Marketing · Power BI template

Web Analytics & SEO Power BI template

Dark Power BI web analytics and SEO template: sessions by channel, engagement and conversions, top landing pages, query position vs CTR and visitor countries.

By · Founder & Reliability Engineer · Updated

Free for commercial use

Light version: same layout, colours re-solved and checked for WCAG AA contrast.

Web Analytics & SEO Power BI dashboard template: 5 KPI cards, an area chart, a scatter chart, a map, a table and 2 slicers on a 1280×720 page

BetaOpens in Power BI Desktop with 8 tables of sample data and every visual bound. See what’s inside

Free, no sign-up. The PBIP with sample data includes the background, theme and a README. 1920×1080 fits a new page in a Fluent 2 report; 1280×720 and 2× fit Classic pages. Downloads carry a small “Made with VizForge” mark (sign in to the studio to remove it).

Customise in the design studio →
Layout
Left nav rail, 5 KPIs, channel area + query scatter, country map + landing-page table
Page size
1280×720 px (16:9, Power BI default)
Theme
Midnight Analytics

Open the sample-data PBIP in Power BI Desktop

Checked against Microsoft Learn's Power BI Desktop projects documentation (as of Nov 2026).

  1. 1

    Unzip to a short path and open the .pbip

    Extract the zip to a short local folder such as C:\PBI (Windows limits project paths to 260 characters, and Desktop can't save a project straight to OneDrive or SharePoint), then double-click the .pbip file or use File → Open in Power BI Desktop. Microsoft still lists projects and TMDL as preview features (as of Nov 2026): if Desktop won't open the project, go to File → Options and settings → Options → Preview features, tick “Power BI Project (.pbip) save option” and “Store semantic model using TMDL format”, then restart Desktop.

  2. 2

    Select Refresh once

    The project ships without the local data cache (.pbi/cache.abf), so Desktop opens the full model definition without data. Select Home → Refresh: every table is built from values written into its Power Query step, so there is no data source to sign in to.

  3. 3

    Save as .pbix or connect your data

    Use File → Save as to keep a single .pbix file, or open Transform data and replace each table's Source step with your own query, keeping the column names so the measures and visuals keep working.

What’s inside the Web Analytics sample model

Rendered from the same definition the download writes as TMDL, so this list always matches the file.

Tables
8
Fact rows
318
DAX measures
10

Three months of web analytics for a fictional workforce-scheduling SaaS site (Aug to Oct 2026): weekly sessions, engaged sessions and conversions by channel and device, monthly landing-page results, search-console style queries with impressions, clicks and average position, and sessions by country. Units: Sessions, conversions and clicks; positions are average ranking positions (1 = top).

Tables and columns

Calendar

Date table · 2026, one row per day

Date table generated in Power Query (List.Dates), marked as the model's date table.

  • Date (date)
  • Year (whole number)
  • Quarter (text)
  • Month (text)
  • Month Name (text)
  • Week Start (date)
  • Weekday (text)
  • Fiscal Year (text)

Channel

Dimension · 6 rows

Traffic channels.

  • Channel (text)

Device

Dimension · 3 rows

Device category.

  • Device (text)

Landing Page

Dimension · 12 rows

Site pages (fictional site).

  • Page (text)
  • Page Type (text)

Traffic

Fact · 216 rows

Weekly sessions, engaged sessions and conversions per channel and device.

  • Week (date)
  • Channel (text)
  • Device (text)
  • Sessions (whole number)
  • Engaged Sessions (whole number)
  • Conversions (whole number)

Landing Pages

Fact · 36 rows

Monthly sessions, engaged sessions and conversions per landing page.

  • Month (date)
  • Page (text)
  • Sessions (whole number)
  • Engaged Sessions (whole number)
  • Conversions (whole number)

Search Queries

Fact · 36 rows

Monthly search performance per query.

  • Month (date)
  • Query (text)
  • Impressions (whole number)
  • Clicks (whole number)
  • Position (decimal)

Country Sessions

Fact · 30 rows

Monthly sessions by visitor country.

  • Month (date)
  • Country (text)
  • Sessions (whole number)

Relationships

Many-to-one, single direction. Inactive relationships are switched on inside a measure with USERELATIONSHIP.

  • Traffic[Week] → 'Calendar'[Date]
  • Traffic[Channel] → Channel[Channel]
  • Traffic[Device] → Device[Device]
  • 'Landing Pages'[Month] → 'Calendar'[Date]
  • 'Landing Pages'[Page] → 'Landing Page'[Page]
  • 'Search Queries'[Month] → 'Calendar'[Date]
  • 'Country Sessions'[Month] → 'Calendar'[Date]

DAX measures

All measures live in a dedicated Key Measures table. Copy any of them into your own model; rename the table and column references to match.

