How to create a dashboard with Google Analytics Universal

Google Analytics is probably the most essential tool a digital marketing expert needs to use for optimizing digital strategies. Building reports with this integration is important to show data relative to website performance.

     

**IMPORTANT: As announced by Google: On July 1, 2023, Google Analytics Universal properties will no longer process data. You'll be able to see your Universal Analytics reports for a period of time after July 1, 2023. However, new data will only flow into Google Analytics 4 properties. 

For now, if you prefer to not switch an existing universal property to Google Analytics 4 you can still continue to use the Google Analytics Universal integration. However, as Google suggests, it is recommended that you start preparing to use Google Analytics 4 going forward. Please see our steps below on how to integrate Google Analytics Universal or visit our article on how to create a dashboard with Google Analytics 4.**



1 - How to integrate Google Ads to DashThis
2 - List of metrics and dimensions
3 - Filters
4 - Notes/Limitations



1- Integrate Google Analytics (Universal) to DashThis


  • Permissions: In order to successfully connect Google Analytics (Universal) to DashThis, you need to have Viewer permissions (previously Read & Analyze permissions). Should you need more information on Google Analytics Universal user roles and permissions, please visit Google's help center


How to connect Google Analytics (Universal) to DashThis:


Step 1 - Go to DashThis and click on the integrations page

Step 2 - Scroll down the list of available integrations and click on ADD + beside Google Analytics

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Step 3
 - You’re then redirected to Google where you will sign in as usual and allow DashThis to access your Google Ads data (don’t worry – we only use it to generate your dashboards!)


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Now you can create reports with Google Analytics (Universal)  🙌 Not sure which data to import? No problem! We created a periodic dashboard template to help you. Simply go to your Dashboard manager page and click on Create Dashboard, search through the periodic templates or write the integration's name, and find Google Analytics Report.

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2 – List of metrics and dimensions

