Case study · 03
Dashboards that drive the next move
Events, funnels and clean reporting that turn clicks into the next right decision — not another spreadsheet nobody opens.
- Analytics
- GA4
- Reporting
- Funnels
The problem
Data you can't act on
Most dashboards are vanity meters: page views, session counts and a wall of charts nobody can turn into a decision. If a metric can't answer "so what do we do next?", it's noise.
The brand had plenty of data and no clarity.
The rebuild
One metric, one owner
I redesigned the reporting around decisions, not data: every dashboard answers one question, every metric has an owner, and every week ends with a clear next move.
Reporting stopped being a chore and started being a compass.
Process
From noise to navigation
Define the questions
Started with the decisions the team makes each week, then worked backwards to the metrics that answer them.
Set up events
Implemented the key events that actually mean something — signups, add-to-cart, form submissions, key scrolls.
Map the funnels
Traced the three journeys that matter and found exactly where people drop off.
Build clean views
One page per decision, in plain language, no filler charts.
Start the weekly rhythm
Same time every week, same questions — compare, decide, act, repeat.
Working notes
From raw to useful
Make data a compass
Is your dashboard a decoration or a decision tool?
Send me a sample report. I'll show you what's actually worth tracking — and what to stop looking at.