Analytics & Reporting Guide

Purpose

Give you a single source of truth and clear decisions. We define metrics, build models and dashboards, and set a cadence for reviews.

Data Model

⭐ Star Schema Architecture

• Fact tables: Events, orders, spend
• Dimensions: Date, channel, product, customer
• Channel mapping: Standard UTMs and vendor sources
• Currency handling: Code and rate tables for KRW and USD
• Identity resolution: user_id, lead_id, and account_id crosswalks

Refresh and Access

🔄 Refresh Schedule

• Ads: Daily
• SEO: Daily
• Orders: Daily or hourly
• Returns: Daily

🔐 Access Control

• Power BI or Tableau front end
• Row-level security when needed
• Shows "Last refresh" on every view
• Filter badges visible

Metric Dictionary

🌐 Traffic Metrics

• Sessions, users
• Device mix
• New vs returning

📈 Marketing Metrics

• CPC, CPM, CTR
• CPA, CAC
• ROAS, MER

💰 Commerce Metrics

• AOV, CVR, RPV
• Contribution margin
• Cart abandonment

🔄 Retention Metrics

• Repeat rate
• Reorder interval
• LTV, cohort retention

📍 Local Metrics

• Calls, direction requests
• Website clicks from GBP
• Review metrics

🏪 Retail Pilot Metrics

• Units per store per week
• Return rate
• Out-of-stock count

Standard Dashboards

👔 Executive KPIs

High-level business metrics

RevenueOrdersContribution MarginCACROASRepeat Rate

🔄 Marketing Funnel

Sessions to purchase with step rates

Sessions → Product Views → Add to Cart → Checkout → Purchase

🔍 SEO Performance

• Non-branded clicks and impressions
• CTR and average position
• Page lift after fixes

💰 Paid Media

• Spend, CPA, ROAS by channel and campaign
• Creative test panel
• Performance matrix table

📦 Product Margin

• SKU Pareto analysis
• Price vs units scatter
• Returns and contribution

↩️ Reverse Logistics

• Return rate trend
• Return reasons breakdown
• RMA aging report

🏪 Retail Pilot

• Velocity by store
• Promo performance
• Distribution metrics

Attribution

• Default to last non-direct click for reporting
• Add model comparisons when spend is material
• Keep decisions simple: use contribution margin and payback windows

Operating Rhythm

📅

Weekly

30-minute check-in with wins, issues, next steps

📊

Monthly

Review with decisions and updated plan

🎯

Quarterly

Deep dive on strategy and budget

Issue Handling

📝 Change Log

Track data incidents with owner and fix window

📢 Release Notes

Never change definitions without documentation

Export Options

📄

CSV

📊

Google Sheets

🔌

API

🏢

Warehouse Sync

Supported Warehouses: BigQuery, Snowflake, Redshift, S3

Dashboard Examples

Executive Dashboard Layout

┌─────────────────────────────────────────────────────┐
│  Revenue      Orders      Margin      CAC           │
│  $125,432     1,234       32%         $45           │
│  ▲ 12%        ▲ 8%        ▲ 2pp       ▼ 15%         │
├─────────────────────────────────────────────────────┤
│  [Revenue Trend Chart]    │  [Channel Performance]  │
│  ━━━━━━━━━━━━━━━━━━━━━━   │  ■ Paid Search  45%     │
│                           │  ■ Organic      30%     │
│                           │  ■ Social       15%     │
│                           │  ■ Direct       10%     │
└─────────────────────────────────────────────────────┘

Ready for Data-Driven Decisions?

Get the insights you need with professional dashboards and clear reporting. Contact henry@primechasedata.com to get started.

Build Your Analytics