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Dashboard Metrics Glossary

posted by Eman
Saturday, December 3, 2011
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Dashboard Metrics Glossary

Terms covered in this glossary include categories such as:  Business Intelligence, Data Integration, Dashboard Visualization, Social Media Metrics, Social Media Dashboards, Web Metrics, Dashboard Software, Dashboard Software Vendors, Building Dashboards and more……

Business Intelligence – an umbrella business term that refers to the devices and concepts used to process data into intelligence in a business context.  Devices include software, hardware, and people while concepts include data visualization, scorecards, key performance indicators and the like which help business management teams measure, monitor, and manage business operations towards successful achievement of business objectives.

Dashboard – a visual display of key information usually used in a business operational setting.  Article: What Is A Dashboard?

Dashboard Software – software used to display data in visual format. Dashboard software typically includes the ability to do any of the following:  connect to data sources, transform data into KPI’s, make graphical objects (pie charts, meters, maps, bar graphs, etc.), combine and organize graphical objects to form a dashboard, and share the dashboard.

Dashboard Methodology – an approach to building dashboards that typically includes the following components:

  • Analyze the purpose and goals of the dashboard(s)
  • Explore existing information system to determine technical requirements

Create metric and key performance indicators, design reports and dashboards

  • Implement Dashboards and Train Users on how to navigate the platform
Dashboard Solutions – software that offer a any, or all of the following features and capabilities:
  • Interactivity: filtering, highlighting, and details on demand
  • The ability to combine multiple data sources
  • Fast dashboard creation by technical or  non-technical user(s)
  • Sharing and Security Features
  • Visual analysis

Data-to-Dashboard – a term coined by Eman Bass, llc in 1996 and a synonym for “end-to-end” but only in context to the creation of data dashboards.  For example, a “data-to-dashboard solution” would include all end-to-end aspects of creating dashboards which include (in broad terms), 1) Data Collection, Integration, Warehousing, 2) Data Transformation, and  3) Delivery of information in the form of Dashboards and Scorecards (via online, mobile, or traditional methods).  A supplementary data-to-dashboard service would include analysis, modeling and data interpretation support.

Data-to-Dashboard.com – a website geared towards providing information, education, and services focused on the facets, directly or indirectly related to data-to-dashboard solutions.

Dashboard Vendor – a company that provides dashboard software. Dashboard software vendors can be found via paid advertisements, organic search and social media networks.  Dashboard vendors can also be shopped on data-to-dashboard.com via paid ads and sponsors.

Data Visualization – the practice of creating images, charts, graphics, maps, and other visual depictions that help a user make sense of huge amounts of data.

Data Visualization Objects – Maps, line charts, graphs, funnels, pyramids, meters, gauges, bar charts, scatter plots, and other graphical objects used to present aggregated data.

Digital Dashboard-  a digital dashboard is a collection of data visualization objects that enable a viewer to quickly get an overview of how an organization, or part of an organization, is performing. A digital dashboard achieves this goal by allowing a user to monitor important business activities and processes that give insight into a company’s activities.  Digital Dashboards are made available on websites and/or on mobile devices. Digital Dashboards are used in all industries including Manufacturing, Financial, Healthcare, Retail, Education and Energy.

Facebook Metrics Dashboarda dashboard that provides a wide array of key metrics about how a fan page is performing in the areas of

  1. Growing reach – this includes expanding a fan base both demographically and geographically through the use of engaging and relevant content.
  2. Audience engagement - engaging and relevant content will cause fans to talk about a brand via any of the following: Like your Page, Like your Post, Commented on your Post, Shared your Post, Answered your Question, Respond to your Event, Mentioned your Page, Tagged your Page in a Photo,  checked in your place, or recommended your place – by doing any of these things, fans are talking about you on Facebook which extends reach as more and more people see your brand and spread the word.
  3. Referral Sources – where people find your page.  This helps you understand where you are getting the most visibility.
  4. Page Like Sources – tells you from where people like your page.  This helps you understand where you page gets friendly exposure.
  5. Geographic Engagement – tells you what geographic regions get the most engaged activity. This helps you understand the location(s) of your most of your advocates exist and could help target marketing activity.
  6. Demographic Profile of Fans – gives a clear picture of the the age and gender of your fans.  This helps create appropriate messaging and products.

Graph – a visual display of data that includes a scale and one or more axes. Examples of graphs include: bar charts, pie charts, line charts, scatterplots, and the like.