   
Metric Name Description
AdSense Ad Units Viewed The number of AdSense ad units viewed (requires integration with AdSense). An ad unit is a set of ads displayed as a result of one piece of the AdSense ad code.
AdSense Ads Clicked The number of times AdSense ads on the site were clicked (requires integration with AdSense).
AdSense Impressions The number of AdSense ads viewed (requires integration with AdSense). Multiple ads can be displayed within an ad Unit.
AdSense CTR The percentage of page impressions that resulted in a click on an AdSense ad (requires integration with AdSense).
AdSense eCPM The estimated cost per thousand-page impressions (requires integration with AdSense).
AdSense Page Impressions The number of pageviews during which an AdSense ad was displayed (requires integration with AdSense). A page impression can have multiple ad Units.
AdSense Revenue The total revenue from AdSense ads.
AdSense Revenue Per Visit The total revenue from AdSense ads is divided by the number of sessions.
Clicks The number of times users clicked on your ad.
Cost The total amount you paid for your ads.
Impressions How often your ad is shown. An impression is counted each time your ad is shown on a search result page or other sites on the Google Network.
CTR AdWords CTR (click-through rate) is the percentage of ad impressions that resulted in a click.
Cost Per Revenue Cost Per Revenue is calculated by dividing the ad spend by the conversion value (based on e-commerce revenue).
CPC Cost-per-click is the average cost you paid for each click on your search ad(s).
CPM Cost-per-mille-impressions is the average cost you paid for every 1000 impressions of your content ads.
Cost per Transaction The cost per transaction on your site.
ROAS (in $) ROAS (return on advertising spend) is calculated by dividing the conversion value (based on e-commerce revenue and goal value) by the ad spend.
ROAS (in %) ROAS (return on advertising spend) is calculated by dividing the conversion value (based on e-commerce revenue and goal value) by the ad spend.
Revenue Per Click (RPC) The average revenue per click (RPC).
ROAS (in %) – Goal value only ROAS (return on advertising spend) is calculated by dividing the conversion value (based on goal value) by the ad spend.
Margin Margin is calculated by taking the total revenue (transaction & goal value), subtracting the overall costs, then dividing by the total revenue.
ROAS (in %) – Revenue only ROAS (return on advertising spend) is calculated by dividing the conversion value (based on e-commerce revenue) by the ad spend.
Returns on Investment (ROI) ROI is calculated by taking the total revenue (transaction & goal value), subtracting the overall costs, then dividing by the total revenue.
Exceptions The total number of technical exceptions, or errors, including crashes.
Screen Views The total number of screens viewed. Repeated views of a single screen are counted.
Time On Screen The average amount of time users spent viewing a specific screen or set of screens.
Unique Screen Views The number of sessions during which the specified screen(s) are viewed at least once. Multiple viewings of a screen are counted as a single Unique Screen view.
Custom Metric 1 The value of your custom metric #1
Custom Metric 10 The value of your custom metric #10
Custom Metric 11 The value of your custom metric #11
Custom Metric 12 The value of your custom metric #12
Custom Metric 13 The value of your custom metric #13
Custom Metric 14 The value of your custom metric #14
Custom Metric 15 The value of your custom metric #15
Custom Metric 16 The value of your custom metric #16
Custom Metric 17 The value of your custom metric #17
Custom Metric 18 The value of your custom metric #18
Custom Metric 19 The value of your custom metric #19
Custom Metric 2 The value of your custom metric #2
Custom Metric 20 The value of your custom metric #20
Custom Metric 3 The value of your custom metric #3
Custom Metric 4 The value of your custom metric #4
Custom Metric 5 The value of your custom metric #5
Custom Metric 6 The value of your custom metric #6
Custom Metric 7 The value of your custom metric #7
Custom Metric 8 The value of your custom metric #8
Custom Metric 9 The value of your custom metric #9
Per Session Value The average revenue per Session. For mobile apps, this is the average for in-app revenue only. Acquisition revenue (like from app purchases within a marketplace like Google Play) is not included.
Ecommerce Conversion Rate The percentage of sessions that resulted in an e-commerce transaction.
Product Revenue Revenue from individual product sales.
Average Quantity The average number of units sold in e-commerce transactions.
Revenue The total revenue from web e-commerce or in-app transactions. Depending on your implementation, this can include tax and shipping.
Product Revenue per Purchase The average product revenue per purchase.
Avg. Order Value The average value of transactions.
Quantity The number of units sold in e-commerce transactions.
Ecommerce Conversion Rate The percentage of sessions that resulted in an e-commerce transaction.
Per Session Value The average transaction revenue for a session.
Shipping The total cost of shipping.
Tax The total tax for transactions.
Transactions The total number of transactions.
Unique Purchase The total number of times a specified product (or set of products) was a part of a transaction.
Product removes from cart The number of times a product was removed from a shopping cart.
Quantity Added To Cart The number of product units added to a shopping cart (Enhanced Ecommerce).
Quantity Removed From Cart The number of product units removed from a shopping cart (Enhanced Ecommerce).
Product Adds To Cart The number of times a product was added to a shopping cart (Enhanced Ecommerce).
Product Detail Views The number of times users viewed a product-detail page (Enhanced Ecommerce).
