How to Create an Insurance Dashboard in Google Analytics with AI

Tracking your insurance agency’s website performance shouldn't feel like a side job. Instead of getting bogged down in dozens of confusing metrics, a focused dashboard can tell you exactly which marketing efforts are turning visitors into qualified leads. This article will guide you through the essential metrics for insurance marketing and break down how to create a simple, effective dashboard in Google Analytics to track them.

Why a Custom Insurance Dashboard is Mission-Critical

Google Analytics 4 is powerful, but its standard reports are built for everyone, which means they’re perfectly tailored for no one. For an insurance agency, generic metrics like 'total users' aren’t nearly as important as 'quote request form submissions' or 'click-to-call conversions'.

A custom dashboard cuts through the noise. It isolates the key performance indicators (KPIs) that directly impact your agency's growth, allowing you to answer critical business questions at a glance:

Which digital marketing channels (Organic Search, Google Ads, Facebook) are driving the most quote requests?
Are visitors from specific cities or states more likely to convert?
How much are we paying for each new lead from our paid campaigns?
Is our website content effectively guiding people to request a policy quote?

By focusing on these metrics, you can make smarter decisions about your marketing budget, optimize your website for better performance, and ultimately write more policies.

The Must-Have Metrics for Your Insurance Dashboard

Before you build anything, you need to know what to track. A dashboard is only as useful as the data it displays. Here are the core metrics every insurance agency should monitor.

1. Lead Conversions (Quote Requests & Calls)

This is your North Star metric. A conversion is any meaningful action a user takes that indicates they are interested in becoming a client. For most insurance agencies, this includes:

Form Submissions: When a user fills out a "Get a Quote" or "Contact Us" form. You must have this set up as a conversion event in GA4.
Phone Call Clicks: When a user on a mobile device clicks a tel: link to call your office. This is another crucial conversion event to configure.

Tracking these directly tells you how many potential clients your website is generating. Everything else you measure should ultimately explain what influences this number.

2. Conversion Rate

While the total number of leads is important, the conversion rate tells you how effective your website is at turning traffic into leads. It's calculated as (Total Conversions ÷ Total Users) x 100.

A higher conversion rate means your website’s design, copy, and forms are doing an excellent job of convincing visitors to take action. A low conversion rate can indicate problems like a confusing user experience, slow page load times, or an unappealing offer.

3. Traffic Source / Medium

This metric tells you how people are finding your website. Understanding your sources is fundamental to knowing where to invest your time and money. GA4 categorizes this automatically:

Organic Search: Visitors who find you through a search engine like Google (not from an ad). This reflects your SEO efforts.
Paid Search: Visitors who click on one of your search ads (e.g., Google Ads).
Direct: Visitors who type your website URL directly into their browser. Often indicates brand awareness or return visitors.
Referral: Visitors who come from a link on another website.
Organic Social: Visitors from your non-paid social media posts.

By comparing conversions from each source, you can see which channels deliver the most valuable traffic. Maybe your SEO blog posts bring in lots of leads, while your Facebook page brings traffic that doesn’t convert. That's a powerful insight.

4. Cost Per Acquisition (CPA)

If you're running paid ads, CPA is a critical ROI metric. It measures how much you spend, on average, to acquire one new lead. While a perfect CPA calculation involves complex data, you can create a simple version by integrating your Google Ads account with GA4.

In your dashboard, you can view your Google Ads cost alongside the number of conversions attributed to those campaigns. This helps you answer the question: "Are my ad campaigns profitable?" If it costs you $100 in ad spend to get one lead that eventually results in $1,200 of commission, you know the campaign is working well.

5. Landing Page Performance

Your landing pages are the digital front doors to your agency. Tracking which ones perform best helps you understand what content resonates with potential clients. You should look at a table of your top landing pages and include metrics like users, sessions, and, most importantly, conversions.

You might discover that your page on "Homeowners Insurance for First-Time Buyers" converts far better than your generic homepage, giving you valuable information on where to direct ad traffic and what kind of content to create more of.

