Google Analytics provides a massive amount of information. A big part of getting the most from your analytics platform is setting it up in a way which highlights the information that’s relevant to your business aims.

The dashboard is the first screen you see once you’ve logged in to Google Analytics. It’s an overview page, and it displays a number of reports. You can choose which reports you want to be displayed; this means that it’s possible to set up an Analytics Dashboard that presents you with key analytical business information as soon as you log on.

A well set out, well thought-through dashboard will give you a general idea of your website’s performance through bounce rates etc, important business metrics like conversion rates, and any anomalies. Then, if something catches your eye, you can drill down to get more detailed information.

You can incorporate any of your analytics reports into your dashboard by clicking on the ‘Add to Dashboard’ tab within your Google Analytics. Let’s say, for example, that you’ve been concentrating on SEO (always a good idea!) and want to track bounce rates for visitors generated by a certain keyphrase. Find the relevant report in analytics, add it to your dashboard, and it’ll be one of the first things you see next time you log on.

Some Tips:

• Don’t swamp yourself with too much information. You can have a maximum of twelve dashboard elements; use them wisely.
• Clear Identification of your business’s key metrics should dictate which reports you prioritise. Picking reports that represent your website’s goal completion rates is a good place to start.
• Remember that each of your websites or businesses may require different dashboards to show key data.
• Different analytics users need personalised dashboards so each person sees the information that’s relevant to their role.

You can add and remove new reports with ease. And, when it’s necessary, you should. Over time your business will develop, and your use of analytics will become more sophisticated. Remember that the dashboard is customisable for a reason: don’t miss an opportunity to keep tabs on relevant information, and don’t be afraid of streamlining your dashboard.