The Analytics Overview is the default section on the default Analytics tab within the Projects application.

This guide will walk you through how to utilize this overview for your various sub-accounts. By the end, you should be able to scan this overview for any client, so that you can gauge performances at a glance.

There is an Analytics Overview for each sub-account associated with your partner account. You can find the list of each client using the left-side column.

If your client list exceeds the length of the column, you can quickly search for a client by using the search bar at the top. When you find the client you want to review, click on the name, and the Analytics tab will update accordingly.

You can learn how to add analytics tracking for each service by reading through the appropriate help article below:

Your Overview’s appearance will vary from account to account. Some of the sections below may not apply if you are not currently using that service for reviewing the sub-account. Nevertheless, we will go through each overview for educational purposes.

Impressions

This refers to the number of times that one of your ads appears on screen for a user. The number under Impressions refers to the total number of impressions across all of your ads from all of your tracked campaigns.

Below this number is a monetary value in purple that displays in your account’s currency of choice. This number indicates your Cost per 1,000 Impressions, also known as CPM. The value here is what you pay Google for every 1,000 ad views.

Clicks

This refers to the number of times that a user clicks on one of your advertisements. An advertisement appears on the screen, which counts as an Impression, and then becomes a Click after the user interacts with it.

The monetary value in purple below your Clicks indicates how much you are spending in the ad budget per each click you receive.

In addition to these first metrics, you will notice a blue arrow that appears in between your Impressions and Clicks. This number will always appear as a percentage. The percentage refers to the number of Clicks you have versus the number of Impressions. If you have 1,000 Impressions and 100 Clicks, the blue arrow will report 10%, for example.

Conversions

Conversions are a metric that you must set up within your Google Ads account. A Conversion refers to an action that a customer must complete such as adding an item to a cart, making a purchase, or completing a form. You must determine what you wish to track and count as a conversion depending on the goals of your campaign.

Note - If you do not set up a conversion metric for your Google Ads campaigns, this will always display as 0.

The monetary value in purple beneath Conversions refers to the amount you are spending to complete a single conversion.

Finally, there is a second blue arrow in between Clicks and Conversions that also features a percentage. This percentage compares your number of successful Conversions versus your total number of Clicks. Using our example above, we have 100 Clicks, but our analytics reports that we have 10 Conversions. Therefore, the arrow in blue will display 10% once again.

Amount Spent

This refers to your total amount of ad spend for the last thirty days for this Google Ads account. However, this is just the default. Further below, we will cover how you can set up custom date ranges for more concise analytics and tracking.

ROI (Return on Investment)

ROI is a completely optional metric that you must set up within your Google Ads account. This allows you to set a custom value that you earn per Conversion.

For example, if you set your conversion value to $10 and gain 10 Conversions, this number will read $100. You can verify this calculation by looking at the purple text below this section that indicates your total number of sales with your custom value indicated in parentheses.

Finally, the blue arrow between these two fields indicates the difference in your ROI versus the amount spent in the same time frame.

Impressions

This refers to the number of times that one of your ads appears on screen for a user. The number under Impressions refers to the total number of impressions across all of your ads from all of your tracked campaigns.

Below this number is a monetary value in purple that displays in your account’s currency of choice. This number indicates your Cost per 1,000 Impressions, also known as CPM. The value here is what you pay Facebook for every 1,000 ad views.

Clicks

This refers to the number of times that a user clicks on one of your advertisements. An advertisement appears on the screen, which counts as an Impression, and then becomes a Click after the user interacts with it.

The monetary value in purple below your Clicks indicates how much you are spending in the ad budget per each click you receive.

In addition to these first metrics, you will notice a blue arrow that appears in between your Impressions and Clicks. This number will always appear as a percentage. The percentage refers to the number of Clicks you have versus the number of Impressions. If you have 1,000 Impressions and 100 Clicks, the blue arrow will report 10%, for example.

Conversions

Conversions are a metric that you must set up within your Facebook Ads account. A Conversion refers to an action that a customer must complete such as adding an item to a cart, making a purchase, or completing a form. You must determine what you wish to track and count as a conversion depending on the goals of your campaign.

