Collecting the right data is the most important task within web analytics. But almost just as important is the presentation of this data. Without understanding what your collected data means, it’s just as bad as collecting the wrong data. In our experience, within a digital agency, it’s almost inevitable to use custom dashboard and reports. The power that custom dashboard and reports is given to you, even in free tools like Google Analytics, can create a view of data that will help you find faster insights.
The only problem we faced is the huge amount of tools which are available on the market, and also the many options you have to build it yourself. We are currently using three levels of custom dashboard and reports: pro-excel sheets, automated excel reports (e.g. Excellent Analytics and Supermetrics data grabber) and our internally built dashboard.
On Measurecamp I shared our findings on the different tools, how we are using the different reports and how we build our own dashboard.