How to Build Your Dashboard Using Google Analytics & Looker Studio

The best way to build a persistent, visual dashboard with your Google Analytics data is to use Looker Studio (formerly known as Google Data Studio). It’s a free tool that connects directly to GA4 and lets you create shareable, live reports.

Step 1: Get Your Conversion Tracking in Order

This process is useless if you haven't properly set up conversion tracking in GA4. Before going further, make sure you have created events for your essential lead generation actions (like generate_lead for a form submission) and marked them as official conversions.

Step 2: Connect GA4 to Looker Studio

This part is straightforward. In Looker Studio, create a new blank report. You’ll be prompted to add a data source—select "Google Analytics." From there, authorize your account and choose the GA4 property for your agency’s website.

Step 3: Add Widgets for Your KPIs

Once connected, you can start building your dashboard by adding charts and tables, which Looker Studio calls "widgets."

Start with scorecards for your high-level numbers:

Add a Scorecard and set the metric to Total Users.
Add another scorecard for Sessions.
Add a critical scorecard for your primary conversion event, like Quote Requests. Make sure to choose the specific conversion event you created.
Finally, create a scorecard for your Conversion Rate.

A row of these scorecards at the top of your dashboard gives you an instant summary of performance.

Step 4: Visualize Your Data with Charts

Now, let's add visual context to those numbers.

Traffic Sources: Use a Pie Chart or Bar Chart. Set the Dimension to Session source / medium and the Metric to your major conversion event (e.g., Quote Requests). This will show you exactly which channels are delivering leads.
Conversions Over Time: Add a Time Series Chart. Set the Metric to your main conversion event. This line graph helps you spot trends, seasonality, or the impact of a recent marketing campaign.
Top Landing Pages: Use a Table. Set the Dimension to Page path and screen class and add your metrics to Users and Conversions. This creates a ranked list of your best and worst-performing pages.
Lead Locations: Add a Geo Chart (a map). Set the Dimension to City or Region (state). This visually confirms where your prospects are located, perfect for justifying local SEO and advertising efforts.

Step 5: Add Controls for Interactivity

Make your dashboard truly useful by adding a Date Range Control at the top. This allows you, or anyone you share the dashboard with, to easily switch between viewing data for "Last 7 Days," "Last 30 Days," or a custom period like "Last Quarter."

The AI Shortcut: Say Goodbye to Manual Dashboard Building

Following the steps above will give you a fantastic, custom insurance dashboard. However, it still requires learning a new tool, clicking through menus, and manually setting up each chart. What if a great report becomes outdated and you need an answer to a new query? You end up back in Looker Studio, configuring charts all over again.

This is where advancements in AI are changing the game. Modern analytics tools allow you to bypass the manual setup entirely. Instead of dragging and dropping fields, you use plain English to describe the report you want to see.

Imagine simply typing a prompt like:

"Create a dashboard showing quote requests by city from Google Ads traffic last quarter."
"What were my top 10 landing pages for homeowners insurance leads last year?"
"Show me a line chart of my website conversion rate for the past 60 days."

Instantly, the AI generates the precise charts and dashboards you need. It turns data analysis from a tedious technical chore into a simple conversation. You don't have to become a data expert - you just have to be curious and ask good questions. This not only saves an immense amount of time but also empowers your entire team to find data-driven answers without relying on a single "analytics person."

Final Thoughts

Moving from generic Google Analytics reports to a dashboard built for your insurance agency helps you focus on what really grows your business: generating high-quality leads. By tracking the right conversions, sources, and costs, you can make smarter decisions instead of guessing what's working.

Manually piecing these reports together is a big first step, but the process can be slow and restrictive, requiring constant updates. We built Graphed to be the AI shortcut we always wanted. You can connect your Google Analytics and other data sources in seconds, then describe your ideal dashboard using natural language. Graphed builds it for you in real-time, letting you get straight to the insights that matter without ever getting lost in a mess of manual chart editors.