Dashboard Analysis Guide
Purpose: Extract key metrics, definitions, and data sources from existing LMNT dashboards to inform discovery conversations.
Dashboards Available
-
Copy of eCom Growth Dashboard - 2026.xlsx
- Owner: Carlos (E-commerce Manager)
- Used for: Shopify, Amazon, Walmart.com tracking
-
Copy of Health Partnerships Team Dashboard_Brainforge share.xlsx
- Owner: Blake (Partnerships Manager)
- Used for: Partnership attribution, performance tracking
What to Document from Each Dashboard
For E-commerce Dashboard (Carlos)
Metrics Tracked
- Revenue/Sales metrics (and how they’re defined)
- Order volume (new vs. subscription)
- Conversion rates
- Average Order Value (AOV)
- Customer Acquisition Cost (CAC)
- Return on Ad Spend (ROAS)
- Session/traffic metrics
- Other KPIs tracked
Data Sources
For each metric, document:
- Where does the data come from? (Shopify, Amazon Seller Central, Source Medium, manual entry?)
- How often is it updated?
- Is it automated or manual?
- Who maintains it?
Channels/Segments Tracked
- Shopify DTC
- Amazon
- Walmart.com
- Subscription vs. one-time
- Other breakdowns
Time Periods
- Daily, weekly, monthly views?
- Year-over-year comparisons?
- How far back does historical data go?
Formulas & Calculations
- How is conversion rate calculated?
- How is ROAS calculated?
- Revenue recognition timing (order date vs. ship date?)
- How are refunds/returns handled?
Pain Points to Note
- What appears to be manually entered?
- What cells have formulas pulling from other sources?
- Are there broken links or REF errors?
- What looks time-consuming to maintain?
For Health Partnerships Dashboard (Blake)
Partnerships Listed
Document all partners tracked:
- Partner names
- Partner types/categories
- Active vs. inactive status
Metrics per Partnership
- Sessions/traffic driven
- Conversion rate
- Revenue attributed (last-click? first-touch?)
- Orders generated
- New vs. returning customers
- Spend/investment per partner
- ROAS per partner
- CAC per partner
- Other metrics
Attribution Method
- How is revenue attributed? (UTM params, promo codes, unique URLs?)
- What attribution window is used?
- First-touch vs. last-touch vs. multi-touch?
- How are conversions tracked?
Data Sources
- Shopify analytics?
- Source Medium?
- Google Analytics?
- Affiliate platforms?
- Manual tracking?
Partner Segments/Tiers
From Oct 2025 email, we know there are tiers:
- Tier 1: >$20k monthly spend
- Tier 2: $10k-20k monthly spend
- Tier 3: $5k-10k monthly spend
- How are these tracked in the dashboard?
Performance Benchmarks
- What metrics indicate “good” vs. “bad” performance?
- Are there target ROAS or CAC thresholds?
- How are top performers identified?
Partnership Types
From context, we know about:
- Information Seekers (1440, The Skimm)
- Performance Executives (Dan Go, Sahil Bloom)
- Trusted Health (Huberman, health podcasts)
Document how these are segmented in the dashboard.
Key Questions These Dashboards Should Answer
For Carlos/E-commerce:
- What’s the single source of truth for e-commerce revenue?
- How much time does Carlos spend updating this each week/month?
- Which metrics come from Source Medium vs. raw Shopify/Amazon?
- How is the Oct 2025 conversion rate drop (4.9% → 3.2%) visible in the dashboard?
- What validation/reconciliation happens?
For Blake/Partnerships:
- How many active partnerships are being tracked?
- What’s the attribution methodology?
- How is incrementality measured (if at all)?
- Which partnerships show high sessions but low conversion? (like The Skimm)
- How is audience saturation tracked? (first-time vs. returning ratio)
Insights to Capture for Meetings
Before Carlos Meeting (Dec 5):
- List specific metrics you see in his dashboard
- Note any discrepancies or areas where numbers don’t tie out
- Identify which sections are most manual
- Document the funnel: Sessions → Product Page → Add to Cart → Checkout → Purchase
- Find examples of questions the dashboard can’t answer
Before Blake Meeting (Dec 16):
- List all partnerships tracked
- Understand the attribution flow
- Note which partners have incomplete data
- Identify gaps in multi-touch attribution
- Find examples of attribution challenges (e.g., person sees Huberman, clicks Skimm ad)
Action Items
- Review both dashboards thoroughly
- Fill in the sections above
- Take screenshots of key sections if helpful
- Create a “Dashboard Metrics Glossary” document with definitions
- Share key findings with Awaish before meetings
- Add dashboard-specific questions to meeting agendas if needed
Notes on Dashboard Review
Use this space to capture key observations