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 utilize the multitude of raw data as quickly as possible, Google Analytics offers the ability to directly associate certain areas or numbers with each other.

The function of calculated metrics makes it easier for you to quickly capture predefined relationships without having to export the large pool of collected data and calculate it in a spreadsheet program. With dashboards, you can compile reports and thus capture the most important numbers on one page.

Using Dashboards in Google Analytics

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

• Number of Sessions

• Revenue

• Goal Achievement (e.g., Newsletter Signup or PDF Download)

Alternatively, you can create a dashboard that includes all values only related to a specific user group. There are hardly any limits to your imagination when setting it up.

How to Set Up Dashboards

To create a new dashboard, click on the main "Dashboards" point in the left navigation bar and then on "Create New Dashboard". You now have the choice to open a completely empty dashboard, or to use one with predefined reports (Starter Dashboard).

If you select "Open from Gallery", the Google Gallery will open, where you can find pre-made dashboards from other webmasters to use as a template. You can easily import and customize them for yourself.

Fig.1: Create a Dashboard in Google Analytics

In our example, we will use the "Starter Dashboard". Give the dashboard a meaningful name and click on "Create Dashboard". This predefined interface assembles the following data for you at a glance:

• Users

• New Users

• Sessions

• Sessions by Browser

• Bounce Rate

• Average Session Duration and Pages/Session

• Revenue

• Goal Completions

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

Fig.2: "New Users" displayed as a widget in the dashboard

To create further custom widgets, click on "Add Widget" at the top of the view and define your key figure. You have several options for graphical representation. You then configure which metrics should be displayed.

Fig.3: Create your own widget in the dashboard

By setting individual filters, you can define the display in your widget more precisely. Use preset or self-defined segments for this. For example, you can display all values only for "Returning Users".
Always remember to check the set time period before evaluating the reports.

Using Calculated Metrics

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

The "Calculated Metrics" function can be found in the "Admin" settings area.
Navigate here in the column for the data view settings to "Calculated Metrics".

Fig.4: Navigation to the 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 additional step of external calculation include calculating the percentage of final newsletter registrations per conducted newsletter signups (still without confirmation from the user via email) 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. At this point, you can define the calculated number as a whole or decimal number, as well as a percentage. In the last free column, write in the actual formula. Use the value designation as it is used by Google Analytics.

It is also possible to use a fixed number as a multiplier. If you've defined a "Percentage" as the formatting type, you wouldn't need to multiply the calculated size in the formula by 100% anymore.

An example of the percentage of final newsletter registrations/signups on the website looks as follows:

Fig.6: Example for calculating newsletter signups/registrations

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. To see and use the results of the calculation you just set, navigate back to the dashboard view.

Add a new widget and type in the correct designation for the metric to display your calculated metric.

What Can We Do for You?

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