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Data and dashboards

Metrics You Can Use to Guide Your Decisions

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author
Lukas Roeling
Head of Performance Branding & Digital Strategist

Three situations we encounter every week.

Why a marketing dashboard?

  • Every system shows a different number

    Your ad platform, your online store, and your analytics show three different revenue figures. Then the monthly meeting ends up being about which number is correct instead of what you’re going to do.

  • Reporting takes a whole day every month

    Someone exports the same spreadsheets every month and pastes them into a presentation. That’s work that would disappear as soon as the report updated itself.

  • Your report doesn’t lead to a decision

    A report with sixty figures doesn’t lead to any decisions. A dashboard should end with the question of what you’ll do differently now, not with a complete overview.

A marketing dashboard you can act on

Data is only useful if someone makes a decision based on it. Most reports fall short: they’re comprehensive rather than actionable, so no one looks at them after the second month. That’s why we build backward from the decision: what question do you want to be able to answer every month, and what metric do you really need to answer it?

That starts with the measurement itself. GA4 and Tag Manager set up correctly, server-side where necessary, and one definition per term so that “conversion” in your ad platform means the same thing as “conversion” in your report.

You’ll be working with Lukas, who’s in charge of data at Redkiwi. He’ll help you establish the definitions and set up the marketing dashboard in two layers: one for management, featuring the financial metrics, and one for the operational team, featuring the metrics you’ll use to make adjustments.

  • 22+ year experience
  • 9,3 customer service
  • 55+ Kiwi specialists

What do data and dashboards encompass?

Four layers. The measurement plan: your business goals translated into website goals and KPIs, with a single definition for each term that everyone adheres to. The setup: GA4 and Tag Manager, conversions, audiences, and the cookie notice, plus server-side tagging where data loss justifies it. The dashboard: in Looker Studio or Power BI, organized in two layers for management and operations, with real-time updates. And the analysis: monthly trends and deviations, accompanied by actionable recommendations rather than just a graph.

From Reporting to Course Correction

Creating a dashboard is the easy part. Things go wrong when it comes to determining who does what with it. That’s why we agree, for each metric, who will review it, how often, and what action will be taken if things go in the wrong direction. Metrics that no one uses to make decisions don’t make it onto the dashboard, no matter how interesting they are. What you’re left with is a Looker Studio dashboard that can be read in ten minutes and that lets the monthly meeting focus on decisions rather than numbers. You retain control over the setup and access, so you can continue working with it on your own.

Three services that run on reliable data.

What data and dashboards rely on

Measurement is never in isolation. Testing is only possible with data you trust; ad budgets shift based on what you measure; and your integrations determine whether the numbers even add up. We handle all three within the same team.

From measurement plan to monthly analysis in five steps.

Here’s how we build your dashboard

  • 1. Measurement Plan and Definitions

    We translate your business goals into KPIs and establish a single definition for each term. Without this step, everyone will be measuring something different.

  • 2. Setting Up Measurement

    Set up GA4 and Tag Manager correctly, including conversions, audiences, and consent. Use server-side tagging where data loss justifies it.

  • 3. Validate

    We verify that the figures from your systems align and explain any remaining discrepancies. It’s better to have an explained difference than a rounded-off number.

  • 4. Build a Dashboard

    The dashboard in Looker Studio or Power BI, organized in two layers: executive and operational. It refreshes automatically, so no one needs to export data anymore.

  • 5. Analysis and Recommendations

    Monthly trends and variances, accompanied by recommendations. The report concludes with what you’ll do differently—not just a chart.

Three projects in which the measurement framework served as the foundation for everything else.

Organizations that manage based on data

  • Croonwolter&dros

    From an SEO strategy to a monthly digital marketing approach

  • Accell group

    A fully streamlined customer journey

View all our case studies View all our case studies

For measurement, reporting, and integration with your online store.

What we use to measure and report

Understand your visitors and improve every step with Google Analytics

From raw data to actionable insights with Looker Studio

Reports that generate themselves, even across multiple brands and markets

Data integrity for growing DTC brands

Magento Commerce

Let’s discuss your data growth opportunity

We’ll go over your measurement setup: whether the numbers from your systems align, what you’re currently doing manually each month, and what decisions you’re missing. It takes just one hour and comes with no obligation.

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Agreement 

Meet the team

Lukas Roeling
Head of Performance Branding & Digital Strategist
Yakov Ratner
CRO specialist
Meet the entire team Meet the entire team

How much does a marketing dashboard cost?

That depends on the number of data sources you need to include, whether the tracking needs to be set up yet, and whether you want monthly analysis or just the dashboard. Consolidating four channels is a different process than setting up GA4 again with server-side tagging.

What you always get: clearly defined metrics, a validated measurement setup, a dashboard that refreshes automatically and is owned by you, and an analysis that concludes with actionable recommendations.

Want to know what’s needed in your specific case? Schedule a consultation, and we’ll review your current setup together.

Schedule a meeting Go to the contact form

Frequently Asked Questions About a Marketing Dashboard

01/ What is a marketing dashboard?

A single overview that brings together the metrics from your channels and updates automatically. A good dashboard isn’t comprehensive—it’s practical: it answers the questions you use to make decisions every month. Anything that doesn’t contribute to that, we leave out.

02/ Which tool are you using to build the dashboard?

Usually in Looker Studio or Power BI, depending on what your organization is already using and who needs to be able to access it. The tool is the last decision, not the first: first, we determine which questions the dashboard needs to answer and which data sources are required to do so.

03/ Why does each system give a different number?

Because each system counts at a different time and according to different rules. An ad platform attributes a conversion to the click, while your online store attributes it to the order. We establish a single definition for each term and explain any remaining differences. An explained difference is useful; an unexplained round number is not.

04/ How long does it take to build a marketing dashboard?

The actual building process is relatively quick; the time is spent on the steps leading up to it. Defining metrics, setting up measurements, and validating whether the data from your systems aligns takes the most time. If you skip those steps, you’ll end up with a dashboard within a week that no one dares to use for decision-making.

05/ Will the dashboard remain mine?

Yes. The setup, accounts, and access are all in your name, so you can continue using it on your own or have someone else take it over. A dashboard that you can only access through us isn’t insight—it’s dependency.

06/ Do I need to reconfigure my GA4 first?

Not always. We start by reviewing your current setup: Are the conversions accurate? Is consent properly configured? Do the numbers add up? If everything looks good, we’ll build on that. If not, we’ll let you know exactly what’s wrong before making any changes.