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How to create your Digital Metrics Dashboard

Personalise your dashboard

Add your organisation's logo

Use your brand colours in the graphs
Change the font to your organisation's

Steps to update the dashboard

In the sheet "Dashboard" change the month in cell N3, the format should be DD/MM/YYYY (e.g. for July 2013: 01

In the sheet "Data" add the month in the next empty cell in row A, you can drag the value from the cell on the left
should be DD/MM/YYYY.
Fill in the cells that are in yellow with your website, social media and apps data for that month. Cells in grey conta
calculate the variation compared to previous periods, so you do not need to modify these cells. As you enter the
dashboard will be updated automatically.
Manually add information about the content visited on the website (eg. most visited pages, most read blog posts
pages) in cells J50-P61.
Add a summary of the results of the digital activity for that month at the top of the dashboard, in the "Highlights

Start reporting! You can save the dashboard as a PDF or as a web page

Template information
Tate Digital Metrics Dashboard v1.0
Please note this template uses example data and does not reflect Tate's digital data.

This dashboard has been built using Excel 2010. It works in previous versions although some formatting is not supported. If
formula errors or want to send your feedback for future improvements please contact: webmaster@tate.org.uk

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported License.
Metric Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12
Top
Visits 100,000 120,000 150,000 90,000 200,000 160,000 170,000
% prev. month 20% 25% -40% 122% -20% 6%
% prev. year
Pages per visit 3.4 2.3 2.4 2.6 3.2 3.3 2.4
% prev. month -32% 4% 8% 23% 3% -27%
% prev. year
Users 1,000 1,100 1,200 1,300 1,400 1,500 1,600
% prev. month 10% 9% 8% 8% 7% 7%
% prev. year
Comments 100 100 150 230 150 140 200
% prev. month 0% 50% 53% -35% -7% 43%
% prev. year
Revenue
Total £15,000 £20,000 £25,000 £30,000 £50,000 £20,000 £10,000
% prev. month 33% 25% 20% 67% -60% -50%
% prev. year
Traffic sources
Search engines 60% 60% 60% 60% 60% 60% 60%
Referring sites 20% 20% 20% 20% 20% 20% 20%
Direct 15% 15% 15% 15% 15% 15% 15%
Other 5% 5% 5% 5% 5% 5% 5%
Device
Desktop 93% 91% 89% 87% 85% 83% 81%
% prev. month -2% -2% -2% -2% -2% -2%
Tablet 3% 4% 5% 6% 7% 8% 9%
% prev. month 33% 25% 20% 17% 14% 13%
Smartphone 4% 5% 6% 7% 8% 9% 10%
% prev. month 25% 20% 17% 14% 13% 11%
Social media
Facebook 50,000 60,000 70,000 80,000 90,000 100,000 110,000
% prev. month 20% 17% 14% 13% 11% 10%
% engaged users 0.1% 0.2% 0.3% 0.4% 0.2% 0.1% 0.2%
% prev. month 100% 50% 33% -50% -50% 100%
Twitter 100,000 120,000 140,000 160,000 180,000 200,000 220,000
% prev. month 20% 17% 14% 13% 11% 10%
% engaged users 0.1% 0.2% 0.3% 0.1% 0.2% 0.3% 0.1%
% prev. month 100% 50% -67% 100% 50% -67%
Email subscribers
Main list 100,000 110,000 120,000 130,000 140,000 150,000 160,000
% prev. month 10% 9% 8% 8% 7% 7%
Members 10,000 11,000 12,000 13,000 14,000 15,000 16,000
% prev. month 10% 9% 8% 8% 7% 7%
Apps
Downloads 5,000 10,000 7,000 5,000 10,000 7,000 5,000
% prev. month 100% -30% -29% 100% -30% -29%
Revenue £100 £120 £110 £130 £140 £150 £130
% prev. month 20% -8% 18% 8% 7% -13%
Content
Art & artist 32% 32% 32% 32% 32% 32% 32%
What's on 25% 25% 25% 25% 25% 25% 25%
Visit 15% 15% 15% 15% 15% 15% 15%
Learn 10% 10% 10% 10% 10% 10% 10%
Research 5% 5% 5% 5% 5% 5% 5%
Other 20% 20% 20% 20% 20% 20% 20%
 Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13

