Documentation > Site Traffic (Analytics) > Widgets

Google Site Speed Performance Metrics

Learn how to build your own custom site speed report with Google Analytics data integrated into our Insight Graph, Single Metric Widgets and Chart/List Widget.

These instructions highlight the Google Analytics Site Speed metrics, however, you can also follow them to create graphs and reports using any of the following Google Analytics metric groups:

Traffic: Average Time on Site, Bounce Rate, Pages/Session, Page Views, Users, New Users, New Users % and Sessions
Goals: Goal Completions, Goal Conversion Rate and Goal Value
ECommerce: Transactions, Revenue, Revenue Per User and Ecommerce Conversion Rate
Events: Average Value, Event Value, Events per Session with Event, Sessions with Event, Total Events or Unique Events
Multi-Channel Funnels: Assisted Conversions, Assisted Value, Last Interaction Conversions, Last Interaction Value and Assisted / Last Interaction Conversions
Site Speed: list below
Site Search: coming soon

Table of Contents

Site Speed Dashboard

This dashboard page was built with Google Analytics Site Speed metrics in our:

Instructions for how to create a similar report are in the following sections of this document.

Site Speed Insight Graph

Insight Graph Settings: Site Speed

You'll find the Insight Graph in the Reports > Graphs section.

Enter a Metric Name (this is the label that will display in the graph legend) and select a color for the graph line or area by clicking the color swatch that's to the left of the name. Then select:

Data Source: Google Analytics
Type: Site Speed
Metric: Choose from a full list of Site Speed metrics in seconds, milliseconds and Google samples. These metrics can be filtered by Segment, Traffic Source, Device, and Browser. Frequency can be set to Day, Week or Month and a Custom Filter option exists for people with experience using Google's Metric Filter and Dimension Filter clauses.

Repeat for each metric that you want displayed in the graph. Complete step-by-step instructions for creation of Insight Graphs using the full variety of Google Analytics data and display options can be viewed in this documentation.

Site Speed Insight Graph example
After you've completed the creation of your graph, you can save it as a template for other campaigns using Report Presets.

Add to Dashboard or PDF Report
Add the Insight Graph to a white label marketing dashboard or PDF report by clicking the gear icon in the upper right corner of the graph screen and selecting the desired option.

Site Speed Single Metric Widgets

Create a Page of Site Speed Widgets

You'll find Single Metric Widgets in the Reports > Graphs > Widgets section.

To create the widgets displayed in the example report, click the Add Metric button and enter a Metric Name (this is the label that will display at the top of the widget) and select a trend graph color by clicking the color swatch that's to the left of the name. Then select:

Data Source: Google Analytics
Type: Site Speed
Metric: Choose from a full list of Site Speed metrics in seconds, milliseconds and Google samples. These metrics can be filtered by Segment, Traffic Source, Device, and Browser. Frequency can be set to Day, Week or Month and a Custom Filter option exists for people with experience using Google's Metric Filter and Dimension Filter clauses.

In the Display Settings section:

Enable display of the Trend Chart
Set the Box Width.

If you're planning to add this page of widgets to a marketing dashboard then you have approximately 1040 pixel width to work within (however, you can alter the CSS to make it wider), so in this example I set the box width of six widgets to 170 pixels.
If this widget page will be added to a PDF report, then you have approximately 720 pixels to work with and can fit three 240 pixel wide or four 180 pixel wide widgets per row.

Select a theme
Click the Save button

Repeat for each metric that you want displayed. Single Metric Widgets have a variety of display options, so please view this documentation for complete details.

single metric widget settings for site speed

Single Metric Widget Page Options
In addition to adding a variety of widgets, you can also add a Separator which can be used to add a Title to a section of widgets, and to separate different types of widgets (e.g., metrics that are measured in sec. vs. ms.). After completing the page of widgets, you can save it as a Report Preset to be applied later to other campaigns.

Add to Marketing Dashboard
When your page of widgets is ready, you can click the gear icon in the upper right and select the Add to Marketing Dashboard (or Add to PDF Reports) option and follow the onscreen instructions to select the dashboard and page. This is how the above Single Metric Widgets page displays in a marketing dashboard.

Site Speed List Widgets

Google Analytics Chart / List Widget
This widget is located in Reports > Graphs > Widgets in the Google Analytics section.

