Google Analytics offers a treasure trove of traffic and conversion data geared to helping you better understand onsite shopping behavior, traffic referrals and conversions in your store. But getting the most out of this data requires some organization. One of my favorite tools to retrieve insights quickly and clearly is ‘Dashboards’. Today I’m going to introduce you to 8 of my favorite dashboards.
Get a handle on online store performance with dashboards
Sifting through all your data to get to the most important traffic and conversion metrics is easy with Google Analytics’ Dashboards. They’re basically a collection of fully-customizable widgets that provide a quick glimpse into the most relevant report summaries right from your Google Analytics account.
Dashboards enable ecommerce managers and marketers to:
- View metrics and reports regularly
- Share reports with key stakeholders – like your board, marketing team or CEO
- View reports with the flexibility to change date ranges and segments
It’s worth noting that Google Analytics Dashboards:
- Support a maximum of 12 widgets (boxes) per report
- Are limited to a maximum of 10 rows per widget
- Gives each Analytics account an allowance of 20 dashboards.
Here are 8 highly-recommended Dashboards specific to ecommerce and available free of charge from Google Analytics’ Solution Gallery:
By Blast Analytics & Marketing
This dashboard is a great point of reference at the start of a work week or at the end of the month. It summaries key metrics such as:
- Visits and product revenue by mobile (including tablet)
- Visits and product revenue by source / medium
- Ecommerce conversion rates
- Total revenue
- Average order value
- Per visit value
- Top 10 products by revenue
It enables you to track performance as well as understand top-converting traffic channels and best-selling products.
By Justin Cutroni
If you want to understand mobile visitor behavior, this Dashboard will give you the insight you need.
Its widgets include:
- Revenue from mobile traffic
- Top performing mobile campaigns (requires UTM tagging)
- Organic keywords from mobile devices
- Bounce rate vs Average session
- Top pages from mobile devices
- Mobile revenue and Average order value (AOV)
- Top products purchased from mobile devices
By Vagelis Varfis | Nudge Digital
Ecommerce SEOs will love this keyword-focused dashboard. But bear in mind that 80-90 per cent of the time, organic SEO keyword traffic is ‘not provided”, so the keyword data provided here is based on a sample size. In order to get more complete insights, it’s best to use this data in combination with Google Webmaster Tools.
In addition to 4 widgets dedicated to traffic and revenue, this dashboard includes helpful SEO- specific widgets such as:
- Search engines leading to transactions (non brand)
- Traffic sources leading to transactions (non brand)
- Revenue generating non-brand organic keywords (requires configuration)
- Non-brand organic search keywords with the highest Average Order Value (requires configuration)
- Most popular non brand organic search terms
- Internal search terms that have generated revenue
By Thiago Doin (@thiagodoin)
This dashboard is great for tracking AdWords performance at a single glance. Originally produced in Portuguese, you can display labels in any language. Widgets include:
- Revenue from AdWords
- AdWords spend
- Transactions, CPA & conversions
- Visits from AdWords
- Top 10 regions that made purchases via AdWords
- Top 10 products purchased via AdWords
By Cemal Buyukgokcesu
The traffic growth dashboard gives a complete picture of traffic performance.
- Data on visits
- Active visitors
- Traffic sources
- Traffic sources by geography
- Mobile OS traffic breakdown (iOS, Android or Windows)
- Traffic by mobile device
- Top 10 referring domains
- Top 10 social referrals.
By Justin Cutroni
This dashboard provides a quick snapshot of traffic from social media referral. Its most insightful widgets are:
- On site social media actions
- Value of social media traffic
- Social media traffic from mobile devices
- Revenue and per visit value from social media
- Social traffic that ‘read an article’
By Blast Analytics & Marketing
This dashboard is indispensable if you use email marketing to drive sales to your store (which you should!). The most useful widgets provide critical data about email marketing traffic such as:
- Email marketing revenue (based on last interaction attribution)
- Bounce rate of email traffic - to help track the effectiveness of your email copy and landing page
- A landing page report from email traffic only
- A country performance report - which you can change to ‘region’ if you only sell within a country
- Top revenue generating products via email marketing
- And if you UTM tag links in your email campaigns (which you should!), a widget provides a “top 10 email campaign” performance report
By Paolo Margari
Last but not least, the All-in-One Ecommerce Dashboard by Paolo Margari is an easy to understand dashboard that can be presented to non-technical stakeholders on your team, like your CEO or the board of directors.
Here’s a summary of its simple and straightforward widgets:
- Unique number of visitors (users) or transactions
- Number of transactions
- Ecommerce conversion rate
- Total Revenue
- Average Order Value (AOV)
- Revenue breakdown by Device: desktop, tablet and mobile
- Transaction and Conversion Rate breakdown by Device: desktop, tablet and mobile
- Transaction by City
- Ecommerce Conversion rates by Medium and Device
- Transactions by Medium
- Sources and medium of revenue generating traffic
- Transactions and ecommerce conversion rate by Source / Medium
On a final note, my advice for getting the most out of these dashboards is to always UTM tag your campaigns, as it enables medium and campaign sources to be tracked and reported accurately.
Do you use dashboards? Let us know your favorites.