Key Performance Indicator - a metric that measures performance of an activity that is critical to the success of the organization.

Lagging Indicator – a metric that measures activity that has happened in the past.

Leading Indicator – a metric that measures activity which will affect future performance of another activity.

Social Media Dashboard – a dashboard that visually displays key information relative to social media activity. The dashboard is a feedback loop that helps social media managers determine the reach and response of their social media tactics. An example of metrics that would be displayed on a social media dashboard are as follows:  visits, visitors, time on site, time on page, bounce rate, traffic source, top pages viewed, fans, followers, subscribers, connections, diggs, retweets, favorites, video views, and more of the like.  An example of a social media analytics dashboard is Unilyzer – the social media dashboard.

Social Media and Web Metrics – a means to measure the impact and effectiveness of social media on a website’s traffic, brand promise, and conversion success.  A short list of social media metrics include the following:

  • Bounce Rate – a measure of how how many people quickly leave a site after reaching it.  A high bounce rate can be caused by poor landing pages, misleading advertisements, poor content, or otherwise unexpected content relative to the advertisement or message used to create a web site visit.
  • LinkedIn Connections – this is the number of 1st degree connections you have on LinkedIn.  Remember that 2nd order connections matter as well because they extend potential reach.
  • Net Reach – the number of people who see your message or advertisement.  Net Reach is a way to measure the breadth, spread, or range of a message. The message can be in the form of a URL, advertisement, video, or other form of strategic digital content. The means for distribution the message on social media might be twitter, facebook, youtube, linkedin, stumbleupon, or other social media networks. Thus, Net Reach would be a measure that includes a fraction of twitter followers, facebook fans, linkedin connections, youtube subscribers, website visitors, and more of the same.
  • Pageviews – the number of times a web page is served which provides a top-level measure of the websites popularity.
  • Pages-per-Visit - the average number of web site pages served to unique visitors of a web site.  This measure will can vary from 1 – 20+ pages per visit depending on the purpose of the website.  Thus, to determine whether performance is poor, good or great, several factors need to be considered including; 1) type of site and the benchmark for such sites, 2)desired sequence of page visits needed to meet a goal.
  • Visitors – the number of unique web site viewers.
  • Visits – the number of website visits (as opposed to visitors). This metric helps determine the level of repeat viewing by visitors and can thus help determine customer loyalty.  For example, 1 visitor (unique person) can visit a website 20 times during a given period, thus the visitors = 1 while visits = 20.
  • Twitter Clicks – the number of people that click on a link distributed via twitter.
  • Twitter Followers – the number of twitter profiles that have agreed to communicate with your twitter account.  A measure of how many people would receive a message sent via twitter, but not necessarily the number of people that will see the message.
  • Twitter Mentions - the number of times twitter users talk about your brand using the @ tag.  A measure of how many people are talking about your brand.
  • Twitter Retweets – the number of times a twitter user rebroadcasts your twitter message to their own twitter followers.  Retweets are a prized event because they extend can extend a message’s reach dramatically.  For example, if you send a tweet to your hypothetical 250 followers, and one of those followers retweets that message to their 4.2 million followers then you have extended your reach dramatically.  This implies that reach is not purely based on 1st degree followers, but on followers of followers (2nd, 3rd, and 4th degree followers).
  • Facebook Comments – the number of times people comment about your brand on Facebook.  This metric helps determine the whether people are talking about your brand.
  • Facebook Engaged Users –  the number of unique people who have clicked anywhere on your post. Engagement includes: video plays, photo views, link clicks, other clicks and “stories generated” (see stories generated definition below).
  • Facebook Fans – the number of people who have “liked” a fan page and thus have opted-in to receiving a brand’s advertising messages.  It’s easy to see how the number of fans is a component of overall reach.  Remember that fans have friends, and friends can see when a another friend ‘fans’ a brand, thus creating further visibility for the brand that was “liked” – all this means that each fan brings a 2nd, 3rd and 4th order of potential reach with them.
  • Facebook Friends of Fans –  the number of unique people who are friends with your fans, including your current fans.
  • Facebook Likes – the number of people that “like” a comment, video, or other piece of content on a fan page.
  • Facebook “Peope Talking About This” – a metric provided by Facebook Insight’s and is the number of unique people who have “created a story” about your fan page in the time period.
  • Facebook Total Reach – the number of unique people who have seen any content associated with your fan page (including any Ads or “Sponsored Stories” pointing to your fan page) in the time period.
  • Facebook Stories Generated – stories include: liking, commenting on or sharing a post, answering a question or RSVP’ing to an event.
  • Facebook Virality – the number of unique people who have created a story from your fan page post as a percentage of the number of unique people who’ve seen it.
  • Facebook Wall Posts – this metric counts the number of posts placed on a fan page wall and thus measures the frequency of content activity on a fan page wall.
  • Social Media Amplification Rate – a metric that considers how often people re-share messages.  When people retweet your Twitter messages and share your content on Facebook, this activity increases the amplification rate.  Amplification rate quantifies how often a message will reach beyond 1st order reach.
  • Social Media Conversation Rate – the rate at which people reply to your posts on Social Media Channels like Facebook, Twitter, LinkedIn and Youtube.  This metric helps measure how engaging are an authors comments.