To create the report displayed at the top of this documentation, we added 4 of these widgets to a marketing dashboard.

In Report Options > Widget Settings we disabled the display of the chart
In Analytics Settings we selected:

Key Metric: Average Page Load Time (sec)
Dimension: Country
Then clicked the gear icon and selected Add to Marketing Dashboard

This was repeated 3 more times, each time selecting a different Dimension (Browser, Page and City, State).

This widget has an option to display a pie or bar chart depending upon the metrics selected, as well as color coding in the table and additional columns - please refer to this documentation to explore all the options.

Four List Widgets in Marketing Dashboard

Marketing Dashboard Settings

Layout and Sizing
After adding the Insight Graph, Single Metric Widgets and 4 Google Analytics Chart List widgets to the dashboard, to achieve the block of 4 widgets as displayed in the report above, the List widgets were reduced to 50% width by clicking the 4 bar size icon until it displayed 2 bars.

You can add custom titles and drag and drop elements into place to achieve the layout you want for your dashboard. For more complete instructions for customization of your white label dashboards, please refer to this documentation.

Add to PDF Report

Add to Marketing Dashboard

Google Search & Ad Metrics Glossary

The below-listed metrics are only for the Google Analytics Universal Profile connection.
Wondering what some of the Google metrics in our reports and graphs mean?

