2 - Digital Engagement Dashboard

Overview

This dashboard offers insights into how your marketing efforts lead people to engage with your company's website. Tied seamlessly into Google Analytics, the reports behind the Digital Engagement Dashboard use UTM analysis to determine how campaigns, media, and sources drive engagement.

Top Digital Advertising Campaigns by Pageview

Top Digital Advertising Campaigns by Pageview lists your digital advertising campaigns in descending order of pageviews over the current and previous fiscal quarter. In addition to the raw sum of pageviews, this list also includes the sum of clicks, as well as the pageview-to-click ratio.

This chart offers you a jumping-off point when you need to answer general questions about how effective your digital campaigns are at bringing attention to your company's offerings. The Sum of Pageviews column gives you the sum of pageviews on your website with the Touchpoint Capture Javascript that have been driven by each campaign; to the left, the Sum of Clicks column digs deeper to tell you how many clicks took place as a result of the campaign in question, and the rightmost column presents your Pageview to Click ratio. The higher the ratio, the more interested a visitor may be in what you're saying - and what you're selling. In the example above, the top-performing campaign in terms of sum of pageviews (fci-non-brand-search) has brought in 1,000 pageviews, but its pageview to click ratio is relatively modest at 1.5. There are two campaigns with fewer pageviews (fci-brand-search and fci-competitor-search), but those visitors appear to have been more engaged, with pageview to click ratios of 2.4 and 2.3, respectively.

Report Name: Advertising Campaigns by Pageview
Report Location: Full Circle Digital Engagement folder
Report Type: Aggregate Database Entries
Database: Daily Aggregate Database

Pageviews to Click Ratio by Campaign

Pageviews to Click Ratio by Campaign gives you a monthly breakdown of clicks per pageview for each of your campaigns. This concept can be a little tricky, so we're providing a more in-depth explanation:

A higher pageview to click ratio generally indicates that users are viewing the page but not clicking on any links or calls to action. This could be due to a few reasons:

• Poorly placed or unclear calls to action: If users don't see or understand what action they should take next, they won't click.
• Irrelevant content: If the content on the landing page doesn't match the user's expectations or interests, they'll likely leave without clicking.
• Technical issues: Broken links or slow page load times can also deter users from clicking.

A lower pageview to click ratio, on the other hand, usually indicates that users are finding the content engaging and relevant enough to click on links and explore further. This is generally a positive sign for a marketing campaign.

Possible Solutions:

• Review the placement and clarity of calls to action on your landing pages. Make sure they are prominent, easy to understand, and relevant to the content.
• Ensure that the content on your landing pages is relevant and engaging to your target audience. Use strong headlines, clear copy, and visuals to keep users interested.
• Test your landing pages for technical issues. Make sure all links are working correctly and that the pages load quickly.
• Consider using A/B testing to experiment with different landing page designs and calls to action. This can help you identify what works best for your audience.

However, it's important to note that a high pageview to click ratio isn't always a bad thing. For example, if the goal of your landing page is to provide information rather than drive clicks, then a high ratio might be acceptable. In most cases, however, a lower ratio is a better indicator of visitor engagement and campaign success.

Report Name: Paid Digital Click Rates
Report Location: Full Circle Digital Engagement folder
Report Type: Aggregate Database Entries
Database: Daily Aggregate Database

Digital Advertising Pageviews per Click by Month

Digital Advertising Pageviews per Click by Month uses a trend line to chart engagement with your digital ads over time. Low points here can warrant further investigation. In some cases, they represent a problem in need of correction, but it's important to cross-check against your conversion rates to MQLs, SQLs, and Closed Won deals during the time period in question, since lower engagement can still be very valuable if it yields a high conversion rate.

This chart gives you a long-term overview of how effectively your digital advertising has driven engagement with your website over the past year. In a perfect world, you'd see a steady upward trend here; in reality, it's more likely that you'll encounter ups and downs. If your product is highly seasonal, the spikes and troughs may be more pronounced; however, a steep, unexpected decline like the one in September and October above bears further investigation. Sometimes this indicates a failure of the advertising itself, but it can also indicate broken links or UTMs.

Note that with trend lines, you need to be careful about the last month on the right. These results usually reflect only a partial month.

Report Name: Digital Ad Engagement Rate
Report Location: Full Circle Digital Engagement folder
Report Type: Aggregate Database Entries
Database: Daily Aggregate Database

Digital Advertising Pageviews by Source

Digital Advertising Pageviews by Source shows you how many pageviews resulted from paid traffic each month. This lets you know which sources are proving more successful in sending visitors to your site.

When you want to see where your digital advertising pageviews are coming from, this chart can help. Bars representing each source are color coded, labeled with the sum of pageviews they drove for you in a given month, and arranged in chronological order. In the example above, Google is the sole source, and it drove more than twice as many pageviews in February and March as it did in January and April. If other sources (LinkedIn, Facebook, Twitter, Bing, Yahoo, etc.) had been used, comparison between their monthly contributions would help determine which were most valuable in terms of driving ad traffic.

