Dashboard 21 – Single Page X-Ray Dashboard
This Google Analytics dashboard is ideal if you
- Want to track the performance of a specific webpage/URL
- Want to optimize your best performing webpages
- Need a quick and dirty comparison of a page before and after key changes
- Google Analytics must be installed
- At least one conversion goal or event must be set
- You need to manually configure each widget
Contents of this GA dashboard
This is really the most important widget of this dashboard. Put your most important conversion metric into this widget. In this case we want to track the amount of downloads. You might want to measure leads, e-commerce transactions or another type of conversion.
The widget settings are displayed below:
Pretty straightforward. How many unique visitors have visited this page during the period in question.
Of the people that saw this page as the first page on your website, how many of them left again without viewing another webpage on your site. A high bounce rate is typically a sign that people are not overly excited by your content (although theoretically they could have found everything they needed to know on the first page and consequently didn't need to click through to other pages on you site).
This widget shows you the average time that each visitors spends on this specific web page. But as you don't really know whether people are looking at your great content or have gone to the restroom, you can't use it as an entirely accurate measure of how much time your visitors spend on this page.
This widgets list the top 10 sources of traffic for this specific webpage and the corresponding bounce rate. As you will see from above figures this website relies heavily on traffic from Google whereas our newsletter bringing in one single visitor is not really a source of significant traffic (yes, we have neglected writing and sending newsletters…).
Pretty much the same as widget 5 above. This time however broken down one level further, so the referring domain is also shown.
This one is really neat if you are concerned about organic (or paid) traffic from search engines. It you which keywords that people typed in the search engine before landing on your website and viewing this page. Also visitors that landed on another of your webpages and ended up on this webpage will have their visit and corresponding keyword included here.
This widget shows you the original landing page of the visitors to this page. In this case 510 of the visitors landed directly on this page, whereas 261 arrived through the frontpage and another 24 started their visit at the “Personal Blogger Dashboard” and then navigated to this page.
This widget displays the actual number of visitors to this webpage. Right now, in real-time. If you have just published a new article or blog post, try tracking the initial traffic with this dashboard.
This widget shows the number of shares, plusses or whatever social events that you are tracking. Make sure to test your social tracking code. Ours is broken and only tracks social interactions through Google. We need to fix that.
Shows which social sources that lead to social interaction on your page.
Shows which source that gave you the visitors that shared or liked your content. Even though the visitor found you through Google the type of social action can easily be Twitter or something else. This widget doesn't tell you anything about that.
Edit the filter on each widget and replace the default page “/social-media-dashboard” with the page from your website that you want to X-ray. Don't include your domain, just enter page URL (with a / but without the full www.domain.com thing.).
Stuff that you want to look out for
Take a look at the line charts? Are they pointing in the right direction? If yes, remember to celebrate with your team and try to make the figures even better. If no, bang your head into a wall (that doesn't improve your bad stats, but the off-line pain temporarily makes you forget about your online pains).
Try ticking off the “compare to” in the period selection box to the upper right. Then you can compare the performance of two different time series (maybe before and another some potentially crucial changes to this webpage?)
In widget 6 “Which specific sources drive traffic to this page?” you will quite easily be able to spot if kind webmasters link to your content. Make sure to somehow say “Thank you” to those people so they might link to you again.
The widget 7 “Which keywords drive traffic to this page” is handy if you want to know how visitors from search engines found this webpage. If you tried to hit specific keywords or phrases with the content on this page you will be able to see how well you succeeded or if you hit some other popular keywords or terms instead.
We're tracking Tweets and Google plusses of this dashboard to determine whether you want more dashboards within this category.
If you like it, then show it 🙂