Google Analytics Marketing Dashboard

Enterprise Dashboard Example from the Desk of The Dashboard Spy ( – Long time readers know that I always approach business dashboard design with a fierce user-centric focus. My background as a user experience director and information architect just doesn’t allow me to do otherwise. (In fact, I’m the originator of a user-centric approach called Users FIRST that I’ll describe in a future post)

Designing a successful user experience (a business intelligence dashboard, in this case) requires an understanding of the true wants and needs of the end user. Note that I use the word “true” when describing a user’s requirements. In my experience, the “true” desires of a user are often not explicitly stated by the user and have to be drawn out. Successfully doing so requires a patient and sincere bonding experience with the user.

In today’s enterprise dashboard example, I highlight a dashboard that is successful exactly because the designers understand the user’s “true” hot buttons. It’s a marketing metrics dashboard from, the makers of “desktop dashboards” – widget / gadget like dashboards that reside on the desktop level (they appear automatically when you turn on your pc and can expand and collapse to the sides of your screen).

Specifically, the dashboard that I have in mind is the Klipfolio Google Analytics Dashboard. It’s for web marketers and analysts looking to track the performance of their website in terms of marketing metrics. Typical KPIs include top keywords, visitor statistics, goal conversion rates, etc.

Let’s take a look at the Google Analytics Dashboard first and then I’ll tell you why I think this dashboard is so successful (hint: It gives the user something they really want).

Google Analytics Dashboard from Klipfolio

Here’s why I think that this dashboard really hits the user’s needs square on. Of course, it offers the user those metrics that they really want. In fact, the Klipfolio Dashboard for Google Analytics lets the user choose from what they call “Klips” to put on their dashboard via a control panel. Users can tailor the selection they want from many web site stats and calculations. But the real “secret sauce” of this dashboard is that the designers understood the psychology of the marketing user and their incredible need (sometimes outrageously extreme) to keep refreshing their screens to see the latest Google stats. How many people have hit “refresh” over and over again to see how many new conversions or visitors they get?

By incorporating the “desktop dashboard” approach to information delivery where the data display becomes part of your desktop and automatically refreshing the Google data, this dashboard neatly meets a major need for the user – automatic updates of web stats that are constantly in view yet don’t obscure their desktop nor interfere with their work flow.

I just love the idea. It’s perfect for web analytics and I think can be applied to many other areas of the enterprise.

The Klipfolio Dashboard for Google Analytics just got released in a new version. Here are some details from Klipfolio:

Better visibility into web analytics data benefits marketing professionals, new media agencies, and web masters alike. Klipfolio Dashboard for Google Analytics helps those professionals and organizations improve web-based marketing ROI by removing barriers to using Google Analytics more effectively and often.

Unlike web-based or other applications that must be opened and can hide behind other windows, Klipfolio Dashboard for Google Analytics is a desktop sidebar that keeps key web metrics always visible for “top of mind” awareness and at-a-glance understanding. It enables side-by-side comparison of KPI reports, with current and previous date ranges to provide context and trending information.

With Klipfolio Dashboard for Google Analytics, web-site analysts can read accounts with multiple websites and sub-domains in one place. Its unique ability to duplicate Klips – the small graphical displays that make up Klipfolio dashboards – enables side-by-side goal tracking of multiple websites.

Klipfolio has also updated its Google Adwords Klip to provide more information and Goal Conversion Rate data for Traffic Sources, Adwords, Keywords, and Goals. Its sorting capabilities mean users can quickly see what is performing best, filter out nonperformers, and key in on what matters most. They can drill down on traffic sources for a summary, and then drill into their top referring sites for details.

Klipfolio Dashboard for Google Analytics lets users choose among a variety of Klips, so they can display the web analytics and trends over time that matter to them. Available Klips include top keywords, Web visitor statistics (including page views and bounce rates), traffic sources, goal performance, and Google Adwords campaign performance metrics.

Download the sample and try it out. Let me know if you find the desktop dashboard approach useful and compelling. It’s certainly neat!


Hubert Lee
The Dashboard Spy

Switching Dashboards

The title of today’s Dashboards By Example post, “Switching Dashboards” has a double meaning. It’s true that many business intelligence users are switching to desktop dashboards because of the benefits of the “immediacy” of data when it’s on your personal desktop. I’ve posted in the past about the use of the desktop dashboard by Allan Wille and his team of dashboarding gurus at Klipfolio, Inc as an “unavoidable dashboard” device (see item #3 in 5 Hot Dashboard Topics of 2009).

