Dashboard 101: A Guide To Metrics and KPIs

At Proof Digital, we provide dashboards to help our clients track performance. But we know that all those acronyms and numbers can get overwhelming — fast. That’s why we created this easy-to-follow guide to help you decode your dashboard, understand what the metrics mean, and take action with confidence.

Website Traffic Metrics (What’s Happening On-Site)

These metrics reveal how people interact with your website — how many visit, how long they stay, and what they do once they arrive.

  • Total Views: The total number of times your website has been loaded or refreshed. It includes repeat views.
  • Sessions: A session is an individual visit to your site. It ends after 30 minutes of inactivity.
  • Users vs. New Users
    • Users: Unique visitors during the reporting period.
    • New Users: People visiting your site for the first time.
  • Average Session Duration: The average time visitors spend per session. A longer duration often indicates engaging content.
  • Views per Session: How many pages each user views in one visit. Higher values suggest users are exploring your site.
  • Bounce Rate: The percentage of visitors who leave after viewing only one page. A lower bounce rate = more engagement.
  • Engagement Rate: The opposite of bounce rate — this tracks sessions with meaningful actions (like clicks, form fills, or scrolls).
Website Traffic Overview Dashboard

Audience Insights (Who’s Visiting)

Understanding your audience helps tailor your content, ads, and messaging.

  • Top Sessions by Region: See where your users are located geographically. This helps with targeting local or regional markets.
  • Top Cities: Drill down to the city level — great for local SEO strategies and geo-targeted ad campaigns.
  • Device Category: Know whether your audience is on desktop, mobile, or tablet. This data informs responsive design decisions.

Where Traffic Comes From (Marketing Channels)

Knowing how people find you is just as important as what they do on your site.

  • Direct – Visitors who typed your URL or used a bookmark.
  • Organic Search – Traffic from unpaid search engine results (SEO).
  • Paid Search – Traffic from PPC campaigns (like Google Ads).
  • Referral – Traffic from links on other websites.
  • Social – Traffic from platforms like Facebook, Instagram, or LinkedIn.

Campaign Performance (The Ads You’re Paying For)

Running paid campaigns? These metrics measure effectiveness:

  • Impressions: How often your ad was shown.
  • Clicks: How many people clicked on your ad.
  • CTR (Click-Through Rate): Clicks divided by impressions. A key metric for ad relevance and engagement.
  • CPC (Cost Per Click): How much you pay, on average, for each click.
  • Top Cities: Geographic breakdown of ad performance — ideal for fine-tuning local campaigns.
  • Form Submits: Tracks how many users completed a form. This is your key conversion metric.

Need new ideas to increase your ROAS? Try marketing with carousel ads. Need help with PPC strategy or creating ad assets? We are here to help.

Search Console Performance (Search Engine Visibility)

Google Search Console data offers insight into how your site performs in organic search.

  • Top Queries
    The search terms people use when your site appears in results. High impressions + low clicks? Might need a better title tag or meta description.
  • Top Pages
    Which of your website’s pages get the most visibility and clicks from search engines.

Google Business Profile (Local Visibility)

If you’re a local business, your Google Business Profile is critical.

  • Views on Search vs. Maps: See how often your listing appears in Google Search and Google Maps.
  • Website Clicks: Tracks clicks from your profile to your site.
  • Phone Calls: The number of calls made through your listing.
  • Directions Requests: How many people asked Google for directions to your location.

Bonus Resource: The Ultimate SEO Glossary (So You’re Never Lost in the Jargon Again)

Looking at your marketing dashboard and seeing terms like “CTR,” “Bounce Rate,” or “Impressions,” but still not quite sure what they mean? You’re not alone.

We created a free downloadable SEO Glossary designed specifically for business owners, marketing teams, and anyone who’s ever felt overwhelmed by the technical terms in digital marketing.

SEO glossary cover page

What You’ll Find Inside The Guide:

  • Plain-English Definitions of 50+ essential terms

  • Covers SEO, PPC, Google Analytics, website performance, and campaign reporting

  • Perfect companion to your dashboard — so you always know what you’re looking at

  • Shareable with your team, your boss, or anyone who asks “what’s a conversion rate?”

Print it, bookmark it, or keep it open in another tab when reviewing your monthly dashboard reports. It’s like having a translator for your marketing data.

Ready to Turn Your Data Into Real Growth?

Understanding your dashboard is the first step, but leveraging that data to drive real business results is where the magic happens.

At Proof Digital, we help you translate your numbers into action. We focus on building smarter campaigns, optimizing for ROI, and uncovering new growth opportunities every step of the way.

Plus, we’ll custom-build your dashboard for you, so that you can see the KPIs that really matter to your business. 

Want more clarity and strategy behind your metrics? Let’s talk. Our team is here to help you turn dashboard insights into smarter decisions, stronger performance, and scalable growth. Contact us today to get started.

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