Report on all your organic channels in one dashboard using Dreamdata

Dreamdata’s Lei (Product Marketer) walks you through building a consolidated dashboard that brings all your organic activity into one place. Covering search, social, and LLMs so you can see how each channel connects directly to the pipeline and revenue it generates.

Supplementary Guide

Organic is one of those channels that's always hard to get a straight answer on. You know it's working because you can see the traffic, but connecting that traffic to actual pipeline and revenue is a different story. 

You're left stitching together data from different sources. It's messy, time-consuming, and still doesn't give you the full picture.

That's exactly what this guide helps you solve. By the end, you'll have a single dashboard that covers all three organic channels: search, social, and LLMs, all connected directly to pipeline and revenue.

Step 1: Build an Organic Social Report

The first thing we want to do is understand how organic social is actually contributing to pipeline, not just how much traffic it's sending to your site.

There's a big difference between the two, and this is where most teams are flying blind.

Navigate to the Analytics Hub

• Go to the Analytics Hub in Dreamdata.

• Click Create New > Report.

• Browse the template library and select the Organic Search Performance template.

Even though we're building a social report, the Organic Search template is actually the best starting point because it comes preloaded with all the metrics we need.

Configure Your Report Settings

• Set the date range to the last 12 months, aggregated by month.

• Under Analyze & Measure, add Sessions and remove Contacts and Companies.

• Add both the influenced and attributed MQL, SQL, and NewBiz count and value metrics.

One thing to note here is the difference between influenced and attributed metrics.

Influenced tells you every time organic touched an account on its journey, regardless of the attribution model. Attributed metrics tell you how much credit organic gets based on the model you've chosen.

A channel with a high influence number but a low attributed value might be doing more awareness work than you realize, and if you’d only look at attribution, you'd never see it.

Switch the Channel Filter to Organic Social

• In the Channel filter, select Organic Social and exclude Organic Search.

The report is already segmented by source, so you can immediately see how performance differs across platforms like LinkedIn and Meta without any extra configuration.

Choose Your Attribution Model

• Select the data-driven attribution model.

The data-driven model is the recommended starting point because it dynamically scans every single customer journey and assigns credit based on what actually contributed to pipeline and revenue.

And because it learns over time, it gets smarter the more data it processes, giving you numbers you can trace back to the source and stand behind in front of leadership.

Remember to save your report!

Step 2: Build Your Organic LLM Report

This report gives you visibility into how tools like ChatGPT, Claude, and Gemini are influencing your pipeline. 

Dreamdata automatically categorizes traffic from LLMs like ChatGPT, Gemini, and Perplexity into the Organic LLM channel out-of-the-box.

The process is exactly the same as the social report, with one key difference: the channel filter.

• Return to the Analytics Hub and click Create New > Report.

• Use the same Organic Search Performance template with the same date range and metrics.

• In the channel filter, select Organic LLM and exclude Organic Social.

• Click Apply, name your report, and save it.

Pay close attention to LLM sources that show high visitor or session numbers but aren't translating into pipeline created and pipeline generated.

That's a signal to look at what you're doing for that platform and if you should tweak your approach.

Step 3: Pre-built Organic Search Report

For organic search, we’ve pre-built the report following the exact same steps, using the Organic Search Performance template with the Organic Search channel filter applied.

With all three reports now ready, it's time to bring everything together.

Step 4: Combine All Reports into One Dashboard

This is where it all comes together. Instead of jumping between three separate reports, we're going to pull everything into one dashboard so you can see the full organic picture at glance. 

For this recipe, we started with a created dashboard. But when you need to create a new dashboard, you can navigate to the Analytics Hub and select Create New > Dashboard.

Add report data 

• Open your dashboard and click Add Widget in the top right corner or click on the + sign between widgets. 

• Select Report Widget, search for the report you want, and expand the report to select the sections with the report you want added to your dashboard. 

• Add the following influenced metrics: Influenced MQL, Influenced MQL Value, Influenced SQL, Influenced SQL Value, Influenced NewBiz, and Influenced NewBiz Value.

• Also pull in graph widgets following the same steps. 

• Drag and drop widgets to arrange the dashboard however works best for you.

Drill Into the Data

• Click any pipeline metric, e.g. Influenced SQL, to see the specific accounts behind that number.

• From there, click into an individual account to view its full customer journey in Dreamdata.

You can click into all pipeline metrics to show the underlying deals, and you can show exactly which accounts have been influenced by your organic activities and back up every number with a real customer journey.

Wrap up

Organic has always been hard to defend. Not because it isn't working, but because getting complete data is hard enough on its own, and collecting all of it in one place for reporting can be even more challenging.

With this dashboard in place, that changes. You now have a single view across search, social, and LLMs that shows not just where your traffic is coming from but what it's actually contributing to pipeline and revenue.