INSTRUCTOR-LED TRAINING SCRIPT - COURSE 3, MODULE 7: ANALYTICS & REPORTING Establish infrastructure for multi-location reporting.
ANALYTICS ARCHITECTURE: • Google Analytics 4: Central analytics • Google Search Console: Search data • GBP Insights: Local performance • Looker Studio: Unified dashboards ACCOUNT STRUCTURE: • Organization-level container • Properties per website/domain • User permissions by role KEY INTEGRATIONS: • Link Search Console to GA4 • Connect GBP to main account • CRM integration for lead tracking What to measure for AI visibility: PRIMARY KPIs
• Organic impressions (Search Console) • Featured snippet appearances • Rich result appearances • GBP impressions • GBP actions (calls, directions, clicks) SECONDARY KPIs: • Click-through rate • Organic traffic • Conversions from organic • Schema validation rate • NAP consistency score REPORTING FREQUENCY: • Weekly: Performance check • Monthly: Full metrics review • Quarterly: Strategic review Communicate results to stakeholders.
DASHBOARD PRINCIPLES: • Business outcomes, not technical metrics • Trends over time, not snapshots • Compare to goals • Limit to 5-7 key metrics • Provide context COMPONENTS: 1.
Overview: Key metrics at a glance 2.
Trends: MoM, YoY comparisons 3.
Goal progress: Actual vs target 4.
Location comparison 5.
Action items TOOLS: • Looker Studio (free) • Tableau • Power BI Build your reporting dashboard.
EXERCISE (35 min): 1.
Clone provided Looker Studio template 2.
Connect data sources (or use sample data) 3.
Customize with your KPIs 4.
Add branding 5.
Set up location filters DISCUSSION (10 min): • What metrics matter to your leadership?
• How will you share this?
• Who owns maintenance?
You now have a working dashboard!
Final module: Implementation planning and certification.