SessionsVisits to the site.
Sessions =
SUM ( Traffic[Sessions] )

Format string: #,0

Engagement RateSessions that were engaged (10+ seconds, a conversion or 2+ page views).
Engagement Rate =
DIVIDE ( SUM ( Traffic[Engaged Sessions] ), [Sessions] )

Format string: 0.0%

ConversionsTrial sign-ups and demo requests.
Conversions =
SUM ( Traffic[Conversions] )

Format string: #,0

Conversion RateConversions per session.
Conversion Rate =
DIVIDE ( [Conversions], [Sessions] )

Format string: 0.00%

Organic ClicksClicks from search results.
Organic Clicks =
SUM ( 'Search Queries'[Clicks] )

Format string: #,0

Search CTRClicks per impression.
Search CTR =
DIVIDE ( [Organic Clicks], SUM ( 'Search Queries'[Impressions] ) )

Format string: 0.0%

Average PositionImpression-weighted average ranking position.
Average Position =
DIVIDE ( SUMX ( 'Search Queries', 'Search Queries'[Position] * 'Search Queries'[Impressions] ), SUM ( 'Search Queries'[Impressions] ) )

Format string: 0.0

Page SessionsSessions starting on the page.
Page Sessions =
SUM ( 'Landing Pages'[Sessions] )

Format string: #,0

Page Conversion RateConversions per landing-page session.
Page Conversion Rate =
DIVIDE ( SUM ( 'Landing Pages'[Conversions] ), [Page Sessions] )

Format string: 0.00%

Country SessionsSessions by visitor country.
Country Sessions =
SUM ( 'Country Sessions'[Sessions] )

Format string: #,0

What each visual is bound to

The PBIP opens with these fields already on each visual.

Field bindings per visual
VisualFields
ChannelSlicerChannel[Channel]
DeviceSlicerDevice[Device]
SessionsCard[Sessions]
Engagement rateCard[Engagement Rate]
ConversionsCard[Conversions]
Conversion rateCard[Conversion Rate]
Organic clicksCard[Organic Clicks]
Sessions by channelArea chartCalendar[Week Start], [Sessions], Channel[Channel]
Search queries: position vs CTRScatter chart'Search Queries'[Query], [Average Position], [Search CTR], [Organic Clicks]
Sessions by countryMap'Country Sessions'[Country], [Country Sessions]
Top landing pagesTable'Landing Page'[Page], 'Landing Page'[Page Type], [Page Sessions], [Page Conversion Rate]

Questions this dashboard answers

Each one is answered by a visual on the page, from the sample model's own tables and measures.

About this dashboard layout

Website reporting usually lives in two tools, one for sessions and conversions and one for search queries, and the questions that matter need both. This page joins them: traffic and conversions by channel and device from the analytics export, and impressions, clicks and positions per query from the search-performance export.

Sessions by channel are stacked by week so a fall in organic search shows even when paid traffic hides it in the total. The scatter places each search query by average position and click-through rate, sized by clicks. Queries sitting in positions 5 to 15 with plenty of impressions are the cheapest SEO wins on the page.

Average position is weighted by impressions, as the search tools calculate it; a plain average of monthly positions would give a query seen ten times the same weight as one seen ten thousand times. The landing-page table ranks pages by sessions with their conversion rate, which usually shows blog pages bringing traffic that product pages convert.

Engagement rate follows the GA4 definition (engaged sessions over sessions). The sample is three months of traffic for a fictional workforce-scheduling SaaS site; paths, queries and numbers are made up.

Visuals on the page

Positions are Power BI page pixels. Enter them in Format → General → Properties → Size and position, or use the PBIP download where they are already set.

Visual positions in the Web Analytics & SEO template
VisualTypeXYWidthHeight
ChannelSlicer9202416040
DeviceSlicer10962416040
SessionsCard11212015264
Engagement rateCard35212015264
ConversionsCard59212014464
Conversion rateCard82412014464
Organic clicksCard105612014464
Sessions by channelArea chart112232656208
Search queries: position vs CTRScatter chart816232424208
Sessions by countryMap112488432192
Top landing pagesTable592488648192

Custom visuals for this layout

Built-in Power BI visuals cover most slots above. These slots also suit a custom visual; each page covers the data shape, DAX and a prompt to generate it as a .pbiviz.

Already have a report?

Brand Makeover tries Web Analytics & SEO first on every page of your Power BI project (.pbip zip) where it fits: the page's visuals have to go into its 9 data slots without overlaps. Pages it can't seat get another catalog layout or a brand grid. Queries, filters and bookmarks are left as they are. Free, in your browser.

Opens with the Analyst / Dense preset, because the Executive preset doesn't use this layout (9 data slots; this preset uses templates with at most 7).

