Note

ALL NUMBERS DISPLAYED ARE FOR EXAMPLE ONLY.
  1. Website Analytics - your Google Analytics account tracks user activity on your website.
  2. Google Organic Search - activity on your Google Search Console account shows what users are doing on Google, prior to clicking through to your website/landing pages.
  3. Google Ads - data from your Google Ads account
  4. Facebook Ads - data from your Facebook Ads account
  5. Customer Avatar - this is where you can see some of the quantitative data that contributes to your ideal customer profile.  The full avatar profile is both qualitative & quantitative, and is compiled from multiple sources over time.  These sources include your various digital accounts as well as company financials, owner/manager customer assessments & other inputs.

Website Analytics

Revenue

Top Converting Goals

New vs Returning Users

Users

Total Sessions (Trend)

Total Sessions

Average Session Duration

Avg. Page Load Time (in seconds)

Bounce Rate

Clicks by device

Top Browsers by Sessions

Top Cities by Sessions

All Conversions Value

Top Keywords from Organic (Sessions)
Note
This widget will populate with your keywords.

Google Organic Search (Search Console)

total Clicks

Impressions by Page
Note
This widget will populate with your campaign data.

Average Position (Site)
Note
Average position is the numerical order in which your site is displayed in search results. According to Google: “Position is calculated from top to bottom on the primary side of the page, then top to bottom on the secondary side of the page.”

total Impressions

Avg. CTR
Note
CTR is the ratio of clicks to impressions. It's the % of people who were served your site in organic search results who clicked onto the site. Benchmarks: avg. CTR on search console depends on page ranking position. ranging from 31.73% on page 1 to 3.09% on page 10 (source: backlinko.com).

Top Devices by Clicks

Top Pages by Clicks
Note
This widget will populate with your campaign data.

Top queries by Clicks
Note
This widget will populate with your campaign data.

Google Ads

Cost

REVENUE

Return on Ad Spend (ROAS in %)
Note
ROAS = adspend / revenue ROAS measures the efficacy of ads by a direct comparison of adspend to revenue.

Return on Investment (ROI)
Note
ROI=(Revenue–Cost)/Cost This is a simplified ROI calculation that shows how the ads contribute to revenue after adspend is deducted.

IMPRESSIONS & CLICKS (12-month view)
Note
Impressions = # of times an ad was seen. Clicks = # of clicks on ads.

Search Impression Share (SIS)
Note
Benchmark = 20% SIS = # of Impressions you received, divided by the approximate number of impressions you were eligible to receive. SIS is closely tied to budget but can be impacted by a number of factors, including: targeting, approval status, bids, budget & quality score.

Display Click-Through Rate (CTR)
Note
Benchmarks: 0.35 all devices 0.60 mobile

Search Click-Through Rate (CTR)
Note
Benchmark = 4.10% (mobile)

Cost Per Click (CPC)
Note
Benchmarks: $2.67 (search/mobile) $0.60 (display/mobile) $0.75 (display/all devices)

Conversions
Note
A conversion is an action that's counted when someone clicks or views your ad & then takes an action that we’ve defined as valuable to your business, such as an online purchase or a call to your business from a mobile phone.

Avg. Conversion Value (All Conv.)
Note
This is the average amount customers spend each time they complete a conversion action.

Conversion Rate
Note
Benchmarks (Arts & Entertainment Industry): 4.51% (search network) 0.58% (display network) Conversion rates are calculated by dividing the # of conversions by the # of ad interactions that can be tracked to a conversion during the same time period.

Cost / Conversion
Note
Average (Arts & Entertainment Industry): $36.65 (search network) $70.56 (display network)

Avatar Gender by Clicks

Avatar Age by Clicks

GOOGLE ADS Campaigns with Highest Return
Note
This widget will populate with your campaign data.

Google Ads Campaign Performance by Clicks
Note
This widget will populate with your campaign data.

Top Performing Keywords (search ads)
Note
This widget will populate with your campaign data.

Top Performing Ads
Note
This widget will populate with your campaign data.

Facebook Ads

amount spent

Revenue

Return on Ad Spend (ROAS in %)
Note
ROAS = adspend / revenue ROAS measures the efficacy of ads by a direct comparison of adspend to revenue.

ROI (Return on investment in %)
Note
ROI=(Revenue–Cost)/Cost This is a simplified ROI calculation that shows how the ads contribute to revenue after adspend is deducted.

leads
Note
Page load of the checkout page on Blackbaud (Altru). This does not confirm that a purchase was made.

Website Purchases
Note
NOT TRACKING CORRECTLY The number of purchase events tracked by the pixel on your website and attributed to your ads. Facebook attributes the purchase to an ad if the purchase occurs directly from the ad (via link click) or indirectly, through an action taken off the ad within 7 days of a view or 28 days of a click.

Link Clicks Conversion Rate

IMPRESSIONS & CLICKS (12-month view)
Note
Impressions = # of times an ad was seen --- Reach = # of people who saw the ads (always less than impressions because some people see the ads more than once). --- Clicks = total # of clicks on ads (including link clicks). --- Link Clicks = # of clicks on ads that led to the intended landing page. Doesn't include clicks to the page profile or reactions, comments or shares. Always less than # of clicks.

Frequency by Ad
Note
The average number of times your ad was served to each person. In general, we try to keep this below 4.0. This widget will populate with your campaign data.

Click Through Rate (CTR)
Note
Benchmark = 0.90%

Link Clicks by Age

Link Clicks By Gender

Page Engagement
Note
Any action someone takes on your ads, including clicks, likes, comments & shares. This also includes checking in to your location or tagging you in a post.

Post Reactions
Note
Reactions are Facebook's line-up of 6 emoji that people can use to react to your ad: Like, Love, Haha, Wow, Sad, Angry.

Post Shares
Note
A share is when a user clicks the share button, either from Facebook directly or from a share button on your website. The shared content is then published to that user's personal profile (a.k.a. "wall") which is selectively served to their friends.

Post Comments

Top Campaign by Clicks (All)
Note
This widget will populate with your campaign data.

Engagement by Campaign
Note
This widget will populate with your campaign data.

Customer Avatar

Avatar profile
Avatar name
  • gender
  • who they are
  • things they like
  • activities
  • shopping interests & habits
  • favorite entertainment
 
Your ideal customer avatar profile will be a compilation of what we have learned about your customers from multiple sources over time.  The below data is quantitative (actual numbers for actual activity).  We also take qualitative information (such as your own opinions about your clientel) into consideration when profiling your avatar.
Some of the characteristics listed above may not necessarily reflect in the data (which shows only the most recent period).  Also, if there is a large % of organic traffic to the website, you might see differences in the users profiles between what's reported on Google Analytics vs. Ads.

Clicks

Age

Intentions
Note
Google Analytics audience data (affinity categories) shows the general interests of your site visitors. This is used to reach potential customers who are higher in your marketing funnel, near the beginning of their purchasing process.

Interests
Note
Google Analytics audience data (in-market) shows the category of products or services where your avatar has displayed recent purchase intent, meaning they are lower in the funnel and more likely to make a purchasing decision soon.

Location