Time and again, marketers look at dashboards that are full of metrics with no context. You can tell exactly how many conversions you got this month and how many you got last month. But do you really know if your performance is good or bad? Maybe last month was terrible so this month’s conversions look great by comparison. Or maybe last month was really good so this month’s conversions seem subpar. We’ve worked with countless clients who were only comparing conversion metrics month-over-month. The problem was their benchmark for success constantly changed. It’s harder to hit a moving target, and it’s harder to tell how far off from good you really are.
So we recommend establishing consistent targets and visualizing your success against those targets in your Google Data Studio dashboards. And we’ve created a Data Target Card that can be found in the community visualizations gallery to help you do just that!
First things first, it’s necessary to establish a consistent target for each of your primary KPIs. Typically, to set a target our team benchmarks data for 3 months after tracking is put into place. This allows us to get a feel for how your site normally performs on a monthly basis. We set the target equal to the average number of conversions over that three-month time span. This ensures that the targets we set are achievable. If we set targets that we rarely achieve or we easily surpass each month, they become irrelevant and useless. (Note that it’s important to periodically revisit the targets you set, either quarterly, if seasonality impacts your business, or else every six months.) Once you’ve set your target, you can get a more holistic view of your performance—more than just how well you’re doing compared to the previous month. And of course, we want our clients to see the targets in their dashboards, so they can easily identify their level of success. This is where Google Data Studio comes in.
Importing the Data Target Card is extremely easy, but first, you will likely have to create a custom field for your monthly targets. To add a custom field you need to be the owner of the data source that contains the actual metric.
Follow the steps below to create a custom field in your data source.
Congratulations! You have now created a new custom field for your target.
Now, importing the Data Target Card is the easy part!
Your visualization is officially up and running!
The last piece is making the visualizations look good and match your brand guidelines. To change the colors of the positive and negative values, click Style and scroll down until you see the two A’s underlined with the current color scheme. Click the arrows to adjust the colors.
Additionally, if you want to view the difference between the target and actual values as raw data instead of a percentage, you can change that option right above the text color.
Measuring performance in a consistent manner each month is extremely important to truly understand what success looks like. In the example in this blog post, we used contact us form submits, but the Data Target Card can be used for any of your KPIs. Users don’t want to calculate their success each time they look at a dashboard. Giving your audience a quick, easy-to-read measure of how successful your efforts have been over a given time frame is crucial to the effectiveness of your dashboards. Your clients will thank you for putting their KPIs in perspective!
Want to see it in action?
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