Report Name: Advertising Pageviews by Source
Report Location: Full Circle Digital Engagement folder
Report Type: Aggregate Database Entries
Database: Daily Aggregate Database

Total Pageviews: CPC vs. Organic

Total Pageviews: CPC vs. Organic compares how many monthly pageviews resulted from paid traffic and how many resulted from organic traffic. Examining this trend enables you to see how digital advertising contributes to organic pageviews.

Refer to this chart to see how digital advertising is (or isn't) contributing to your site's overall visibility over time. Does an increase in pageviews from digital advertising come with a bump in organic views, or is its effect limited to paid traffic only? In the example above, organic pageviews held steady between January and February despite the fact that CPC traffic more than doubled. If CPC traffic increased as the result of a new digital ad campaign, it appears that, while the paid campaign worked well in and of itself, it did not substantially affect unpaid traffic.

Report Name: Paid vs. Organic Pageviews
Report Location: Full Circle Digital Engagement folder
Report Type: Aggregate Database Entries
Database: Daily Aggregate Database

CPC vs. Organic Pageview Trend

CPC vs. Organic Pageview Trend lays out the trend lines for both paid and organic monthly pageviews on the same graph, offering you valuable information about each type of traffic while also enabling you to see the relationship between them both.

This chart lets you track the pattern your organic and paid pageviews follow over time. Ideally, your trend lines will remain in sync and follow comparable patterns. It's important to note where the lines begin to converge, as this can serve as a warning that your digital advertising campaign is working without building your website traffic overall.

Note that with trend lines, you need to be careful about the last month on the right. These results usually reflect only a partial month.

Report Name: Paid vs. Organic Pageviews
Report Location: Full Circle Digital Engagement folder
Report Type: Aggregate Database Entries
Database: Daily Aggregate Database

Pageviews by Medium (Paid + Organic)

Pageviews by Medium (Paid + Organic) combines all of your paid and organic media and presents them in proportion to your total pageviews, enabling you to compare each medium's performance against the others'.

Consult this chart when you need a breakdown of how much each paid and organic medium contributes to your overall pageviews. Your pageview total will display in the center, with each medium presented as a color-coded portion of the donut chart. From the chart above, it's clear that organic traffic accounted for about half of this company's pageviews. Just under a quarter of the traffic was not associated with a medium, and email, referral, and other media have driven comparatively little traffic. CPC traffic is highlighted, which reveals the number of pageviews attributed to it (2.7k) and its percent share in total traffic (10.7%).

Report Name: Referral & Other Traffic
Report Location: Full Circle Digital Engagement folder
Report Type: Aggregate Database Entries
Database: Daily Aggregate Database

Quarterly Pageviews by Medium (Paid + Organic)

Quarterly Pageviews by Medium (Paid + Organic) lets you compare all of your media in terms of raw pageviews with a color-coded bar chart arranged in descending order of quarterly views.

This chart shows you how effective different paid and organic media are at driving pageviews. Each medium is color coded, labeled with its quarterly pageviews, and arranged in descending order, so your highest-performing media will be at the top. In the example above, organic traffic drove 12,000 pageviews last quarter, far outstripping the remaining media. CPC brought in 2,300 pageviews - about as many email, referral, and social media combined (2,260).

Report Name: Pageviews Share by Channel
Report Location: Full Circle Digital Engagement folder
Report Type: Aggregate Database Entries
Database: Daily Aggregate Database

Organic Pageviews by Source

Organic Pageviews by Source shows you what proportion of your monthly organic pageviews are coming from which sources. Google will likely dominate these charts, but it's worth knowing who else is sending visitors to your site.

The composition of the bars in this chart will show you where your organic pageviews are coming from. As expected, Google accounts for the vast majority of traffic in the example above, with a fractional portion coming from Bing. The remainder - Ask, DuckDuckGo, Ecosia, UTM content, and Yahoo - do not contribute significantly enough to be visible in the chart at all. You can, however, see their contributions under View Report.

Report Name: Pageviews by Source
Report Location: Full Circle Digital Engagement folder
Report Type: Aggregate Database Entries
Database: Daily Aggregate Database

Quarterly Organic Pageviews by Source

Quarterly Organic Pageviews by Source tells you how many organic pageviews came from which source each quarter. This makes it easy to see exactly where your visitors are finding you, and enables you to see trends over time, e.g. a sustained increase in traffic from a less-popular source.

If you want to see how well a specific source has performed in terms of pageviews over time, this is the chart to check. Each source is color coded, assigned its respective number of pageviews, and laid out on a quarterly basis in descending order of traffic driven. Comparing the information here with the previous chart (Organic Pageviews by Source) gives you greater visibility into smaller sources. In this example, while Yahoo didn't drive enough traffic to warrant a visible portion of the Organic Pageviews by Source chart, the chart above shows that it actually drove 49 views.

Report Name: Pageviews by Source by Quarter
Report Location: Full Circle Digital Engagement folder
Report Type: Aggregate Database Entries
Database: Daily Aggregate Database