Tutorial: Analytics, Reports, & Dashboards

Learn everything about Stiddle analytics, reporting, and dashboards. This is from our latest release: March 16th, 2026.

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Intro to Dashboards

Dashboards provide a flexible way to view and analyze multiple types of reporting data in one place. This can include ad platform insights, attribution insights, product performance, customer event data, CRM insights, custom conversion goals, journey analytics, and sales data. Dashboards in Stiddle are composed of report widgets. Each widget is fully customizable and can be configured within Stiddle’s report builder, then saved as a live widget on the dashboard.

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Managing Dashboards

To access dashboards, navigate to the Analytics tab in the left sidebar of the Stiddle navigation menu. This opens the All Analytics page, which displays all reports and dashboards created within Stiddle by default. Select the Boards tab to view only dashboards and filter out reports. On the “All Analytics” page, you have several options. In the top right corner, you can switch between card view and table view. The table view is especially useful when managing multiple dashboards and reports or when you need to mass delete items. In table view, you can also see tags on reports that indicate which reports are currently added to dashboards. Stiddle includes a filter option to show and hide reports and dashboards, which is useful for staying organized when building dashboards with many report widgets. Each widget you add to a dashboard creates a unique report—so a dashboard with 20 widgets will have 20 corresponding reports. This structure gives you the flexibility to customize each metric independently as a report. To show or hide reports and dashboards, hover over the “eye” icon in the lower right corner, or select the menu options and choose “show” or “hide”. To view all hidden reports and dashboards on the “All Analytics” page, select the filter option in the top right corner (next to the “Create” button) and choose “Show Hidden” from the dropdown.

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Creating New Dashboards

To create a new dashboard, select the “Create” button on the “All Analytics” page. You’ll be prompted to choose between creating a report or a dashboard. Then you can build your dashboard using an existing template or start from a blank canvas.

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Adding Widgets to Dashboards

In this example, the “Website Analytics” dashboard template is selected, and the dashboard editor opens. From here, you have several options. First, you can add additional metrics to the dashboard by selecting “Add Widget” in the top right corner. You’ll then have several options:

• Add a metric: Drag and drop a new metric from the “Metrics” section. This is the quickest way to create a simple widget.
• Create a custom report: Select “Insight Report” from the “Create New” section at the top for a more complex, customized report.
• Reuse an existing report: Drag and drop an existing report from the right menu.
• Add text or media: Select a text box or video/image widget.

Once a widget is added to the canvas, select it to open the report. This lets you further customize the widget’s configuration.

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Saving a Report To a Dashboard

Another way to save a widget to a dashboard is by saving it directly within the report builder. For example, when you build a report and select “Save,” you can choose the dashboard and section where you want to add the widget directly from the report builder. This approach ensures that when the report is edited in the future, any updates automatically reflect in the dashboard widget.

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Configuring Widgets

There are several configurations available for widgets on the dashboard page. When you select the 3-dots menu on a widget, a dropdown of configuration options appears.

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View Details

The View Details option lets you quickly see what configurations have been applied and saved to a report widget without opening the full report. For example, you can view the attribution model, date range, filters, breakdowns, and more at a glance.

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Show Table

You can display a table view without opening the full report or changing the visualization type. This is useful for quickly reviewing totals or averages in a table format. To view a table, select the “Show Table” button. You can hide it anytime.

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Duplicate

When you duplicate a widget on the dashboard, a new report is created. This allows you to configure the duplicate report independently in the report builder. For example, this is useful when you want to display the same metric with different date ranges or attribution models on the same dashboard.

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Editing Widget Report

To edit a widget report, select the Edit Report button in the dropdown menu, or click the top bar of the widget (near the widget name). Either action opens the report builder for that widget. Editing a widget report lets you customize that specific widget. You can add metric definitions, apply filters, create breakdowns, change attribution models, adjust visualization types, and more. See the Report Builder section below for detailed guidance.

