widgets (starters dashboard). The choice is all yours. It depends on how good you follow the steps above.
    custom dashboard 2

If you took the starters dashboard you can still add and change widgets. They consist of a certain metric you want to measure and the way you want to show this metric. There are two types of widgets: Real-Time widgets that obviously display their data in real-time and standard widgets that update when you refresh or load your dashboard.

Like a lot of things in digital marketing, creating dashboards is a process of trial-and-error. It takes some time to figure out the metrics you need and in which format they best reflect the insights you need. But when you do, you can check up on your digital channels and make adjustments based on the right information.

Good luck! And if you need a hand, let me know!

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