Items Per Transaction The average quantity of an item sold per transaction.
Cart-to-Detail Rate Product adds are divided by views of product details (Enhanced Ecommerce).
ROAS (in $) – Goal value only ROAS (return on advertising spend) is calculated by dividing the conversion value (based on goal value) by the ad spend.
ROAS (in $) – Revenue only ROAS (return on advertising spend) is calculated by dividing the conversion value (based on e-commerce revenue) by the ad spend.
Avg. Value The average value of an event.
Event Value Event Value is the total value of an event or set of events. It is calculated by multiplying the per-event value by the number of times the event occurred.
Total Events Total Events is the number of times events occurred.
Unique Events A count of the number of times an event with the category/action/label value was seen at least once within a session.
Goal Conversion Rate The sum of all individual goal conversion rates.
Cost Per Goal Conversion The cost per goal conversion for your site.
Goal 1 Abandonment Rate The rate at which the goal was abandoned (the ratio of Abandoned Funnels to Goal Starts).
Goal 1 Abandoned Funnels The number of times visitors entered the goal funnel but did not complete a conversion.
Goal 1 Completions The number of goal conversions.
Goal 1 Conversion Rate The percentage of sessions that resulted in goal conversion.
Goal 1 Cost Per Conversion The cost per goal conversion for your site.
Goal 1 Starts The number of entrances into the goal funnel.
Goal 1 Value The monetary value of goal conversions.
Goal 10 Abandonment Rate The rate at which the goal was abandoned (the ratio of Abandoned Funnels to Goal Starts).
Goal 10 Abandoned Funnels The number of times visitors entered the goal funnel but did not complete a conversion.
Goal 10 Completions The number of goal conversions.
Goal 10 Conversion Rate The percentage of sessions that resulted in goal conversion.
Goal 10 Cost Per Conversion The cost per goal conversion for your site.
Goal 10 Starts The number of entrances into the goal funnel.
Goal 10 Value The monetary value of goal conversions.
Goal 11 Abandonment Rate The rate at which the goal was abandoned (the ratio of Abandoned Funnels to Goal Starts).
Goal 11 Abandoned Funnels The number of times visitors entered the goal funnel but did not complete a conversion.
Goal 11 Completions The number of goal conversions.
Goal 11 Conversion Rate The percentage of sessions that resulted in goal conversion.
Goal 11 Cost Per Conversion The cost per goal conversion for your site.
Goal 11 Starts The number of entrances into the goal funnel.
Goal 11 Value The monetary value of goal conversions.
Goal 12 Abandonment Rate The rate at which the goal was abandoned (the ratio of Abandoned Funnels to Goal Starts).
Goal 12 Abandoned Funnels The number of times visitors entered the goal funnel but did not complete a conversion.
Goal 12 Completions The number of goal conversions.
Goal 12 Conversion Rate The percentage of sessions that resulted in goal conversion.
Goal 12 Cost Per Conversion The cost per goal conversion for your site.
Goal 12 Starts The number of entrances into the goal funnel.
Goal 12 Value The monetary value of goal conversions.
Goal 13 Abandonment Rate The rate at which the goal was abandoned (the ratio of Abandoned Funnels to Goal Starts).
Goal 13 Abandoned Funnels The number of times visitors entered the goal funnel but did not complete a conversion.
Goal 13 Completions The number of goal conversions.
Goal 13 Conversion Rate The percentage of sessions that resulted in goal conversion.
Goal 13 Cost Per Conversion The cost per goal conversion for your site.
Goal 13 Starts The number of entrances into the goal funnel.
Goal 13 Value The monetary value of goal conversions.
Goal 14 Abandonment Rate The rate at which the goal was abandoned (the ratio of Abandoned Funnels to Goal Starts).
Goal 14 Abandoned Funnels The number of times visitors entered the goal funnel but did not complete a conversion.
Goal 14 Completions The number of goal conversions.
Goal 14 Conversion Rate The percentage of sessions that resulted in goal conversion.
Goal 14 Cost Per Conversion The cost per goal conversion for your site.
Goal 14 Starts The number of entrances into the goal funnel.
Goal 14 Value The monetary value of goal conversions.
Goal 15 Abandonment Rate The rate at which the goal was abandoned (the ratio of Abandoned Funnels to Goal Starts).
Goal 15 Abandoned Funnels The number of times visitors entered the goal funnel but did not complete a conversion.
Goal 15 Completions The number of goal conversions.
Goal 15 Conversion Rate The percentage of sessions that resulted in goal conversion.
Goal 15 Cost Per Conversion The cost per goal conversion for your site.
Goal 15 Starts The number of entrances into the goal funnel.
Goal 15 Value The monetary value of goal conversions.
Goal 16 Abandonment Rate The rate at which the goal was abandoned (the ratio of Abandoned Funnels to Goal Starts).
Goal 16 Abandoned Funnels The number of times visitors entered the goal funnel but did not complete a conversion.
Goal 16 Completions The number of goal conversions.
Goal 16 Conversion Rate The percentage of sessions that resulted in goal conversion.
Goal 16 Cost Per Conversion The cost per goal conversion for your site.
Goal 16 Starts The number of entrances into the goal funnel.
Goal 16 Value The monetary value of goal conversions.
Goal 17 Abandonment Rate The rate at which the goal was abandoned (the ratio of Abandoned Funnels to Goal Starts).
Goal 17 Abandoned Funnels The number of times visitors entered the goal funnel but did not complete a conversion.
Goal 17 Completions The number of goal conversions.
Goal 17 Conversion Rate The percentage of sessions that resulted in goal conversion.
Goal 17 Cost Per Conversion The cost per goal conversion for your site.
