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Today I’d like to show you an example of a Management Dashboard which I prepare for my clients so that they can easily get an understanding of key marketing channels and how they are helping to achieve Key Business Objectives.
Before I prepare this Dashboard my team and I organise a full setup & implementation of your Google Analytics and Google Tag Manager so that you can be sure that you have accurate Google Analytics results.
Many people find Google reports overwhelming and hard to read so the idea of this is to make it as simple as possible, while still providing you with highly actionable information.
Watch the video to see how it works and how to use it.
Click to Open Transcription of Video
Hi guys! How are you going?
Now today I want to show you an example of a Management Dashboard that I’ve put together for one of my clients. So I do quite a lot of setting up reports out of Google Analytics data using a tool called Google Data Studio. One of the reports that I do quite often is a Management Dashboard. The reason why I set up this dashboard in addition to a more detailed report is sometimes business owners just want to see the main details and they just want to see it quickly and they just want it on one page.
So this is the report on a page and what we found is that it’s quite useful for just check-ups in between months or, you know, just random check-ups when someone wants to see how something is going quickly and they don’t want to spend a lot of time reading more detailed reports.
So I’m just going to click through to the example one now. Hopefully, you can all see that. Now, I’m going to just turn off my video so I’m not blocking and I’ll show you this example.
So this is just like an Example Business one. Basically, this is the single page dashboard like I was showing. The different elements that are available on here are, first of all, there’s a date picker so they can pick whatever date range is suitable for them. I just got it set at the moment for the last fourteen days but actually generally when I email them out I set it up for the last month and then it will show the last month but you can go to this report at any point in time and you can pick the date picker to whichever time, what date you want.
Now, what I’ve got here is the main part of the dashboard is this part in the middle here. What I’ve done is, I’ve set up the All Traffic Visits and All Traffic so this is basically showing us how many people came to the website but then we’ve got all traffic visits and then how many came from the three most important sources of traffic to this particular business. So we’ve got Facebook PPC, email and Facebook organic or the three major methods of traffic that they were utilizing. So we can see how many we got from each and then whether it’s going up or down.
But then we’ve also looked at the three most important goals that are important to this client. So we’ve got subscribed for email, viewed product — so this is what the users are doing. So the users subscribed for email, the users viewed the product and the users purchased. And we’re then able to go down so we can see how many did each of these things from all traffic sources. How many from Facebook PPC, how many from email, how many from Facebook organic and this gives us a really useful map matrix because we can see essentially what’s going up and what’s going down at a glance.
So we’ve got it set up so that green equals up and we want to see green on this chats and red equals down. So what I teach my clients is it’s okay to have things down a bit but you want to keep an eye on things not dropping down too much all of a sudden. So look, this is actually only a two week time period and you do get a bit more fluctuation. but if you were expecting a fairly steady campaign and then you’re looking at a larger time frame and you saw a minus thirty-one%, you might be a bit concerned.
So this gives you the straight up look at what do I need to be concerned with and what’s going well. These did actually update each time you change the dates so — actually their last seven days went phenomenally, see we’ve got all green there when we look at the last seven days but basically, you can change the date, type the date period and it will automatically update the report. So that’s the benefit of this section here.
Now, over to the side we’ve got this in a pie chart format because not everyone likes seeing numbers. Sometimes numbers, they’re just a bit too abstract for people that understand what that means in proportion to everything else. The numbers are great for seeing if something is going up or down but the pie charts are better for seeing what is it relative to everything else.
So here, for example, we’re able to see that you know, a certain percentage is, what we’ve got here we’ve got that’s actually 39.2%. So here we’ve got it about 40% has come from direct source of traffic and then, so that’s actually making out the majority of the traffic that come indirectly and then we’ve got say another 30% also coming from organic Facebook.
But then what this enables us to do is look at our major goals and they can see alright, well when it comes to this particular goal we’ve got lots of people coming directly that are subscribing for email. We can look into why that is. So are we actually sending people directly to a subscription from a source that doesn’t always track well like Facebook Messenger, for example. So that’s a possibility or there are other messenger services or perhaps, perhaps we’re instructing people to bookmark this particular link and they’re actually going there.
So we can see if there’s a difference. So we’re seeing this Subscribed for Email, we’re seeing there’s a large number of those coming directly. But then we can see this one here it’s Viewed Product, we can compare the relative weightings. So over here this red one which was Facebook PPC that was making up only 11% of all the traffic visits but then this is obviously doing really well because when it comes to viewing of the product, it was making up 23% of all the views of the product.
Although that said when it comes to actually purchasing, the purchases were actually being made by this other one which has come in at the blue which is email. So if you have a look at email, email didn’t even rank in all traffic visits. Then it’s making up under 10% of people that are subscribing for email. So I mean, they’ve already subscribed so I guess that makes sense. This means they’re basically subscribing against something else, maybe another lead magnet.
In terms of viewing product, they’re not making up the highest percentage here, it’s a bit like 16% but when it comes to purchasing they’re making 25% of all the purchases. And then we’ve got direct over here that are actually making up a large bulk of the purchase as well. So people are coming back to purchase essentially.
We’ve got organic search making up as well. So people are searching directly for it which is really interesting. So what this enables us to see is basically our campaigns working. So we can see that the Facebook PPC campaign was doing a fantastic job for getting people to see the products and the email and you know direct sources of traffic are leading towards people, purchasing them. So that enables the owner of the business to ensure that the PPC traffic is being used to generate leads that can then be used to bring people in via email because obviously with this particular client or with this particular business, there are high-trust business where they’re wanting, people are wanting to develop a relationship with that business first so they’re coming in via email rather than via more commodity-based type of advertising such as the PPC campaigns.
