The business question
What did leadership need to know about digital performance?
Specialist marketing reports contained useful detail, but leadership needed a shorter view of performance and the decisions requiring attention.
Reporting was accurate but difficult to review quickly, limiting its use in budget and performance discussions.
- My contribution
- Executive dashboard design and conversion measurement
My approach
From the source data
to a commercial answer.
Select decision-relevant measures
I reduced the executive metric set while keeping specialist detail in the operational reporting.
Follow the customer journey
I organised the page around acquisition, engagement, conversion and lead quality.
Make conversion visible
I established lead rate as a commercial measure alongside traffic volume, with source, location and device views for further investigation.
Data used in the analysis
- GA4 sessions and engagement
- Lead event tracking
- Traffic source and campaign data
- Landing page performance
- Device and geography data
The recommendation
Focus the executive view on the acquisition journey
Organise the executive view around four questions: where traffic comes from, whether visitors engage, whether they convert and whether the leads meet business needs.
What I delivered
- One page executive dashboard
- Acquisition to lead quality sections
- Source, country and device views
- Lead rate reporting
The outcome
What changed
for the business.
Leadership gained a concise view for reviewing digital performance and deciding where to investigate further.
The one-page figure describes the executive view delivered. The example below demonstrates its layout using illustrative figures.
Explore an illustrative exampleA simplified view of the approach, using example figures.
This example explains the method. The figures are illustrative and should be read separately from the project outcome.
Executive View
One pageSessions
128,470
+12.4%
Engagement rate
58.1%
+4.2pt
Lead events
1,204
+22.8%
Lead rate
0.94%
+0.08pt
Traffic source mix
- Organic search42%
- Paid search26%
- Direct18%
- Referral9%
- Social5%
Sessions and leads increased in this example. Lead rate shows how effectively the traffic translated into enquiries.
Let’s work on it
What decision
is on your desk?
Tell me what you’re trying to decide, what feels unclear and when you need an answer. We’ll start with a short conversation.
Direct collaboration · Scoped engagements · Fixed fees