AuraMetrics: Custom Performance Dashboards Case Study

Client Spotlight: AuraMetrics

AuraMetrics is a rapidly growing B2B SaaS company providing advanced marketing analytics and attribution solutions. Their platform helps businesses understand customer journeys, optimize marketing spend, and maximize ROI. With a complex backend and a rapidly expanding user base, they are at the forefront of data-driven marketing technology.

The Challenge: Drowning in Data, Starving for Insight

Ironically, for a company built on providing clear analytics to its clients, AuraMetrics' internal data landscape was fragmented and chaotic. Their executive, engineering, and marketing teams relied on a patchwork of disconnected tools to monitor platform health and business performance:

• Engineering: Monitored server logs, database performance metrics, and API uptimes through separate, highly technical interfaces.
• Marketing & Sales: Tracked sign-ups, trial conversions, and customer acquisition costs in Google Analytics and their CRM, completely siloed from product usage data.
• Leadership: Received manually compiled weekly reports that were often outdated by the time they were reviewed, making proactive, strategic decision-making nearly impossible.

This data fragmentation led to several critical business challenges:

• Delayed Reactions: It was difficult to correlate a spike in server load with a specific new marketing campaign or identify underperforming platform features in real-time.
• Wasted Resources: Teams spent an estimated 20-25 hours per week manually pulling data from different sources and attempting to stitch it together in spreadsheets for reporting.
• Missed Opportunities: Without a unified view, AuraMetrics couldn't easily identify which platform features were most valued by their highest-paying customers or pinpoint user behavior that signaled a churn risk.

AuraMetrics needed more than just another analytics tool. They required a centralized, real-time command center—a suite of custom website performance dashboards that would serve as the single source of truth for their entire organization.

The Solution: A Unified Analytics Hub Built by Vertex Web

AuraMetrics partnered with Vertex Web to design and develop a bespoke analytics solution. Our goal was to transform their scattered data points into a cohesive, actionable intelligence platform. The project was broken down into three key phases.

Phase 1: Discovery and Strategic Blueprint

Our first step was a deep-dive discovery process. We conducted workshops with stakeholders from every AuraMetrics department to understand their unique KPIs, pain points, and decision-making workflows. This allowed us to map out the essential data sources and design a dashboard architecture that would provide role-specific insights while maintaining a cohesive, high-level overview for the leadership team.

Phase 2: The Technology Stack

To deliver the speed, real-time capability, and custom functionality required, we architected a solution using a modern, powerful tech stack:

• Frontend: We chose Next.js for its server-side rendering (SSR) capabilities, ensuring the dashboards loaded instantly, even with complex data queries. Its component-based architecture allowed for a modular and maintainable user interface.
• Backend & Database: Supabase was selected as the backend-as-a-service (BaaS) platform. Its real-time database functionality was perfect for streaming live data to the dashboards. We leveraged Supabase's secure authentication for role-based access control and its Edge Functions to create custom API endpoints for aggregating data from third-party sources.
• Data Visualization: For creating rich, interactive, and fully customized data visualizations, we integrated the D3.js library. This gave us the flexibility to build charts and graphs that were far more insightful than off-the-shelf components.
• Integrations: We built robust integrations to pull data from AuraMetrics' core production database (PostgreSQL), Stripe for subscription and revenue data, and their customer support platform.
• Deployment: The entire application was deployed on Vercel, providing a seamless CI/CD pipeline, automatic scaling, and global performance.

Phase 3: Development and Implementation

Our development team executed the strategic blueprint, building a multi-faceted analytics platform. The core of the solution was a series of interconnected custom website performance dashboards tailored to different teams:

• The Executive Dashboard: A high-level view of mission-critical KPIs, including Monthly Recurring Revenue (MRR), Customer Lifetime Value (LTV), Churn Rate, and overall platform uptime.
• The Technical Performance Dashboard: A real-time monitor for the engineering team, displaying API response times, database query performance, server health, and error rates. It included automated alerts for performance degradation.
• The Growth Dashboard: A tool for the marketing and sales teams, correlating campaign performance with user sign-ups, trial-to-paid conversion rates, and feature adoption by different customer segments.

This wasn't just a data display; it was an interactive analytics tool. Users could drill down into any metric, compare date ranges, and apply filters to uncover deep insights on the fly. The move from static reports to a dynamic dashboard was a complete paradigm shift for the company.

The Results: Transforming Data into Decisive Action

The implementation of the new analytics hub delivered immediate and substantial results, fundamentally changing how AuraMetrics operates. The impact was felt across the entire organization.

• 90% Reduction in Manual Reporting Time: Automated data aggregation and visualization freed up over 20 hours of valuable team time per week.
• 75% Faster Decision-Making: With real-time data, leadership could now make critical strategic decisions in hours instead of weeks.
• 40% Improvement in Platform Response Time: The technical dashboard helped engineers proactively identify and resolve a critical API bottleneck before it impacted the majority of users.
• 15% Increase in Customer Upsells: By correlating feature usage with high-LTV customers, the product team made data-backed roadmap decisions that directly led to a significant increase in upsell revenue within the first quarter.
• Proactive Churn Reduction: The system flagged accounts with declining usage patterns, allowing the customer success team to intervene proactively, contributing to a 5% reduction in monthly churn.

The project's success solidified the value of investing in custom website performance dashboards. It provided AuraMetrics with the competitive intelligence they needed to scale effectively and serve their customers better.

"Working with Vertex Web was a game-changer. They didn't just build a tool; they delivered a central nervous system for our entire business. The custom dashboards have eliminated data silos and empowered our teams to act on insights, not assumptions. Our ability to respond to market changes and technical issues has improved tenfold. This was one of the best technology investments we've ever made."

Build Your Data-Driven Future with Vertex Web

If your business is struggling with disconnected data and slow, reactive decision-making, it's time for a change. A custom analytics and performance dashboard can unlock the insights hidden within your data and provide a clear path to growth.

Contact Vertex Web today to discuss how our expertise in Next.js, Supabase, and custom data visualization can help you build the powerful performance dashboards your business deserves.