Goal 17 Starts The number of entrances into the goal funnel.
Goal 17 Value The monetary value of goal conversions.
Goal 18 Abandonment Rate The rate at which the goal was abandoned (the ratio of Abandoned Funnels to Goal Starts).
Goal 18 Abandoned Funnels The number of times visitors entered the goal funnel but did not complete a conversion.
Goal 18 Completions The number of goal conversions.
Goal 18 Conversion Rate The percentage of sessions that resulted in goal conversion.
Goal 18 Cost Per Conversion The cost per goal conversion for your site.
Goal 18 Starts The number of entrances into the goal funnel.
Goal 18 Value The monetary value of goal conversions.
Goal 19 Abandonment Rate The rate at which the goal was abandoned (the ratio of Abandoned Funnels to Goal Starts).
Goal 19 Abandoned Funnels The number of times visitors entered the goal funnel but did not complete a conversion.
Goal 19 Completions The number of goal conversions.
Goal 19 Conversion Rate The percentage of sessions that resulted in goal conversion.
Goal 19 Cost Per Conversion The cost per goal conversion for your site.
Goal 19 Starts The number of entrances into the goal funnel.
Goal 19 Value The monetary value of goal conversions.
Goal 2 Abandonment Rate The rate at which the goal was abandoned (the ratio of Abandoned Funnels to Goal Starts).
Goal 2 Abandoned Funnels The number of times visitors entered the goal funnel but did not complete a conversion.
Goal 2 Completions The number of goal conversions.
Goal 2 Conversion Rate The percentage of sessions that resulted in goal conversion.
Goal 2 Cost Per Conversion The cost per goal conversion for your site.
Goal 2 Starts The number of entrances into the goal funnel.
Goal 2 Value The monetary value of goal conversions.
Goal 20 Abandonment Rate The rate at which the goal was abandoned (the ratio of Abandoned Funnels to Goal Starts).
Goal 20 Abandoned Funnels The number of times visitors entered the goal funnel but did not complete a conversion.
Goal 20 Completions The number of goal conversions.
Goal 20 Conversion Rate The percentage of sessions that resulted in goal conversion.
Goal 20 Cost Per Conversion The cost per goal conversion for your site.
Goal 20 Starts The number of entrances into the goal funnel.
Goal 20 Value The monetary value of goal conversions.
Goal 3 Abandonment Rate The rate at which the goal was abandoned (the ratio of Abandoned Funnels to Goal Starts).
Goal 3 Abandoned Funnels The number of times visitors entered the goal funnel but did not complete a conversion.
Goal 3 Completions The number of goal conversions.
Goal 3 Conversion Rate The percentage of sessions that resulted in goal conversion.
Goal 3 Cost Per Conversion The cost per goal conversion for your site.
Goal 3 Starts The number of entrances into the goal funnel.
Goal 3 Value The monetary value of goal conversions.
Goal 4 Abandonment Rate The rate at which the goal was abandoned (the ratio of Abandoned Funnels to Goal Starts).
Goal 4 Abandoned Funnels The number of times visitors entered the goal funnel but did not complete a conversion.
Goal 4 Completions The number of goal conversions.
Goal 4 Conversion Rate The percentage of sessions that resulted in goal conversion.
Goal 4 Cost Per Conversion The cost per goal conversion for your site.
Goal 4 Starts The number of entrances into the goal funnel.
Goal 4 Value The monetary value of goal conversions.
Goal 5 Abandonment Rate The rate at which the goal was abandoned (the ratio of Abandoned Funnels to Goal Starts).
Goal 5 Abandoned Funnels The number of times visitors entered the goal funnel but did not complete a conversion.
Goal 5 Completions The number of goal conversions.
Goal 5 Conversion Rate The percentage of sessions that resulted in goal conversion.
Goal 5 Cost Per Conversion The cost per goal conversion for your site.
Goal 5 Starts The number of entrances into the goal funnel.
Goal 5 Value The monetary value of goal conversions.
Goal 6 Abandonment Rate The rate at which the goal was abandoned (the ratio of Abandoned Funnels to Goal Starts).
Goal 6 Abandoned Funnels The number of times visitors entered the goal funnel but did not complete a conversion.
Goal 6 Completions The number of goal conversions.
Goal 6 Conversion Rate The percentage of sessions that resulted in goal conversion.
Goal 6 Cost Per Conversion The cost per goal conversion for your site.
Goal 6 Starts The number of entrances into the goal funnel.
Goal 6 Value The monetary value of goal conversions.
Goal 7 Abandonment Rate The rate at which the goal was abandoned (the ratio of Abandoned Funnels to Goal Starts).
Goal 7 Abandoned Funnels The number of times visitors entered the goal funnel but did not complete a conversion.
Goal 7 Completions The number of goal conversions.
Goal 7 Conversion Rate The percentage of sessions that resulted in goal conversion.
Goal 7 Cost Per Conversion The cost per goal conversion for your site.
Goal 7 Starts The number of entrances into the goal funnel.
Goal 7 Value The monetary value of goal conversions.
Goal 8 Abandonment Rate The rate at which the goal was abandoned (the ratio of Abandoned Funnels to Goal Starts).
Goal 8 Abandoned Funnels The number of times visitors entered the goal funnel but did not complete a conversion.
Goal 8 Completions The number of goal conversions.
Goal 8 Conversion Rate The percentage of sessions that resulted in goal conversion.
Goal 8 Cost Per Conversion The cost per goal conversion for your site.
Goal 8 Starts The number of entrances into the goal funnel.
Goal 8 Value The monetary value of goal conversions.
Goal 9 Abandonment Rate The rate at which the goal was abandoned (the ratio of Abandoned Funnels to Goal Starts).
Goal 9 Abandoned Funnels The number of times visitors entered the goal funnel but did not complete a conversion.
Goal 9 Completions The number of goal conversions.
Goal 9 Conversion Rate The percentage of sessions that resulted in goal conversion.
