Share on facebook
Share on twitter
Share on linkedin
Share on email

Tips for Building an Effective Analytics Dashboard

Building Dashboard in Google Data Studio

Building an effective dashboard is tough work. I find most clients struggle when trying to build a dashboard internally due to a lack of agreement around what should go into it. Sure, there are also technical challenges, but I can’t count the number of times I’ve been told in my career to build a dashboard for an entire business unit (or even company) with little to no guidance from the stakeholders. Usually, either I as an analyst should “just know” what reports they normally look at or, more likely, nobody has the time to stop and provide input.

Unfortunately there’s no real way around this, and often times stakeholders have strong opinions about what should be included months after the dashboard is complete. However, with that in mind, I still find it helpful to document the why behind what I’m building.

If you’re struggling with input from stakeholders, create your own version of a framework below and share it back with them. Ideally you can get an idea if what you’re covering in a dashboard is what they actually want to see or answers their immediate business questions.

dashboard pre-build process

When you’re creating your wireframes or actually going through building the dashboard there are a couple of things you can do to help ensure your success. First prioritize what you’re putting in your dashboard. I like to divide my dashboard real estate into four quadrants, understanding that most people read a dashboard in a Z pattering starting in the top leftmost corner.

most important emphasized dashboard

Next be deliberate in your pre-attentive attributes; these are the visual elements of a dashboard that the subconscious mind picks-up on before starting to think about the numbers. It’s the short mental homework that we don’t even think about that draws our attention to what’s good or bad about the reporting. Attributes like color/hue, size, or added marks (like up or down arrows) are incredibly important to be deliberate about.

For example, in the dashboard above, the use of stoplight colors in the table on the left may leave stakeholders with the immediate impression that bounce rate (red) was bad while pages per session (green) is good. In reality, the person who designed this dashboard just wanted to break up the columns in the table with color and made an unfortunate choice. Meanwhile, the table on the right uses red bars to highlight poor performance, but there’s not enough context to understand why. 

Building an effective dashboard is a moving target, because how people think about their business changes over time. However ,with a little bit of pre-work and attention to detail, you’ll be able to build the best version of the dashboard with what you have to work with.

Need Dashboarding Help?

If you're ready to take your analytics dashboards to the next level, contact the experienced team at InfoTrust.
Share on facebook
Facebook
Share on twitter
Twitter
Share on linkedin
LinkedIn
Share on email
Email

Other Articles You Will Enjoy

Which Analytics, TMS, and A/B Testing Platforms are Used by the Top 100 Digital News Outlets?

Which Analytics, TMS, and A/B Testing Platforms are Used by the Top 100 Digital News Outlets?

As the marketing technology landscape continues to grow beyond 8,000 martech solutions (up 13.6% YoY), the team at InfoTrust is taking a deep-dive look…

What is a Data Clean Room?

What is a Data Clean Room?

“Data clean room” is a growing buzzword in marketing, analytics, and advertising industries. Although data clean rooms aren’t an entirely new concept, they haven’t…

4 Digital Analytics Trends for CPG & FMCG Companies to Watch in 2021

4 Digital Analytics Trends for CPG & FMCG Companies to Watch in 2021

Unless you’ve been living in a cave for the last 10 months, you likely understand the tremendous impact that the COVID-19 pandemic has had…

5 Google Optimize Tests to Personalize and Target Regional and Cultural Differences

5 Google Optimize Tests to Personalize and Target Regional and Cultural Differences

If you’re a global organization, you understand the need to personalize your search strategy and keywords to account for regional differences. You probably do…

Customer Profiling Using Google Analytics Data – An RFM Approach

Customer Profiling Using Google Analytics Data – An RFM Approach

As an analyst at InfoTrust, a partner once asked for help building customer profiles using data from Google Analytics. They needed help with defining…

3 Digital Analytics Trends for News and Media Companies to Follow in 2021

3 Digital Analytics Trends for News and Media Companies to Follow in 2021

With 2020 now behind us, I hope that 2021 brings you and your loved ones better luck and joy. Last year around this time,…

3 Reasons Why Analytics Teams Run Adobe Analytics & Google Analytics Side-By-Side

3 Reasons Why Analytics Teams Run Adobe Analytics & Google Analytics Side-By-Side

Making the most of clients/prospects’ data is the driving force of the conversations we have on the Infotrust partnerships team. When I sit down…

Identity Resolution 101: Keys to Embracing 3rd Party Cookie Regulations Using 1st Party Data Strategy

Identity Resolution 101: Keys to Embracing 3rd Party Cookie Regulations Using 1st Party Data Strategy

Marketers from all types and sizes of companies are concerned about the new regulations restricting third-party cookies on a customer’s browser and the effects…

Introduction to Ads Data Hub

Introduction to Ads Data Hub

The internet is changing and surely, you don’t want to be left behind. We are seeing users’ privacy becoming a standard, not an option,…

Talk To Us

Talk To Us

Receive Book Updates

Fill out this form to receive email announcements about Crawl, Walk, Run: Advancing Analytics Maturity with Google Marketing Platform. This includes pre-sale dates, official publishing dates, and more.

Our website uses cookies and may collect user information to provide a good experience. Read our Privacy Policy here.

Leave Us A Review

Leave a review and let us know how we’re doing. Only actual clients, please.