Choose website metrics for high-level dashboard on GDS

1. Highlight the audience’s main metrics like total users, new and returning visitors, sessions, page views, and average session duration with Scorecards.

Once you add the chart, be sure it is connected to the correct data source when you set up the dashboard. You can include the Scorecards at the top of the dashboard, use a bigger and bold font, generate a contrast between the background of the table and the number. It is important to be consistent with the look and feel of the overall dashboard and your brand guidelines too.

2. Include transactions, conversions, conversion rate, revenue, average order value, or other e-commerce metrics if they are relevant to your website.

You can enable e-commerce settings in the Admin section in Google Analytics. The ecommerce related metrics will be included in the data source when you connect to GDS to GA. It’s necessary to add code to your site to collect the ecommerce data and send it to Analytics. The code can be added through Google Tag Manager, and you will need to install the GTM tracking code or edit your website code by adding JavaScript.

3. Add the number of goal completions, value, and conversion rate if you have set them. You can display these numbers in a table or individual scorecards.

Setting goals is important to measure how often users complete specific actions. The number of goal completions can represent a different type of action such as complete a website form, scroll an entire page, create an account, subscribe to newsletters, download a file from the website, and more. This number, along with total visitors, will give you a performance metric called conversion rate. This represents the proportion of the audience that completes a certain action.  To set goals in Google Analytics you should visit the Admin section, select the view where you want to apply this setting, and click on + NEW GOAL. You can select a URL as a goal such as a thank you page, session duration, pages per session, and events.

4. Include a percentage of variation on the main metrics to show their evolution, by selecting the comparison date range at the right menu.

You can compare to a fixed period, previous period, or previous year. By default, this option is set on None.

5. Click on Add a Chart > Time Series to see the evolution of the main metrics mentioned before.

You can create one chart for each metric or relate two metrics in one chart. For example, Total Visitors and Average Session Duration to see volume and engagement at the same time. Or Goals and Conversion Rate.

6. Add a pie chart or treemap to show the contribution of each Channel, Source, Medium, or any other dimension as Country, Device type, that contributed to the website performance.

You can choose the dimensions to split performance metrics, according to your business objective or goals.

7. Use the style tab on the menu on the right to adjust your charts' design to match with the rest of your dashboard.

You have different ways to customize your charts. You can change series colors, show or hide labels, legends, grids, and axis.