Using Google Analytics Widgets in Dashboards and Custom Reports

What Are Google Analytics Widgets?

Google Analytics Widgets are ready-to-use data components that display Google Analytics 4 (GA4) metrics directly within your CRM. Once you connect your GA4 property, you can add widgets to dashboards and custom reports to view website analytics alongside your CRM data, providing a unified view of customer interactions and business performance.

Key Benefits

Integrating Google Analytics widgets offers several advantages for monitoring and analyzing website performance:

• Centralized Data: Combine web analytics with CRM metrics, ad performance, and sales data in a single location.
• Quick Insights: Identify trends like traffic surges, engagement changes, or popular content without switching between platforms.
• Audience Understanding: Compare new versus returning visitors, analyze device usage, and evaluate traffic channels to refine marketing strategies.
• Efficiency: Automate data collection and eliminate manual exports or spreadsheet work.
• Client Reporting: Share website performance reports with clients without providing direct access to Google Analytics.

Prerequisites

Before adding Google Analytics widgets, ensure you have the following set up:

• A connected GA4 property and data stream in your CRM's integration settings.
• User permissions to edit dashboards (to add widgets) or create/schedule reports.
• Appropriate access permissions to the Google Analytics property and data stream.

Available Widgets

The CRM provides a variety of pre-built widgets focusing on key GA4 metrics. You can mix different chart types to create comprehensive views.

• Total Users: Count of unique visitors during the selected period.
• Active Users: Number of users with engaged sessions.
• New Users: First-time visitors.
• Sessions Over Time: Trend view of sessions across dates.
• Engagement Rate: Percentage of sessions with active user interaction.
• Bounce Rate: Percentage of single-page sessions without further engagement.
• Average Engagement Time: Average duration users spend actively engaged.
• Sessions by Channel: Sessions grouped by acquisition channel (e.g., Organic Search, Paid Social).
• Sessions by Source/Medium: Sessions grouped by source and medium pairs.
• Top Pages by Views: Ranking of most-viewed pages.
• Top Events: Most frequently triggered GA4 events.
• New vs. Returning Users: Comparison of first-time and returning visitors.
• Device Category: Sessions broken down by device type.

Dashboards vs. Custom Reports

Google Analytics widgets can be used in both dashboards and custom reports, serving different purposes:

• Dashboards: Ideal for ongoing, real-time monitoring and quick daily checks.
• Custom Reports: Designed for scheduled distribution via email, providing polished reports for clients or team members.

The same widget library is available in both, allowing you to create a layout in one and reuse it in the other.

Customizing Widgets

You can tailor each widget to focus on specific data points and improve readability:

• Date Range: Set a specific time period for all widgets on a dashboard or report.
• Chart Type: Choose from options like Numeric, Donut, Line, Bar, or Table, depending on the widget.
• Filters: Narrow data by criteria such as source, medium, channel, page, or event.
• Layout: Reposition, resize, duplicate, or remove widgets as needed.
• Theming: Apply consistent color schemes across dashboards and reports.

How to Set Up Google Analytics Widgets

Adding Widgets to a Dashboard

1. Navigate to the Dashboard section in your sub-account.
2. Open the desired dashboard and click the edit button.
3. Click "Add Widget."
4. Select a chart type, then choose a metric from the Google Analytics category.
5. Apply any filters or adjust the theme if needed.
6. Save the widget to start displaying GA4 data.

Adding Widgets to a Custom Report

1. Go to Reporting > Custom Reports in your sub-account.
2. Open an existing report or create a new one.
3. Click "Add Widget/Element" and locate the Google Analytics section.
4. Drag the desired widgets into the report layout.
5. Configure each widget by selecting chart types and setting filters.