Restyle my report into this

Swap a slot for a custom visual

Pick any slot and VizForge AI writes a custom visual (.pbiviz, with TypeScript source) sized to it, in this template's colours and shaped for the fields it is bound to.

Generate one that fits this layout.

Card · 152×64 px · bound to [Sessions]

1, 2 or 5 credits depending on the brief · 5 free on signup. Sign in or create a free account on the next screen; the brief is saved for 30 minutes.

Brief sent to the generator (you can edit it there)

A Power BI card visual titled "Sessions". It sits in a 152×64 px slot on a designed report page. Match the report's brand: data colours #22D3EE, #818CF8, #34D399, #FBBF24, #F472B6, #60A5FA; background #111A2E; text #E6EDF7; font Segoe UI. Transparent visual background so the page design shows through; no visual border. In the sample model it is bound to [Sessions]; keep the same data roles so the fields drop straight in.

Not sure what to build? Browse the visual catalog or open the template in the design studio and hand off any slot from there. Or start in the AI generator with a blank brief.

Colours and theme

Midnight Analytics

Deep navy dark Power BI theme with luminous cyan, indigo and mint data colours; built for SaaS metrics, NOC screens and operations dashboards that run all day.

See the Midnight Analytics palette and contrast checks →

Use the background in an existing report

Prefer to keep your own report? Apply the design to it instead of opening the PBIP.

  1. 1

    Download the background

    Take the 1920×1080 PNG for a new page in a Fluent 2 report (the default size for new pages), or the 2× PNG (2560×1440) for sharp text on a 1280×720 Classic page. Power BI scales the image to the canvas.

  2. 2

    Set the canvas background

    Format page → Canvas background → Browse. Set Image fit to Fill and transparency to 0%.

  3. 3

    Import the theme

    Design ribbon → Import theme (in the Power BI service: View → Theme pane), then pick the downloaded JSON. Data colours and fonts now match the design. Older Desktop builds: View → Themes → Browse for themes.

  4. 4

    Place your visuals

    Size each visual to the positions above with background and border off, or open the PBIP project where they are already placed.

Questions about this template

Does the Web Analytics & SEO template come with sample data?

Yes. The “PBIP with sample data” download contains a semantic model with 8 tables and 10 DAX measures, and every visual on the page is already bound to it. The sample: Three months of web analytics for a fictional workforce-scheduling SaaS site (Aug to Oct 2026): weekly sessions, engaged sessions and conversions by channel and device, monthly landing-page results, search-console style queries with impressions, clicks and average position, and sessions by country. The data is written into each table's Power Query step, so there is no data source or sign-in.

Is it a .pbix file?

It is a Power BI project (PBIP): a folder of text files that Power BI Desktop opens like a .pbix. Open the .pbip file, select Refresh once to load the sample rows, then use File → Save as if you want a single .pbix.

What visuals are in the Web Analytics & SEO template?

The page has 11 visual areas: 2 slicers, 5 cards, 1 area chart, 1 scatter chart, 1 map, 1 table. Their exact positions are listed on this page so you can match them in Power BI's Format → General → Properties panel, or skip that step by downloading the PBIP project.

Which theme does the Web Analytics & SEO template use?

It ships with the Midnight Analytics theme (dark tone). Download the theme JSON here, or open the template in the design studio and switch to any other theme or your own brand colours.

Is there a light version of the Web Analytics & SEO template?

Yes. Switch the preview to Light and every download (background, theme JSON and PBIP) comes in that version. The layout is identical; the page, card and text colours are re-solved for a light page, and the accent, status and data colours keep their hues but are adjusted until text meets WCAG AA (4.5:1) and chart colours reach 3:1 against the cards.

How do I use the background image in Power BI Desktop?

Select the page, open Format page → Canvas background, choose Browse and pick the PNG, then set Image fit to Fill and transparency to 0%. Give your visuals a transparent background and no border so the designed panels show through.

Can I open the PBIP project in Power BI Desktop?

Yes. PBIR is the default report format in Power BI Desktop since September 2026, and the download is a PBIP project: unzip it and open the .pbip file, select Refresh once and the sample data loads into visuals that are already bound (the empty PBIP leaves the containers unbound for your own data). Microsoft still lists projects and TMDL as preview features (as of Nov 2026), so if Desktop won't open it, enable them under File → Options and settings → Options → Preview features.

Build guides for this dashboard

Guides to the same dashboard job: which custom visuals it needs, the DAX behind them and prompts to generate them.

KPI cards for this layout

Headline numbers drawn by one DAX SVG measure each, for the Card visual or a table row.

Want the headline numbers to look like cards rather than plain values? Browse the KPI card gallery or build your own in the SVG measure builder.

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Make the Web Analytics & SEO template yours

Swap in your brand colours and logo, move panels, add icons and generate missing visuals with AI, then export the background, theme JSON and PBIP project.

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