Emilio 40x40 Dashboard Metrics GlossaryEmilio Basaldua is business intelligence and marketing analytics professional located in the Dallas, Texas area.  His experience includes applied business intelligence used to drive financial performance, building & leading business intelligence competency centers (BICCs) and performing all aspects of end-to-end dashboard development. Emilio is the founder and developer of  Unilyzer® .

Related Unilyzer Articles:

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Unilyzer’s Facebook Analytics Dashboard

posted by Eman
Sunday, February 27, 2011
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Update: This article was superseded by Unilyzer’s Facebook Metrics Dashboard on 10-11-2012.

Unilyzer’s Facebook Analytics Dashboard provides a powerful, yet an easy-to-understand, measurement and monitoring tool.  Now, understanding your fan base is easier than ever.

Now, for a limited time, Unilyzer is offering it’s Facebook Analytics Dashboard and Scoring System Free for 6 months – try it at www.unilyzer.com/signup_facebookdashboard.html.

FBDashboard21 Unilyzers Facebook Analytics Dashboard
Unilyzer – Facebook Fanpage Dashboard

The following information is provided:

  • Demographics: gender profiles including trends and averages across time frames.
  • Geographical: top 5 Countries and top cities with absolute values and trends over time frames.
  • Fan Add Source: where fans originated, e.g. Fan Box, Stream View, Request, etc.
  • Unilyzer Marketing Metrics: Churn, Retention, Uptake, Reach, Sentiment, Engagement, Interactions, Fan Growth Rate.
  • Unilyzer’s Fanpage Score: evaluates changes in fans, active fans, engagement, sentiment, and reach to measure growth and interactivity.


Unilyzer’s Facebook Fanpage Dashboard currently has a series of some 20 plus metrics and derived metrics available on its dashboard.  These metrics are listed  in the table below:

Metric Non-Technical Description Technical Definition
Fans Total number of fans – on average. Average Number of Fans held during the timeframe.
New Fans The number of new fans added during the period. Number of Fans Added during the timeframe.
Fan Growth The rate at which you are gaining fans. Growth of daily average fans this period vs. daily average fans in the prior period.
Retention The percent of your fan base that you did not lose.  Fans that did not “unFan” your page. The inverse of the percent of fans lost during the period.  Put another way, 1 – churn rate.  Or, 1 – (Sum(Fans Lost)/(AvgFans)).
Reach How many locales your fan base occupies. Geographic  coverage.
Uptake What percent of fans become active users . Average Users as a percent of Average Fans during the period.
Churn Percent of fans lost.  Fans can remove their like from your page. Total Fans removed during the period as a percent of average fans during the period.
New Likes Unique Page Likes Sum of new likes during the period.
Pageviews The number of pages viewed Sum of pageviews during the period.
UPVs Number of Unique Sum of  unique login views during the period.
Page Likes How many likes your page and content received. Sum of page likes added during the period.
Interactions The amount of interaction your users had with your fan page. The sum of the Video Plays, Audio Plays,  Photo Views, Reviews, Comments, Discussions, and Wall Posts during the period.
Comments Comments on your page Sum of comments
Reviews Reviews on your page Sum of reviews
Discussions Discussions on your page Sum of discussions
Wall Posts Number of Posts put on your wall. Sum of Wall Posts
Video Plays When a video on your page is played. Sum of Video Plays
Audio Plays When audio on your page is played. Sum of Audio Plays
Photo Views When a photo on your page is viewed. Sum of Photo Views
Active Users Users that login Average Daily Users
Female Users Female users logged in Average Daily Female Users
Male Users Male users Logged In Average Daily Male Users

