Anatomy of a Briefmetrics Report

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Pacing Chart

An important metric to keep track of is how your analytics is performing compared to the same time during the previous month (Month-over-Month, or MoM pacing chart). The focal point of the report is the pacing chart which compares the progress of this month to the last month, allowing you to visually see the trend and set expectations for the coming weeks.

Month over Month

Key Performance Indicators (KPI)

The rest of the report focuses on key metrics from the previous week (Week over Week, or WoW). We start with the basics: Views and bounce rate, compared to the previous week. Immediately we want to answer: Are the high-level metrics getting better or worse? Then we follow up with uniques, session time, and pages per session in an easy-to-consume sentence—this helps us paint the picture of how our visitors are behaving.

Weekly Key Performance Indicators

Customer Acquisition Cost (CAC)

With Ecommerce and Adwords linked to your Google Analytics, you'll see a very important section showing your total revenue for the week and the calculated acquisition cost.

Weekly Customer Acquisition Cost

The acquisition cost and revenue per ad conversion is spelled out so you can make a simple decision: Is revenue per ad-acquired customer exceeding your profit? If you're making money from your ads, then you should increase your ad spend! If you're losing money per ad conversion, then it's time to tweak your ads.

Details & Annotations

While Google Analytics gives you the bulk data in big tables with many rows and columns, Briefmetrics takes a different approach: We turn complicated tables into a list with values and names, then we annotate each item with tags which only highlight the extremes and important deviations.

Focus on what's important: If your average bounce rate is 50% then we don't waste your time by telling you about every page which got 51% or 49% bounce rate—that's boring and not important. We only highlight pages which have the highest and lowest bounce rates, and any bounce rates which substantially deviate from the site average. You'll see pages annotated with bounce rates like 90% or 20% which are worth looking at.

You'll see the most interesting rows highlighted with green when it's better than the site average and highlighted with red when it's worse than average. Put some extra time into fixing the reds, and do more of what you're doing with the greens.

Top pages

These are the top pages on your property by the number of visits. Your landing page should be #1 here, unless you scored a great blog post recently which is driving the bulk of the traffic. You know best which pages you need to drive the most traffic to, so keep an eye on these and adjust your strategy accordingly.

Top Page Traffic

Mobile application reports will show Screens instead of Pages.

Referrers

Which websites are driving the most traffic to you? New referres are annotated with a New tag, keep an eye on these. When a new referrer comes along, it's a good idea to thank them or even retweet their promotion to amplify the social proof that they've given you.

Top Link Referrers

Products & Sales

If you have Ecommerce Analytics instrumented, then you'll see a list of all your sales and revenue per product. A handy little overview to keep an eye on every week, even if you have more sophisticated sales tracking software behind the scenes.

Product Revenue

Mobile Versions

For mobile analytics, such as iOS or Android apps, you'll have a version table which lets you keep track of your users' upgrade progress. Does the latest version perform worse than the previous version? Are there more crashes? This is where you'll want to look.

Mobile Versions

Mobile reports have a few extra relevant sections such as geographic distribution and In App Purchase (IAP) conversion data. All of this is automatically included when you pick a mobile property, Briefmetrics knows what you need.

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