Google Analytics (GA4) Dashboards: Your Guide to Gain Data-driven Insights

GA4 Dashboards & Templates

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Google Analytics 4 dashboards are your digital strategy's compass, guiding you through the data landscape with precision. They offer a clear view of what's working and what's not, from tracking the surge in traffic after a successful ad campaign to pinpointing where users drop off.

You can customize your GA4 dashboard to spotlight key metrics like bounce rates or conversion spikes during a sale, and make data-backed decisions that keep your digital presence robust and reactive. It's about turning data into a story that shapes your strategy.

What is Google Analytics 4?

Google Analytics 4 (GA4) is more than just an upgrade of Universal Analytics; it's a complete reinvention of Google Analytics 4, tailored for today's digital environment. The GA4 is the latest version of Google's web analytics service, designed to provide a more comprehensive understanding of user behavior across websites and apps. 

It integrates advanced machine learning to offer deeper insights and is built for a privacy-centric online environment. This innovative tool goes beyond conventional analytics, offering a unified perspective of customer interactions across various platforms and devices, making it an indispensable asset for modern web analytics.

For a seamless transition and strategic implementation of GA4, consider leveraging the expertise outlined in our comprehensive guide Implementing Google Analytics 4 with OWOX.

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Why Should You Use Google Analytics 4?

Embracing Google Analytics 4 is not merely adapting to change – it's about staying ahead in a rapidly evolving digital ecosystem. As Universal Analytics phases out, Google Analytics 4 with its key benefits a world less reliant on cookies. 

It's a next-gen platform, offering a suite of GA4 features that empower businesses with actionable insights and a day-to-day view of their performance.

For those looking to automate their Google Analytics 4 reports and optimize their analytical processes, our insights on Google Analytics report automation will help you drive data-driven success.

What Is a Google Analytics 4 Dashboard?

A Google Analytics 4 dashboard is more than a mere interface; it's a strategic canvas where you can paint a comprehensive picture of your site's or marketing performance. This dashboard, a central feature of GA4, allows for a high degree of customization, ensuring that the Google Analytics 4 dashboard you create perfectly matches your unique business needs.

Advantages of a Google Analytics 4 Dashboard

The Google Analytics 4 dashboard is a powerhouse of strategic advantage, offering a suite of features designed to elevate your analytics game. From cost-free access to deep funnel insights, GA4 equips you with a comprehensive toolkit to enhance your data-driven decision-making process, ensuring every insight is an opportunity for growth.

No Cost

Embrace the power of Google Analytics 4 without financial barriers. GA4 is entirely free, democratizing advanced analytics and making them available to businesses regardless of size or budget, ensuring that every organization has the opportunity to benefit from deep data insights.

Template Gallery (out-of-the-box reports)

Accelerate your analytics setup with GA4's Template Gallery. These ready-to-use templates are designed to get you started quickly and cater to various analytical needs, simplifying the process of data interpretation right from the start.

In-depth Funnel Analysis

Dive into the details of your marketing funnel with GA4's precise analysis capabilities. Track the customer's path to conversion with clarity, identifying bottlenecks and opportunities for optimization. For a deeper dive into refining your funnel strategy for maximum conversion, you can also learn how to optimize your marketing funnel.

You can even measure your non-google ROAS and lead metrics withing the same GA4 interface.

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Personalized Custom Views

You can craft a GA4 dashboard that mirrors your priorities with personalized custom views. Focus on the metrics that matter most to your business, creating a tailored view that brings critical data to the forefront, enabling quicker, more informed decisions.

Unified Reporting Access

GA4's unified reporting access consolidates your data across platforms into a single, cohesive dashboard. This integration provides a holistic view of user interactions and performance metrics, facilitating cross-platform analysis and strategic alignment.


The GA4 dashboard promotes transparency, offering clear and concise data visualization. This clarity ensures that stakeholders can easily comprehend and act on the insights provided, fostering an environment of informed decision-making and strategic clarity.

Channel Insights

Unlock the potential of each marketing channel with GA4's insightful channel analytics. Evaluate the effectiveness of your channels and understand their contribution to your overall strategy. Starting from e-commerce reports to marketing reports for other businesses, GA4 offers clarity on measuring and enhancing channel performance to optimize your marketing efforts.

Essential Metrics for Your Google Analytics 4 Dashboard

The essential metrics are the ones that are critical for deriving maximum insights from your GA4 dashboard. These key indicators provide a clear view of user acquisition, engagement, conversion, and behavior, empowering you to make data-driven decisions that can significantly enhance your digital strategy.

User Acquisition

Keep track of new and returning users and understand user retention to gauge the growth and loyalty of your audience.

1. New Users

Gauge your reach and brand discovery by analyzing the influx of new users on your platform.

