What is a website analytics dashboard?
A website analytics dashboard is a visual report used to display and track web performance metrics like website traffic, bounce rate, conversion rate, and session duration. Website analytics dashboards and reports can be built in tools such as Google Analytics or Adobe Analytics. Marketers also use analytics and business intelligence tools to combine website analytics with other marketing metrics and KPIs.
What should a website analytics report include?
A website analytics report should include metrics such as number of visitors, bounce rate, session duration, average time on page, and website conversions. These metrics are the foundation of your reporting, but you should also include dimensions such as traffic channels, what device(s) visitors are using, and new vs returning visitors to provide context for deeper analysis.
Top website metrics to include in an analytics report
- Web users
- Goal conversions
- Session duration
- Bounce rate
- Engagement rate
- Page views
- Traffic by source
- Traffic by device
Visualizations to include in a website analytics report
Putting a website analytics report together requires some planning and dashboard design. To help give you some inspiration, here are 3 visualizations you could use on your dashboard.
Sessions tracks the number of times your website is visited. This metric is important because it shows how many times your website is visited in total. Individual users may visit your site multiple times, which is a good indicator that your website is engaging and connecting with your audience.
Page Views is the number of times that your web pages are viewed by users. A single user may view multiple pages throughout the course of a session. This metric is important because if people only view the first page they land on, it's clear your website isn't sticky or engaging.
Goals are completed activities that have been defined in Google Analytics to represent a 'conversion' event. Typically, you will use goals in Google Analytics to track events like form completions, video engagements, or trial sign ups. A high goal completion rate is a good sign that your website is engaging your audience.
Why build a web analytics dashboard?
A web analytics dashboard allows your entire team to monitor your website performance in real-time. Additionally, a web analytics dashboard makes key metrics accessible to team members who are unfamiliar with marketing tools like Google Analytics. A web analytics dashboard shares website insights in a concise, simple way.
How to create a website analytics dashboard in PowerMetrics
If you're looking to integrate your website metrics with marketing metrics from services like HubSpot, Salesforce, or Facebook Ads, you will want to build your own custom dashboard using an analytics tool like PowerMetrics.
Here's how to create a website analytics dashboard in PowerMetrics:
- Identify the web metrics you want to track
- Identify where that data is stored, such as Google Analytics
- Start by selecting Instant Metrics such as Page Views Per Session
- Create custom metrics by exporting a Google Analytics data
- Combine with other marketing metrics to track data such as lead conversion rate
- Distribute and share with your team, such as sharing as a PDF
A web analytics dashboard helps you monitor all user activity on your website in one place to help you reach your business goals. Connect your dashboard to data from popular website analytics platforms such as Google Analytics to curate a custom dashboard to share with your marketing team.