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Home > Blog > Microsoft Excel

How to Create Web Analytics Dashboards: Examples & Tips

Web analytics refers to gathering, examining, and reporting web data. It gives you information on how well your website performs.

For a better understanding of the value of web analytics, let’s look at a case study.

Increased internet traffic and conversions were priorities for the marketing department of a certain company. Despite their best efforts, they were unable to succeed.

Web analytics dashboards

They discovered the website needed to be user-experience optimized after doing some research.

They had to measure and analyze the website’s performance to understand user behavior and make the required adjustments.

They opted to use web analytics to study the performance of their website. Thus, they developed a web analytics dashboard to track the top website metrics. This enabled them to tweak their website for improved user experience and increased conversions.

Table of Content:

  1. What are  Web Analytics Dashboards?
  2. Why Building a Web Analytics Dashboard Useful?
  3. Key Metrics to Include in a Web Analytics Dashboard
  4. Benefits of  An Analytics Dashboard 
  5. Examples of Web Analytics Dashboards
    1. Traffic Flow Web Analytics Dashboard
    2. Traffic Sources Web Analytics Dashboard
    3. E-Commerce Web Analytics Dashboard
    4. Website KPI Dashboard
    5. Google Analytics 4
  6. How to Create a Web Analytics Dashboard: Step-By-Step
  7. Video Tutorial: Web Analytics Dashboard
  8. Common Pitfalls in Creating Web Analytics Dashboards
  9. Best Practices For Creating a Web Analytics Dashboard
  10. Web Analytics Dashboard: FAQs
  11. Wrap Up

Keep reading to learn about web analytics and how to create a web analytics dashboard in Excel.

What are Web Analytics Dashboards?

Definition: A Web Analytics Dashboard is a visual tool that consolidates key metrics and data related to website performance. It provides insights into user behavior, traffic sources, conversions, and other important statistics in real time or over a specified period. The dashboard typically includes tables charts and graphs, and that makes it easy to track metrics such as page views, bounce rate, session duration, and user demographics.

By using a web analytics dashboard, businesses can monitor and analyze their website’s effectiveness, identify trends, and make data-driven decisions to improve user experience and achieve business goals. Common platforms for web analytics dashboards include Google Analytics, Adobe Analytics, and various third-party tools.

Why Building a Web Analytics Dashboard Useful?

Building a Web Analytics Dashboard is highly beneficial because it allows businesses to track and visualize key website metrics in one place. Here are the main advantages:

1. Real-Time Monitoring

A dashboard offers real-time insights into website performance, helping businesses track traffic, user behavior, and conversions as they happen.

2. Data-Driven Decisions

It provides actionable data that can inform strategic decisions, such as optimizing content, improving user experience, or refining marketing campaigns through a marketing analytics platform.

3. Customizable Insights

Dashboards can be tailored to display specific metrics that matter most to your business, ensuring you focus on what drives results.

4. Quick Identification of Issues

Anomalies like a sudden traffic drop or high bounce rates are easily spotted, allowing for immediate corrective actions.

5. Improved Reporting

Dashboards simplify reporting by providing a visual overview that is easy to share with stakeholders, streamlining decision-making and collaboration.

Key Metrics to Include in a Web Analytics Dashboard

Web analytics has several metrics you can track. You can use these metrics to measure website performance and user behavior.

The top website metrics to include in an analytics report include:

  • Number of visits
  • Page views
  • Time spent on site
  • Bounce rate
  • Conversion rate
  • Referral sources
  • Popular pages
  • Popular products
  • Average order value

Benefits of  An Analytics Dashboard

1. Centralized Data Visualization

An analytics dashboard consolidates data from multiple sources into a single view, making it easier to track performance metrics and gain insights without switching between different tools.

2. Real-Time Monitoring

Dashboards offer instant insights into key performance indicators (KPIs), enabling businesses to swiftly adapt to changes and refine their strategies in real time.

3. Enhanced Decision-Making

By presenting data visually, analytics dashboards help stakeholders understand trends and patterns quickly, leading to informed, data-driven decisions that can improve overall business performance.

4. Customizable Insights

Dashboards can be tailored to display specific metrics that are relevant to various teams or departments, ensuring that everyone has access to the information that matters most to them.

5. Improved Reporting Efficiency

Dashboards streamline the reporting process by offering visual representations of data, which can be easily shared with stakeholders, reducing the time spent on creating reports and presentations.

6. Identification of Trends and Anomalies

With visual data representation, dashboards make it easier to spot trends and anomalies in performance, enabling proactive measures to be taken to address issues or capitalize on opportunities.

Examples of Web Analytics Dashboards

Traffic Flow Web Analytics Dashboard

Let’s say you have website traffic data and wish to determine the overall traffic. You also want to determine which social media sites generate the highest traffic. Thus, you can focus on the sites that are not doing well.

