A lot has changed with the introduction of Google Analytics 4. If you’re accustomed to Universal Analytics and unsure how to customise the GA4 dashboard or are new to analytics, this guide will help you get started.
Why customise your GA dashboard
Customising the GA4 dashboard allows you to have a fast and focused view of the metrics that matter most. Instead of sifting through different reports, you get a single place to check in on performance—whether it’s how users are engaging with your content, where they’re coming from, or how well your conversions are tracking. It streamlines your workflow and keeps your team aligned on what’s working and where to improve.
What has changed
In UA, the dashboard featured a static, widget-based layout that allowed users to pin multiple charts and metrics from various reports. It’s great for quick glances, but not very flexible when it comes to deeper analysis or customisation.
The GA4 Reports Snapshot is the closest thing to the UA dashboard. Instead of widgets, it uses report cards that pull from your actual reports. You can rearrange, remove, or add cards based on what matters most to you, with the ability to click through into deeper reports or explorations.
Another significant change is that GA4 operates on an event-based model. This means that the data used for snapshots is more detailed and focuses on user behaviour. As a result, the snapshot can capture more specific actions—such as scrolling, playing videos, or engaged sessions—rather than just page views and overall sessions.
If you need to familiarise yourself with the Google Analytics 4 interface, watch this video first.
Customising the GA4 Reports Snapshot
- Navigate to Reports > Reports Snapshot.
- Click the pencil icon (top right) to open the customisation panel.
- Use the “Add cards” button at the bottom of the list to select from Google’s prebuilt options. The selected card will be automatically added at the end of your card list. Click and drag it up to move it to a higher position.
- You can rearrange, remove, or add up to 16 report cards. You can’t edit cards directly, but you can remove them by clicking the “x” button on their right side and replace them using the “Add cards” button.
- Save changes to the current report or save as a new one.
How often should I look at my Google Analytics data?
For most teams: weekly check-ins
A weekly review is ideal for spotting trends without getting lost in daily noise. It gives your data time to settle (since GA4 can take 24–48 hours to fully process) and helps you make informed decisions about content, campaigns, or UX tweaks.
For campaigns or launches: daily (or near-daily)
If you’re running a time-sensitive campaign or just launched a new feature, checking GA4 daily—especially the Reports Snapshot or Realtime view—can help you catch issues early and monitor performance closely.
For strategic planning: monthly deep dives
Use monthly reviews to zoom out and assess broader patterns. This is where you can evaluate KPIs, compare against goals, and adjust your strategy.
Bonus tip: avoid overchecking
Because GA4 data can lag or shift slightly as it is processed, focusing on daily fluctuations can lead to false alarms. Trust the trends, not the blips.
For more on what to do with your Google Analytics, read our posts What is data science and why does it matter and A simple approach to getting the most from your website statistics.