Alright, so what else do we have on this dashboard? So we also have some sections here with regards to content. Now, I’ve got two fields here next to the content. I’ve got Engaged and I’ve got Dollars ($). So Engaged basically, if you sort by engaged that lets you know what content is getting read the most. So in order to measure engaged, we actually track with the people on moving their mouse or whether they’re scrolling on the page and if they stopped moving the mouse or scrolling on the page, we stopped counting it as engagement.
And then we just got a bit of a scoring system that we’ve got here in terms of how often people are moving their mouse and scrolling page on different content. So we can see exactly which content is leading to the highest amount of engagement. Now, basically, we’ve got ten, look at the top ten pages on the dashboard here but if you want to export your data out what you can do is click on these three dots and then you can export that out as a CSV or to Google Sheets.
And the other one we’ve got here is this dollar symbol. If you click on that — what this does instead is it sorts the pages based on the average amount if revenue in the session in which that page is viewed. So basically, it divides the number of views in that page by the amount of revenue in the sessions in which those pages are viewed. So if a page is really common then there’s a bit of a double-edged sword here, so if a page is really common then, on the one hand, it’s most likely to be in the majority of sessions in which there’s a transaction but on the other hand if it’s really common then a lot of people are going to that page and so it kind of dilutes it.
So what ends up happening with this ranking is you can see the pages that are leading up to a sale and so the first few pages will normally be the actual sales pages because obviously everyone who’s made a purchase has seen the sales pages but if you go backwards you can see exactly which pages are leading towards sales of your products.
So in this case, the first four are all pages relating to this kind of other sales funnel going here whereas this is the last page in the sales funnel. This is the page where the offer is showing. This is some terms and conditions. This is a lead generation page. But then previous leads we’ve actually got like blog post and about pages and other information pages and we’re able to see exactly which of those information pages are being used when people are purchasing. So that’s really valuable to know what the psychology is of a buyer on your website. Basically, ranked by the amount of money that you get in your sessions when they look at those pages.
So the next thing that we have on your dashboard here is some demographic information. What we’ve done here is we’ve got each of the demographics and we have plotted it out on this graph based on how frequent and how engaged they are. So you can see across here we’ve got more frequent and up here we’ve got more engaged. So what this is saying is the more to the right you go, the more frequent those particular users are on your website.
So this particular business has females 35 to 44 and females 25 to 34 and females 45 to 54. So it’s obviously attracting females and then you can pretty much discount the ones that are very low in frequency because they’re not really a relevant audience. But if you got up in terms of engagement you can see there are some audiences that are more engaged as well and we’ve got males 35 to 44 and males 18 to 24 actually quite engaged on the website. And by engaged I mean that they’re spending a bit more time reading the content and they’re essentially interacting with it more.
So this is an interesting insight that a business like this can take in to write or do we actually split our content off to have a male section so you know, we’ve got content that’s very, obviously, it’s very catered towards women because we’ve got these audiences that are so far to the right in terms of frequency. Obviously, the marketing is geared towards women but it means that if you’ve got very engaged males, then it means that essentially the same content could be repackaged into a way to market for males and it would be the owner’s decision as to whether they wanted to do that or whether the offers are relevant.
So for example, if your business was selling health products that were women’s health products, you might find that you’ll have males that are really engaged because they are shopping for their wives for example and they don’t understand a lot about this particular health issue and so they’re needing to read in a lot more detail to understand what their issue is.
So when you have, see that kind of situation happening, what you can do is you can create some specific pages for the males and you can market those ones to the males so then they can purchase on behalf of their wives as an example.
Alright, so obviously yours will be different and you need to read yours accordingly. Now, down upon here, we’ve got a couple of other fields. So we’ve got, we’ve basically picked a couple of The Key Goals that the owner of the business was wanting to track and we put that on this dashboard so that then they can just see it in one place.
So the first one we’ve got here is transactions and the other one we’ve got is email subscribers but honestly, it can be whatever is most important for you so don’t feel like it has to be locked down to this example. But what we’re doing is we’re tracking transactions here and then we’re tracking it against last year.
So this particular one has only been going since — when was that? — December, sometime last year but once we’ve got a full year of this year, it’ll become the last year and it will be always comparing against the last year. So we can already see that we’ve got more than last year and then similarly with email subscribers over here, we, we’re tracking against the previous year but in addition to tracking the previous year, it’s also showing you where it is against this year.
So even though we’ve got ups and downs over here, we’re really only comparing these ups and downs are comparing this period with the immediate preceding period whereas this will show you the whole year worth of information. So if there are any seasonal fluctuations you’ll be able to see that rather than just seeing period by period.
Alright, so that’s a bit of a lowdown on the dashboard. Back over to me again. So I just wanted to let you know that if you’ve got any questions at all about dashboards whether you’re interested in having one for yourself or if you’re interested in learning how to put one together, please stay in touch with us. We’re really keen to help businesses with these dashboards because we have found them to be an incredibly useful tool and we do have some good processes for getting those done in a way that’s affordable and also if you’re an agency and you’re interested in learning how to put together your own dashboards, we are planning to, in the future, set up some courses where we can teach you how to set them up as well.
Alright, well stay in touch and I hope you have a wonderful day. Bye!
One of the key benefits to this dashboard is the ability to easily see which marketing channels are bringing you more REAL business outcomes, not just traffic. When you see plenty of green then your marketing results are going up, when you see lots of red you know you need to do something about it. This prevents confusion and overwhelm – the bane of our existence as business owners and marketers.