Web Metrics Dashboard

When Rand Fishkin posted his "Web Metrics Dashboard" Whiteboard Friday video, we were inspired to bring this dashboard to life. As Rand states in the video, tracking the metrics that he's recommended in his dashboard will set marketers up for success in 2016. Needless to say, we were inspired to build this dashboard and share it with our customers.

The dashboard answers four key marketing questions

What makes this dashboard so powerful is that it sets out to answer four key questions every marketer has:

  • How are we doing?
  • How much have we improved?
  • Why is this happening?
  • When did this happen?

Customizing the Web Metrics Dashboard

As with any marketing dashboard, the Web Metrics Dashboard will need to be customized to fit the specific requirements of your business. This is particularly true when looking at the Conversion metric positioned at the bottom of the funnel, since how you measure a conversion varies greatly depending on the type of business you operate.

Overview of the web metrics dashboard

For each metric on the web metrics dashboard, we've provided the following information:

  • definitions for each metric and measure included in the dashboard
  • insight into the data services used for each Klip
  • options and suggestions for extending the capabilities of the dashboard

Awareness

Overview: How are people hearing about your brand? This metric measures your monthly performance on social media and for branded searches.

Services: Twitter, Facebook, Google Analytics, Talkwalker

How to extend: There are lots of ways to customize this metric to better reflect your brand. We recommend extending this metric using the following services:

Awareness Metric - In Depth

Facebook Posts

Facebook Fans

  • What is it? The total number of Facebook Fans that your page had on the last day of the month. By capturing fans on the last day of the month, this metric accounts for fluctuations in your Facebook fans over time.
  • Where does the data come from? Facebook's API returns data about the number of followers your page has. This metric filters data by month using Klipfolio's date parameters.
  • How is this metric calculated? It is calculated by taking the number of Facebook fans for your page on the last day of the month. The value for the current month will keep updating as your Facebook page acquires (or loses) fans.
  • Learn more

Twitter Followers

  • What is it? The total number of Twitter Followers that you had on the last day of the month. By capturing followers on the last day of the month, this metric accounts for fluctuations in your Twitter followers over time. It's important to note that this metric only provides a snapshot of current performance.
  • Where does the data come from? Twitter's API returns data about the number of follower your account current has. If you'd like to see this data historically, you have a few options:
    • Enlist the support of a third-party tools like Quintly or Talkwalker
    • Manually track followers over time in a spreadsheet and share it with colleagues using Google Drive or Dropbox
    • Use a tool like Zapier to start tracking Twitter followers
  • How is this metric calculated? It is a live count of how many Twitter Follower you currently have.
  • Learn more

Brand Mentions

  • What is it? The total number of brand mentions on 3rd party websites, social media, blogs, or forums. The volume of mentions for your brand provides a great high-level overview of your brand awareness.
  • Where does the data come from? Our friends at Talkwalker have provided Klipfolio customers with access to this data as a bonus metric. This bonus data is available for the most recent month. Love this metric? You can thank Talkwalker with this prepoulated Tweet: Thanks Talkwalker!
  • How is this metric calculated? Talkwalker's software crawls the internet and tallies the total number of brand mentions on 3rd party sites. Talkwalker customers have access to in depth social media metrics, which will allow them to see this metric historically.
  • Learn more

Branded Search

  • What is it? The total number of search visits that result from branded keywords. This may be your brand name (eg: Klipfolio) or your product name.
  • Where does the data come from? The Google Analytics API provides the ability to apply segments and filters on search visits that land on a particular page.
  • How is this metric calculated? Branded search is calculated by applying Google Analytics default 'Organic Search' segment and measuring the amount of traffic that lands on your home page.
  • Learn more

Opportunities to expand on this metric

In his Whiteboard Friday video, Rand Fishkin mentions a few additional metrics you can track, namely, Tweets, Referring Links, and New Links. To simplify the design of the entire dashboard, we made a concious decision to leave these metrics out. The good news is that you can track these metrics and add them to this dashboard using these fine services:

First Visit

Overview: This Klip looks at how people are finding your website, and how engaged they are with your website. Traffic sources are pulled from Google Analytics using the default channel grouping. Each grouping is split between 'Engaged' and 'Not Engaged.'

The difference between 'Engaged' and 'Not Engaged' is subjective, and based on the type of website you manage. We've provided a drop-down menu to allow you to control the metric used in defining engaged traffic. You can select either Time on Site or Page Views per Session. Each metric comes with different thresholds.

The '% MoM' column compares the current month to the month immediately preceding it. Month over month changes are expressed as a percentage; if positive, a green up arrow will appear beside the value, and if negative, a red down arrow will appear beside the value.