The other, more literal, meaning of the phrase switching dashboards arose in a discussion I had with a Dashboard Spy reader over how to design a “switching mechanism” for users to toggle between different dashboards. I’ve personally used the old dropdown selector and the subnav styling (Dashboard 1 | Dashboard 2 | Dashboard 3) as switches between dashboards. The reader wanted a more novel approach and, again, the Klipfolio Dashboard came to mind. Specifically, the Dashboard Demo Assistant that comes with the Klipfolio demo download.

What do I mean? If you’ve tried the latest version of the Klipfolio Dashboard 5.1 software, you’ll know that there are several different dashboards that come with the download. You use the Dashboard Demo Assistant not only to control and configure each of the dashboards, but also to toggle between the dashboards. Download and install the demo to see how it works.

It’s a very cool solution to switching dashboards. I created a Dashboard Spy video of my adventures with the Klipfolio demo.

A reader wrote recently asking why I haven’t produced any Dashboard Spy videos as of late, so here you go. And, yes, of course I included the Dashboard Spy theme song.

Watch for how the Dashboard Demo Assistant is used to load the different dashboards. Also, if you haven’t tried Klipfolio lately, this new version is simply awesome. Make sure to take a look at the new sparkline charting capability. I’ll post more in upcoming posts about Klipfolio. It’s grown into quite a compelling dashboard platform. Meanwhile, enjoy this video:

Regards Hubert Lee, The Dashboard Spy

PS. If you like videos about business intelligence dashboards, be sure to check out at this link:


Tags: Klipfolio 5.1, Dashboard Design, Klipfolio Dashboard, Klipfolio Demo, sparklines, desktop dashboards, dashboard spy videos, klipfolio dashboards

Focus on Priorities with Desktop Dashboards

“A list of 90 Key Performance Indicators is a contradiction in terms.” insists Allan Wille, long-time Dashboard Spy contributor and President/CEO of Serence, the desktop dashboard company. He went on to explain that today’s business users are hard pressed to monitor what really matters (business progress) in a world where the most precious commodity seems to be attention. How can you even monitor 90 things, much less consider them each “key”?

Allan has just finished a nice write up that features sneak peeks at the desktops of different business users across an enterprise. As Allan explains about this fascinating study:

Here is another little article that I thought might make a cool discussion – before and after shots of user’s desktops around the idea of what they really should be paying attention to.

Here is Allan’s excellent article for you Dashboard Spy readers:

Are you focused on your priorities?

Allan Wille, Serence Inc.,
August 8, 2008

You have regular meetings to discuss performance. Every quarter, there’s a bigger meeting where the organization looks at its successes and failures and reevaluates its priorities.

How is progess measured between meetings? Maybe there’s a spreadsheet that you update when you have time or there are complex reports from an enterprise resource planning system. Do you look at them? Does it matter?

If the answer is yes, you belong to a select group of people that can overcome daily distrations to stay focused on the big picture. It’s too bad you spend so much time digging and analysing. In the time that remains you’re an informed and effective contributer to organizational goals.

But if you’re like the rest of us with competing demands that make focusing on KPIs difficult or impossible, this article is for you.

Obvious Priorities

Here is a snap shot of NORAD. Even if you don’t know what NORAD does, you can make an educated guess based on the image. This is because NORAD’s priorities, the USA, the former USSR, and the space between the two, are right in front of everyone. If something changes it would be difficult to miss.

Norad Dashboard Screens

Click to read the rest of this article:
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Dashboard Desktop Business Widgets for the Salesforce

Enterprise Dashboard Topic: Where to place the executive dashboard – in the browser (rich internet application), in a fat client (.NET windows software) or on the PC desktop itself (Desktop Widget)?

In a recent Dashboard Spy discussion, we looked at some BI Desktop Widgets from the dashboarding lab over at Business Objects. This is a very exciting idea that effectively addresses one of the 3 Rules of Dashboarding – The Rule of Placement. Both Business Objects and Oracle have been experimenting with placing dashboards closer to the user, that is, right on their PC desktops. The idea is that you don’t even have to launch an application to monitor your KPIs and metrics.

Here is a further look at what Business Objects is doing with widgets. Over at their development site, they have launched a beta of Crystal Xcelsius Business Widgets for

Take a look at these dashboard widgets on the desktop:

Enterprise dashboard - Business Widgets Beta screenshot of desktop dashboards

As they explain in this pdf on the Business Widgets Beta, a business widget for is a mini-application that allows you to access data from without logging in and navigating to various metrics pages.

There are 10 business widgets for the CRM. Let’s take a closer look at the individual dashboard widgets:

The first is the Sales Revenue Tracker. Use it to track expected revenue, pipeline statistics and quarterly revenues achieved to date.

Business widget sales revenue

Click for the next business widget:

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