9 Google Analytics Dashboard Examples to Build in GA4

Where dashboards live in GA4

A Google Analytics 4 dashboard is not a single built-in screen. Instead, you combine three tools. The Reports area has standard reports you can customize and group into collections. Explorations lets you build free-form tables, funnels and paths. Looker Studio is Google’s free dashboard tool, and it connects to GA4 so you can design pages, share them and mix in other data.

Reported guidance says Explorations keep data for 2 months by default and up to 14 months if you change the setting in your property, and that the change is not retroactive. Standard reports use aggregated data and are not limited in the same way. Because limits can change, confirm them in your own property settings.

9 Google Analytics dashboard examples

Each example names the question, the metrics and the best place to build it. The first four fit most websites.

1. Executive traffic overview

Question: Is the site growing?

Metrics: Users, sessions, engagement rate, key events and revenue, each compared with the previous period and the same period last year.

Build it in: Looker Studio, with a monthly trend line and a few big number cards.

Keep it to one page. Our executive dashboard examples show how to combine web numbers with other business metrics.

Choose it if leaders want one weekly page. Watch for vanity numbers. Lead with key events, not page views.

2. Acquisition and channel dashboard

Question: Which channels bring visitors who take action?

Metrics: Sessions, engaged sessions, key events and conversion rate by default channel group and by source and medium. Add new against returning users.

Build it in: The Acquisition reports for a quick look, or Looker Studio for a shareable view.

Choose it if you run several marketing channels. Watch for unassigned traffic. Fix UTM tags so campaigns are credited properly.

3. Content performance dashboard

Question: Which pages attract and keep readers?

Metrics: Views, users, average engagement time, scroll or click events and key events by page and landing page. Group by section or topic.

Build it in: Looker Studio or an Exploration table.

It pairs well with a search view. See our guide to the best SEO tools for the tools that add keyword data.

Choose it if you publish blogs or guides. Watch for judging by traffic alone. A page with fewer views and more key events may matter more.

4. SEO dashboard

Question: How is organic search performing?

Metrics: Organic sessions, organic landing pages, engagement and key events from organic traffic. Link Google Search Console to GA4 to add queries, impressions, clicks and average position.

Build it in: Looker Studio, with Search Console and GA4 side by side.

For more on search strategy, see our SEO services and our guide to ecommerce SEO strategies.

Choose it if search is a main source of traffic. Watch for mixing data sources. Search Console clicks and GA4 sessions will not match exactly.

5. Conversion and key event dashboard

Question: Are visitors completing the actions we care about?

Metrics: Key events, which GA4 used to call conversions, by source, landing page and device, plus a funnel from landing to form submit or purchase.

Build it in: A funnel exploration for analysis and Looker Studio for the ongoing view.

Our conversion rate optimization team uses this view to decide what to test.

Choose it if your site exists to generate leads or sales. Watch for unmarked actions. Set up key events for forms, calls and sign-ups first.

6. Ecommerce dashboard

Question: How does the store perform from view to purchase?

Metrics: Item views, add to cart, checkout starts, purchases, revenue, average order value and top products, with a shopping funnel.

Build it in: The Monetization reports, an exploration or Looker Studio. Compare GA4 with your store platform, because sales totals can differ.

Choose it if you sell online. Watch for tracking gaps. Test purchase events on every payment method.

7. Audience, device and location dashboard

Question: Who visits, and from what devices and places?

Metrics: Users, engagement and key events by country, region, device category and browser. Add new against returning users.

Build it in: Standard demographic and tech reports, or Looker Studio with a map.

Choose it if you plan campaigns by region or device. Watch for small groups. Data thresholds can hide detail for small audiences.

8. Campaign and UTM dashboard

Question: Which campaigns and creatives work?

Metrics: Sessions, engagement and key events by campaign, source, medium and content. Join ad cost from your ad platforms to calculate cost per key event.

Build it in: Looker Studio with ad platform connectors.

Choose it if you spend on paid or email campaigns. Watch for untagged links. Agree on a UTM naming guide and keep it in a shared sheet.

9. Retention and user behavior dashboard

Question: Do visitors come back, and what do they do over time?

Metrics: Returning users, days since last visit, user lifetime and engagement by cohort, plus a path exploration of common routes.

Build it in: Cohort and path explorations, since Looker Studio is limited for these.

