Even though Moneyspyder is firmly behind the anti-HiPPO movement we recognise it is still important to help HiPPOs. After all, they do rule the business world.
Generally speaking it is best to deliver insight to HiPPOs. Make the news - don't just deliver the news! However, there is merit (on occasion) to furnish them with 'vanity metrics' or 'outcome proxies' as we tend to think of them via the medium of 'the dashboard'.
The dashboard in the context of Google Analytics will likely take the form of a custom report. Custom reports rock. F.A.C.T. A custom report based dashboard can lift the value of the deliverable. You can move from report 'puking' to actually delivering insight by placing the report in context. You can do this in a few simple ways:
- Use advanced segments
- Use relevant date ranges
- Use comparison date ranges
Okay, you have the dashboard setup - it offers context as well as just raw numbers. It yields actionable insight (so go do some insightful actions already!).
You'll probably want to schedule the delivery of this report via a monthly PDF attachment in an email. Simple in Google Analytics.
I suggest dropping a note in with the email via the description:
The note should start delivering context for the HiPPO. Help them already before they open the attachment! Now, the real meat of this post. Provide a link to the report.
Scary controversial opinion alert!
Invite the HiPPO into Google Analytics...Give them a specific read-only login to one profile that contains the dashboard/custom report.
Use the options in the report URL to customise and control what they see.
Here is a standard custom report link:
Here is the link with some easily customisable options in the URI:
https://www.google.com/analytics/reporting/custom?id=profile id&pdr=primary date range&cmp=advanced segments&trows=50&gdfmt=nth_day&cdr=comparison date range&segsegment number=-segment number&rpt=CustomReport&segkey=medium&tab=tab number&tchcol=1&tst=0&tscol=v0&tsdir=0&mdet=WORLD&midx=0&gidx=0&cid=Custom report id&afs=false
So, what are the customisable options? this is not an exhaustive list - these are just the ones I find useful right now - this list may grow.
Custom report id
Open your custom report. Write down the id in the url. Use it.
Primary date range
This is the date range that you want to look at. It's optional. If absent, the report will show the default last 30 days. It is in the format: yyyymmdd-yyyymmdd (eg. 20091101-20091116) where the first date must obviously be before the last... ;-)
Comparison date range
This is the date range to compare with - great context. Look at 'the same period last week/month'
How cool! Load a report showing only the segments you want to see! The format for the NVP is segn=-m. So, the default will show 'all users' would be ....&seg0=-1&...the default advanced segments follow the order in the drop down list so 'Non-bounce visits; would be seg0=-12. You can show multiple segments in the format: ...&seg0=-3&seg1=-5&seg2=-12&...which would show 'Direct Traffic','Visits with Conversions' and 'Non-bounce Visits'.
Have you got a multi tab report? Do you want to default to a tab other than the first? Specify the default tab number here. Simples ;-)