The Metrics Dashboard Every Website Team Needs

With dozens of tools spitting out numbers, how do you decide what to watch daily? We build a simple, unified dashboard for marketing and leadership that shows exactly what matters for Kenyan businesses competing online.

Why a Unified Dashboard Matters

Most Kenyan businesses use Google Analytics, Search Console, social media analytics, and potentially Google Ads—all showing different numbers in different places. A unified dashboard brings everything together so you can see the full picture at a glance and make data-driven decisions quickly.

Acquisition Snapshot

Know exactly where your traffic comes from and which channels drive the best results:

• Organic sessions and queries: See which Google searches bring visitors, especially local searches like "SEO agency Nairobi" or "construction companies Kenya"
• Paid media spend versus conversions: Track ROI from Google Ads and social media campaigns
• Referral traffic: Monitor traffic from partner sites, PR campaigns, or business directories
• Direct traffic: Track branded searches and returning visitors
• Geographic breakdown: See traffic from Nairobi, Mombasa, and across Kenya

Engagement & UX

Understand how visitors interact with your site:

• Bounce rate: Identify pages where visitors leave immediately
• Time on key pages: See which content keeps visitors engaged
• Scroll depth: Track how far visitors scroll on important pages
• Clarity session recordings: Watch real user sessions to catch UX issues
• Mobile vs desktop behavior: Compare engagement across devices (critical for Kenya's 80% mobile users)
• Core Web Vitals: Monitor page speed and user experience metrics

Conversion & Pipeline

Track every step from visitor to customer:

• Form completions: Quote requests, contact forms, newsletter signups
• CTA click-through rates: Measure button and link performance
• Chat flow metrics: Track WhatsApp clicks, live chat interactions
• Lead scoring: Identify high-value visitors and prospects
• Revenue attribution: Connect conversions to marketing channels
• Conversion funnels: See where visitors drop off in the customer journey

SEO Performance

Monitor your search engine visibility:

• Keyword rankings: Track positions for target keywords in Nairobi and Kenya
• Organic traffic trends: See growth over time
• Top landing pages: Identify your most valuable SEO pages
• Backlink growth: Monitor link building progress
• Local pack visibility: Track Google My Business performance

AI Performance

For teams running AI assistants, track how automation impacts your business:

• Containment rate: Percentage of inquiries handled by AI without human intervention
• Human escalation rate: How often AI transfers to human agents
• CSAT scores: Customer satisfaction with AI interactions
• Response time: Average time to first response (AI vs human)
• Cost per inquiry: Compare AI handling costs to human support

Key Metrics for Kenyan Businesses

Based on our experience with 45+ Kenyan businesses, here are the metrics that matter most:

Daily Metrics

• Organic traffic vs yesterday/last week
• Form submissions and quote requests
• Phone calls from website (via click-to-call tracking)
• WhatsApp clicks and conversations started
• Google Ads performance (if running campaigns)

Weekly Metrics

• Keyword ranking changes
• Top performing pages and content
• Conversion rate trends
• Traffic source breakdown
• Mobile vs desktop performance

Monthly Metrics

• Total organic traffic growth
• New backlinks acquired
• Content published and its performance
• ROI from all marketing channels
• Overall conversion rate improvements

Building Your Dashboard

We recommend using:

• Google Analytics 4: Core traffic and conversion data
• Google Search Console: SEO performance and search queries
• Google Data Studio: Unified dashboard combining multiple data sources
• Vercel Analytics: Real-time performance metrics (if using Vercel)
• Custom tracking: WhatsApp clicks, phone calls, specific form submissions

Actionable Insights

A good dashboard doesn't just show numbers—it highlights opportunities:

• Traffic dropping? Check for technical issues or algorithm updates
• High bounce rate on a page? Review content and user experience
• Low conversion rate? Test different CTAs and landing page designs
• Mobile performance poor? Optimize for mobile users (80% of Kenyan traffic)
• Keywords ranking but not converting? Improve on-page content and user experience

One dashboard, updated daily, means every conversation starts with the same facts. No more guessing or relying on outdated data—just clear insights that drive decisions.

Need help setting up a metrics dashboard for your Kenyan business? Contact us for a free analytics audit, or check out our SEO packages that include dashboard setup and ongoing monitoring starting at KES 10,000/month.