How to Build a KPI Tracking Dashboard Using Woopra

Posted in Analytics, SEM Tools, Tracking

woopra-dashboard

More analytics mavens are becoming aware of Woopra, a relatively inexpensive software package, available on the web and as a desktop application.  Woopra is best known for its gorgeous daily dashboard (pictured above) and extremely useful real-time analytics features (below).  For this post, we’ll use the desktop application.

What’s less known are Woopra’s killer KPI reporting capabilities, using custom segmentation features Woopra calls “Filters.”  This post extrapolates on my previous SearchEngineWatch article, “Google Analytics, Conversion Tracking & Single Segment Reporting Power,” bringing the powerful conversion tracking technique to Woopra, one of the most intuitive analytics UIs in the world.  Let’s get started building our KPI dashboard.

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Creating KPI Segmentation “Filters” in Woopra
Start by clicking on the analytics link on the left-hand column.

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Then choose “Create a new filter.”

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Choose from the standard suite of analytics segmenting criteria, including search query, platform, browser, full referral URL that includes any URL variables and referrer types, among others.  Note that various engagement metrics are unique to Woopra, including an intriguing capacity to track segments flagging specific users you’ve tagged in the course of day-to-day real-time analysis.

For this demo we’ll track progress of our recent Google Keyword Tool article.

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While we’ll keep this segment simple, note that it’s possible to stack complex segmenting criteria, just like when using Google Analytics Advanced Segments.  After returning to the analytics link on the left-hand column, select the segment just created.

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Then specify a date range. The link is in the UI’s upper right.

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Great! Now we’re focusing all the power of Woopra analytics screens solely on our conversion segment.  Our KPI, again, is traffic to a specific page.  This certainly could be a “Thank You” page with a confirmation URL variable for a form submission or an e-commerce purchase.  Actionable insights gained, whilst perusing single conversion segments, can be dramatic, colorful and super easy to read.  Here are some reports we’re fond of.

Conversion by Daily Visitors & Time On Page
This cool report highlights time-on-page each day that converting visitors invested in our content. Note that by clicking on Friday the 8th, the purple graph shows our page views for the selected day.

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Conversion By Country
This über pretty report rarely fails to wow clients. Click on any line graph to expand the graph.

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Search Engine Conversion
Wondering if keyword referrals from search engines around the world result in conversions? This report is crystal clear.

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KPI Conversion Calendar
We love this one, and it’s truly one of the coolest features of Woopra.  The upper left-hand corner shows KPI performance for month-to-date.  Moving across the top row, we see conversion for the average Monday, Tuesday, Wednesday, etc. Then KPI success is tracked by the day for the rest of the month.  This report kicks ass.

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Conversion by Browser Type
Sometimes conversion problems are associated with issues sites have with certain browsers and platforms.  Perhaps a key page in the funnel is not parsing correctly for some reason.  This report flags conversion by browser.

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KPI Conversion by Referring Site
It’s easy to see that Sphinn.com has sent some visitors. We’ve clicked on Sphinn in the Woopra UI, graphing referrals to our KPI page by day. If a picture speaks a thousand words, this report offers 2000.

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Conversion by Referral Type
Woopra has preset referral buckets, sorted by a basic subdivision of site-types that send traffic.  The sort is by social networks, search engines, social bookmarks, feed readers, etc.

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Exportable reports are uninspiring, but useful nonetheless.

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Using Woopra as a KPI Dashboard
We suggest that those serious about reporting with Woopra build a macro that screen scrapes or otherwise documents reports for clients.  It’s very cool to do a narrated screen cast and email the file to clients, giving a weekly 60-second overview of KPI progress from the previous week or other time interval.  Also, clients can install their own local version on a computer to track KPI progress. It’s quite simple to teach anyone to choose between various KPI segments that we set up for them.

Enjoy, and let us know what you think of Woopra for KPI reporting.

  • Tracey Hicks

    Great article, I will check out Woopra. Analytics is my thing. Do you remember meeting me in NY at SMX East? You meet so many people probably not. I sat right in front of you during the FB for SEO preso when you were with Chris Silver from Key Relevance. Anyway, I have a FB question for you from a client. It doesn’t make a lot of sense to me, but I thought you might have some insight. Can you, and more importantly would you, reserve a http://www.facebook.com/companyname without having a plan for FB or social media in insight? Is it important to reserve the “brand” this way if you aren’t going to use it? What would be a good reason for doing this? Can you do this by registering with FB?

    Thanks – love your blog. Too bad we never got a chance to talk any further while I was in NY. Take care

  • Lauren Litwinka

    Hi Tracey – Marty is out of the office at the BlueGlass conference in Florida, but I’d be happy to provide insight on your question. Best practice is to claim the branded Facebook page presence now regardless of an existing social strategy, just keep in mind that the page and by extension, the brand, might look a little silly / devoid of life while a plan is developed & the page lacks activity / content. By not claiming the page immediately, you run the risk of someone else claiming it. If it’s your mark, you can obviously petition Facebook to claim it. Basically, it comes down to having your Official Page look inactive for a little vs. expending resources & time to get it back from Facebook down the line. Hope this helps!

  • Tracey Hicks

    Thanks – this helps alot!! Do you have any good resources for finding or formulating questions for a FB fan survey? Do you have any insight on the WildFire app? It looks good – we recently received a demo but I’m not 100% sure its the best tool for a fan survey. What do you think?

  • Jonathan Beyer

    This article is fantastic. Is there any way to track e-commerce sells (like google analytics does)?