How to Create an Insurance Dashboard in Google Analytics

Trying to find meaningful business insights in your Google Analytics account can feel like looking for a needle in a data haystack. There's a sea of metrics, but very few are directly tied to what drives new business for an insurance agency. This guide cuts through the noise, showing you exactly how to build a custom dashboard in GA4 to track the website KPIs that actually matter.

Why a Custom Insurance Dashboard is a Game-Changer

The standard reports in Google Analytics are designed for everyone, which means they aren’t perfectly designed for anyone — especially not for a specific industry like insurance. Your agency doesn't run on pageviews or bounce rates, it runs on quote requests, client calls, and new policy inquiries.

A dedicated dashboard homes in on these critical actions. Instead of digging through five different reports to piece together your performance story, you get a single, at-a-glance view of your website's health. The benefits are clear and immediate:

Save Time: No more hunting for metrics. All your key performance indicators (KPIs) are in one place, ready for your weekly team meeting or end-of-month review.
Better Decision-Making: Instantly see which marketing channels are generating the most leads or which service pages (like Home, Auto, or Life insurance) are most popular, allowing you to allocate your budget more effectively.
Prove Marketing ROI: A dashboard makes it easy to connect your digital marketing efforts directly to tangible business outcomes, like form submissions and phone calls.

First, Set Up Your Conversion Goals

Before you can build a useful dashboard, Google Analytics needs to understand what a "win" looks like for your agency. If you skip this step, your dashboard will just be tracking traffic, not business growth. These "wins" are called conversions, and you need to set them up first.

Here are the most common conversions for an insurance agency and how to configure them in GA4. You only need to do this once!

Tracking Quote Form Submissions

The most important conversion for most agencies is knowing when someone successfully submits a quote request form. The easiest way to track this is by using a dedicated "thank you" or confirmation page that users are redirected to after submitting the form.

Let's say your thank you page URL is www.youragency.com/quote-thank-you. Here’s how you register that as a conversion:

In GA4, go to the Admin section (the gear icon in the bottom-left).
Under the Data display column, click on Events, then click the Create event button.
Click Create again on the next screen. This opens the configuration panel.
For the Custom event name, enter something clear and memorable like quote_request.
Under Matching Conditions, set up the following rule:
- Parameter: event_name
- Operator: equals
- Value: page_view
Click Add condition and add a second rule:
- Parameter: page_location
- Operator: contains
- Value: /quote-thank-you (or whatever your specific URL is)
Click Create in the top right.

Now, you just have to tell GA4 that this new event is an important conversion. Go back to Admin > Conversions (just below Events). Click New conversion event and paste in the exact event name you just created: quote_request. Now, it will be treated as a primary business goal across all of your reports.

Tracking Clicks to Your Phone Number

Many potential clients, especially on mobile, prefer to call directly. Tracking clicks on your phone number is another essential conversion. This is easiest to set up if your phone number is a clickable link, like <a href="tel:555-123-4567">Call Us Now</a>.

GA4 automatically tracks outbound clicks. You can create a conversion event based on clicks where the link starts with tel:.

Navigate again to Admin > Events > Create event.
Give it a name like phone_call_click.
Set these matching conditions:
- Condition 1: event_name equals click
- Condition 2: link_url starts with tel
Click Create. Then, go mark phone_call_click as a conversion just like you did before.

Building Your GA4 Insurance Dashboard, Step-by-Step

With your conversions properly configured, you’re ready to build your command center. In GA4, what we traditionally think of as a "dashboard" is created as an Overview Report. It’s a customizable report built from summarized “cards” that link to more detailed reports.

Here’s how to create one:

From the main navigation on the left, click on Reports.
At the bottom of the reports list, click on Library.
In the main library window, click the blue button that says + Create new report and select Create overview report.

You’ll land on a blank canvas where you can add "cards." A card is simply a summary of a specific metric or dimension — think of it as a widget. Here is a recipe for the perfect insurance agency dashboard.

Card 1: High-Level Business KPIs

This card gives you the big picture at a glance. It's a set of scorecards for your most critical goals.

How to build it: Click + Add cards. Find the "Conversions by Event name" summary card and add it. Customize it to filter for just your key events like quote_request and phone_call_click. You might also add a "Users and New users" card for a quick traffic overview.
Why it's useful: This is your 30-second daily check-in. Are lead volumes up or down? Is site traffic growing? This card answers those high-level questions instantly.

Card 2: Lead Sources That Work

Find out which marketing channels are actually driving quote requests and calls — not just traffic.

How to build it: Add a traffic acquisition report card. In the list, look for something like "Session default channel group by Conversions." This will show you a table of your channels (Organic Search, Paid Search, Direct, etc.) and how many conversions each generated.
Why it's useful: Stop wondering if your SEO or Google Ads budget is paying off. This card shows you which channels deliver converters, helping you double down on what works and cut what doesn't.

Card 3: Top Performing Service Pages

Discover which of your insurance products are getting the most attention from visitors.

How to build it: Find and add the "Pages and screens by page path" card. By default, it will show views. When you view the main report, you can add "Conversions" as another metric to see which pages generate leads.
Why it's useful: If your "Commercial Auto Insurance" page is getting lots of traffic but no conversions, you might need to improve its call-to-action. If your "Homeowners Insurance" page is wildly popular, perhaps that's a topic you should blog more about.

Card 4: Geek View - Map of User Locations

See where your website visitors and — more importantly — your leads are coming from geographically.

How to build it: Look for a card called "Users by Country" or "Users by City." The city report is especially powerful for local agencies.
Why it's useful: If you're a local Texas agency but see a lot of traffic from other states, it might indicate an issue with your ad targeting. Conversely, seeing high engagement from specific neighborhoods could inform a highly-targeted direct mail or social ad campaign.

Card 5: Device Performance Check

Understand how potential clients are accessing your site and tailor their experience better.

How to build it: Add the "Users by Device category" card. This will typically display as a simple pie chart showing the percentage of users on desktop, mobile, and tablet.
Why it's useful: If you find that 70% of your leads come from mobile, you'll know that ensuring your quote forms are exceptionally easy to fill out on a small screen should be a top priority.

Making Your Dashboard an Everyday Tool

Once you’ve added your preferred cards, click Save in the top-right. Give your new report a name like "Insurance Agency KPI Dashboard."

To make it easy to access, you need to add it to your main reports navigation:

While still in the Library, find the navigation menu collection you want to add it to (e.g., "Life cycle").
Click Edit collection.
On the left, find your new "Insurance Agency KPI Dashboard" and drag it over to the right panel.
Click Save.

Your dashboard will now appear in the main left-hand reporting menu for easy, one-click access every time you log in.

Final Thoughts

Creating this custom dashboard in Google Analytics transforms it from a complex analytics tool into a focused business intelligence dashboard tailored for your agency. It puts the metrics that drive policy sales front and center, empowering you to make smarter, data-driven decisions without needing a degree in data science.

As powerful as this is, Google Analytics only shows you part of the story — what happens on your website. To get a truly complete picture, you often need to combine that with data from other platforms like your CRM, email marketing tool, and paid ad platforms. Because we lived this frustration, we built Graphed that lets you connect all your data sources in a few clicks. From there, you can build dashboards and get answers instantly by asking questions in plain English — no manual setup or jumping between a dozen tabs required.