Unfortunately, having too much information and too many reports is almost inevitable for marketers.
Here’s why: Almost all marketing programs start with a basic patchwork of technology solutions. An email service provider, a pay-per-click account or two. A social media tool. A landing page tool. A link-building program.
As the company grows, it tends to add more martech. Our “marketing stack” gets taller and taller, adding more reports all the time.
This patchwork martech can seem like the least expensive way to go for a while … until it starts incurring other costs.
Even if you’re early on in the process and still trying to be a martech minimalist, different people are always going to want different information.
Exhibit A of this is when a marketing person puts a report in front of a CEO and starts touting all the great things they’ve done. The CEO appreciates the work, of course. But they really only want to know one thing: Is there a positive ROI, or not?
It’s beyond the scope of one blog post to help you with every possible marketing report available, but if we had to zero in on one tool, Google Analytics would be a good start. And so this post aims to simplify your Analytics reporting, and give you an easy, free way to let every member of your team get exactly the data they want ― and nothing more.
As you probably know, Google Analytics is very widely used. In fact, 54.3% of all websites have it installed. And, among sites that use any analytics package, 83.4% use Analytics.
How to create a custom Google Analytics Dashboard
Creating a Google Analytics Dashboard is actually very easy. You can do it in less than a dozen clicks. So let’s walk through creating a brand new dashboard, including how to send an email to one of your co-workers, and how to schedule later emails so they’ll go out whenever you want them to be sent.
- Log into your Google Analytics account.
- Go to the site profile that you want to create the dashboard for.
- Click on the “Customization” navigation link in the upper left-hand column. This will expand the navigation to show four new options.