What Happened to the Google Analytics “Home” Tab?

  • keep calm and click

What Happened to the Google Analytics “Home” Tab?

Previously announced changes to the Google Analytics desktop user interface should have been rolled out to most Google Analytics user logins by now.

Keep Calm and Click the GA IconAny change is always difficult but once you get used to it, you’ll find that this user interface (UI) design change will let you work faster.

However, if you have many accounts and properties, you might be frustrated by the disappearance of the “Home” tab and the apparent need to navigate using the account/property/view dropdown “picker”.

No worries.  The “Home” screen can still be accessed.

Just click on the GA icon in the top left and you’ll be shown the familiar list of accounts, properties and views.

Find the "Home" GA List

Three UI changes that will allow you to navigate faster:

  • By moving the old top tabbed navigation functions to the side bar, a larger report display area is available.
  • The left navigation is persistent, so less scrolling to get to your next report or to the Admin area.
  • When the left navigation is collapsed, icons remain visible, allowing you to browse to another report section with one less click.

The image below shows where the Home, Admin and sidebar size controls are in the new vs the old interface.

Old vs New NavigationThe Customization tab now includes not only Custom Reports but also Dashboards, Shortcuts and Custom Alerts.  As stated in item 6 in the update blog post, the automatically generated Intelligence Events report has been removed.

Old vs New NavigationWhen you want use another app such as Data Studio, Tag Manager or Optimize, click the app icon in the top right.

Switch App & Send FeedbackIf you have any feedback to Google about the new design, there’s a convenient “Send Feedback” link at the bottom of every report.

What do you think?  Do you find the new UI easier and faster to use?



By |2018-05-16T08:31:04-04:00February 13th, 2017|11 Comments
Categories: Google Analytics


  1. Greg 2018-02-04 at 18:52 - Reply

    Not sure if this is just my computer but the top left logo icon for Google Analytics is no longer working. I see the mouse over action but clicking it no longer takes me to the home page.

    Is anyone else finding this same problem since upgrading recently?

  2. Anonymous 2018-02-06 at 23:36 - Reply

    Same here. So frustrated with GA. I love it, but these changes are always a wild goose chase. There was a main screen that listed all accounts. You could get a snap shot of each account all on one screen and then select whichever. I ad it for a moment and then it disappeared. So I’ve seen it. TODAY and now its gone.

  3. Vicki 2018-02-28 at 02:26 - Reply

    As of 28 Feb that workaround link gives me a completely blank web page. I’ve tried both WaterFox and Chrome. I recently uninstalled MonsterInsights from a nonprofit website but it wasn’t the only website I had in analytics.

    Is Monster the culprit do you think?


    • Heather Murphy 2018-03-05 at 07:52 - Reply

      Hi Vicki,

      I am seeing a similar issue at times as well. It is working for me if I go to a Google Analytics report first, and then paste the link. The plugin should not be the cause of the problem.

      Let me know if this helps!


  4. Doug 2018-03-09 at 15:27 - Reply

    Glad to see others are experiencing and frustrated by the same thing. That icon, formerly a powerful shortcut, is now useless…in a Chrome browser on a Windows PC.

    It worked forever, then just stopped. Now when I hover over it the pointing index finger cursor appears, and when I click the icon, nothing happens.

  5. Chris Parente 2018-08-23 at 08:23 - Reply

    This is crazy. Tried to log in today to get some stats, and was presented with just a video on Marketing 360 – no way to reach any of my client analytics! That link worked for some reason, thank you very much, hope it continues to do so.

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