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All lessons in Digital and Web Analytics Lesson 7.2 of 32

Module 1: Introduction to Digital Analytics

  1. 1.1What is digital analytics?
  2. 1.2The four types of analytics
  3. 1.3Connecting analytics to business objectives and KPIs

Module 2: Analytics Data and Measurement Planning

  1. 2.1How to build a measurement plan
  2. 2.2Key metrics for each marketing channel
  3. 2.3Data sources, collection, and data quality
  4. 2.4Segmentation and personalization

Module 3: Web Analytics Fundamentals

  1. 3.1Users, sessions, page views, and events
  2. 3.2Traffic sources, channels, and UTM parameters
  3. 3.3Landing pages and user behavior
  4. 3.4Engagement metrics and conversion metrics
  5. 3.5Reading reports, trends, and anomalies

Module 4: Analytics Tools and Platforms

  1. 4.1Google Analytics 4 fundamentals
  2. 4.2Google Search Console performance data
  3. 4.3Adobe Analytics overview
  4. 4.4Tag management and tracking implementation
  5. 4.5Connecting tools and choosing the right stack

Module 5: Conversion Funnels and Optimization

  1. 5.1What is a conversion?
  2. 5.2Conversion funnels and drop-off points
  3. 5.3How to calculate conversion rate
  4. 5.4Prioritizing conversion improvements
  5. 5.5Introduction to A/B testing

Module 6: Digital Marketing Performance Analysis

  1. 6.1Measuring SEO and paid advertising performance
  2. 6.2Social, content, and landing page performance
  3. 6.3Comparing acquisition channels
  4. 6.4Evaluating campaigns and avoiding vanity metrics

Module 7: Reporting, Visualization, and Insights

  1. 7.1Building a marketing performance report
  2. 7.2Data visualization and dashboards
  3. 7.3Comparing periods and benchmarking
  4. 7.4Turning data into actionable recommendations

Module 8: Analytics Projects and Practical Assessment

  1. 8.1Analytics case study: Isla Coffee Co.
  2. 8.2Final assessment: digital analytics case study

Data visualization and dashboards

Covered here

  • Which chart answers which question
  • Five rules for clear dashboards
  • How to start a dashboard in Looker Studio

Short answer

Choose a chart based on the question: line charts for change over time, bar charts for comparing categories, funnels for drop-off, and scorecards for headline numbers. Good dashboards serve one audience, put key KPIs top-left, label units, and always show a comparison. Looker Studio is a free tool that connects directly to GA4.

Pick the chart for the question

QuestionBest chart
How did this change over time?Line chart
How do categories compare?Bar chart
What share does each part make up?Stacked bar (pie only with 2 to 4 slices)
Where do users drop out?Funnel chart
How do two metrics relate?Scatter plot
What is the headline number?Scorecard with comparison

Dashboard rules

  • Put the most important KPIs top-left.
  • One dashboard, one audience and purpose.
  • Use consistent colors.
  • Label units (₱, %, sessions).
  • Always show a comparison: previous period or target.

Try it: build a one-page dashboard

Step 1 of 5

Open Looker Studio

Go to lookerstudio.google.com and create a blank report.

Quick quiz

1. Which chart best shows change over time?
2. What should every KPI on a dashboard show?

Your action

Key terms

Dashboard
A page of charts that updates with live data.
Scorecard
A single headline number with a comparison.
Line chart
A chart for change over time.
Looker Studio
Google's free dashboard and report builder.

Questions beginners ask

Should I use pie charts?

Sparingly, with 2 to 4 slices. A stacked bar is usually clearer.

Is Looker Studio free?

Yes, and it connects to GA4, Search Console, and Google Sheets.

Related lessons

Want someone to set up your analytics and reporting while you learn? The team at Remar Digital can help.