2. Returning Users

Measure customer loyalty and engagement by tracking the frequency of users returning to your site.

3. User Retention

Assess the stickiness of your site – how well you retain users over time, indicating the long-term value of your content.

Traffic Sources

Identify where your users are coming from, be it organic search, referrals, direct visits, paid search, or social media.

1. Organic Search Traffic

Monitor visitors arriving through search engine results, reflecting your SEO effectiveness.

2. Referral Traffic

Track users landing on your site via links from other websites, indicating your online reputation.

3. Paid Search Traffic

Evaluate the impact of your paid advertising campaigns in driving users to your site.

5. Social Media Traffic

Assess the effectiveness of your social media channels in attracting visitors to your website.

Engagement Metrics

Measure user engagement through bounce rate, average session duration, pages per session, and events/interactions.

1. Bounce Rate

Analyze the percentage of single-page visits to gauge initial engagement quality.

2. Average Session Duration

Measure the time spent per visit, indicating the relevance and engagement of your content.

3. Pages per Session

Track the number of pages viewed per session, a key indicator of user interest and site navigation efficiency.

4. Events/Interactions

Monitor specific user actions on your site to understand interaction levels and content effectiveness.

Behavior Metrics

Understand how users interact with your site via pageviews, unique pageviews, average time on page, and exit rate.

1. Pageviews

Count the total number of pages viewed, reflecting the volume of content consumption.

2. Unique Pageviews

Track individual pages viewed by a user during a session, highlighting content appeal.

3. Average Time on Page

Gauge the engagement by the time spent on each page, indicating content relevance.

4. Exit Rate

Identify the percentage of exits from a page, providing insights into potential content or navigation issues.

Conversion Metrics

Track goal completions, conversion rates, e-commerce conversion rates, and revenue to understand your success in driving actions.

1. Goal Completions

Track the success of specific user actions that align with your business objectives.

2. Conversion Rate

Gauge the effectiveness of your site in turning visitors into active users or customers.

3. E-commerce Conversion Rate

Assess the rate at which visitors are making purchases, which is crucial for e-commerce success.

4. Revenue (for E-commerce)

Measure the direct financial success of your e-commerce platform through user transactions.

Content Performance

Analyze your content's impact and user interest by tracking page performance metrics.

1. Most Viewed Pages

Identify which pages capture the most attention and keep users engaged on your site.

2. Landing Pages

Evaluate the effectiveness of entry pages in making a strong first impression on visitors.

3. Exit Pages

Determine the last pages viewed before users leave, highlighting potential areas for improvement.

Audience Demographics

Dive into the demographics of your audience to tailor your content and campaigns effectively.

1. Age

Segment your audience by age to align your marketing efforts with the right age groups.

2. Gender

Understand gender distribution to fine-tune your messaging for maximum resonance.

3. Interests

Identify user interests to drive relevant content creation and targeted advertising.

4. Geo-location

Analyze the geographical distribution of your audience to localize and personalize your marketing strategies.

Technology Metrics

Optimize user experience by understanding the technology behind how audiences interact with your site.

1. Device Category (Desktop, Mobile, Tablet)

Analyze user preference and behavior across different devices to tailor your content strategy.

2. Browser & OS

Gain insights into the browsers and operating systems your visitors use, informing compatibility and design choices.

Events and Conversions

Dive into user actions and conversions to fine-tune your site's performance and user experience.

1. Specific Events Tracking

Capture key user interactions, like button clicks and form submissions, to understand user behavior.

2. Custom Conversions

Define and track bespoke conversions to align closely with your unique business goals.

E-commerce Metrics (if applicable)

Optimize your online store's performance with GA4's comprehensive e-commerce metrics.

1. Transactions

Track the total number of completed purchases to gauge sales success.

2. Revenue

Monitor overall earnings to understand the financial health of your e-commerce operations.

3. Average Order Value

Evaluate the average spending per transaction to inform pricing and marketing strategies.

4. Conversion Rate

Assess the effectiveness of your site in turning visitors into paying customers.

Retention and Cohort Analysis

GA4's comprehensive cohort analysis helps you dive deeper into understanding customer behavior and how it’s influenced by multiple factors:

1. User Retention Cohorts

Examine the groups of users who continue to engage with your site over time, highlighting the effectiveness of retention efforts.

2. Cohort Analysis

Dissect user activity by acquisition date to understand the longevity of user engagement and lifecycle.

Ad Campaign Performance

Analyze the effectiveness of your advertising efforts with GA4's comprehensive ad performance metrics.

1. Clicks

Count the number of times users have clicked on your ads, indicating initial interest.

2. Impressions

Quantify how often your ads are viewed, reflecting your campaign's reach.

