Marketers typically use the following key metrics to create a dashboard:
- CTR, or click-through rate, expressed as a percentage of clicks on a link to the total number of ad impressions on that link. The metric is most often used to evaluate the effectiveness of paid traffic.
- CPC, or cost per click on any advertising object – banner, post, active button, etc.
- ROI, or return on investment ratio. TheFree DataLens service percentage shows at what level the business is currently: profitable or unprofitable. This takes into account all investments that were directed to the project.
- LTV, or customer lifetime value. An importantFree DataLens service metric that reflects the likely profit a customer can bring during their interaction with the company.
- CR, or simply conversion, which is expressed as a percentage. It shows the number of visitors to a site or other resource who performed some target action.
These are the five key metrics that marketersFree DataLens service
work with. But depending on the final goals and objectives, the list can be wider. For example, dashboards include BR, or bounce rate, CPA, CPL and CAC, or the cost of a target action, lead and customer acquisition.
We talked about the 20 main metrics that will show Free DataLens service the effectiveness of contextual advertising here .
How to Choose a Platform for Creating a Dashboard
Until recently, the most popular platforms for creating dashboards were Google Looker Studio (ex. Google Data Studio) and Microsoft Power BI. Now they are not available in Russia, but domestic platforms, free and paid, are quite suitable for marketers. Below we will review three popular services.
Yandex DataLensFree DataLens service
Free DataLens service from Yandex Cloud for data visualization and analysis of large amounts of information. Works in a web browser and cloud and is suitable for both freelancers and ordinary marketers in a company, as well as for small and medium business managers, analysts and developers.
An example of an analytical dashboard in DataLens. Source: Yandex DataLens
Features of working in DataLens:
- Possibility of teamwork through connections in Yandex ID or corporate accounts.
- To create dashboards, the platform uses information from linked databases, user-specified files, and online services.
- Visualization of any business metrics and customized reporting settings.
VillainsFree DataLens service
An end-to-end analytics service and marketing platform where, among other things, you can create visual dashboards. Data will be automatically pulled from various advertising accounts, CRM systems and call tracking. Marketers will be able to track visits, applications, revenue, sales and other key indicators for an advertising project. If desired, in addition to basic widgets with graphs, diagrams and tables, you can collect custom ones and customize them for yourself. The platform offers dozens of ready-made types of metrics for visualization, for example, CTR, CR and BR.
An example of the components of a dashboard on the Roistat platform
Cost : the service is paid, but there is a trial period country email list of 14 days after registration by phone number and email address. Then you need to choose one of the tariffs, the starting one costs 5900 rubles per month. In addition to dashboards, the package includes the formation of reports and a media plan, call tracking and application management without CRM.
Yandex TrackerFree DataLens service
Tracker is one of the free services of the the winners of the e-books Yandex 360 Free DataLens service digital environment, which helps to visualize data on various tasks. The platform has a clear interface and many opportunities for ordinary marketers. Among the visualization tools are graphs, charts, tables and maps that can be updated at a specified frequency. You can customize the display of dashboards for any user, so the service is suitable for teamwork. In addition to creating dashboards in Tracker, you can set goals, build a sequence of tasks and monitor their implementation.
Example of a dashboard section in Yandex Tracker. Source: 360.yandex.ru
A separate guide talks about other free and paid domestic analytics tools to replace American platforms, where marketers can create visual dashboards.
What data is needed for the dashboard
Data for the dashboard is not entered manually, but is clean email loaded from various sources. These can be Excel or CSV files, a link to Yandex Metrica and Google Analytics, a corporate CRM or 1C system, databases, for example, MySQL, Bitrix 24 or MoySklad. Marketers most often load data from advertising accounts, analytical services, social networks and call tracking.
