Reporting somebody actually reads
A dashboard nobody opens is a cost, not an asset. This is built around the decisions you make, and it comes with somebody to read it.
Your agency sends a forty slide deck. Your tools each send their own numbers. None of them disagree openly, and none of them tell you what to do on Monday.
What changes
Three things a good report does.
Fits on one screen
The numbers that change a decision, and nothing else. Everything else lives a click deeper, for the week you actually want it.
Says what moved and why
A number without a reason is trivia. Every month you get the figure, the direction, and the sentence explaining it.
Reads the same in six months
Definitions written down and left alone. A metric quietly redefined halfway through the year is worse than no metric.
The monthly read is a conversation, not a file. Half of what is useful comes out of somebody in the room saying that a number cannot be right.
What is included
What lands with you.
- One live dashboard, built around your decisions rather than around what is easy to chart
- Spend, customers, cost per customer and revenue by channel and campaign
- The funnel from first visit to sale, with the drop between every step
- A written definition for every metric on the page, kept next to it
- A monthly note in plain language: what changed, why, and what we would do next
- Access for anybody in your business, without another licence to buy
The tools
Named once, for the person checking the work.
- Looker Studio
- Google Analytics 4 and BigQuery
- Google Ads and Meta Ads reporting APIs
- Google Sheets, where a human input genuinely belongs
- Your own database or CRM, read only
Questions people ask
The ones that actually arrive.
Can it pull from our CRM?
Usually yes, read only, if the CRM has an API or can drop a file somewhere on a schedule. That connection is what turns a marketing report into a business one, so it is worth an awkward afternoon to get right.
Why Looker Studio rather than something more powerful?
Because it is free, everyone in your business can open it, and there is no seat to buy for the person who only looks once a quarter. If your volume outgrows it we will say so and tell you what we would move to.
Do we have to keep paying to keep the dashboard?
No. It is built in your account, on your data. If we part ways it keeps working, and the definitions document means the next person can pick it up.
Can you just fix the reporting we already have?
Often, and it is usually cheaper. The common problem is not the chart, it is that the numbers feeding it were never defined. We will look before quoting a rebuild.
Read next
Your turn
Bring one question you cannot currently answer.
30 minutes. We will tell you whether it is measurable, roughly what it would take, and whether we are the right people for it.