3. Click-Through Rate (CTR)

Gauge the percentage of impressions that resulted in clicks, a key indicator of ad relevance.

4. Cost per Click (CPC)

Monitor your ad spend efficiency by measuring the cost for each ad click.

5. Return on Ad Spend (ROAS)

Evaluate the financial effectiveness of your campaigns by comparing revenue to ad spend.

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Why and how to automate advertising cost import to Google Analytics 4

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Discover 6 Types of Widgets for GA4 Dashboards

Uncover the full potential of your data with GA4's diverse widgets. From timelines that track trends to geo maps revealing user locations, each widget transforms data into actionable insights.


The Timeline widget is a dynamic tool in GA4 dashboards that serves as a visual history book of your data. It allows you to effortlessly track and analyze trends, patterns, and anomalies over time, providing a clear, chronological narrative of your data's evolution. This widget is crucial for understanding the impact of specific events and for making predictive analysis based on historical performance.



The Metrics widget on your GA4 dashboard is your gateway to essential data, offering a real-time synopsis of your digital marketing metrics and KPIs. It's a strategic tool that distills complex data into actionable insights, enabling you to track progress against your goals.


Geo Map

Geo Map widgets transform your GA4 dashboard into a global command center, mapping the geographical distribution of your audience. This visual tool illuminates where your users are engaging from, allowing you to customize strategies for different regions and optimize your market penetration based on user location data, which is invaluable for targeted marketing and localization efforts.

Geo Map
Geo Map

Bar Charts

Bar Charts in GA4 dashboards are a straightforward yet powerful means of displaying comparative data. By lining up categories side by side, they provide clear visual distinctions between different data sets, such as user demographics or campaign performance, making it easier to identify which areas are excelling and which require more attention.

Bar Charts
Bar Charts

Pie Charts

Pie Charts offer a slice of clarity by depicting the proportion of each segment within a whole, such as traffic sources or device usage. In GA4 dashboards, they serve as a visual representation of the distribution of your data, helping to quickly convey complex information in a format that is easy to understand and act upon.

Pie Charts
Pie Charts


Tables in GA4 dashboards are the quintessential tool for detail-oriented analysts. They lay out your data in a structured format, complete with sorting and search functionalities, making it possible to drill down into the specifics. Whether you're looking at user behavior metrics or e-commerce transactions, tables organize your data into a clear, actionable format.


4 Methods to Build a Dashboard based on Google Analytics 4 Data

Explore the versatility of GA4 with four distinct methods to construct a dashboard that not only aligns with your analytics needs but also amplifies your data's storytelling power.

Method #1: Custom Google Analytics 4 Dashboard (in GA4 interface - custom report)

Crafting a custom dashboard in Google Analytics 4 (GA4) is like building your own digital command center. It's all about focusing on what matters most to your business. By cherry-picking the metrics and dimensions that align with your goals – be it user engagement, conversion rates, or traffic sources – you create a dashboard that doesn't just report data but tells the story of your business's online journey.

The beauty of a GA4 custom dashboard lies in its adaptability. You're not just stuck with numbers and figures; you can bring your data to life with a variety of charts and graphs that make sense to you and your team. Whether it's a crisp line graph for trend analysis or a clear bar chart for quick comparisons, the data is yours to mold.

This isn't a one-size-fits-all solution. GA4 allows you to craft multiple reports tailored to different audiences within your company. Executives can glance at a streamlined overview, marketers can delve into user behaviors, and sales teams can zero in on conversion data. Each custom view ensures that every team member gets insights that spur them into action.

What's more, your GA4 dashboard is always on the pulse. As fresh data flows in, your dashboard evolves, offering up-to-the-minute insights. Set alerts to keep you informed of any significant shifts, so you're never caught off guard.

And let's not forget the power of integration. If you're leveraging other Google tools like Google Ads, funnel that data straight into your GA4 dashboard for a unified view of how your marketing efforts are playing out across the board.

In essence, a custom GA4 dashboard isn't just a reporting tool – it's a strategic asset. It demands a bit of setup, sure, but the result is a clear, customized view of your online world, crafted to support smart, swift business decisions.

Method #2: Looker Studio (with connector)

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Looker Studio, previously Google Data Studio, offers a straightforward solution for crafting tailored dashboards and reports, tapping into the power of Google Analytics 4 data. With the Looker Studio connector for GA4, you can effortlessly integrate data into a dynamic and interactive dashboard, enhancing your data analysis and narrative.

Starting your dashboard in Looker Studio is as simple as linking to your GA4 data. From there, it's a matter of dragging and dropping the elements you need onto your workspace. You're free to mix and match charts, tables, and various data displays supported by Looker Studio, or even merge data from multiple sources for a fuller picture.

