We created unique Google Analytics dashboards using a series of filters and segments to refine location and user data. Each dashboard shared key metrics that allowed stakeholders and teams to view the KPIs for their specific region and users, as well as being able to compare these against the metrics for all locations and user types. These dashboards are currently enabling decision-makers to shape future content and services that are highly relevant to their specific audience.
To achieve this we used custom dimensions to group users based on various fields within the website’s data layer. We also created goals that fired on specific events triggered by search queries performed onsite. Combining both the custom dimensions and goals allowed us to create the powerful dashboards that are now empowering the stakeholders and teams to make sound, data-driven decisions to drive the organisation forward.