Are your dashboards displaying the right metrics?

By Kishore Panangipalli V S K 2 min read

Since information plays the key role in data-driven decisions, it is important that businesses identify and track the right metrics at all times.

Recently, I got into a discussion with a client on identifying a default metric while generating reports in Adobe Analytics. Surprisingly, there is no specific metric which can be used as a default one. Later I came to know that they have been using ‘Instances’ as the default metric for their reporting purpose all along.

So, is ‘Instances’ an appropriate metric? Maybe yes, maybe not. It depends from case to case.

Here’s an example – Let’s say we’re looking for a report where a file is being downloaded. Ideally in this scenario, ‘File Name’ would act as a dimension. But what would be the right metric?

Let’s assume that a file A is downloaded 100 times and file B is downloaded 100 times. In this case, my report will show the total file downloads as 200 (File A + File B). But what if both the files are downloaded by only one user? The end result is that the files which got downloaded 200 different times reached only one person. In this scenario, what is the point of reporting file downloads as 200?

Whatever the scenario, businesses take decisions based on reports. In this scenario, I would recommend the following:

  1. Use the number of times a file is downloaded (Including duplicates)
  2. Create a calculated metric to give a count of unique downloads
  3. Use another calculated metric to provide the download conversion percentage

By these calculated metrics, businesses can know the actual conversion for a specific file.

Are your dashboards displaying the right metrics

So, which metric should we consider while generating any of these reports? The answer is simple. It is purely based on the business requirement. I hope this example helped you understand the importance of identifying the right metric.

If you are still confused and need guidance in identifying the right metrics for your business, please get in touch with us. We have in-house experts who can make your dashboards more accurate so that you can take data-driven decisions. We can also help in designing the right dashboard which will be dynamic for your business specific to your business case.

So, what are you waiting for? Think twice before you conclude that the data in your dashboards reflects the metrics that matter.

Explore Additional Resources

Learn more on how to select the Right CMS for your business and excel the Digital Experience.

We help our clients leverage Adobe Campaign to simplify cross-channel campaign management, deliver intelligently contextualized real-time email message to the right audience.


Over the past 20 years, we have completed thousands of digital projects globally. We have one of the largest and deepest multi-solutions digital consulting teams in the world. Our proprietary processes and years of Digital Experience expertise have earned us a 97% customer satisfaction rating with our clients ranging from Global Fortune 1000 to Mid-Market Enterprises, leading educational institutions, and Non-Profits.

DesignRush has recognized TA Digital as a top Web Design Agency.

About TA Digital

TA Digital is the only global boutique agency that delivers the “best of both worlds” to clients seeking to achieve organizational success through digital transformation. Unlike smaller, regional agencies that lack the ability to scale or large organizations that succumb to a quantity-over-quality approach, we offer resource diversity while also providing meticulous attention to the details that enable strategic success.

Over the past 20 years, TA Digital has positioned clients to achieve digital maturity by focusing on data, customer-centricity and exponential return on investment; by melding exceptional user experience and data-driven methodologies with artificial intelligence and machine learning, we enable digital transformations that intelligently build upon the strategies we set into motion. We are known as a global leader that assists marketing and technology executives in understanding the digital ecosystem while identifying cultural and operational gaps within their business – ultimately ushering organizations toward a more mature model and profitable digital landscape.

Recognized in 2013, 2014, 2015, 2019, and 2020 Inc. 5000 list as one of the most successful technology companies in the United States, TA Digital is pleased also to share high-level strategic partnerships with world class digital experience platform companies like Adobe, SAP and Salesforce and possess global partnerships with industry leaders such as Sitecore, Episerver, Elastic Path, BigCommerce, AWS, Azure and Coveo.

Kishore Panangipalli V S K

Written By

Kishore Panangipalli V S K

More Blogs by the author

Proven Ways to Increase ROI from Digital Transformation
Proven Ways to Increase ROI from Digital Transformation Kishore Panangipalli V S K 4 min read
A Step-by-Step Guide for DTM to Launch Migration
A Step-by-Step Guide for DTM to Launch Migration Kishore Panangipalli V S K 4 min read
How to successfully map KPIs to your business Kishore Panangipalli V S K 2 min read