1. Set the geographic question before reading the numbers
A dashboard is only useful when the firm agrees on what geography a metric represents. Homeacre-Lyndora is a CDP in Butler County, so a review may need to distinguish activity associated with Homeacre-Lyndora from activity associated with the rest of Butler County, Pennsylvania or any other service area the firm chooses to examine. Those are different scopes. A population estimate for the CDP cannot tell you how many people searched for a lawyer, how many inquiries were suitable or how much revenue a matter might produce. Bosseo’s public ROI Dashboard page says the product can show keyword rankings, leads by case type and city data. During evaluation, ask how those labels would be defined for your firm and how a city or place is assigned to a ranking, call or lead.
Recommended approach
Write the geographic definition beside every proposed dashboard measure. Decide whether the firm needs Homeacre-Lyndora alone, Butler County, Pennsylvania-wide coverage or another explicitly selected area. Ask to see how the dashboard separates those scopes before treating a location result as evidence of performance.
