From a142fc4d8704dddf239255e2a9dc1f2e854077dd Mon Sep 17 00:00:00 2001 From: johnjeremiah Date: Sat, 29 Nov 2025 13:44:09 -0500 Subject: [PATCH] Adding website KPIs/metrics dashboard (#35945) **Related issue:** Resolves #[13040](https://github.com/fleetdm/confidential/issues/13040) This update to the handbook adds a section about the new looker dashboard for website KPIs --------- Co-authored-by: Irena Reedy <205901210+irenareedy@users.noreply.github.com> Co-authored-by: Sam Pfluger <108141731+Sampfluger88@users.noreply.github.com> --- handbook/marketing/README.md | 53 ++++++++++++++++++++++++++++++++++++ 1 file changed, 53 insertions(+) diff --git a/handbook/marketing/README.md b/handbook/marketing/README.md index 448419a01a..a6fbc7f932 100644 --- a/handbook/marketing/README.md +++ b/handbook/marketing/README.md @@ -218,6 +218,59 @@ Fleet invites guests to discuss the future of IT and security on the [ExpedITion - Use the show notes to complete the Podbean description and [create a new article](https://github.com/fleetdm/fleet/tree/main/articles) on Fleet's website. - Publish on social media +### Website traffic Looker dashboard + + +This dashboard is the first iteration of a tracking website that monitors performance, traffic acquisition, and key event conversions. It is updated daily and is essential for tracking the success of marketing initiatives. + +**Dashboard Link:** [Website Traffic by Source](https://lookerstudio.google.com/reporting/612ee012-b35a-42d3-8806-3ff0728dde58) + +#### Simple summary + +The Website Traffic Dashboard provides a comprehensive view of how users interact with the Fleet website. It tracks overall health metrics, such as **Total Users**, **Bounce Rate**, and **Sessions per user**, alongside detailed breakdowns of **traffic sources** and **conversion performance**. It is a critical tool for measuring the effectiveness of our organic and paid strategies, identifying high-performing content, and spotting trends in user behavior and goal completion. + +#### Key views description + +The dashboard is structured with a side navigation menu that allows you to dive into specific areas of performance: + +##### 1\. WebTraffic dashboard (overview) + +This is the main landing page, providing a high-level snapshot of website performance for the selected date range. + +* **Top Metrics:** Shows current values and trends for Total Users, Bounce Rate, Average session duration, and Sessions per user. +* **Volume Chart:** Tracks the daily/monthly volume of Views, Total users, and Sessions. +* **Acquisition Table:** The table further down breaks down traffic by **Session / medium** (e.g., google / organic, google / cpc, (direct) / (none)), providing total users, engagement rate, and key event volume for each channel. + +##### 2\. Organic traffic + +This view isolates the performance of all non-paid traffic, which is a major focus for content and SEO efforts. + +* **Channel Trends:** The chart shows the total users over time broken down by specific organic channels: **Organic Search**, Organic Video, Organic Social, and Organic Shopping. +* **Usage:** Used to track the growth of our SEO efforts and the health of our overall content visibility. + +##### 3\. Traffic by landing page + +This view is crucial for understanding how specific pages on the site are performing in attracting and engaging users. + +* **Performance Table:** Lists the top-performing **Landing Pages** by **Total users** and displays their corresponding **Bounce rate**. +* **Key Pages:** Allows us to quickly identify our most popular entry points (e.g., the homepage /, /docs/get-started/why-fleet, /pricing) and assess content quality based on bounce rate. + +##### 4\. Key events + +This section tracks the **volume** of our most important user actions on the website, allowing us to see how marketing activity correlates with goal completion. + +* **Events over time:** The chart tracks the total number of key events (e.g., form\_submit, purchase, fleet\_website\_contact\_forms, and fleet\_website\_swag\_request) completed over the time range. +* **Usage:** Helps identify peak periods for event completion and measure the absolute success of lead generation forms. + +##### 5\. Key event conversion rates + +This view displays the website's efficiency by tracking the rate at which users complete a key event. Conversion rate is generally a stronger indicator of performance than event volume alone. + +- **Conversion Rates:** Displays the **User Key Event Rate** for primary goals, including: + - **Sign Up Form (Sign up for Fleet):** Tracks the rate of fleet\_website\_sign\_up. + - **Contact Us (or Request Demo):** Tracks the rate of fleet website contact forms. + - **Swag:** Tracks the rate of fleet\_website\_swag\_request. +- **Usage:** Used to monitor A/B test results, measure the quality of traffic from different channels, and ensure key pathways in the product/website are optimized. ## Rituals