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Rename Widget

To rename a widget and its description, hover over the widget name, select the edit icon, and then select save.

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Configuring Dashboards

Since dashboards are composed of report widgets, each widget is configured separately within the report builder. This includes the date range, filters, breakdowns, and attribution models. With dashboard configurations, Stiddle lets you apply an override to report widget configurations. This is useful when you want to view all dashboard widgets for a specific time period—for example, “All dashboard widgets in the last 30 days”—without editing each widget individually.

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Understanding Date Override

By applying a date override to the dashboard, Stiddle changes the default date of each report widget. For example, if your report widgets use different date ranges—some showing the last 7 days and others the last 30 days—you can select a date override of “last 7 days” to ensure all widgets display the same date range. To remove the override and restore each widget to its original date range, select “No date override” in the date selector.

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Understanding Filter Override

By applying a filter override, you can add additional filters to all report widgets on the dashboard. This is useful for analyzing a specific cohort without editing each widget individually. For example, you might want to filter by location “United States”. To do so, apply a new dashboard filter and select “Country” = “United States”. All dashboard data is now filtered to show only United States results.

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Understanding Breakdown Override

By applying a breakdown override, you can break down all report widgets by the same dimension without opening each report’s configuration. This override replaces any existing breakdown default on the widget. To apply a breakdown override, select Add Breakdown and choose a breakdown option. The override then applies to all report widgets on the dashboard. To remove it, select the X in the pill next to the Add Breakdown button.

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Sharing Dashboards

Sharing dashboards is straightforward and offers two options: download the dashboard as a PDF or print it, or publish it and share the live hosted link. To access either option, select the share icon in the top right corner. A dropdown menu will appear with your sharing options. To publish the dashboard, you’ll be prompted with two options:

1. Add your company logo — When you select this option, the logo from your workspace settings is added to the public dashboard.
2. Mark as published — To share the live dashboard, you must mark it as published. If you share the link without publishing it, the public board won’t be accessible.

When a dashboard is shared publicly and live, viewers have limited options. For example, they can apply date, filter, and breakdown overrides, but they cannot modify any reports. Changes are not saved when viewing the public dashboard.

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Intro to Reports

Stiddle supports several report types, each of which can be configured and saved as a widget on any dashboard. You can also build reports independently without adding them to a dashboard. Reports let you dive deeper into your data to explore new insights and create custom dashboards and BI analyses. There are three types of reports within Stiddle.

• Insights – Analyze trends, performance, and key metrics over time
• Funnels – Understand how customers progress through important steps or conversions
• Flows – Visualize how users move through your product, website, or funnel

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Insight Reports

Insight reports let you build custom reports using Stiddle data, attribution insights, sales data, CRM data, ads data, and more. Insights helps you analyze trends and explore the metrics that matter most to your business. You can visualize events, customer activity, and revenue data using flexible charts and filters. Use Insights to answer questions like: • How many customers converted yesterday?
• Which channels are driving the most revenue?
• How are key metrics trending over time?
• How are specific customer segments performing?

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Creating a New Insight Report