Goal 9 Cost Per Conversion The cost per goal conversion for your site.
Goal 9 Starts The number of entrances into the goal funnel.
Goal 9 Value The monetary value of goal conversions.
Total Abandonment Rate The rate at which goals were abandoned. Defined as Total Abandoned Funnels divided by Total Goal Starts.
Abandoned Funnels The number of times visitors entered a goal funnel but did not complete a conversion.
Goal Completions The total number of conversions.
Goal Starts The total number of starts for all goals.
Goal Value Total Goal Value is the total value produced by goal conversions on your site. This value is calculated by multiplying the number of goal conversions by the value that you assigned to each goal.
Total Value The total monetary value of all conversions (Goal + Transactions).
Sessions with Search The number of sessions during which at least one site search occurred.
Total Unique Searches Total Unique Searches is the number of times people searched your site. Duplicate searches within a single visit are excluded.
Assisted Conversions The number of conversions for which this channel appeared on the conversion path, but was not the final conversion interaction.
First Interaction Conversions The weighted number of conversions under the first interaction attribution model.
Impression Assisted Conversions The number of conversions for which a DCM campaign impression appeared on the conversion path, but was not the final conversion interaction. This metric includes both goal completions and transactions.
Last Interaction Conversion The number of conversions for which this channel was the final conversion interaction. This metric includes both goal completions and transactions.
First Impression Conversion Value The value of conversions for which a DCM campaign impression was the first conversion interaction in a 30-day lookback window. This metric includes both goal completions and transactions.
First Interaction Conversion Value The value of conversions for which this channel was the first conversion interaction in a 30-day lookback window. This metric includes both goal completions and transactions.
Total Conversions The total number of conversions. This metric includes both goal completions and transactions.
Last Interaction Conversion Value The value of conversions for which this channel was the final conversion interaction. This metric includes both goal completions and transactions.
Impression Assisted Conversion Value The value of conversions for which a DCM campaign impression appeared on the conversion path, but was not the final conversion interaction. This metric includes both goal completions and transactions.
Total Conversion Value The total value of conversions. This metric includes both goal completions and transactions.
First Impression Conversions The number of conversions for which a DCM campaign impression was the first conversion interaction in a 30-day lookback window. This metric includes both goal completions and transactions.
Assisted Conversion Value The value of conversions for which this channel appeared on the conversion path, but was not the final conversion interaction. This metric includes both goal completions and transactions.
Avg. Page Load Time (sec) The average time (in seconds) pages from the sample set take to load, from initiation of the pageview (e.g., a click on a page link) to load completion in the browser.
Avg. Time On Page The average amount of time users spent viewing a specified page or screen or set of pages or screens.
Avg. Time on Screen The average amount of time users spent on a screen.
Entrances / Pageviews The percentage of page views that were entrances to the site.
Entrances Entrances are the number of times visitors entered your site through a specified page or set of pages.
% Exit % Exit is the number of exits divided by the number of page views for the page or set of pages. It indicates how often users exit from that page or set of pages when they view the page(s).
Exits Exits are the number of times visitors exited your site from a specified page or set of pages.
Results Pageviews The number of times a search result page was viewed.
Pageviews Pageviews are the total number of pages viewed. Repeated views of a single page are counted.
Page Value The average value of this page or set of pages. Page Value is (Transaction Revenue + Total Goal Value) divided by Unique Pageviews for the page or set of pages.
Pages / Session Pages/Session is the average number of pages viewed during a session. Repeated views of a single page are counted.
Unique Pageviews Unique Pageviews are the number of sessions during which the specified page was viewed at least once. A unique pageview is counted for each page URL + page Title combination.
Social Actions The number of social actions that occurred.
Social Actions / Sessions The number of social actions that occurred was divided by the number of sessions.
Avg. Session Duration The average length of a Session.
Bounce Rate The percentage of single-page sessions in which there was no interaction with the page. A bounced session has a duration of 0 seconds.
Bounces Bounces are the number of single-page visits.
Crashes The number of technical exceptions, or errors, that caused a crash.
New Users The number of first-time users during the selected date range.
% New Sessions An estimate of the percentage of first-time visits.
Session Duration The length of a session in seconds. A session lasts as long as there is continued activity.
Users Users who have initiated at least one session during the date range.
Sessions A session is the period of time a user is actively engaged with your website, app, etc. All usage data (Screen Views, Events, Ecommerce, etc.) is associated with a session.
Sessions with Event The total number of sessions in which at least one event is triggered.