Note - If you do not set up a conversion metric for your Facebook Ads campaigns, this will always display as 0.

The monetary value in purple beneath Conversions refers to the amount you are spending to complete a single conversion.

Finally, there is a second blue arrow in between Clicks and Conversions that also features a percentage. This percentage compares your number of successful Conversions versus your total number of Clicks. Using our example above, we have 100 Clicks, but our analytics reports that we have 10 Conversions. Therefore, the arrow in blue will display 10% once again.

Amount Spent

This refers to your total amount of ad spend for the last thirty days for this Facebook Ads account. However, this is just the default. Further below, we will cover how you can set up custom date ranges for more concise analytics and tracking.

ROI (Return on Investment)

ROI is a completely optional metric that you must set up within your Facebook Ads account. This allows you to set a custom value that you earn per Conversion.

For example, if you set your conversion value to $10 and gain 10 Conversions, this number will read $100. You can verify this calculation by looking at the purple text below this section that indicates your total number of sales with your custom value indicated in parentheses.

Finally, the blue arrow between these two fields indicates the difference in your ROI versus the amount spent in the same time frame.

The Google Analytics overview is more straightforward and contains data for four primary metrics:

Users

This shows the number of unique users that visited your site within the period.

Sessions

This is the number of browsing sessions that occurred on your site within the period.

Bounce Rate

This shows the rate at which users leave your site without taking any action.

Sessions Duration

This shows the average duration of a browsing session.

All Calls

This is the total number of calls received to date.

Answered Calls

This is the total number of calls your team answered out of the total calls received.

Notice that there is a blue arrow with a percentage in between these two metrics. This percentage is calculated by dividing the number of Answered Calls by All Calls.

Missed Calls

This is the number of calls your team missed out of the total calls received.

Once again, there is another blue arrow that calculates the percentage of missed calls. This is calculated by dividing the number of Missed Calls by All Calls.

First-Time Callers

This is the number of unique callers that call your number for the first time.

Avg. Duration

This is the average duration of each call. This is calculated by taking the total duration of all calls divided by the total number of calls.

The final blue arrow indicates the percentage of First-Time Callers. This is calculated by dividing the number of First-Time Callers by All Calls.

Call Volume

Finally, the last section provides a graph of your call volume throughout the month. The X-axis indicates the date whereas the Y-axis is the number of calls. You can also hover over a date to view a small pop-up if you need a direct summary.

The SEO Overview contains metrics for four major categories:

Average Position Changes

This graph shows the aggregated total of your website's position changes within Google search results for the selected date range. Your aggregated net position change will appear in bolded text below the label. It will also include a red arrow pointing down, which indicates a net position loss, or a green upward arrow, indicating a net position gain.

Average Position

This is the average position for all of your keywords for the selected date range.

First Position

This graph displays the total number of first-position keywords you have out of all of your tracked keywords. The bolded text shows the current number of first-position keywords. It will be followed by a red down arrow or a green up arrow indicating a decrease or increase over the period.

Current Position

The final section is a simple breakdown of your keyword positions. These are broken down into five (5) categories:

The number of keywords that meet each category condition is indicated on the right.

This section provides a breakdown of where your various directory listings currently stand.

All Listings

This indicates how many directory listings you are attempting to push live.

Live Listings

This indicates the number of currently active directory listings.

Processing

This indicates the listings that are still attempting to go live and waiting to be processed through the service.

Unavailable

This indicates the listings that are currently not available to you at this time. This could be caused by a variety of factors including your business location, an error in the software, issues with the directory listing provider, etc. You may need to reach out to the directory directly to resolve the issue.

Opted Out

This indicates any listings that you opted out of use for any reason.

This section compiles some important analytics about how users find and contact your business as a result of your directory listings.

View on Search

This shows how many users visit your listings through a local search result.

View on Map

This shows how many users view your business on Google Maps as a result of your directory listings.

Directions

This shows how many users click through to find directions to your business from their location.

Phone Calls

This indicates how many users find your phone number and make a call through your directory listings.

Listing Clicks

This indicates how many users clicked on your directory listing from any location.