What Should Be Clear at First Glance?
It is usually best to start with spend, results and cost per result for the selected period. Each metric should be clearly labeled with what it represents. The word “conversions” is not enough if different platforms measure different actions.
After the summary, you can drill down by platform, campaign and ad, as far as the source allows. This is how we move from asking what has changed to asking where it is worth looking.
Connect Sources Without Hiding Differences
Data from different platforms can be updated at different times and use different attribution settings. Displaying it together does not automatically make it equivalent.
Identify the source, reporting period and time of the last update. If a result may be counted by more than one platform, do not present the total as unique customers or purchases.
Define Refresh Frequency and Cost in Advance
Hourly, daily or other refresh schedules affect integrations and service usage. Depending on the solution, dashboard tools, connectors, Make, Zapier or other paid services may be needed.
Keep the costs of building the dashboard, tools and maintenance separate. Frequent refreshes should support a real decision, not just make the screen look active.
Check Before You Rely on the Data
We compare dashboard data with its sources using matching periods and definitions, and check filters, calculations and missing values. A dashboard does not fix inaccurate conversion tracking; faulty data collection must be addressed separately.
For example, a drop in results may stem from a change in activity, but also from a data connection that has not been updated. Showing the refresh time and distinguishing between zero and missing data help you understand what to check. A good dashboard shortens the path to the right question and the next action.
How Does This Apply to Your Business?
We can review your current situation and set priorities that fit your business.