 

Dimension Name Description
Ad Content The first line of each AdWords ad and the utm_content tags that were used in tagged campaigns.
Destination URL The URLs to which your AdWords ads referred traffic.
Ad Distribution Network The location where your ad was shown (google.com, search partners, content network).
Ad Group The names of your AdWords ad groups.
Placement Domain The domains where your ads on the content network were placed.
Placement URL The URLs where your ads on the content network were placed.
Search Query The actual search query that triggered impressions.
App ID The individual app ID is designated by a specific app marketplace, like GooglePlay or another AppStore.
App Installer ID The name or package name for a specific app marketplace, like GooglePlay or another AppStore.
App Name The official name of your app as it’s designated by the developer in your account (e.g., MyApp: Special Edition).
App Version The version number of an app (e.g., 1.5).
Exception Description The description of an exception, or technical error, is defined by your developer in your App Tracking code.
Exit Screen A screen from which visitors exit an app.
Landing Screen A screen through which visitors enter an app.
Screen Depth The number of screens viewed in a session.
Screen Name The name of a specific app screen.
Custom Dimension 1 The value of Custom Dimension 1
Custom Dimension 10 The value of Custom Dimension 10
Custom Dimension 11 The value of Custom Dimension 11
Custom Dimension 12 The value of Custom Dimension 12
Custom Dimension 13 The value of Custom Dimension 13
Custom Dimension 14 The value of Custom Dimension 14
Custom Dimension 15 The value of Custom Dimension 15
Custom Dimension 16 The value of Custom Dimension 16
Custom Dimension 17 The value of Custom Dimension 17
Custom Dimension 18 The value of Custom Dimension 18
Custom Dimension 19 The value of Custom Dimension 19
Custom Dimension 2 The value of Custom Dimension 2
Custom Dimension 20 The value of Custom Dimension 20
Custom Dimension 21 The value of Custom Dimension 21
Custom Dimension 22 The value of Custom Dimension 22
Custom Dimension 23 The value of Custom Dimension 23
Custom Dimension 3 The value of Custom Dimension 3
Custom Dimension 4 The value of Custom Dimension 4
Custom Dimension 5 The value of Custom Dimension 5
Custom Dimension 6 The value of Custom Dimension 6
Custom Dimension 7 The value of Custom Dimension 7
Custom Dimension 8 The value of Custom Dimension 8
Custom Dimension 9 The value of Custom Dimension 9
Custom Variable (Key 1) The key name of the Custom Variable (e.g., 01, 02, etc.)
Custom Variable (Value 01) The value of the Custom Variable
Custom Variable (Key 2) The key name of the Custom Variable (e.g., 01, 02, etc.)
Custom Variable (Value 02) The value of the Custom Variable
Custom Variable (Key 3) The key name of the Custom Variable (e.g., 01, 02, etc.)
Custom Variable (Value 03) The value of the Custom Variable
Custom Variable (Key 4) The key name of the Custom Variable (e.g., 01, 02, etc.)
Custom Variable (Value 04) The value of the Custom Variable
Custom Variable (Key 5) The key name of the Custom Variable (e.g., 01, 02, etc.)
Custom Variable (Value 05) The value of the Custom Variable
Affiliation The affiliations assigned to e-commerce transactions.
Days To Transaction The number of days between users’ purchases and the campaign referral.
Product Category The categories of products sold.
Product The product names of items sold.
Product SKU The product codes of items sold.
Transaction ID The transaction IDs of the e-commerce transactions.
Sessions To Transaction The number of sessions from referral to purchase.
Product Variant The specific variation of a product, e.g., XS, S, M, L for size; or Red, Blue, Green, or Black for color (Enhanced Ecommerce).
Product Category (Enhanced Ecommerce) The hierarchical category in which the product is classified (Enhanced Ecommerce).
Product Brand The brand name under which the product is sold (Enhanced Ecommerce).
Product Coupon Code The coupon code is associated with a product.
Order Coupon Code The coupon code is associated with an order.
Event Action The actions that were assigned to triggered events.
Event Category The categories that were assigned to triggered events.
Event Label The optional labels are used to describe triggered events.
City The city from which the session originated.
Continent The continent from which the session originated.
Country The country from which the session originated.
Region The geographic region from which the session originated.
Goal Completion Location Goal Request URI.
Goal Previous Step – 1 The URI one step prior to the goal completion location.
Goal Previous Step – 2 The URI two steps prior to the goal completion location.
Goal Previous Step – 3 The URI three steps prior to the goal completion location.
Goal Name This shows the breakdown of results by a goal.
Default Channel Grouping The Channel Group is associated with an end user’s session for this View.
Ad Group The name of your AdWords ad group.
AdWords Campaign The names of your AdWords campaigns or custom campaigns that you have manually tagged with the utm_campaign parameter; or any of your DoubleClick Campaign Manager or DoubleClick Search campaigns if you have linked DoubleClick accounts to Analytics.
MCF Channel Grouping Path The path to conversion where interactions on the path are represented by channels in the MCF Channel Grouping.
Campaign The names of your AdWords campaigns or custom campaigns that you have manually tagged with the utm_campaign parameter; or any of your DoubleClick Campaign Manager or DoubleClick Search campaigns if you have linked that DoubleClick accounts to Analytics.
Campaign Path The sequence of campaign names along conversion paths.
Conversion Goal Number The goal number of conversions, if available. Possible values are between 1 and 20. The format is a 3-digit zero-padded string representing an integer. For example, the conversion goal number of 3 is represented as “003”.
Conversion Type This is representing the conversion type. Possible values are “Goal” or “Transaction”
Medium Path The path to conversion where interactions on the path are represented by the medium that directed the visitors to your site (e.g. CPC, organic, direct, referral).
Source / Medium Path The path to conversion where interactions on the path are represented by the associated combination of source and medium.
Adwords Customer ID The AdWords customer ID.
Medium The mediums referred to traffic. Includes mediums identified via utm_medium.
Source The sources referred to traffic. Includes sources identified via utm_source.
Path Length in Interactions The number of interactions it took for the user to convert.
Time Lag in Days The number of days it took from the first interaction to the conversion.
Conversion Date The time of the conversion with respect to the view’s (profile’s) timezone. The date format is YYYYMMDD.
Keyword Path The path to conversion where interactions on the path are represented by keywords.
Keyword All keywords, both paid and unpaid, are used by users to reach your site.
Transaction ID The transaction ID, supplied by the e-commerce tracking method, for the purchase in the shopping cart.
Source Path The path to conversion where interactions on the path are represented by the domain of the referring source (e.g. google.com).
Source / Medium Source / Medium describes from where the traffic originated. The Source is where users were before seeing your content, such as a search engine. The Medium is the way users entered your website. Values for Medium include “organic” for unpaid search traffic and “none” for direct traffic. Custom values you defined for the dimensions Source and Medium will also be included.
