Marketing analytics 03 / SaaS / BI dashboard
One Dashboard the Marketing Team Could Actually Run On
A monthly performance dashboard joining GA4 and Search Console so acquisition, organic visibility and signup conversion could be read in a single place.
- My role
- Project lead and planner
- Period
- Apr 2024 - Sep 2025
- Engagement
- Project delivered during my Golden Owl Solutions role
Business objective: Grow relevant organic traffic and improve the journey from landlord resources to tenant-screening signup.
My ownership: I led planning and delivery: translated management objectives into project KPIs and milestones, allocated work and resources, trained and guided contributors, and owned progress against the agreed targets.
Online landlord services and SaaS
A landlord’s information journey should connect legal resources and practical advice to relevant tenant-screening services and signup. Reporting joins search visibility with those next actions.
Delivered during Golden Owl · Apr 2024–Sep 2025. Professional reporting used GA4 and Looker Studio; signup is not a revenue measure.
Marketing, SEO and management were each reading different numbers from different tools. The brief was to build one monthly view that connected channel acquisition in GA4 to organic visibility in Search Console, and then to signup conversion — so that a claim about growth could be checked against the page types and queries actually producing it.
Organic search carries the business: 81% of sessions, up 6.9% month on month, with a moderate 56.0% bounce rate and two-minute average session. Traffic grew 21.0% to 28.2K, while average position improved from 15.4 to 14. CTR fell from 1.1% to 0.9%; query and device mix need inspection before explaining that decline. The clearest weak point is direct traffic: sessions up 31.4% but bouncing at 71.1%, which points at a landing-experience or intent mismatch worth investigating.
What the evidence says
What the dashboard surfaced.
Organic is the business, and it is still compounding
81% of sessions come from organic search, growing 6.9% month on month with a 56.0% bounce rate and 02:00 average session duration — a stable, healthy base rather than a spike.
Evidence: sessions by channel group, GA4, June 2025The CTR decline needs a query-level explanation
Reported CTR dipped from 1.1% to 0.9% while average position improved. Broader query coverage is one possible explanation; comparable query, device and period cuts are needed to distinguish it from other changes.
Evidence: monthly clicks and impressions trend, Search ConsoleDirect traffic grew fast and converted badly
Direct sessions increased 31.4% but bounce rate sits at 71.1%, well above every other channel, indicating a mismatch between what those users expect and the page they land on.
Evidence: channel performance table with bounce rate and session durationSignup conversion concentrates in a few page types
Service pages such as tenant background screening and online rental application convert to /signup far above blog average, while the highest-traffic blog posts convert weakly — the same volume-versus-intent split seen across the portfolio.
Evidence: top URLs, page types and topics by conversion to /signup
- Investigate the 71.1% direct bounce rate as a landing-experience problem before treating direct growth as a win.
- Read CTR alongside impressions and position rather than alone, so query-coverage expansion is not misread as decline.
- Build internal routes from the highest-traffic blog posts into the service pages that actually convert to signup.
- Track the blog posts with the largest click drops as a recurring recovery queue rather than a one-off audit.
- Keep referral sources such as reddit under review — volume is small but conversion behaviour differs from organic.
- GA4 and Search Console joined in Looker Studio so acquisition and visibility share one date control and one channel definition.
- Page-type grouping (blog, homepage, services, laws, state) applied so URLs roll up into readable categories.
- Conversion measured against the /signup destination rather than a generic goal, keeping the funnel definition explicit.
- Month-on-month deltas shown next to every KPI so movement is visible without opening a second report.
- Query, landing-page, topic and linking-site tables included to support drill-down from any headline number.
- Search Console and GA4 attribute and sample differently, so click and session counts will not reconcile exactly.
- The report covers a single month; trend claims beyond the month-on-month delta need a longer series.
- Signup is the measured endpoint — activation, paid conversion and retention are not in scope.