Table 1.  Unilyzer Facebook Fanpage Dashboard Metrics

Other information available on the Unilyzer Facebook Fanpage Dashboard include the following:

  1. Line Chart:  Fans, Users, Unique Pageviews & Pageviews
  2. Number of fans added vs. number of fans lost
  3. Female Demographic Profile
  4. Male Demographic Profile
  5. Top Referral Source: external web properties sending traffic to your fanpage.
  6. Top Geographic Regions: top 5 countries your fans are located in.
  7. Top Cities: ranking of cities with most active fans
  8. Fans Added Source:  where fans Liked your page from e.g. Fan Page, Fan Box, Streamview, etc.

Finally, the Unilyzer provides an evaluation of fan page activity and assigns a performance score that ranges from 0 – 100.   Read more about Unilyzer’s Facebook Fanpage Score.

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Unilyzer’s Facebook Fanpage Score

posted by Eman
Wednesday, February 9, 2011
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Unilyzer’s Facebook Fanpage Dashboard makes it easy to track key changes happening from multiple facets of your fan page activity.  With so many moving parts it is hard to get a grip on overall results over time, but now, with one score, fan page administrators can monitor the overall performance of a fan page.

The Unilyzer Facebook Fanpage Score is a benchmark that can be used to evaluate the overall directional changes in fans, active users, geographical reach, interactions, and sentiment. Here is a list of the key score components:

  1. Fans:  did you gain fans or lose fans?
  2. Active user rate:  what percent of your fans are active.
  3. Gain:  is your fan base increasing, is your activity rate changing, are you reaching more geographic locations, are you getting more exposure with stream view impressions?
  4. Engagement: is your content interesting enough to get viewed, reviewed, discussed?  Are people looking at your photos or engaging your page otherwise?
  5. Sentiment:  are you getting more likes than unlikes?  More fans than ‘fan removes”?

Facebook Score Unilyzers Facebook Fanpage Score

Score Components Non-Technical  Description More Technical Description
Fans Period Average Average cumulative number of fans during the period.
Active What percent of your fans were logged-in users. Daily Average Users / Daily Average Fans
Gain Net change in organic growth  (active users),  new fans,  geographic locales , and impressions. Change in number of fans, active users, locales, and stream views vs. same in prior period.
Engagement A measure of interaction on your fan page. (Average pageviews + Interactions)  / Active Users.
Sentiment How many fans and like received versus the number of fan removes and unlikes received. ( Fans + Likes ) / ( Fan Removes + Unlikes).  Put another way,  Positive  / Negative sentiment. Measured against the previous period to identify directional change.
Score A measure of the vital statistics of your fanpage. Score from 0 – 100.  A weighted average calculation that uses variables above.  An absolute value that assesses the number and directional change in  Fans,  Percent Active Fans, Internal and External Growth, Engagement, and Sentiment.

Dashboard Screenshots below:

loader Unilyzers Facebook Fanpage Score


sign up Unilyzers Facebook Fanpage Score

UNI 728by90 Unilyzers Facebook Fanpage Score

Update:  This article was superseded by Unilyzer’s Facebook Metrics Dashboard on 10-11-2012.

Understanding the composition of your fan base is essential for effective display advertising or target marketing.  At a glance, Unilyzer’s Facebook Analytics Dashboard answers questions for a fan page administrator:

  1. What is the age composition of my fan base?
  2. What are the gender cohorts?
  3. Where are my fans geographically located? Country? City?
  4. What external web properties are sending traffic to my fan page?
  5. What source are people using to fan my page?
  6. Which gender is more active on my fan page?
  7. Am I gaining or losing fans?
  8. How much interaction is happening on my fan page and what type of interaction?

FBDashboard211 Unilyzer   Facebook Analytics Dashboard


Unilyzer – Facebook Fanpage Dashboard

There is much more to talk about, but for the sake of brevity, here is a short overview of what Unilyzer’s Facebook Dashboard provides:

  • Demographics: gender profiles including trends and averages across time frames.
  • Geographical: top 5 Countries and top cities with absolute values and trends over time frames.
  • Fan Add Source: where fans originated, e.g. Fan Box, Stream View, Request, etc.
  • Unilyzer Marketing Metrics: Churn, Retention, Uptake, Reach, Sentiment, Engagement, Interactions, Fan Growth Rate.
  • Unilyzer’s Fanpage Score: evaluates changes in fans, active fans, engagement, sentiment, and reach to measure growth and interactivity.

