What is a web analytics dashboard?
A web analytics dashboard is a reporting interface that allows you to monitor your website performance by tracking metrics like visitors, pageviews, and online conversions.
Web analytics software is an important tool for webmasters, as it allows them to collect, measure, and analyze data for their website. Webmasters will install this software on their website to automate data collection. The most popular web analytics software is Google Analytics. It’s free, easy-to-use, customizable, and powerful.
A web analytics dashboard may be used in many different contexts such as digital marketing, social media, SEO, UX, and ecommerce. Each of these use-cases brings a different perspective to website performance. For example, an SEO will want to ensure that his website is maintaining a healthy volume of search engine traffic, while an ecommerce professional will want to ensure online sales are high.
Top Web Analytics metrics for the KPI driven marketer
- # Email leads created (Goal conversions)
- # Page views
- % New versus returning visitors
- % Referral traffic
- # Website visitors
- # New or unique visitors
- # Page views per visitor (Pages/Sessions)
- % Bounce rate
- % Conversion rate
- % Sources for incoming traffic
Why build a web analytics dashboard?
The benefit of a web analytics dashboard is that it allows your entire team to monitor your website performance. While many marketers and webmasters are quite proficient at using Google Analytics, others on your team may be unfamiliar with that tool. A web analytics dashboard provides a mechanism by which to share website insights in a concise, simple way.
You may want to consider building a web analytics dashboard if…
- You’re part of a large team that requires visibility into website performance
- You manage a website with a large number of monthly visitors
- You need to combine web analytics data with other sales and marketing data points to monitor your performance
- You want to simplify monitoring common metrics and scenarios without exploring a tool like Google Analytics
How to create a web analytics dashboard
A web analytics dashboard is built by pulling data from your website into a dashboard tool and using that data to create graphical representations. Here’s a simple checklist to use when creating a web analytics dashboard:
- Identify the web analytics metrics and KPIs you need to monitor
- Identify where that data currently resides (EG: Google Analytics, Adobe Analytics)
- Determine how you want to view your dashboard (EG: TV dashboard, mobile dashboard)
- Evaluate a dashboard software vendor based on your requirements
- Pull data from your data services into the dashboard
- Design and build graphical visualizations for your dashboard
- Share the dashboard with your team to encourage adoption
Web Analytics Dashboard Examples
Curious what the best way to display your web analytics dashboard? Check out these examples.
Website marketing dashboard
If you’re an inbound or digital marketing professional, your website marketing dashboard helps you articulate how you are performing on a daily basis.
Web analytics reporting dashboard
If you need to report on your website’s performance on annual basis, consider a simple interface an infographic appeal and interactive menus.
Website Overview Dashboard
If you need to share your website performance with a large group, it’s often best to provide a simple view of your website performance.
A web analytics dashboard let’s you track the performance of your website in real-time, and answer the critical question, "how is your website performing with respects to your marketing objectives?" This dashboard example focuses on a high-level, yet in-depth view of your website's performance across multiple timeframes. Some of the metrics from this dashboard are also featured on the SEO performance dashboard.