Roll-Up Reporting

Aggregate analytics across multiple websites into a single view.

Overview

Roll-Up Reporting lets you combine data from multiple websites into unified reports. This is essential for healthcare organizations managing many sites — hospitals, clinics, service lines, or regional properties — who need to see the big picture without manually combining data.

Use Cases

Multi-Location Healthcare Systems

A hospital system with 20 clinic websites can:

See total traffic across all locations
Compare performance between facilities
Track system-wide campaigns
Report aggregate metrics to leadership

Regional Groups

An organization with regional websites can:

View traffic by region
Compare regional performance
Track national campaigns across all regions
Consolidate reporting

Service Line Portfolios

Organizations with separate sites for service lines can:

See total healthcare system traffic
Compare service line performance
Understand cross-service visitor behavior
Create unified executive reports

Brand Portfolios

Companies with multiple brands can:

Track total portfolio performance
Compare brand performance
Identify top-performing properties
Consolidate marketing analytics

How Roll-Ups Work

A Roll-Up is a special website in Ghost Metrics that aggregates data from multiple “child” websites.

Data Flow

Visitor goes to one of your websites
The website’s tracking code sends data to Ghost Metrics
Data is recorded for that specific website
Data is ALSO recorded in the Roll-Up

What Gets Aggregated

Roll-Ups combine:

Visits and visitors
Pageviews and actions
Traffic source data
Goal conversions
Event data
All standard metrics

What Stays Separate

Each child website still has:

Its own individual reports
Site-specific goals
Separate user permissions
Independent configuration

Viewing Roll-Up Data

Once a Roll-Up is configured:

Select the Roll-Up from your website dropdown (top of the page)
View reports as you would for any single site
All data is aggregated from child sites

Available Reports

All standard reports work in Roll-Ups:

Visitors — Total unique visitors across all sites
Behavior — Most viewed pages across the portfolio
Acquisition — Traffic sources for the entire portfolio
Goals — Conversions aggregated across all sites

Filtering by Child Site

Within a Roll-Up, you can segment by child website to:

Compare individual site performance
See contribution of each site to totals
Identify top and bottom performers

Setting Up Roll-Ups

Roll-Up websites are created by Ghost Metrics administrators. To set up a Roll-Up:

Identify which websites should be included
Contact Ghost Metrics support
We’ll configure the Roll-Up on your account
Data begins aggregating immediately (no historical data transfer)

What We Need

When requesting a Roll-Up:

List of websites to include
Name for the Roll-Up (e.g., “All Hospital Sites”, “Regional - Northeast”)
Who should have access
Any specific configuration needs

Best Practices

Consistent Tracking Across Sites

For meaningful Roll-Up data:

Use the same goal definitions on all child sites
Standardize UTM campaign naming conventions
Ensure tracking code is properly installed on all sites

Standardized Naming

When campaigns span multiple sites:

Use identical campaign names and UTM parameters
Document naming conventions for your team
Audit regularly for consistency

Understand Visitor Counting

Roll-Ups count visitors at the Roll-Up level:

A visitor to two child sites counts as one visitor in the Roll-Up
This is different from adding up visitors from each site
Total visitors in Roll-Up ≤ sum of child site visitors

Time Zone Considerations

If child sites span time zones:

Roll-Up uses a single time zone
Daily reports may aggregate different “days” from different sites
Consider this when analyzing time-based patterns

Permission Management

Roll-Up access is separate from child site access:

Users need explicit permission to view the Roll-Up
Child site permissions don’t automatically grant Roll-Up access
Consider who needs aggregate data vs site-specific data

Roll-Up Limitations

Data Starts at Creation

Roll-Ups only aggregate data from the creation date forward
Historical data from child sites isn’t retroactively combined
Plan ahead if you need long-term aggregate trends

Some Features May Differ

Certain features may work differently in Roll-Up context
Very large Roll-Ups may have performance considerations
Contact support with specific feature questions

Site Changes

Adding or removing child sites affects future data
Consider the impact on trend analysis

Common Questions

Can a website be in multiple Roll-Ups?

Yes. A single website can feed data to multiple Roll-Ups, such as:

Regional Roll-Up
System-wide Roll-Up
Service-line Roll-Up

Does the Roll-Up slow down tracking?

No. Data flows to Roll-Ups automatically without impacting page load times or tracking reliability.

Can I create Roll-Ups myself?

Roll-Up creation requires administrative access. Contact Ghost Metrics support to set up Roll-Ups for your organization.

What happens if I remove a site from a Roll-Up?

Historical data remains in the Roll-Up. Future data from that site won’t be included. Consider this when making changes.

Reporting Examples

Executive Dashboard

Roll-Up provides system-wide metrics:

Total visits and visitors
Overall conversion rates
Top campaigns across the portfolio
System-wide trends

Location Comparison

Within the Roll-Up, compare:

Traffic by location
Conversion rates by facility
Campaign performance by site
Geographic distribution

Marketing Performance

Track campaigns that span multiple sites:

Single campaign, multiple landing pages
Aggregate campaign performance
Compare campaign reach across portfolio

Next Steps

Dashboard — View Roll-Up data at a glance
Custom Reports — Build aggregate reports
Campaign Tracking — Standardize tracking across sites
Contact Support — Request a Roll-Up setup