The data is displayed below.

From Sources Web Pages Traffic
Facebook Product Page Checkout Page 10831
Facebook Product Detail Page Contact us 22121
Facebook Product Detail Page Checkout Page 26751
Facebook Home Page Product Page 28240
Facebook Home Page Contact us 24506
Direct Home Page Product Detail Page 28166
Direct Product Page Product Detail Page 28074
Direct Contact us 10779
Direct Product Page Checkout Page 11449
Direct Product Detail Page Contact us 19316
Instagram Product Detail Page Checkout Page 27440
Instagram Home Page Product Page 16351
Instagram Home Page Contact us 28424
Instagram Home Page Product Detail Page 24986
Instagram Product Page Product Detail Page 10182
Twitter Contact us 18607
Twitter Product Page Checkout Page 18375
Twitter Product Detail Page Contact us 10815
Twitter Product Detail Page Checkout Page 22742
Twitter Home Page Product Page 28432
Google Ads Home Page Contact us 17722
Google Ads Home Page Product Detail Page 11160
Google Ads Product Page Product Detail Page 11722
Google Ads Contact us 19854
Google Ads Product Page Checkout Page 21936
SERP Product Detail Page Contact us 23250
SERP Product Detail Page Checkout Page 26512
SERP Home Page Product Page 10236
SERP Home Page Contact us 22565
SERP Home Page Product Detail Page 17076
SERP Product Page Product Detail Page 24402
SERP Contact us 27724

Here is the final visualization.

traffic flow analytics dashboards

Traffic Sources Web Analytics Dashboard

Here, we will use Geo, Sources, and Web Pages data.

Geo Sources Web Pages Traffic
Boston Product Page Checkout Page 10831
Boston Product Detail Page Contact us 22121
Boston Product Detail Page Checkout Page 26751
Boston Home Page Product Page 28240
Boston Home Page Contact us 24506
Boston Home Page Product Detail Page 28166
Boston Product Page Product Detail Page 28074
Boston Contact us 10779
Austin Product Page Checkout Page 11449
Austin Product Detail Page Contact us 19316
Austin Product Detail Page Checkout Page 27440
Austin Home Page Product Page 16351
Austin Home Page Contact us 28424
Austin Home Page Product Detail Page 24986
Austin Product Page Product Detail Page 10182
Austin Contact us 18607
Phoenix Product Page Checkout Page 18375
Phoenix Product Detail Page Contact us 10815
Phoenix Product Detail Page Checkout Page 22742
Phoenix Home Page Product Page 28432
Phoenix Home Page Contact us 17722
Phoenix Home Page Product Detail Page 11160
Phoenix Product Page Product Detail Page 11722
Phoenix Contact us 19854
Dallas Product Page Checkout Page 21936
Dallas Product Detail Page Contact us 23250
Dallas Product Detail Page Checkout Page 26512
Dallas Home Page Product Page 10236
Dallas Home Page Contact us 22565
Dallas Home Page Product Detail Page 17076
Dallas Product Page Product Detail Page 24402
Dallas Contact us 27724

Here is the final visualization.

website traffic flow analytics dashboards

E-Commerce Web Analytics Dashboard

This is data of traffic from an e-commerce store.

