Dashboards and calculated metrics in Google Analytics

Google Analytics has been the most popular and widely used free web analytics tool for many years. To quickly make use of the multitude of raw data, Google Analytics offers the ability to directly relate certain areas or numbers to each other.

The function of calculated metrics makes it easier for you to quickly capture predefined relationships without needing to export the large pool of collected data and calculate it in a spreadsheet program. With dashboards, you can put together reports and capture key figures on a single page.

Using Dashboards in Google Analytics

When you open the Google Analytics interface, you find the "Dashboards" option in the left navigation bar. Here, you can create customized reports. Separate dashboards can be set up for each position in the company. Your supervisor might only be interested in the major numbers reflecting the website's performance:

• Number of Sessions

• Revenue

• Goal Completion (e.g., newsletter sign-ups or PDF downloads)

Alternatively, you can create a dashboard that includes all values based only on a specific user group. There's virtually no limit to your creativity when setting this up.

How to Create Dashboards

To create a new dashboard, click on "Dashboards" in the left navigation bar, then on "+ New Dashboard." You now have the option to open a completely blank dashboard or use one with predefined reports (Starter Dashboard).

If you select "Open from Gallery," the Google Gallery opens, where you can find pre-made dashboards from other webmasters as templates. You can easily import and customize these for your own use.

Fig.1: Creating a Dashboard in Google Analytics

In our example, we’ll use the “Starter Dashboard.” Give the dashboard a meaningful name and click on “Create Dashboard.” This predefined interface compiles the following data at a glance:

• Users

• New Users

• Sessions

• Sessions by Browser

• Bounce Rate

• Average Session Duration and Pages/Session

• Revenue

• Goal Completions

If needed, you can now individually edit or delete the mini-reports (widgets).

Fig.2: Display "New Users" as a Widget in the Dashboard

To create more of your own widgets, click "+ Add Widget" at the top of the view and define your metric. You have several options for graphical representation. Then you can set which metrics should be displayed.

Fig.3: Creating Your Own Widget in the Dashboard

Using custom filter settings, you can further define the display in your widget. Use predefined or custom segments for this. For example, you can display all values only for “Returning Users.”
Remember to check the set time period before evaluating the reports.

Using Calculated Metrics

Another very helpful feature within Google Analytics is the use of calculated metrics. Many webmasters first export large tables of numbers into an Excel document to then calculate metrics from them. You can skip this step in the future and set up mathematical formulas directly in Google Analytics.

You can find the function for "Calculated Metrics" in the "Admin" settings section.
Navigate to "Calculated Metrics" in the data view settings column.

Fig.4: Navigation to Calculated Metrics in Google Analytics

Now you can define formulas for metrics that you have determined in advance as key figures for your evaluation and analysis.

How to Set Up a Calculated Metric

To define a metric, first, click on the red button "+ New Calculated Metric." The following window opens:

Fig.5: Set Up an Individually Calculated Metric

Examples where you can avoid the extra step of external calculation would include calculating the percentage of final newsletter registrations per newsletter sign-ups (still awaiting user email confirmation) or the calculation of revenue generated per session.

Now, fill in the empty fields in the window step by step. Give the calculated metric a unique name and define the formatting type. You can define the calculated number as an integer, float, or percentage. In the last empty column, write the actual formula. Use the value designation as it is used by Google Analytics.

The use of a fixed number as a multiplier is also possible. If you have defined “percentage” as the formatting type, there is no need to multiply the calculated value by 100% in the formula.

An example for the percentage of final newsletter registrations/newsletter sign-ups on the website would look as follows:

Fig.6: Example of Calculation Newsletter Registration/Final Newsletter Signup

Important:
Currently, a maximum of five calculated metrics can be created in Google Analytics.

Calculated Metrics and Dashboards

The individually set numbers are not integrated into the predefined reports of Google Analytics but can only be used in custom reports or dashboards. If you want to see and use the results of the calculation you just set, navigate back to the dashboard view.

Add a new widget and enter the correct designation in the metric field to display your calculated metric.

What Can We Do for You

Google Analytics offers comprehensive functions and possibilities for web analysis. Not all of them are immediately apparent to the webmaster. If you have questions or need help setting up and using Google Analytics, please contact us. We look forward to your inquiry and are happy to help.