180,000 130,000 100,000 110,000 140,000 130,000

6% -28% -23% 10% 27% -7%
30%
2.6 3.2 2.3 2.4 2.8 3.2
8% 23% -28% 4% 17% 14%
-6%
1,700 1,800 1,900 2,000 2,100 2,200
6% 6% 6% 5% 5% 5%
120%
230 150 260 130 120 140
15% -35% 73% -50% -8% 17%
40%

£25,000 £30,000 £25,000 £40,000 £45,000 £35,000

150% 20% -17% 60% 13% -22%
133%

60% 60% 60% 60% 60% 60%

20% 20% 20% 20% 20% 20%
15% 15% 15% 15% 15% 15%
5% 5% 5% 5% 5% 5%

79% 77% 75% 73% 71% 69%

-2% -3% -3% -3% -3% -3%
10% 11% 12% 13% 14% 15%
11% 10% 9% 8% 8% 7%
11% 12% 13% 14% 15% 16%
10% 9% 8% 8% 7% 7%

120,000 130,000 140,000 150,000 160,000 170,000

9% 8% 8% 7% 7% 6%
0.3% 0.4% 0.2% 0.1% 0.2% 0.3%
50% 33% -50% -50% 100% 50%
240,000 260,000 280,000 300,000 320,000 330,000
9% 8% 8% 7% 7% 3%
0.2% 0.3% 0.1% 0.2% 0.3% 0.1%
100% 50% -67% 100% 50% -67%

170,000 180,000 190,000 200,000 210,000 220,000

6% 6% 6% 5% 5% 5%
17,000 18,000 19,000 20,000 21,000 22,000
6% 6% 6% 5% 5% 5%

10,000 7,000 5,000 10,000 7,000 5,000

100% -30% -29% 100% -30% -29%
£110 £100 £160 £150 £140 £130
-15% -9% 60% -6% -7% -7%

32% 32% 32% 32% 32% 33%

25% 25% 25% 25% 25% 22%
15% 15% 15% 15% 15% 15%
10% 10% 10% 10% 10% 10%
5% 5% 5% 5% 5% 5%
20% 20% 20% 20% 20% 20%
Highlights
(Summary of the results of the digital activity for this month)

130,000 visits 3.2 Pages/visit 2,200 registered users

Prev. month -7% Prev. month 14% Prev. month 5%
Prev. year 30% Prev. year -6% Prev. year 120%

Visits
250K

200K

150K

100K

50K

Online revenue Device

£60K

£50K

£40K
£30K

£20K
69% -3% 15%
£10K

£K

Content
 Most viewed artworks Most v
Content Artwork Views
Ophelia 2,000
Weeping Woman 1,800
Fountain 1,700
Whaam 1,600
n
ar The lady of Shalot 1,500
Le
The snail 1,400
The passing winter 1,300
A bigger splash 1,200
Marilyn Diptych 1,100
0% 200% 400% 600% 800% 1000% 1200%
Lopster telephone 1,000

Followers % Engaged users Apps

170,000 6% 0.30% 50% Downloads 5,000 -29%

Revenue £ 130 -7%

330,000 3% 0.10% -67%
 Digital metrics report
June 2013

140 comments
Prev. month 17%
Prev. year 40%

Traffic sources

Device

7% 16% 7%
 Most viewed artists
Artist Views
JMW Turner 4,000
LS Lowry 3,800
Roy Lichtenstein 3,600
David Hockney 3,400
Mark Rothko 3,200
Piet Mondrian 3,000
Marc Chagall 2,800
Francis Bacon 2,600
Lucian Freud 2,400
Patrick Caulfield 2,200

Email subscribers

Main 220,000 5%

Members 22,000 5%