Starting Point Platforms View product & details Read Reviews Add to Cart Cart Status Ending Point Traffic
External Ad Mobile App View product & details Read Reviews Add to Cart Clear Cart Exit 29246
External Ad Mobile App View product & details Read Reviews Add to Cart Checkout Purchase 6133
External Ad Mobile App View product & details Read Reviews Add to Cart Click on another product Purchase 12954
External Ad Mobile App View product & details Read Reviews Add to Cart Clear Cart Exit 22337
External Ad Mobile App View product & details Read Reviews Add to Cart Checkout Purchase 14685
External Ad Mobile App View product & details Read Reviews Add to Cart Click on another product Purchase 10210
External Link Mobile App View product & details Read Reviews Add to Cart Clear Cart Exit 29605
External Link Mobile App View product & details Read Reviews Add to Cart Checkout Purchase 27600
External Link Mobile App View product & details Read Reviews Add to Cart Click on another product Purchase 5637
External Link Mobile App View product & details Read Reviews Add to Cart Clear Cart Exit 23336
External Link Mobile App View product & details Read Reviews Add to Cart Checkout Purchase 28281
External Link Mobile App View product & details Read Reviews Add to Cart Click on another product Purchase 17939
Direct Search Mobile App View product & details Read Reviews Add to Cart Clear Cart Exit 5490
Direct Search Mobile App View product & details Read Reviews Add to Cart Checkout Purchase 19138
Direct Search Mobile App View product & details Read Reviews Add to Cart Click on another product Purchase 27311
Direct Search Mobile App View product & details Read Reviews Add to Cart Clear Cart Exit 19560
Direct Search Mobile App View product & details Read Reviews Add to Cart Checkout Purchase 24788
Direct Search Mobile App View product & details Read Reviews Add to Cart Click on another product Purchase 10914
Organic Search Mobile App View product & details Read Reviews Add to Cart Clear Cart Exit 29043
Organic Search Mobile App View product & details Read Reviews Add to Cart Checkout Purchase 12028
Organic Search Mobile App View product & details Read Reviews Add to Cart Click on another product Purchase 24685
Organic Search Mobile App View product & details Read Reviews Add to Cart Clear Cart Exit 8508
Organic Search Mobile App View product & details Read Reviews Add to Cart Checkout Purchase 12448
Organic Search Mobile App View product & details Read Reviews Add to Cart Click on another product Purchase 5034
External Ad Official Website View product & details Read Reviews Add to Cart Clear Cart Exit 23552
External Ad Official Website View product & details Read Reviews Add to Cart Checkout Purchase 19632
External Ad Official Website View product & details Read Reviews Add to Cart Click on another product Purchase 18914
External Ad Official Website View product & details Read Reviews Add to Cart Clear Cart Exit 19234
External Ad Official Website View product & details Read Reviews Add to Cart Checkout Purchase 26871
External Ad Official Website View product & details Read Reviews Add to Cart Click on another product Purchase 29736
External Link Official Website View product & details Read Reviews Add to Cart Clear Cart Exit 14141
External Link Official Website View product & details Read Reviews Add to Cart Checkout Purchase 10680
External Link Official Website View product & details Read Reviews Add to Cart Click on another product Purchase 23756
External Link Official Website View product & details Read Reviews Add to Cart Clear Cart Exit 18491
External Link Official Website View product & details Read Reviews Add to Cart Checkout Purchase 15740
External Link Official Website View product & details Read Reviews Add to Cart Click on another product Purchase 5976
Direct Search Official Website View product & details Read Reviews Add to Cart Clear Cart Exit 19080
Direct Search Official Website View product & details Read Reviews Add to Cart Checkout Purchase 22204
Direct Search Official Website View product & details Read Reviews Add to Cart Click on another product Purchase 22736
Direct Search Official Website View product & details Read Reviews Add to Cart Clear Cart Exit 25578
Direct Search Official Website View product & details Read Reviews Add to Cart Checkout Purchase 11141
Direct Search Official Website View product & details Read Reviews Add to Cart Click on another product Purchase 6881
Organic Search Official Website View product & details Read Reviews Add to Cart Clear Cart Exit 18022
Organic Search Official Website View product & details Read Reviews Add to Cart Checkout Purchase 21183
Organic Search Official Website View product & details Read Reviews Add to Cart Click on another product Purchase 15307
Organic Search Official Website View product & details Read Reviews Add to Cart Clear Cart Exit 11557
Organic Search Official Website View product & details Read Reviews Add to Cart Checkout Purchase 26480
Organic Search Official Website View product & details Read Reviews Add to Cart Click on another product Purchase 29140

This is the final visualization.

e-commerce store analytics dashboards

Website KPI Dashboard

A Website KPI Dashboard is a powerful tool that visualizes essential website metrics such as traffic, user behavior, conversions, and bounce rates. It helps businesses monitor real-time performance, make data-driven decisions, and identify opportunities for website optimization and growth.

Google Analytics 4

Google Analytics 4 (GA4) is the latest version of Google’s analytics platform, focusing on event-based tracking to provide deeper insights into user behavior across websites and apps. It offers cross-platform tracking, machine learning-powered insights, and enhanced privacy controls, helping businesses better understand the customer journey and make data-driven decisions.

e-commerce store analytics dashboards

How to Create a Web Analytics Dashboard: Step-By-Step

Creating a web analytics dashboard in Excel is vital for an in-depth evaluation of your website’s performance. You can learn crucial information about the performance of your website and pinpoint areas to improve.

You can create appealing analytics visuals with ChartExpo. Visuals that make it easy for website performance evaluation.

How to Install ChartExpo in Excel?

  1. Open your Excel application.
  2. Open the worksheet and click on the “Insert” menu.
  3. You’ll see the “My Apps”.
  4. In the office Add-ins window, click on “Store” and search for ChartExpo on my Apps Store.
  5. Click on the “Add” button to install ChartExpo in your Excel.

ChartExpo charts and graphs are available both in Google Sheets and Microsoft Excel. Please use the following CTA’s to install the tool of your choice and create beautiful visualizations in a few clicks in your favorite tool.

Sample Data

Let’s use example 3 to demonstrate how to create a web analytics dashboard on data of traffic from an e-commerce store in Excel.

