Measure Dashboard Overview
The Lemonade Stand Measure Dashboard, located at MeasureDashboard.com, is our web analytics dashboard that aggregates all the data from various platforms such as Google Analytics, Google Ads, Meta Ads Manager, LinkedIn Ads Manager and many others into one single dashboard.
We use this dashboard to measure the performance of our internet marketing services over time and communicate that to you in the most transparent way. You and your team can login at any time to view your data in real time. This is a 100% unfiltered view of your campaign performance.
Because all these numbers can seem like a lot to take in and understand, I’d like to show you around and give you a little insight into what this all means. But before we dive in, it’s important to understand that all these numbers must be taken into the greater context of your ongoing internet marketing journey. We actually have another video that goes into this subject matter in more depth, and I’ve linked that in the transcript below for you to check out. But, at any time, please know that our team can meet with you to help you make sense of all this and make tweaks as necessary to meet your business goals.
Also, based on your business and the services we’re providing for you, your Measure Dashboard experience might be different from what I’ll show you here. For example, the data that is relevant for a business that is only doing a paid ads strategy is going to be completely different from one that is heavily focused on an organic strategy. That said, this video will give you a general idea about the data you’ll be able to view in your dashboard and how to access it. Again, our team is here to help you with your unique situation.
Now that that’s out of the way, let’s dive in.
The Dashboard Layout
Let’s first cover the general layout of the dashboard.
The main part of the screen is the area where all the data gets displayed.
At the top right, you can access your account settings, and below that, you can change the time period for all of the data in the dashboard. We recommend setting this time period to the “Last 3 months” or longer because it’s a better evaluation of performance by factoring out short term volatility and down trends, which every business experiences. Zoom out all the way by selecting “All Time” and see just how far you’ve come since the start of our services. As you can see on this report, we’ve set the date range to “This Year,” so that’s why we’re seeing all the charts and graphs showing data from January 1st up to the present day.
And last but not least, we have the slide out menu on the left where you can dive into all the various tools of the dashboard.
The Overview Screen:
The overview screen is the first screen you’ll see when you login to the Measure Dashboard. This is where we display the most important data for you to evaluate the performance of our efforts. Most find this overview sufficient to evaluate the performance of their marketing.
Google Search:
From the top, the first section reveals data on how your business is doing within Google searches. This is data pulled directly from Google’s own tool, Google Search Console. In these charts you’ll see how many times people saw your website’s pages and posts in search results (also known as impressions), how many times they clicked on them (also known as clicks), and their level of engagement (which can be measured by metrics like Click-Through-Rate and Bounce Rate).
You can also view your top performing pages, as well as the top search queries people used to find your business online.
Keep in mind that much of this data is only relevant for businesses who are utilizing our SEO strategies.
Google Business Profile:
Next, we have the Google Business Profile section. For businesses that have a physical location (such as an office or storefront), this section shows the amount of engagement your Google Business Profile is getting. You can see how many reviews you’ve received, how many people clicked on to your website, how many “clicks to call” you received, and how many people interacted with your profile.
If you do not have a physical location, you will not have this data.
Google Analytics:
Next up is data from Google Analytics. This is data recorded from user activity directly on your website. You can see how many people were on your website, how many individual sessions they had, and whether they converted. For us, a conversion is a phone call, contact form submission or product sale.
You can also see which pages users are viewing the most and which channels are driving the most traffic. Channels include organic search, paid ads, social media sites and more.
SEO:
Next we have our keyword rank tracker. This tracks your position in search results for your most relevant keywords — Based on our research, these are the keywords your target customers are most likely to use when searching for your products and services. From left to right we have the keyword being tracked, the location it’s being searched from, the ranking position within search results, the change in ranking position over time, and the page that is ranking for that keyword.
The “Google Change” metric will show how many spots on Google search your website has increased or decreased for all of the keywords in the tracker within the time period set on the report. This is a measure of your search visibility performance over time.
This report also reveals your current domain rating, which is a search engine ranking score that predicts how likely your website is to rank in search engine result pages. Domain rating scores range from 1 to 100, with higher scores corresponding to greater likelihood of ranking. Domain rating can be improved by our content marketing and backlink generation services.
We also have a site optimization score which is calculated by the number of technical SEO errors on your website. Our team works every month to get this number as close to 100% as possible. Not all SEO errors and warnings are critical, nor can our team always fix every single one. That’s why we try to achieve as close to a 100% score as possible.
The SEO Bottomline
As we build up your internet marketing presence, we’ll want to see positive trends in impressions, clicks and keyword rankings. This means more and more people are seeing your content which may lead to more business. Down trends do happen however, and that’s why it’s important to view data on long time frames such as 3 months or longer. Also, you’ll most often see a downward trend in the current month because not all the data has been collected for the month.
If we’re not seeing the results we’d like to see, our team might recommend additional services that can help you reach your goals. These services will most likely include content marketing and backlinks to improve your chances of visibility on search engines.
Paid Ads
This section displays the data from your Google and/or Bing Ad campaigns. You’ll be able to see how many leads or conversions your campaigns have generated, how much it has cost on average per conversion, and how much you’ve spent overall. Our team works to drive down the cost per conversion as much as possible so your limited budget can produce the greatest result.
Content and Backlink Logs
Lastly, for those that are using our content marketing and backlink services, we’ll include a running log of all the content pieces and backlinks we’ve created and published for you. This log is for completed content only and will not include current or future months’ content or backlinks. Your content strategists will communicate our content plan when they email you our quarterly content plan.
Under the Hood
On the left side of the Dashboard, you can dive into the dedicated reports for all the various tools that are relevant to you. Each dedicated report includes the information we just went over, plus all the finer details. Most businesses find the data within the Overview to be sufficient, but feel free to dive into the details as you wish.
That’s a wrap!
That wraps up our walk through of the measure dashboard. Again, if you have any questions or concerns, please don’t hesitate to contact our team. We’re here to help you make sense of your unique dashboard experience and discover which data means the most to you.
Also be sure to check out our FAQ answer video entitled, “How do I know it’s working?” which goes into the intricacies of our internet marketing strategy and how we measure performance over time.
Thanks for watching.