Are your dashboards displaying the right metrics?
Since information plays the key role in data-driven decisions, it is important that businesses identify and track the right metrics at all times.
Recently, I got into a discussion with a client on identifying a default metric while generating reports in Adobe Analytics. Surprisingly, there is no specific metric which can be used as a default one. Later I came to know that they have been using ‘Instances’ as the default metric for their reporting purpose all along.
So, is ‘Instances’ an appropriate metric? Maybe yes, maybe not. It depends from case to case.
Here’s an example – Let’s say we’re looking for a report where a file is being downloaded. Ideally in this scenario, ‘File Name’ would act as a dimension. But what would be the right metric?
Let’s assume that a file A is downloaded 100 times and file B is downloaded 100 times. In this case, my report will show the total file downloads as 200 (File A + File B). But what if both the files are downloaded by only one user? The end result is that the files which got downloaded 200 different times reached only one person. In this scenario, what is the point of reporting file downloads as 200?
Whatever the scenario, businesses take decisions based on reports. In this scenario, I would recommend the following:
- Use the number of times a file is downloaded (Including duplicates)
- Create a calculated metric to give a count of unique downloads
- Use another calculated metric to provide the download conversion percentage
By these calculated metrics, businesses can know the actual conversion for a specific file.
So, which metric should we consider while generating any of these reports? The answer is simple. It is purely based on the business requirement. I hope this example helped you understand the importance of identifying the right metric.
If you are still confused and need guidance in identifying the right metrics for your business, please get in touch with us. We have in-house experts who can make your dashboards more accurate so that you can take data-driven decisions. We can also help in designing the right dashboard which will be dynamic for your business specific to your business case.
So, what are you waiting for? Think twice before you conclude that the data in your dashboards reflects the metrics that matter.
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