This report:
connects behavior → money → decisions
shows where the problem is: in the product, UX, or marketing
helps answer the question “what should we do next?”, not “what happened?”
1. Context and goal of the report
The goal of the report is to show what a full-fledged analytics dashboard for an FMCG brand promoting products through digital channels (organic + paid) can look like.
The report combines:
behavioral analytics (engagement, sessions);
marketing metrics (CTR, CPC, ROI);
conversion metrics;
advertising performance.
2. Who this report is useful for
This format of an analytics report will be especially useful for:
🔹 FMCG and eCommerce brands
brands with large traffic volumes and low average order value;
companies that need to understand not only sales, but also user behavior;
teams working with both paid and organic channels.
🔹 Marketing Directors and Heads of Marketing
to control the effectiveness of advertising channels;
to evaluate the real return on budget, not just clicks and impressions;
to make decisions about scaling or reallocating budget.
🔹 Performance and Growth teams
to identify bottlenecks in the funnel;
to analyze CR, CPA, and ROAS dynamics;
to generate hypotheses for improving creatives and landing pages.
🔹 Product and UX teams
to see how users actually interact with the product;
to evaluate engagement, depth of interaction, and activity;
as a foundation for UX and CRO experiments.
Overall traffic and engagement overview (page 1)
Key metrics:
Traffic: 42,942 users
Engagement Rate: 84.73%
Average session duration: 00:43:08
Views per session: 12.05
Event count per user: 68.09
% Active users: 87.31%
👉 This indicates high audience engagement and active interaction with the content.
Traffic sources:
Direct — 69.98%
Not set — 19.09%
Google — 14.22%
Growth in Google traffic (+2.1%) and a decrease in Direct (−2.8%) may indicate an increasing role of organic search.
