Brand Measurement • Guide
Brand Dashboard: What to Track Monthly (Simple)
You don’t need perfect analytics to measure brand. You need a consistent routine and a few metrics that actually drive decisions.
Monthly review time: ~30 minutes
The 3 buckets
Keep the dashboard small. If you can’t explain it to a teammate in 60 seconds, it’s too complex.
Awareness
Do more people know we exist?
- Branded search volume
- Share of voice (mentions)
- Direct traffic
- Social reach (top posts)
Perception
Do they believe the right things about us?
- Review rating + volume
- Top review themes
- Sentiment (manual notes)
- Survey attribute score (quarterly)
Business impact
Is the brand changing behavior?
- Conversion rate
- CAC trend
- Repeat purchase/retention
- Price realization (discounting rate)
30-minute monthly routine
Routine
- Open your dashboard and update this month’s numbers (10 minutes).
- Circle the 1–2 metrics that moved most (up or down) (5 minutes).
- Write the “why” hypothesis (what caused the change) (5 minutes).
- Pick 1 action for the next 30 days (10 minutes).
Action rules (so numbers turn into decisions)
Rules
- If awareness is down, fix distribution (publish + promote) before changing positioning.
- If perception is down, read reviews and fix the “promise vs reality” gap.
- If conversion is down but awareness is up, your offer/landing page is the bottleneck.