Do you live off a dashboard?
It might be a bespoke business dashboard or the simple-but-effective “To Do List” on the fridge, but a good dashboard should make it easy to see what action to take.
The performance of what?
In Google Analytics, you can create your own dashboards directly in the system. These dashboards aren’t perfect, as they are limited to the built-in widgets and don’t magically explain what’s going on (that’s still up to you), but they are a really good way of summarising performance.
The KPIs you identified in your Digital Measurement Model.
The following dashboards for one of my clients live directly inside Google Analytics, where they can access them at any time.
There are no generic “number of visitors” metrics on these dashboards! No, they directly address their business objectives (venue hire and ticket sales) with metrics like enquiry conversion rate and revenue.
These performance-focused metrics are further broken down by important, pre-defined segments that give us more information and let us compare performance across different groups of people. These are things like new vs returning visitors, city, traffic source and device used.
These extra segments tell us what questions to ask to improve
performance. For example, we might ask “If Melbourne sends proportionately more enquiries than anywhere else, should we focus an advertising campaign there?” Then, we’d conduct some more research to see if the answer is “yes”.
Knowing what to do next
Dashboards like these are starting points
for investigating the reasons behind how your website and digital marketing are performing. They point out what’s working or not, and suggest what questions will let you find out why.
Once you’ve done the work to find out this why
, even if you only come up some maybes
to test, you can make changes to your website or campaigns and see if you get the results you were expecting.
Make sure you have a strong Digital Strategy in place, which clearly defines your KPIs, channels and activities.
Map your business goals to your digital objectives and associated metrics (learn all about how with the digital measurement model).
- Make sure that your measures consider every aspect of your Digital Ecosystem.