Handling voluminous datasets is where Looker Studio truly shines, making it ideal for businesses analyzing extensive data. Its dashboards are live, refreshing automatically with new data, which means your insights are always current.

Collaboration is a breeze with Looker Studio. Share your dashboards and reports with colleagues and stakeholders for streamlined teamwork and informed decision-making. You decide who gets to see what, with customizable access levels.

Customization doesn't stop at data in Looker Studio. Tailor the look of your reports to match your brand with your own colors, logos, and fonts, creating reports that are as visually appealing as they are informative.

In summary, Looker Studio transforms Google Analytics 4 data into an engaging, shared experience. Its direct connection to GA4, along with powerful visualization and teamwork features, establishes it as a go-to for marketers and data analysts.

For inspiration on crafting an effective dashboard, explore a variety of marketing dashboard examples and templates that can propel your analytics to new heights.

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Top 30 Handpicked Google Looker Studio Dashboards for Marketers

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Top 30 Handpicked Google Looker Studio Dashboards for Marketers

Method #3: BigQuery (with [GA4] BigQuery Export)

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BigQuery offers a seamless export feature for Google Analytics 4 data, allowing for deep dives into analytics. It's a serverless data warehouse that enables scalable analysis over vast amounts of data. With native integrationGA4 data can be automatically exported to BigQuery, where SQL queries can be used to uncover granular insights. 

This direct pipeline empowers businesses to perform complex analyses and combine GA4 data with other datasets for enriched business intelligence. BigQuery's robust capabilities make it an indispensable tool for those who need to manipulate large datasets quickly and efficiently, providing a comprehensive view of user interactions and website performance.

Method #4: Sessionize, and Blend with Advertising Data Using OWOX BI

OWOX BI is a standout tool for those looking to get more from their Google Analytics 4 data. It's all about making your data work smarter, not harder. With sessionization, OWOX BI tracks every step a user takes, providing a complete story from their first click to their last. This isn't just about seeing numbers; it's about understanding the full user experience.

When it comes to advertising, OWOX BI doesn't miss a beat. It pulls together data from all your advertising channels right into GA4. This means you can see how your ads on different platforms work together to bring users to your site. It's like having a bird's-eye view of your marketing efforts, helping you make sense of where your budget is going and what's bringing in results.

Automation is key with OWOX BI. It sorts through your data, finding the important bits so you don't have to. It's like having a digital analyst who's always on, making sure you're not missing out on any opportunities or red flags that pop up in your data.

The platform also shakes things up with its approach to attribution. It doesn't just look at the last click before a purchase; it considers the whole journey. This way, you can better understand which marketing moves are making an impact.

Finally, OWOX BI makes reporting easy and accessible. It takes the complexity out of data with reports that are easy to understand and share. Whether you're a data expert or a marketing pro, you'll find the insights you need without the hassle.

In short, OWOX BI turns your GA4 data into clear, actionable insights, helping you to not just track but also improve your online business performance.

Build a Dashboard from Google Analytics 4 Data With OWOX BI

Building an insightful dashboard from Google Analytics 4 data doesn't have to be complex. With the intuitive GA4 interface, you can set up the basics in no time. If you're looking to dive deeper, Looker Studio is your go-to for enhanced visualizations. However, for the ultimate data synthesis, OWOX BI stands out. 

It not only facilitates seamless integration with BigQuery for granular analysis but also specializes in combining session information with advertising metrics for a holistic view of your performance. To truly leverage your data for strategic decision-making, delve into sophisticated dashboard techniques that OWOX BI supports, ensuring your business leverages every insight for maximum growth.

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  • What are Google Analytics 4 reports?

    Google Analytics 4 reports are detailed analyses that provide insights into website traffic, user behavior, and conversion data, helping to gauge online performance.
  • How many widgets can a Google Analytics 4 dashboard have?

    A Google Analytics 4 dashboard can include up to 12 widgets, each customizable to display a variety of data points and insights.
  • What is Google Analytics 4 (GA4)?

    Google Analytics 4 or GA4 is the newest version, offering advanced tracking across platforms and predictive insights using artificial intelligence and machine learning.
  • Why create custom Google Analytics 4 dashboards?

    Creating custom dashboards in Google Analytics 4 allows for a focused view of your chosen metrics, facilitating more informed decisions tailored to your business strategy.
  • How do I use Google Analytics 4?

    Google Analytics 4 is used by adding a unique tracking code to your website, enabling you to monitor and analyze user interactions and traffic data.
  • How to make Google Analytics 4 dashboards?

    Navigate to "Customization" within Google Analytics 4, select "Dashboards," and click "Create" to build a custom dashboard with widgets that suit your data needs.

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CMO Dashboard

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