How to build your first GA4 dashboard (without losing your mind)

You've set up GA4, data is flowing in, and now you're staring at the interface wondering where to start. Sound familiar?

Let me walk you through creating your first dashboard. We'll cover both GA4's native options and Looker Studio, so you can pick what works best for you.

What makes a good analytics dashboard?

Before we build anything, let's talk about what actually matters. A good dashboard should:

1. Answer your key business questions: Not show every metric available
2. Be scannable in 30 seconds: If it takes longer, it's too complex
3. Update automatically: No manual data pulls
4. Show trends, not just numbers: Context matters

Pro tip: Start with 5-7 metrics max. You can always add more later, but a cluttered dashboard is useless.

Option 1: Customize GA4's Reports Snapshot

The fastest way to get a personalized view is to customize GA4's built-in Reports Snapshot. It's not as flexible as a full dashboard, but it's quick.

Step 1: Access the Reports Snapshot

1. In GA4, go to Reports
2. Click on Reports snapshot (should be the first option)

You'll see a collection of cards showing different metrics. This is your starting point.

Step 2: Customize the cards

1. Click the pencil icon in the top right corner
2. You'll see "Customize report" on the right side
3. Click Add cards to see available options

You can have up to 16 cards. Here's a solid starting configuration:

Step 3: Remove what you don't need

Most people have too many cards, not too few. Remove anything you won't check regularly.

The Reports Snapshot works well for a quick daily check-in, but for more sophisticated analysis, you'll want Looker Studio.

Option 2: Build a Looker Studio dashboard

Looker Studio (formerly Data Studio) is Google's free visualization tool. It's more powerful than GA4's native reports and lets you combine data from multiple sources.

Step 1: Create a new report

1. Go to lookerstudio.google.com
2. Click Create → Report
3. You'll be prompted to add data

Step 2: Connect GA4

1. Click Add data
2. Search for "Google Analytics"
3. Select the GA4 connector (not Universal Analytics)
4. Authorize access
5. Select your GA4 property

Step 3: Build your first page

Start with a simple layout. Here's what I recommend for a first dashboard:

┌─────────────────────────────────────────────────┐
│                   HEADER                        │
│  [Logo]  [Date Range Filter]                   │
├─────────────────────────────────────────────────┤
│  ┌─────────┐  ┌─────────┐  ┌─────────┐         │
│  │ Users   │  │Sessions │  │Key Events│        │
│  │  12.5K  │  │  18.2K  │  │   342   │        │
│  │  +15%   │  │  +8%    │  │  +22%   │        │
│  └─────────┘  └─────────┘  └─────────┘         │
├─────────────────────────────────────────────────┤
│  ┌────────────────────────────────────────────┐ │
│  │         Users Over Time (Line Chart)       │ │
│  └────────────────────────────────────────────┘ │
├─────────────────────────────────────────────────┤
│  ┌──────────────────┐  ┌────────────────────┐  │
│  │ Top Channels     │  │ Top Pages          │  │
│  │ (Bar Chart)      │  │ (Table)            │  │
│  └──────────────────┘  └────────────────────┘  │
└─────────────────────────────────────────────────┘

Step 4: Add scorecards (the big numbers)

1. Click Add a chart → Scorecard
2. Drag it to position
3. In the right panel, select your metric (e.g., "Active Users")
4. Add a comparison period to show growth

Repeat for each key metric you want to highlight.

Step 5: Add a time series chart

1. Click Add a chart → Time series chart
2. Set dimensions to "Date"
3. Set metrics to "Active Users" (or your preferred metric)
4. Add optional comparison (previous period)

Step 6: Add breakdown charts

For understanding where traffic comes from:

1. Add a Bar chart
2. Set dimension to "Session default channel group"
3. Set metric to "Sessions"
4. Sort descending

For top content:

1. Add a Table
2. Set dimensions to "Page title"
3. Set metrics to "Views", "Avg. engagement time"
4. Sort by views descending

Step 7: Add a date filter

1. Click Add a control → Date range control
2. Position it prominently (usually top right)
3. Set default range (e.g., last 28 days)

This lets anyone viewing the dashboard adjust the time period.

Essential metrics to include

Regardless of which method you choose, here are the metrics most businesses should track:

For e-commerce, add:

• Total Revenue
• Transactions
• Average Order Value
• Conversion Rate

Common dashboard mistakes

Too many metrics

If your dashboard has more than 15-20 data points, it's too complex. You'll stop looking at it because it's overwhelming.

No context

A number by itself is meaningless. Always include:

• Comparison to previous period (% change)
• Or comparison to goal/target
• Or historical trend line

No clear hierarchy

The most important metrics should be biggest and at the top. Less critical details go below or on secondary pages.

Mixing audiences

An executive wants a different view than a marketing analyst. Consider creating multiple views:

• Executive summary: 5-7 top KPIs only
• Marketing deep dive: Channel performance, campaign tracking
• Content analysis: Page performance, engagement metrics

Sharing your dashboard

In GA4

The Reports Snapshot is automatically visible to anyone with access to your GA4 property. No extra sharing needed.

In Looker Studio

1. Click Share in the top right
2. Add email addresses for individual access
3. Or set link sharing for broader access

Warning: Be careful with "Anyone with the link" sharing. It can expose data to unintended viewers.

A faster alternative

Let's be honest: building dashboards from scratch takes time. And maintaining them takes more time.

If you manage multiple properties or just want cleaner insights without the setup, Analayer might be worth checking out. We connect directly to your GA4 data and provide ready-made visualizations that actually make sense.

The free tier works for most basic needs, and you can always upgrade if you need more.

What's next?

Once your basic dashboard is running:

1. Share it with your team: Get feedback on what's missing
2. Set up email delivery: Looker Studio can email reports automatically
3. Refine over time: Remove metrics nobody looks at
4. Add more pages: Deep dives for specific areas

For more on GA4 reporting, check out our custom reports guide and Looker Studio visualization tutorial.

Good luck! And remember: the best dashboard is one you actually use. Start simple.