What a weekly brief tells you that analytics doesn’t
Charts tell you what happened. A good brief tells you what it means and what to do next.
Most small business owners have access to Google Analytics. Very few open it. When they do, it’s a wall of charts that raises more questions than it answers.
Numbers without a story
Visitors went up 12%. Is that good? Was it the new page, the ad, or a random Tuesday? Analytics can’t tell you. You have to connect the dots yourself, and most people don’t have time.
What a brief does instead
- Picks the two or three things that changed and says why.
- Points out what isn’t working, in plain words.
- Suggests one or two next steps, already drafted.
An example
This week: 612 visitors, up 18%. Most of the increase came from your new Pinnacle Hills page, which is now the third most visited page on your site.
One thing to fix: people on phones are leaving your contact page without sending the form. We drafted a shorter version for you to review.
That’s the whole thing. Two minutes to read, and you know what to do. Every StonesThrow customer gets one on Monday morning.