Exit Page The pages visitors viewed last on your site.
Hostname The hostnames visitors used to reach your site. Typically, your site’s URL.
Search Term The search terms used by visitors to search your site.
Landing Page The pages through which visitors entered your site.
Page Depth This dimension creates a histogram of values by the number of pages, ranging from 1 – 20+, which are then applied across visitor sessions. The intersection of the two shows the number of pages viewed in a session. For example, your report might show that 1000 visits accounted for views to one page only, 250 visits accounted for views to 2 pages, 50 accounted for views to 3 pages, and so on through the distribution of possible numbers of pages viewed in a session.
Page The pages visited, are listed by URI. The URI is the portion of a page’s URL following the domain name; for example, the URI portion of www.example.com/contact.html is /contact.html.
Page Path Level 1 This rolls up all the page paths in the first hierarchical level in pagePath.
Page Path Level 2 This rolls up all the page paths in the second hierarchical level in pagePath.
Page Path Level 3 This rolls up all the page paths in the third hierarchical level in pagePath.
Page Path Level 4 This rolls up all the page paths into hierarchical levels. While up to 4 pagePath levels may be specified, all additional levels in the pagePath hierarchy can also be rolled up in this dimension.
Page Title The page titles are used on your site.
Previous Page Path The page the user was on just prior to viewing the current page.
Second Page The second page in the users’ session.
Variant The ID of the particular variant that users were exposed to during a content experiment.
Experiment ID The ID of the content experiment that users were exposed to when the metrics were reported.
Content Group 1 Each value is the Content Grouping group specified for a page. The (not set) group represents pages on which a Content Grouping group was not specified.
Content Group 2 Each value is the Content Grouping group specified for a page. The (not set) group represents pages on which a Content Grouping group was not specified.
Content Group 3 Each value is the Content Grouping group specified for a page. The (not set) group represents pages on which a Content Grouping group was not specified.
Content Group 4 Each value is the Content Grouping group specified for a page. The (not set) group represents pages on which a Content Grouping group was not specified.
Content Group 5 Each value is the Content Grouping group specified for a page. The (not set) group represents pages on which a Content Grouping group was not specified.
Landing Content Group 1 Content group of users’ landing pages.
Landing Content Group 2 Content group of users’ landing pages.
Landing Content Group 3 Content group of users’ landing pages.
Landing Content Group 4 Content group of users’ landing pages.
Landing Content Group 5 Content group of users’ landing pages.
Browser The browsers used by visitors to your website.
Browser Version The browser versions used by visitors to your website.
Device Category The type of device: Desktop, Tablet, or Mobile.
Mobile Device Branding Manufacturer or brand name (examples: Samsung, HTC, Verizon, T-Mobile).
Mobile Device Info The branding, model, and marketing name used to identify the device.
Mobile Device Model Device model (example: Nexus S).
Mobile Input Selector Selector used on a device (examples: touchscreen, joystick, click wheel, stylus).
Service Provider The names of the Internet service providers (ISPs) used by visitors to your site.
Operating System The operating systems used by visitors to your website. Includes mobile operating systems such as Android.
Operating System Version The operating system versions are used by visitors to your website.
Screen Resolution The screen resolutions of visitors’ monitors.
Social Interaction Network The social source or network on which the activity occurred (e.g. Facebook, Twitter, Google).
Social Network and Action The social source/network and action that occurred (e.g. Facebook-Like).
Social Entity The page (i.e. URL) or entity that was shared.
Social Action The social action that occurred (e.g. +1, Like, Share).
Date The dates (YYYYMMDD) of the active date range.
Day Of Week Days of the week, 0-6 (0=Sunday).
Day Of Week Name The days of the week. Possible values are Sunday through Saturday.
Hour The hour of the day. Values range from 00 to 23.
Month of the year The months (01 – 12) during the active date range.
Year The year(s) in the active date range. The format is YYYY.
Week of the Year The week of the session, a two-digit number from 01 to 53. Each week starts on Sunday.
Campaign The names of your AdWords campaigns or custom campaigns that you have manually tagged with the utm_campaign parameter; or any of your DoubleClick Campaign Manager or DoubleClick Search campaigns if you have linked those DoubleClick accounts to Analytics.
Default Channel Grouping The Channel Group is associated with an end user’s session for this View.
Full Referrer The URLs that referred traffic.
Keyword All keywords, both paid and unpaid, are used by users to reach your site. When using manual campaign tracking, this is the value of the utm_term campaign tracking parameter. When using AdWords auto-tagging or when users use organic search, this contains the keywords used to reach your property. If none of these apply, this value is (not set).
Medium The mediums referred traffic. Includes mediums identified via utm_medium.
Referral Path The URIs referred traffic.
Social Network Originating Social Network — The social network where the activity originated.
Source The sources referred traffic. Includes sources identified via utm_source.
Source / Medium Source / Medium describes from where the traffic originated. The Source is where users were before seeing your content, such as a search engine. The Medium is the way users entered your website. Values for Medium include “organic” for unpaid search traffic and “none” for direct traffic. Custom values you defined for the dimensions Source and Medium will also be included.
Age* Users’ age brackets.
Days Since Last Session The number of days between the close of one session and the opening of another.
Gender* Users’ gender.
Interest: Affinity Category (reach)* Affinity categories are used to reach potential customers, and to make them aware of your brand or product. These are users higher in the purchase funnel, near the beginning of the process. These are the same Affinity categories that AdWords uses.
Interest: In-Market Segment* Users in these segments are more likely to be ready to purchase products or services in the specified category. These are users lower in the purchase funnel, near the end of the process. This is the same In-market designation that AdWords uses.
Interest: Other Category* These are more granular categories than Affinity or In-market, and let you identify users who are not in those other categories. These are the same category designations that AdWords uses.
Language The language settings in your users’ browsers. Analytics uses the following ISO codes, For example, en (English), en-us (English, United States), and en-gb (English, Great Britain).
Count of Sessions The order in which the sessions associated with one visitor occur. For example, the 1st Session Instance are sessions that occur with no prior session recorded; the 2nd Session Instance are the sessions that occur with 1 prior session recorded; etc.
User Type* New (first-time) or Returning user.
Property(ies) Views The reporting view for your selected property(ies) – This is related to the Google Analytics views.