  • To get started with ChartExpo, install ChartExpo in Excel.
  • Now Click on My Apps from the INSERT menu.
insert chartexpo in excel
  • Choose ChartExpo from My Apps, then click Insert.
open chartexpo in excel
  • Once ChartExpo is loaded. Click on “Sankey Chart” from the list of charts.
search sankey chart in excel
  • Click the “Create Chart From Selection” button after selecting the data from the sheet, as shown.
create web analytics dashboards in excel
  • The Sankey Chart will look as follows.
edit web analytics dashboards in excel
  • If you want to have the title of the chart, click on Edit Chart, as shown in the above image.
  • To change the title of the chart, click on the pencil icon that is available very next to Chart Header.
  • It will open the properties dialog. Under the Text section, you can add a heading in Line 1 and enable the Show option. Give the appropriate title of your chart and click on the Apply button.
settings web analytics dashboards in excel
  • To change the node color, click on the pencil icon available with the node. Expand the Node properties and change color from the Node Color property. Click on the Apply button.
  • For saving changes click on Save Changes. This will persist the changes.
save web analytics dashboards in excel
  • The final chart will look as below.
Web analytics dashboards in excel

Insights

  • On the first level, you can observe the sources of traffic. The majority of the traffic, which is 233.5K and makes up 26.45%, came from external ads.
  • The website generated 456K, 52% of the total traffic. This makes it the largest traffic compared to the mobile app’s 427K.
  • All the traffic resulted in product page views and reviews. Almost all of them added products to their carts.
  • 7K users, 38%, cleared their cart and exited. The remaining 34% proceeded to the checkout and completed their purchase, while 30% clicked on another product. Thus, the final user purchase rate is 64%.

Video Tutorial: Web Analytics Dashboard

This video will guide you in creating a Sankey Chart in Microsoft Excel, a powerful tool for visualizing website traffic and gaining deeper insights into the flow of your data. Integrate this with your Web Analytics Dashboard to bring clarity and precision to your analysis!

Common Pitfalls in Creating Web Analytics Dashboards

1. Overloading with Data

Including too many metrics can overwhelm users. Focus on key performance indicators (KPIs) that align with business goals to ensure clarity.

2. Lack of Clear Objectives

Without defined objectives, dashboards can become ineffective. Establish specific goals for what the dashboard should achieve to guide its design and metrics selection.

3. Ignoring User Experience

Poor design and navigation can make dashboards difficult to use. Prioritize a clean layout, intuitive navigation, and easy access to critical information.

4. Failing to Update Regularly

Static dashboards can become outdated quickly. Implement a routine for updating data and metrics to ensure that insights remain relevant and actionable.

5. Not Involving Stakeholders

Excluding key stakeholders in the design process can lead to missed insights. Involve team members to understand their needs and ensure the dashboard meets diverse requirements.

Best Practices For Creating a Web Analytics Dashboard

Here are some tips for making a web analytics dashboard that works well:

  • Keep it simple, easy to use, and understandable.
  • Concentrate on the most crucial metrics.
  • To visualize the data, use graphics like graphs, charts, and tables.
  • Include filters to compare various time frames and segmentations.
  • Monitor website performance over some time to spot trends and user patterns.

Web Analytics Dashboard: FAQs

What is a web analytics dashboard?

A web analytics dashboard is a visual tool for data analysis on a website. It offers the user a thorough assessment of the website’s performance. Here, you can monitor key metrics such as website visitors, page views, bounce rate, and conversion rate.

What should be in a web analytics dashboard?

A web analytics dashboard should include several types of data, such as;

  • Overall website performance metrics
  • Real-time data such as website visitors, leads, and sales activity.
  • Social media analytics such as followers and engagement.
  • Search engine optimization (SEO) analytics.

What metrics should I track in a web analytics dashboard?

The top website metrics to track in an analytics dashboard include;

  • Number of visits.
  • Page views.
  • Time spent on site.
  • Bounce rate.
  • Conversion rate.
  • Referral sources.
  • Popular pages.
  • Popular products.
  • Average order value.

What is the purpose of a web analytics dashboard?

A web analytics dashboard enables website owners to get insightful knowledge about the performance of their websites. You can use this information to spot patterns, and areas for improvement and make decisions on website optimization.

Wrap Up

Everyone worries about the health of their business in today’s fast-paced economy. However, a basic web analytics dashboard can provide critical insights into your business. Thus, guide you toward the changes you need to succeed.

A web analytics dashboard can help you improve your business’s performance and boost revenue.

When designing and creating a web analytics dashboard, you can use Excel and make it interactive. This will bring in more holistic views of the performance of your website.

Using ChartExpo, you can create a web analytics dashboard in Excel in minutes. You can choose from various visualizations, such as charts and graphs.

These visualizations can help you make sense of your data and spot trends and patterns. Then you can make changes to your website and improve its performance.

How much did you enjoy this article?

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