Choose it if you have repeat visitors or logged-in users. Watch for short data windows. Check your retention setting before you build long cohorts.

Where to build each dashboard

Using a Google Analytics dashboard template

Templates save time. Looker Studio has a template gallery, and many marketers and agencies share free GA4 templates. A good template gives you a layout, but it still needs work before you rely on it.

• Connect your own data source. A template shows sample data until you point it at your GA4 property.
• Check the metrics. Make sure it uses key events and the definitions your team agreed on.
• Cut what you do not use. Delete pages and charts that do not answer a question.
• Check the license and source. Use templates from sources you trust and avoid giving unknown tools access to your analytics.

How to build a custom Google Analytics dashboard in 6 steps

1. Name the audience and the question. “Which channels bring leads?” for the marketing lead.
2. Check your tracking. Confirm key events, internal traffic filters and consistent UTM tags.
3. Choose where to build. Use GA4 reports for quick looks and Looker Studio for shared dashboards.
4. Add the five to eight metrics that answer the question, with a comparison period.
5. Test the numbers. Compare a total with the standard GA4 report to catch mistakes.
6. Share, schedule and review. Send the report by email, and drop pages that nobody opens after a month.

If you are weighing a bigger BI setup, our business intelligence dashboard services team can combine GA4 with your CRM, store and finance data. Our guide to optimizing for AI Overviews also covers how to track traffic from AI search.

Frequently Asked Questions

How do I get to the Google Analytics dashboard?

Sign in at analytics.google.com, choose your account and property, and open Reports. The Reports snapshot is the closest thing to a home dashboard. For shareable dashboards, connect your GA4 property to Looker Studio.

Is Google Analytics still free?

Yes. The standard version of Google Analytics 4 is free. Google also sells a paid enterprise version, called Analytics 360, for large organizations with higher limits and extra features.

What is replacing Google Analytics?

Universal Analytics was replaced by Google Analytics 4, and standard Universal Analytics properties stopped processing new data in July 2023. Some sites also use other analytics tools, but GA4 is Google’s current product.

How do I create a custom dashboard in GA4?

Customize a standard report or build an Exploration for analysis, or connect GA4 to Looker Studio to design a shareable dashboard. Start with one audience and one question, then add the metrics that answer it.

Can I use a Google Analytics dashboard template?

Yes. Looker Studio and many marketers offer free GA4 templates. Connect your own data source, check that the metrics use key events and remove pages you do not need. Use templates from sources you trust.

What metrics should be on a GA4 dashboard?

Start with users, engaged sessions, engagement rate, key events and revenue if you sell online. Add traffic source, landing page and device breakdowns. Compare against a previous period so trends are clear.

What are key events in GA4?

Key events are the actions you mark as important, such as form submissions, purchases or sign-ups. GA4 used to call them conversions. Set them up first, because dashboards without them show activity but not results.

How long does GA4 keep data?

Sources report that Explorations keep data for 2 months by default and can be set to 14 months, and that raising the limit is not retroactive. Standard reports use aggregated data. Check your property settings for current limits.

Why does my dashboard show different numbers from Google Analytics?

Differences usually come from filters, date ranges, sampling or thresholds, or from a different metric definition in the dashboard. Compare one total with the standard GA4 report and check the data source settings.

Should I use Looker Studio or GA4 reports?

Use GA4 reports for quick checks and Explorations for deep analysis. Use Looker Studio when you need a shareable dashboard, want to mix in other data or need a layout for non-analysts.

Bottom Line

A good Google Analytics dashboard is short and built for one audience. Fix your key events and UTM tags first, build the executive, acquisition and conversion views and then add content, SEO and ecommerce pages as you need them.

If you want help with tracking or dashboards, explore our GA4 services.

Vikram Jain

Delivery Manager

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I’m Vikram Jain, a Delivery Manager, Account Manager, and Senior Technical Project Manager with over 19 years of experience in the IT industry. (PMP, PSM I, Google Certified Project Manager). I specialize in requirement gathering, stakeholder management, pre-sales, and delivering scalable solutions across industries including eCommerce, CRM, and consumer goods. I have led cross-functional teams and managed multiple projects simultaneously, ensuring timely and high-quality delivery. I’m passionate about building strong client relationships, mentoring teams, and driving strategic growth through effective planning and execution. My focus is on aligning business needs with technology solutions to deliver impactful and measurable results.