 

*Note: dimensions accompanied by an asterisk can be subject to data sampling or data taxonomy. Learn more by reading our article on the topic.

 

Some metrics and dimensions may not be compatible depending on Google Analytics' API limitations. You can find the compatibilities in Google's API documentation.


 

3- Filters

 

You would like to personalize the data shown in your widget? Google Analytics offers filters to do just that!

Want to get a better understanding of the available filters, as well as the syntax you need to keep in mind? Explore our article here!

 

 

4- Notes/Limitations

 

  • If you add a great amount of Google Analytics widgets to your dashboard in one day, you may get an error message. Don’t worry, this is only because Google Analytics’ API has a limit of 10k calls per day per data source (Google Analytics’ view), and another one of 100k calls per day for all data sources combined.

    This limit can be reached by creating or editing a lot of different widgets, but also by creating a single widget containing a lot of data sources. Therefore, we recommend you choose carefully the number of data sources you want to use in each of your widgets in order to avoid potential errors.
  • In order to reduce this limitation, DashThis is limiting the requests to the API to a maximum of 1,000 results.
    This means that when extending your list widgets, you can see up to 1,000 rows. And when reordering your widget's results, the sorting is applied to those 1,000 results only.
  • Behavior flow is not supported by Google Analytics API.

 

Should you need any assistance with Google Analytics (Universal), please reach out to our Support Team 🤘