It has been said that data is the new oil, but like oil it can exist in a raw petroleum state. To transform data into insight an analyst will leverage filters, segmentation, calculation and visualization. After all of that effort, when hours of work have been invested and there is a finalized data set there, is still the need to format the presentation. Google Data Studio is an excellent tool that can be used to shrink the analytics process and make quick, beautiful, interactive dashboards with minimal effort.
To exemplify this we have created the “Ultimate SEO Dashboard below.
All dashboards need a quick overview, it’s important to look at traffic, engagement, and conversion metrics YOY to see if it has been a good month or a bad month. A great dashboard will also inform people about the audience quickly. In this case we can see that traffic is up, engagement and conversions are down, and the average organic user is on a desktop device, male and age 25-34.
After looking into your overall metrics and audience, it is time to drill into the content performance. It is also important to look at trending data to detect top contributors and outliers.
By segmenting organic traffic, we can review ecommerce data for the organic audience. This tends to indicate purchases that are different from promotional channels that direct a certain person to a certain product.
Using Search Console data can reveal behavior about your user’s queries on the Google Search Engine Results Pages (SERPs).
Scatterplots are valuable to find channels, landing pages and devices. Using the lower-right quadrant reveals the data points that have high bounce and low conversion rates.
To see the dashboard close up, you can visit the public link below.