Free Marketing Analytics Dashboard

Free Marketing Analytics Dashboard

One of the first things you need to have as an online marketer is insights! You need to have some sort of idea what the performance is of your online marketing activities. 

Google has a dashboarding tool which is great to have the information from Google Analytics and Google Adwords visualised in a more understandable way. It is called Google Datastudio.

Example Dashboard Atumic Analytics

We created a dashboard for an immediate overview of your online marketing performance. This is not for e-commerce activities, but once you know how Datastudio works, it is not difficult to add those metrics yourselves.

We promote Smart Marketing so we provide this dashboard for free.



Fill in this form and you will receive an email with the link to the dashboard. Below we described how to make this Dashboard yours in just three easy steps.

Three steps to make this your Online Marketing Dashboard.

Step 1: connect your data

To make the dashboard yours, you need to connect the right data sources to it. Of course, you need to have a Google Analytics and Google Adwords account. You could also have one of those, that is why we have created two pages in this dashboard.

Actions you should take:

  1. duplicate the dashboard
  2. connect your Analytics and Adwords accounts
  3. save your dashboard

Here a short clip on how to make this dashboard yours.

Step 2: understanding the data

As mentioned above, we have created two pages in this dashboard. The consist of the basic elements you need as a (online) marketer.

We will explain the most important terms used in these dashboards and what our idea is on how to interpret all the graphs.

Google Analytics Dashboard

Google Analytics dashboard in Datastudio

Key Performance Indicators

The Key Performance Indicators (KPI’s) give you a general overview of the performance of your website. By default it shows you the data of the last 30 days (excluding today) compared to the previous period.

You can change the period on the right side of the dashboard.

Explanation on the terms used:


A bounce is reported when a user’s session only contains a single pageview. The idea is that someone comes to your website and they ‘bounce’ away and leave after only viewing a single page.

Bounce Rate

Bounce rate is the percentage of sessions with a single pageview. This rate can provide top-level insights about the performance of your content. For example, if you want people to travel on to view a subsequent page on your website, then you can aim to lower your bounce rate. It’s also important to apply context when analyzing bounce rate, since some pages will deliver all of the information somebody is looking for on a single page, for example, a store locator or a blog post.


A pageview is reported when a page has been viewed by a user on your website. In the Google Analytics pages report, by default, your pages are ordered by popularity based on pageviews. This allows you to see which content is being viewed most often.


A referral is reported when a user clicks through to your website from another third-party website. The referrals report allows you to see all of the websites (by domain) that are sending you traffic. You can also drill-down into the referrals report to view the ‘Referral Path’ which allows you to see the individual pages linking to your website.


A single visit to your website, consisting of one or more pageviews, along with events, ecommerce transactions and other interactions. The default session timeout is 30 minutes, which means that if someone is inactive on your website for over 30 minutes, then a new session will be reported if they perform another interaction, for example, viewing another page.


An individual person browsing your website (technically, a unique browser cookie). Each user can visit your website multiple times, for example, 1 user could create 3 sessions on your website, with each session containing multiple pageviews. By default, each unique browser cookie will be counted as a separate user which means someone visiting your website on multiple devices (each with their own browser cookie) will mean more than 1 user is reported. The User ID feature allows you to track unique individuals that identify themselves on multiple devices.


We have created several widgets based upon the questions you should ask yourselves.

How are site sessions trending?

From this widget you will learn what the activity is on your website in the past 7 days (excluding today) compared to the previous period. This should give you a warning if something is out of the ordinary or if the performance is below your expectation.

What 5 pages were most popular?

If your website is built in the right way and your marketing is also following the path of the customer journey, you should see this on the most popular pages. When you have a campaign running to drive awareness, the landingpage of this campaign will be number one. If the performance is right, the pages to increase the consideration to try your product or services should be in this top 5 too.

What are the top countries by sessions?

This widget is important if you are running an international company. You can change this widget also to a more local overview.

Which 5 channels drive engagement?

Engagement is about the effort an user wants to take to learn about what you have to offer. It is sessions vs. pageviews. But be aware: it is not always the fact that more pages per sessions are good. It could also mean that your website is not clear enough and users cannot find what they are looking for.

Which sources are the best referals?

You want to increase your reach. This is what you can do by letting others spread your website. The goals you have is to drive awareness of your brand within your target audience.

Google Adwords dashboard

Key Performance Indicators

The Key Performance Indicators (KPI’s) give you a general overview of the performance of your website. By default it shows you the data of the last 7 days (excluding today) compared to the previous period.

You can change the period on the right side of the dashboard.

Explanation on the terms used:


The top-level structure of your account, think of campaigns as folders within your account. You can create one or more campaigns inside your account based on your advertising objectives. There are multiple ways to structure your campaigns, for example, you can use campaigns for different targeting (search vs. display), for structuring keywords, allocating budget and more. Each campaign contains one or more ad groups to create a more granular structure inside your account.


When a user clicks on an ad they are taken to the ad’s landing page (or final URL) for the ad. This is when the advertiser is charged for a campaign using a CPC bid.


Any action that is valuable to your organization. Conversion tracking allows you to measure the number of people viewing important pages on your website (such as thank you pages), making phone calls using a Google forwarding number, downloading apps, actions within an app and offline conversions. Google AdWords allows you to use dedicated AdWords conversion tracking or import conversion data from Google Analytics.

Conversion Rate

The percentage of clicks (or interactions) that result in a conversion.


The amount of money spent for the desired actions. For example, clicks for search campaigns, views for video campaigns and impressions for display campaigns.


Cost-per-click or CPC is the amount you are willing to spend (or are charged) for each click. If you set a manual CPC bid, then you’ll never pay more than this amount (unless you are using bid adjustments) since Google AdWords uses an auction to display ads and you are only charged the amount necessary for the click.


Cost-per-thousand-impressions or CPM is a bidding option where an advertiser pays for 1,000 impressions of their ad regardless of the number of clicks. CPM bidding is designed for advertisers wanting to increase brand awareness rather than drive conversions. Google AdWords uses viewable CPM bidding.


Click-through-rate or CTR is the percentage of impressions that result in a click on your ad. For example, an ad with 100 clicks and 1,000 impressions would have a click-through-rate of 10%.


An impression is counted when an ad is displayed (with or without a click). For display campaigns, you have the option of bidding on a viewable impression.


The graphs and widgets in this dashboard should give you an overview on the most important numbers you need to see whether or not your Adwords campaign are running according to plan.

These widgets are quite straightforward. They give you an insight in the performance of your ads concerning:

  • The ability of the ad the raise curiosity (click through rate)
  • The alignment between the ad and the landing page (conversion)
  • The costs to turn leads into prospects (cost per click)

Besides the numbers it is always good to be aware what devices are used to see your ad and act upon it. This information could be used to optimize the ads.

When you are ready to go in deeper in Adwords you can add another page to this dashboard where you can analyse each campaign.

Step 3. Start, learn, adapt

Now you have connected your own data, you can start to work with your dashboard. You can adept the widgets, add your logo and more.

But to begin your dashboarding activities, this version is perfect.

Leave your email address below and we will send you the link to the Google Datastudio dashboard. For free!