Most reporting problems are definition problems. Two systems both say "leads" and neither means the same thing, so the dashboard gets quietly ignored and everyone goes back to their own spreadsheet. We start by writing down what each number means, then connect the sources, then build the view.
Before anything is connected we agree what a lead, a qualified enquiry, a booking and revenue actually mean here. Which stage counts, which currency, which timezone, what gets excluded, and whether a number is net or gross. That document becomes the reference the dashboard is built against, so a disagreement later is settled by looking it up.
Website analytics, ad accounts, your CRM or the spreadsheet standing in for one, payment and booking records, and the support inbox. For each metric we name a single source of truth, then check how often that source can realistically refresh. Some data is live, some arrives daily, and the dashboard should say which is which.
A view built for the decision it supports: a daily operating screen for the team, a weekly commercial summary, a monthly roll-up for whoever is making budget calls. Reports can be scheduled into email or chat so nobody has to remember to log in, which is usually why reporting stops being read.
The measurement side of Meta and Google campaigns is part of this service, because ad spend is only as readable as the tracking underneath it.
Conversion events defined against your real sales steps, a UTM and campaign naming convention so spend can be grouped consistently, form and enquiry tracking, and consent handling that matches what your privacy notice says. Set up once, documented, so later campaigns inherit it.
Platform-reported conversions and your own records will not match. Ad accounts count using their own attribution windows and modelled estimates; your CRM counts what actually closed. We report both, explain the gap, and where volume is too low to be meaningful we say so rather than reading a trend into six clicks.
Cost per lead is easy to publish and easy to game. We also track cost per qualified lead and cost per booked job where your data supports it, weekly while a campaign is being tuned and monthly for the commercial picture, so budget decisions rest on the stage that matters.
A short written reference for every metric on the dashboard, including its source, its refresh frequency and its known limits. Plain enough that a new team member can read it without a walkthrough.
Built on tools you control and pay for directly, not rented through us. Access, credentials, queries and any scripts are handed over, and we will walk your team through changing or extending a view.
Freshness checks so a stale feed shows as stale rather than as a sudden drop, plus notes on the gaps we found while connecting things. A number that quietly stops updating is worse than no number at all.
Assistants and internal AI workflows scoped around a real task, with clear knowledge sources and escalation rules.
Connect the tools so records move between systems on their own, which is often what makes reliable reporting possible.
Sites and web apps built for speed and clarity, with tracking and enquiry capture set up correctly from the start.
Send the decisions you are trying to make and who needs to make them. We will work back to the metrics, the sources and the smallest reporting build that answers them. A first build usually runs three to six weeks, depending on how many sources need connecting and how much cleaning the existing data needs.
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