Build the dashboard around recurring decisions
List the decisions the weekly meeting must make, then choose the smallest set of measures that supports them. Include business outcomes, leading indicators and data-quality exceptions. Keep definitions visible and identify the owner of each follow-up. A dashboard should make an unusual pattern easier to investigate, not merely display every metric available.
Worked example
Illustrative scenario; not a claim of measured client results.
For a service business, the main view might include accepted enquiries, qualified opportunities, search visibility and contact-intent trends, with a separate note for tracking failures. If enquiries fall, the team can inspect traffic relevance and form delivery. If traffic rises without qualified demand, it can review audience and offer fit. Each measure should lead to a possible action.
Checks, limitations and next decisions
Show counts alongside percentages and annotate major releases or campaigns. Keep test traffic and incomplete data clearly identified. Resist redesigning the dashboard every week, which makes comparison harder. Review whether the meeting produces decisions; if a chart is repeatedly discussed without influencing action or understanding, remove it or move it into a diagnostic report.
A practical starting point
Work through these checks in order. Use the results to decide what needs to change in your own workflow.
- Choose a small set of agreed business metrics.
- Show trends with clear date ranges and definitions.
- Attach an owner and next action to significant changes.
A mistake to avoid
Do not fill the first screen with metrics that no one acts on.
How to check progress
Review which dashboard items led to a decision and remove unused clutter.
Your action checklist
Use this checklist while reviewing your own setup. Checkmarks are temporary and stay in this open page.
For the wider decision process, read Defining a qualified lead before configuring analytics.
Further reading
Official background resources for this topic. The workflow above is general guidance, not a guarantee of a particular result.
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