Track key marketing metrics in your business

Now that you’re familiar with the tools in your Ontraport account and how they apply to your business processes, let’s talk about leveraging one of the most valuable elements of your account: the data. With Ontraport’s reporting features, you can get a firm grasp of every aspect of your business’s performance so you can make data-driven decisions as you grow your business.

In this video I’ll give you an overview of the reporting features: your Dashboard reports and sales and automation reporting. After this course, you’ll be able to build Dashboard metrics, which are like snapshots in time. You’ll also know how to view your data through charts with the Trends Dashboard so you can easily spot changes over time. With sales reports, you can keep an eye on sales performance to optimize your sales process and make projections for future results. And with automation reporting you can track your automation results in real time.

Each reporting feature has its own video in this course, so for now I’ll just give you the whirlwind tour and keep it “big picture” so you know what’s possible.

Let’s start with the Dashboard. Ontraport’s Dashboard is like the cockpit of an airplane. If you were a pilot, you’d want to see all your critical information in real time, like distance from your destination. You might also want to have a quick visual of how certain data is changing over time, like pressure and altitude.

Your Dashboard can display your sales data in similar ways. You might prefer to see some info as one number in real time, and some might be more useful viewed as a line chart so you can see it changing over time. Whatever will help you best fly your (metaphorical) plane, you can set up in the Dashboard.

If you click on “Dashboard” in your main navigation bar, you’ll get to your account’s Metrics Dashboard.

Think of your Metrics Dashboard as a snapshot in real time. In other words, your metrics calculate stats for specific time frames that you set, like “today” or “the last seven days” or “last year.” Use metrics to keep an eye on key indicators of your business’s performance — some things might be pretty “zoomed in” while others are “zoomed out.”

You can keep your metrics simple and straightforward or get as detailed as you want. I’ll give you a few examples. You could set up metrics for the information you want to check every day, like “How many new contacts have I collected this month?” and “How many visits did my sales page get this week?”

Or you can really drill down and get the answers to questions like, “What’s this week’s conversion rate between visiting my sales page and purchasing my product for only contacts in the west coast?”

The other Dashboard in your account is Trends. While the Metrics Dashboard shows data in real time as a snapshot, your Trends Dashboard helps you see changes in your key business metrics over time. You can see that it looks different, too -- line charts rather than numbers. It’s a bit more like a fitness app.

So, like a fitness app helps you see if you are achieving your goal of being more active, your Trends Dashboard helps you see if your lead collection strategy is working and collecting leads at a greater rate. Or maybe you want to see if the updates to your sales email are increasing your click rate, like this. Just specify what you want to see and the time frame you’re interested in, and boom — there you have it!

Now let’s look at Sales Reports — here. You can see that Sales Reports look a bit like a credit card statement. But instead of detailed information about the products you’ve purchased, you’ll see the other side — all about the stuff you’ve sold.

You can change the columns on your reports to see the information that’s most important to you. These reports can also be exported into spreadsheets to use in your accounting software or to save a hard copy.

We’ve got a sales report for every use case we could think up, so definitely check out our Sales Reports video for more on the individual reports you can create.

Last, I want to show you Automation Reporting. Think of Automation Reporting as a GPS tracker for your automation. It shows you where you are in real time.

While the destination on your GPS is the address you drive to, the destination for your automation is the action you want your contact to achieve — your goal elements. Your automation reports help you make sure that you’re headed in the right direction, and they give you a heads up if you need to make changes to your route.

Up next you’ll learn all about how to use these different reporting tools in your account. In, “Dashboard Metrics” you’ll learn how to create and refine the important metrics for your account. In “Dashboard Trends” you’ll see how to use Trends charts to spot important changes over time. The Sales Reports video covers all of the different reports you have and when you’d use them. And “Reporting with Automation” will give you ideas for real time reporting right on your automation maps.

You’ve got a nice overview of the different kinds of reporting in your account; now you’re ready to dip your toes into the specifics! Let’s keep moving together.

Return to Reporting in Ontraport

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