Ad Clicks	Displays the number of times viewers of a banner click on an ad to view the full offer.
All Users	Total of new users and returning users for a given period of time.
Assisted Conversions	Google's measure of any interaction, other than the final click, that led to a consumer converting on a website.
Assisted Value	The total value of the conversions assisted by the channel.
Attribution	The process of assigning credit for sales and conversions to touchpoints in conversion paths. Attribution allows marketers to quantify each channel's contribution to sales and conversions. For example, many people may purchase on your site after searching for your brand on Google. Refer to this Google Support document for more information.
Avg. Time on Site	Displays the average length of time a visitor spent on a particular page or set of pages.
Avg. Value	A calculation of Event Value / Total Events.
Bounce Rate	Displays the percentage of single-page visits (i.e. visits in which the person left your site from the page they entered through without going deeper inside your site).
Completions	The total number of users who have completed all elements defined for a particular goal.
Conversion	A completed activity, online or offline, that is important to the success of your business. Examples include a completed sign-up for your email newsletter (a Goal conversion) and a purchase (a transaction, sometimes called an Ecommerce conversion). Refer to this Google Support document for more information.
Conversion Rate	The number of conversions is divided by the number of total ad clicks that can be tracked to a conversion during the same time period.
Cost	The total cost of Google AdWords campaigns, in currency units defined by the Google account user.
Channel Grouping	A roll-up of traffic sources in the Acquisition reports that groups several marketing activities together. Channel groupings allow you to view and compare aggregated metrics by channel name, as well as an individual traffic source, medium, or campaign name. Refer to this Google Support document for more information.
CPC (Cost Per Click)	Cost-per-click is the average cost an advertiser paid for each click on search ad(s).
CTR (Click Through Ratio)	Displays the Click-through-ratio for an ad. This is equal to the number of clicks divided by the number of impressions the ad received.
Dimension	A descriptive attribute or characteristic of an object that can be given different values. For example, a geographic location could have dimensions called Latitude, Longitude, or City Name. Values for the City Name dimension could be New York, London, etc. Refer to this Google Support document for more information.
Event	A type of hit used to track user interactions with content. Examples of user interactions commonly tracked with Events include downloads, mobile ad clicks, gadgets, Flash elements, AJAX embedded elements, and video plays. Refer to this Google Support document for more information.
Event Value	A calculation of Total Event * Value.
Exit Rate	How often do users end their session or leave the site after viewing a particular page
Goal	A configuration setting that allows you to track the valuable actions, or conversions, that happens on a site or mobile app. Goals allow you to measure how well your site or app fulfills your target objectives. Refer to this Google Support document for more information.
Hits	An interaction that results in data being sent to Analytics. Common hit types include page tracking hits, event tracking hits, and e-commerce hits. Each time the tracking code is triggered by a user’s behavior (for example, the user loads a page on a website or a screen in a mobile app), Analytics records that activity. Each interaction is packaged into a hit and sent to Google’s servers. Refer to this Google Support document for more information.
Impressions (Ads)	The measurement of how many times an ad is shown.
Impressions (Search Console)	An impression is the display of a website link in search results or an advertisement. This metric accounts for the total number of impressions recorded by Google for a website or ad campaign.
Last Interaction Conversions	The ratio of assisted/last interaction conversions. This is a number that indicates whether this channel primarily results in last interaction conversions or is predominantly assisted conversions. Numbers of 1.5 and higher indicate that this channel is predominantly accounting for assisted conversions, while numbers closer to 0 indicate the channel’s contribution to conversions is predominantly as the last interaction.
Last Interaction Value	The total value of the conversions completed by the listed channels.
Metric	Individual elements of a dimension that can be measured as a sum or a ratio. For example, the dimension City can be associated with a metric like Population, which would have a sum value of all the residents of the specific city. Refer to this Google Support document for more information.
New Users	New Users is based on Google's ga:newUsers metric and represents the number of sessions marked as a user's first sessions.
New Users %	New Users % is based on Google's ga:percentNewSessions metric that represents the percentage of sessions by users who had never visited the site before. It does not represent the number of new users between one period and the previous. In this Google Developer document, it is described as the calculation of ga:newSessions / ga:sessions
New Visits	Displays the number of new visits by people who have never been to the site before.
Organic Traffic	Number of users who find your website ‘organically’ through search results, as opposed to via a paid ad, clicking a link on another site, or from a bookmark they already have saved.
Paid Traffic	Number of visitors to your site who came there via Google Ads, paid search keywords and other online ad campaigns.
Pageviews	An instance of a page being loaded (or reloaded) in a browser. Pageviews is a metric defined as the total number of pages viewed. Refer to this Google Support document for more information.
Permission	The right to perform administrative and configuration tasks, to create and share assets, and to read and interact with report data. Refer to this Google Support document for more information.
Property	A sub-component of an Analytics account that determines which data is organized and stored together. Refer to this Google Support document for more information.
Revenue	Specifies the total revenue or grand total associated with the transaction (e.g. 11.99). This value may include shipping, tax costs, or other adjustments to total revenue that you want to include as part of your revenue calculations.
Roll-Up Reporting	A feature of Roll-Up Properties, which aggregate data from multiple source properties into a single property. Refer to this Google Support document for more information.
Sampling	The practice of selecting a subset of data from your traffic and reporting on the trends detected in that sample set. Refer to this Google Support document for more information.
Segment	A subset of sessions or users that share common attributes. Segments allow you to isolate and analyze groups of sessions or users for better analysis. Refer to this Google Support document for more information.
Session	The period of time a user is active on your site or app. By default, if a user is inactive for 30 minutes or more, any future activity is attributed to a new session. Refer to this Google Support document for more information.
Sessions with Event	The number of sessions during which an Event was recorded.
Source / Medium	Source: the origin of your traffic, such as a search engine (for example, google) or a domain (example.com). Medium: the general category of the source, for example, organic search (organic), cost-per-click paid search (cpc), web referral (referral). Refer to this Google Support document for more information.
Tags	Referring to Google Tag Manager, a Tag is a snippet of JavaScript that sends information to a third party, such as Google. The Analytics tracking code is an example of a tag. Refer to this Google Support document for more information.
Total Events	A total of Events (executions of a specific action) that occurred on a website during a specified period of time.
Unique Events	The number of unique events that occurred on a website during a specific period of time.
Unique Page Views	The number of times a page was viewed during a specific time period.
Views	The number to views a website or specific web page received during a report period.
Visits By Medium	Displays the number of visits by medium through which your site was reached. For example, every referral to a website also has a medium. Possible mediums include: "organic” (unpaid search), "cpc” (cost per click, i.e. paid search), "referral” (referral), "email” (the name of a custom medium you have created), "none” (direct traffic has a medium of "none”).
Visits By Source	Displays the number of visits by source that brought visitors to your website. For example, every referral to a web site has an origin, or source. Possible sources include: "google” (the name of a search engine), "facebook.com” (the name of a referring site), "spring_newsletter” (the name of one of your newsletters), and "direct” (users that typed your URL directly into their browser, or who had bookmarked your site).

We will update this periodically, but in the meantime if there are metrics you're curious about that aren't listed in this glossary, please refer to this Google support document.

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