To read details about all the metrics on the dashboard and what they mean, and to review the details of Unilyzer’s Facebook Fan Page Scoring mechanism click here.


sign up Unilyzer   Facebook Analytics Dashboard

UNI 728by90 Unilyzer   Facebook Analytics Dashboard


Social Media Marketers need insights and analytics to manage Facebook fan pages.  Facebook, as you might know,  provides fan page analytics.  It is available to Facebook page administrators, and works with pages that have at least 30 LIKES.
home quote 2 How to Track Facebook Fan Pages | Facebook Analytics
This article outlines information available directly from Facebook Insights, and then show how to take Facebook page analytics to the next level with Unilyzer, a business intelligence platform adapted for social analytics.

First, let’s cover the basics. Facebook Insights information comes in two categories: USERS and INTERACTIONS:


  • Monthly Active Users – number of active users during the month.
  • Daily New Likes – number of daily new LIKES.
  • Total Likes – the cumulative number of lifetime LIKES.
  • LifeTime Total Likes – line graph showing lifetime number of page LIKES over time.
  • Daily Active Users – line graph showing daily active users over time.

Below is an example of a line graph provided by Facebook Insights:

Facebook Insights Image How to Track Facebook Fan Pages | Facebook Analytics

User Demographics

  • Gender:  Male | Female
  • Age:  18-24, 25-34, 35-44, 45-54, 55+
  • Country
  • Language

Facebook Insights Image demographics How to Track Facebook Fan Pages | Facebook Analytics

User Activity

  • PageViews -  total hits to your Facebook page.
  • Unique Pageviews – total unique logged-in users who visited your Facebook page.
  • Tabe Views – the tabs that were viewed visitors to your Facebook page.
  • External Referrers – top referring external domains to your Facebook page.
  • Media Consumption –  after you post a Facebook  video, photo, or audio clip, the number of times those things are consumed by viewers to your Facebook page.


  • Daily Post Views
  • Daily Post Feedback
  • Daily Story Likes – number of people that liked the stories you posted on your page.
  • Daily Story Comments – number of comments posted on your stories.

Interactions Other

  • Wrote on your wall
  • Uploaded Photos
  • Uploaded Video
  • Unsubscribe from your Facebook Page

If you are the administrator of a fan page, you can install Facebook Insights by clicking here.


Now that you know about analytics available from Facebook Insights, you might be interested in combining Facebook analytics with fan page metrics from Google Analytics as well as metrics from other social media networks.  Well, that can easily be done.

Introducing Unilyzer – a comprehensive social analytics platform, provides a nice suite of analytics reporting, dashboards, and charts.  Unilyzer is integrated with Facebook Insights Graph API and uses Insights data as part of a social media marketing campaign performance management framework of dashboards, social reports, and charting tools.  In addition, Unilyzer provides attractive visualization of campaign performance metrics and provides unique distribution capabilities.  Users can deliver dashboards and reporting to constituents via email, image, or publish to the web.

Integrating Facebook Insights into the Unilyzer Dashboard is easy.  Below is a snapshot of Facebook metrics as they appear on the Unilyzer Dashboard.  Momentum indicators, data source, and nominal values are give on each metric.  Green arrows show increased momentum, Red arrows show decreasing momentum, and the double-tilde symbol means No Change.  Momentum is assessed as a daily average compared to the daily average of the previous time frame.

Facebook Badges1 How to Track Facebook Fan Pages | Facebook Analytics

Unilyzer Social Media Dashboard | Facebook Insights Integration

The dashboard depiction below shows how Facebook metrics are lined up next to those from YouTube and Twitter.  So the Dashboard user can get a 360 degree assessment at a glance without logging into those platforms individually.  Social managers can keep a pulse on each social media campaign by using the Unilyzer Dashboard.  To take the analysis further, under the MENU section (green tab) of this user interface, the user can access a suite of social reports and charting tools.  Finally, under the MENU | TOOLS section, the user can use twitter or social mention to search for mentions about a keyword.

UniTemplate Big 3 a1 How to Track Facebook Fan Pages | Facebook Analytics

How to track facebook fans using Unilyzer – click here.

To read more about Unilyzer Features click here.


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UNI 728by90 How to Track Facebook Fan Pages | Facebook Analytics