To create a new report, select New Report from the Create dropdown on the Analytics page, then select Create Blank Report in the popup. When creating a new report, you’ll land on the Insights Report Type by default. To create a new report column, start by selecting Add Column, then choose Select Definition. You’ll see options for various metric types, including website metrics, paid ads, attribution, sales, CRM, custom goals, forms, and custom events. For this example, we’ll use a basic metric: Page Views. Next, give the new column a name—in this case, “Page Views”. To save any changes, click the “Save & Preview” button at the bottom of the screen. Your changes will then appear in the preview below the columns. You’ll now see a table displaying the total page views for the default date range. Next, add another column for “Unique Visitors”. The table now shows multiple metrics, allowing you to build out a more comprehensive view of your data. You can also apply filters to individual columns or the entire report using the left-hand filters. For example, you can filter all column definitions by Location = United States. Then hit,** Preview & Save** to see the new data reflected in the preview. You can then apply a breakdown—for example, to see which top cities visitors are coming from. The table now displays all column definitions broken down by city. This is just one of many examples. Different metric definitions have different options. For example, to add attribution data that Stiddle tracked to the table, select “Add Column”, then “Paid Ads”, then “Attributed”. In this example, I selected “Number of Orders”. You’ll now see that this new metric has additional options in the column. For example, you can select a Stiddle attribution model since it’s attribution data. To change the visualization type, select “Visualization Type” and then choose Bar Chart. This lets you easily convert the table to a stacked bar chart. You can now see the data displayed as a bar chart instead of a table. However, the visualization is cluttered with too much data to be easily understood. To clean this up, change the date grouping from “Day” to “Month” and enable “Stacked”. This will make the chart easier to read. You can also apply result filters to specific columns. For example, you might want to display only customers who viewed your pages with an average order value (AOV) over $200. To do this, add a result filter to the specific column. You can also add custom formulas to create custom metrics. For example, if you want to see blended metrics across Facebook and Google, add Facebook data to Column A and Google data to Column B. Then apply a new column with a custom formula to add columns A and B together, creating a blended metric. You could even divide by 100 to get a percentage, or divide by ad spend to get the blended ROAS. To add a formula, select a new column, then select Formula. A dialog will appear where you can enter a basic calculation, such as A+B / 100.

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Saving Reports to Dashboards

Once you’ve finished building this report, you can easily save it to an existing dashboard. To save the report, select the Save button dropdown in the top right corner, then choose the dashboard and section where you want to add the widget. Once you click on the dashboard and section, a “Close Report” button appears next to the save button. Select it to close the report builder and return to the dashboard, where your report is now saved as a widget in the section you selected.

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Funnel Reports

Funnels help you measure conversions and understand how customers move through key steps in your journey. Identify where people convert, where they drop off, and how different segments perform across each stage. Use Funnels to** answer questions like**: • What percentage of visitors completed a signup or purchase?
• Where are customers dropping off in the funnel?
• How long does it take users to convert?
• How do conversion rates change across segments, channels, or time?

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Creating a New Funnel Report

To create a new report, select New Report from the Create dropdown on the Analytics page, then select Create Blank Report in the popup. When creating a new report, you’ll land on the Insights Report Type by default. Be sure to select the Funnel option, which is the last option in orange. To create a new funnel step, start by selecting Add Step, then choose A Step. In this example, I’ll select Page View All, Form Submissions, Open Opportunities, and Closed Won. This incorporates three data sources: Website, Forms, and CRM. Similar to Insights Reports, you can apply different filters to a specific step or to all steps, and you can also apply different breakdowns. All report types can be saved to dashboards as widgets. You can save this funnel using the same method shown above for Insights Reports.

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Flow Reports

Flows helps you visualize the paths customers take before and after key actions. When you’re not sure exactly how users move through your site or product, Flows maps the most common journeys so you can understand behavior patterns and uncover friction points. Use Flows to answer questions like: • What do users do immediately after clicking an ad?
• What actions typically happen before a purchase?
• How do customers move from lead submission to conversion?

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Creating a New Flow Report

To create a new report, select New Report from the Create dropdown on the Analytics page, then select Create Blank Report in the popup. When creating a new report, you’ll land on the Insights Report Type by default. Be sure to select the Flow option, which is the middle option in green. To create a new flow step, start by selecting Add Step, then choose Page View: Home. You can now see the journey people take after landing on the Home Page. You can also add additional filters and breakdowns to refine your analysis. For example, you might want to understand which sources lead people to your first step—in this case, the Home Page—so you can see which ad platforms and channel sources drive site traffic and what actions occur afterward, ultimately leading to a conversion. Hovering over a path displays the drop-off and conversion rates for each step. There are many different ways to configure Flows. This is one of several examples. All report types can be saved to dashboards as widgets. You can save this flow using the same method shown above for Insights & Funnel Reports.