Ecommerce Analytics: From Data to Decisions – Lesson 1.3 Reporting vs. analysis
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Ecommerce Analytics: From Data to Decisions – Lesson 1.3 Reporting vs. analysis


A good way to gauge the success of a business
is to start with a high-level daily overview using a dashboard or custom report in Google
Analytics. A dashboard has all of the KPIs defined in the measurement plan and is a good
way to monitor the daily health of the business. It can help you quickly spot any anomalies
that need to be investigated and corrected. In a large organization like The Great Outdoors,
each job level and job function will have a different dashboard to monitor a specific
part of the business. For example, the CEO at The Great Outdoors uses Analytics Dashboards
to see overall revenue, website traffic volume, and the top-performing geographic areas. But the Marketing Director has a more tactical
role that requires more segmentation of the data. He might have the same KPIs as the CEO,
but to get a more granular view, he uses an Analytics Custom Report with segmentation
by traffic channel, landing page, and product category. This provides the Marketing Director
insight into the daily health of the marketing efforts that he manages. The daily overview you create will be specific
to your company and role. Use your measurement plan as a guide to determine what data you’ll
need in your dashboard.

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