The executive dashboard, rebuilt on an invented company
Everything here is fabricated. CambiumPak does not exist. It is an invented maker of recycled and compostable B2B packaging supplies, and every product, number, and trend on this page was made up for this demonstration.
The real dashboard was built for my employer and contains their data, so it cannot be published. What carries over is the part that is mine: the measurement architecture, the event design, and the decision that each panel is built to support. The shape is real. The numbers are not.
The company these numbers describe is published at cambiumpak.com — the products, the spec sheets and the distributor portal this dashboard is measuring.
Sessions since the relaunch
new site against the same period last year · the baseline that a relaunch destroys unless you plan the migration
Why this panel exists. A relaunch erases the comparison you need to prove it worked. The window to preserve it closes on launch day and does not reopen.
Where the demand comes from
sessions by acquisition channel · the panel that decides where next year's effort goes
Distributor referral is the line to watch. It has roughly doubled as a share of traffic while the other two held steady, which is an argument for funding the distributor programme rather than the ad budget.
The five tools, each against the question it has to answer
every tool shipped with the relaunch · some carry a subscription
The comparison tool is the point of this panel. It is the only one of the five that is not growing, and it is the only one billed monthly. Before this dashboard there was no way to know that — the renewal would have gone through on the assumption that customers wanted it.
Downloads by document type
which documents actually drive demand
Distributor portal logins
segmented by who is actually logging in
The segmentation is the whole value. A single login count tells you nothing. Split by customer type, it tells you the portal is mostly serving distributor reps, not the brand sustainability leads it was built for.
Box configurator — where people stop
a completion rate is only useful if you can see which step loses them
The architecture behind this — every event, the parameters it carries, and the business question it was built to answer — is drawn out in the measurement model, and the step-by-step build is in the process write-up.