Services: Google Analytics

First Visit Metric - In Depth

Default Channel Groupings

  • What is it? This metric uses Google Analytics Default Channel Groupings. The metric organizes and reports on number of sessions based on the channel grouping as well as the engagement metric selected in the dropdown menu.
  • Where does the data come from? The Google Analytics API provides the ability to pull sessions, pages per session, and time on site based on 'Default Channel Groupings.'
  • How is this metric calculated? This metric calculates the total number of sessions for each default channel grouping based on the 'engagement' options selected in the dropdown. This means that the number displayed in the table can change drastically. For instance, if you define engagement as "4 or more pageviews," only the sessions that an average of 4 or more will be displayed in the 'Engaged' row (similarly, only sessions with a value less than 4 will be displayed in the 'Not Engaged' row).
  • Learn more

Engaged and Not Engaged

  • What is it? This metric is applied to the session count from each of the respective 'Default Channel Groupings,' and is used to determine how qualified traffic is from each of the channels.
  • Where does the data come from? The Google Analytics API provides the ability to pull sessions, pages per session, and time on site based on 'Default Channel Groupings.'
  • How is this metric calculated? Engaged and Not Engaged displays the count of values for sessions based on either the average time on page or page view per sessions. The engagement metric threshold can be toggled based on your web marketing objectives.

Returning Visits

Overview: This Klip looks at what happens when someone returns to your website multiple times. The Klip groups visitors according into 3 key buckets: 2nd or 3rd Visits, 4th to 9th visit, and 10+ visit. As Rand describes in his video, the numbers in this table are indicative of your online community. The Avg. Pages per Visit and Avg. Time on Site metrics are tallied using all returning visitors, regardless of which bucket the visitors belongs to. As with the other Klips on this dashboard, the % MoM columns compares the current month to the month immediately preceding it.

Services: Google Analytics

Returning Visits Metric - In Depth

Session Count

  • What is it? This metric tallies how many times a user has returned to your website after an initial visit. The groupings used in this metric are as follows: 2-3 visits, 4-9 visits, or more than 10 visits.
  • Where does the data come from? The Google Analytics API provides the ability to group visitors based on the number of visits to your website.
  • How is this metric calculated? By measuring the number of sessions in each session grouping by month.

Average Browse Rate

  • What is it? This metrics provides the average number of pages viewed per session during a given time period.
  • Where does the data come from? The Google Analytics API provides the ability pull information on how many pages are viewed on average per session.
  • How is this metric calculated? By measuring the average pageviews per session for all traffic which has a session count greater than 1.

Time on Site

  • What is it? The average time spent per session by returning users.
  • Where does the data come from? The Google Analytics API provides the ability to group visitors based on the amount of time they spend on your website and how many times they've returned to your website.
  • How is this metric calculated? By measuring the average time on site for all traffic which has a session count greater than 1.

Conversion

Overview: This Klips looks at how effective you are at converting web traffic into sales and revenue. This Klip provides a fairly in-depth overview of the buying process for online brands starting with some analysis on product pages, then examining returning customers and buyers and comparing it to total transactions and revenue. The Klip itself uses several data sources to compile the metrics displayed. It's important to note that the product pages metric uses Google Analytics and summarizes all visits to pages that contain /product. We expect you may want to edit this, which this documentation explains. This Klip also uses Salesforce, however any CRM or finance tool will work nicely. Here is some documentation on this.

Services: Google Analytics, Salesforce

Product Page Visits

  • What is it? This metric looks at the number of sessions to a page that matches a page path of you choice. The intention with this metric is monitor the number of page views to product and related pages that demonstrate purchase intent.
  • Where does the data come from? The Google Analytics API provides the ability pull information on how many visits a particular page or set of pages receives.
  • How is this metric calculated? By measuring the total number of sessions filtered by the page path specified.

Completion Rate

  • What is it? This metric measures the number of goals completed on your website as measured by Google Analytics. Learn more: Google Analytics Help - About goals
  • Where does the data come from? The Google Analytics API provides the ability pull information on how many goals are completed on your website.
  • How is this metric calculated? By measuring the total number of goal completions by month. Note that this measure looks at all goals completed.

New Customers

  • What is it? This metric looks at the number of new customers acquired over time.
  • Where does the data come from? Salesforce provides information on new customer acquisitions.
  • How is this metric calculated? By measuring the number opportunities that have been marked as closed-won, where the customer only has one closed opportunity.

Returning Customers

  • What is it? This metric looks at the number of customers that have made additional purchases.
  • Where does the data come from? Salesforce provides information on customer transactions.
  • How is this metric calculated? By measuring the number opportunities that have been marked as closed-won, where the customer only has more than one closed opportunity.

Average Revenue Per Buyer

  • What is it? This metric measures how much, on average, your customers spend when they make a purchase.
  • Where does the data come from? Salesforce provides information on how much revenue is genereated by each customer transaction.
  • How is this metric calculated? By measuring the total monthly revenue as repoerted by Salesforce and dividing it by the number of transactions that month. number opportunities that have been marked as closed-won, where the customer only has more than one closed opportunity.

Total Transactions

  • What is it? This metric measures many customer transactions took place that month.
  • Where does the data come from? Salesforce provides information on how many transactions occur.
  • How is this metric calculated? By measuring the total number of transactions that occured during each month.

Total Revenue

  • What is it? This metric measures the total amount of revenue generated each month.
  • Where does the data come from? Salesforce provides information on how much revenue is generated.
  • How is this metric calculated? By measuring the all the opportunities that were won and closed that month, and summarizing the total dollar amount.