At Build Ads Online, we had an exciting opportunity to help a sustainability consulting company track their online success more effectively.
They had recently rebranded, with a fresh new look for their website, logo, and content. However, they needed help making sense of how well their new digital presence was performing, especially for services like Sustainability Consulting, ESG, and Carbon Credits.
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We will discuss how we solve their problem with a real time insight of creating a Google analytics 4 dashboard to help their executive and planning teams make real time campaign decisions by tracking website and campaign data.
The Challenge
The company wanted to keep a close eye on how people were interacting with their site and which pages were driving leads. They asked us to create a dashboard that would allow them to see real-time data on their website visitors—like where they were coming from, which pages they visited, and how many became leads.
Think of this dashboard as the company’s control panel, like a car’s dashboard that shows how fast you’re going or how much gas you have. They wanted a tool to tell them how well their website was working and what changes they might need to make to attract more customers.
The Strategy: Creating a Real-Time Dashboard
Understanding their priorities
The customer’s focus was to track organic traffic (people coming to the site through search engines) and direct traffic (people visiting the site by typing the URL directly). They also wanted to monitor key pages like “Contact Us” and “Services” to see how many visitors were turning into leads.
Data collection
To collect all this valuable data, we set up Google Tag Manager to track important actions on their website—like when someone filled out a form or visited a specific page. These tags fed data into Google Analytics 4, which we then used to build the custom dashboard.
Building the Dashboard
Our main goal was to create a dashboard that was easy to use and provided all the insights the company needed. Here is what we focused on:
- Organic Traffic: We tracked how many visitors were coming to the site due to the company’s SEO efforts, comparing numbers before and after the campaign started.
- Keyword Rankings: We kept an eye on the company’s search engine rankings to see if they were rising for important terms related to sustainability consulting.
- Click-Through Rate (CTR): We measured how many people clicked through to the site after seeing it in search results.
- Conversion Rate: Most importantly, we tracked how many of those visitors filled out a form and became leads, a key measure of success.
To make the dashboard more useful, we added custom filters so the customer could view data by country, date range, or traffic source. This allowed them to dig into specific details—like how their new content was performing in different regions.
We also added a comparison feature that let them see how their website’s performance changed over time. For example, they could compare how many active users visited their site in the last 7 days versus the previous month.
Results: Key Successes
- Tailored Solutions: The dashboard was designed to fit exactly what the customer needed, from tracking SEO performance to monitoring user engagement.
- Custom Filters: By allowing them to filter data by country and time period, we gave them the flexibility to see how their global campaigns were performing.
- Real-Time Comparisons: With the ability to compare performance periods, the company could quickly spot trends and act on them.
Key Takeaways for Improvement
As with any successful meal, there’s always room for improvement:
- Benchmarking: We needed to establish better benchmarks so the company could compare their performance against competitors.
- Transparency: There was a need for more clarity in the data, especially in tracking conversions, to ensure that the numbers reflected actual user behavior.
- Training: We realized that a training session would help the company’s team better understand how to use the dashboard to its full potential, so they could make the most out of the data it provided.
Our work on the dashboard did not just meet the company’s needs—it helped them transform their data into meaningful insights. They could now see, in real-time, how their website and content were performing, and make smarter decisions about their marketing efforts. Through this partnership, Build Ads Online became a key player in helping them move towards a more data-driven future.
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Kristofer Lazona
Build Ads Agency Partner
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