Custom Dashboards
I build dashboards around the KPIs, channels, audiences, campaigns, and business questions your team actually needs to monitor.
Dashboard &Performance Reporting
Turn marketing data into a clear view of what changed, why it matters, and what should happen next.
I build dashboards and reporting systems that bring paid media, website, and lead data together so performance is easier to understand — without handing you a spreadsheet of numbers and calling it an insight.
MARKETING PERFORMANCEExecutive ViewLast 30 days
Leads124↑ 18%
Cost / Lead$62↓ 11%
Conv. Rate6.4%↑ 12%
ROAS4.7x↑ 21%
Ad Spend$7.7K↑ 4%
Qualified leads
+41%SepDecMarJunAug
Lead mix by channel
Google / Microsoft58 ↑ 16%
Meta / LinkedIn41 ↑ 11%
Other / Organic25 ↑ 8%
KEY TAKEAWAY
Lead volume increased while cost per lead improved. Search drove the most lead volume, paid social added incremental conversions, and ROAS improved month over month.
Illustrative dashboard — metrics shown are examples, not promised results.
A report should answer more than “what happened?”
The numbers matter, but the value comes from connecting them to business goals, campaign decisions, lead quality, and the next action worth taking.
Dashboards can make performance easier to access, but access alone does not create clarity. A strong reporting system gives the right metrics enough context that someone can understand whether performance is improving, where the change came from, and what deserves attention.
I build reporting around the decisions you actually need to make — not around every metric a platform happens to provide.
Reporting should reduce questions, not create more of them.
The goal is a consistent source of truth with clear definitions, useful comparisons, and enough analysis to move from performance data to action.
What I can help with
Support can range from a one-time dashboard build or reporting cleanup to a recurring monthly reporting process connected to ongoing paid media management.
Cross-Channel Reporting
I bring data from paid search, paid social, website analytics, spreadsheets, and other available sources into a more consistent view.
Monthly Performance Reporting
I turn monthly results into a concise performance story: what changed, what was optimized, what I learned, and what I recommend next.
Insights & Recommendations
I go beyond metric summaries to identify the campaign, audience, creative, keyword, landing-page, or lead-quality factors driving the change.
KPI & Goal Design
I help define which metrics should guide decisions, how primary and supporting conversions should be treated, and what belongs in the executive view.
Reporting QA & Cleanup
I review inconsistent metrics, broken data sources, duplicated reporting, unclear naming, and dashboards that have become difficult to trust or maintain.
Every useful report should answer four questions.
Performance reporting works best when the dashboard and the analysis are built to move from observation to decision — not stop at a screenshot of last month’s metrics.
What happened?
Establish the performance change using the KPIs that actually matter.
Where did it happen?
Break the change down by channel, campaign, audience, device, landing page, geography, or other useful dimension.
Why did it happen?
Connect the numbers to campaign changes, seasonality, lead quality, budget shifts, search demand, creative, tracking, or another likely driver.
What should happen next?
Translate the finding into a clear optimization, test, budget decision, tracking fix, or question that needs more investigation.
One reporting view across the tools you already use.
The exact stack depends on your platforms, data access, integrations, and what the business needs to understand. I can work within an existing reporting environment or help simplify a fragmented one.
Advertising Platforms
Google Ads, Microsoft Ads, Meta Ads, LinkedIn Ads, and other campaign data can be organized around the role each channel plays.
Website Analytics
GA4 and website data add context around traffic, engagement, conversion paths, and what happens after the ad click.
Lead & CRM Data
When available, qualified lead stages, pipeline, revenue, or offline outcomes can help separate conversion volume from actual business value.
Dashboard Environment
Looker Studio, Datorama / Marketing Cloud Intelligence, spreadsheets, or an existing reporting system can become the view your team uses regularly.
Looker StudioDatoramaGoogle Analytics 4Google AdsMicrosoft AdsMeta AdsLinkedIn AdsGoogle Sheets / ExcelCRM Data
Not every platform connects the same way. I’ll work with the access and data sources available, document limitations, and avoid presenting a stitched-together dashboard as more precise than the underlying data allows.
From raw data to a reporting rhythm your team can use.
The goal is not just to launch a dashboard. It is to create a reporting process that stays useful as campaigns, KPIs, and business priorities change.
Define
Align on the audience, business goals, KPIs, reporting questions, comparison periods, and decisions the report needs to support.
Connect
Identify the available data sources, access requirements, connectors, spreadsheets, and tracking dependencies needed for the view.
Build
Create the dashboard structure, filters, scorecards, charts, naming, and hierarchy so the most important information is easiest to find.
Analyze
Add the context dashboards cannot provide on their own: what changed, likely drivers, optimization work, and the meaning behind the trend.
Improve
Refine the report as the business changes, new questions emerge, integrations evolve, and stakeholders learn what information is most useful.
When dashboard & reporting support is useful
A new dashboard is not always the first fix. Sometimes the real problem is the tracking underneath it, inconsistent KPI definitions, or too many disconnected sources.
Reporting support may be useful when…
- You are manually pulling the same platform metrics every week or month.
- Leadership wants a clearer view without logging into every advertising platform.
- Your reports show numbers but do not explain what changed or what should happen next.
- You need paid media, website, and lead data organized into one consistent reporting process.
- Different teams are using different KPI definitions or comparison periods.
- Your current dashboard has become cluttered, slow, outdated, or difficult to maintain.
Foundational work may need to come first when…
- Conversions are missing, duplicated, or clearly inconsistent across the platforms.
- GA4, Google Tag Manager, ad-platform tracking, or CRM events are not configured reliably.
- No one agrees on what qualifies as a lead or which outcomes should be treated as primary.
- The data needed for lead quality or revenue reporting is not available or accessible.
- A dashboard would only make unreliable data easier to look at.
If measurement is the issue, I can start with Analytics & Conversion Tracking before building the reporting layer.
The person building the report also understands the campaigns behind it.
Reporting is more useful when the person analyzing performance understands paid media strategy, conversion tracking, landing pages, and the decisions that actually move an account forward.
Business context firstI learn what the business is trying to achieve, what makes a lead valuable, and what leadership actually needs to know.
Analysis, not metric dumpingI focus the report on meaningful movement, explain the work behind the results, and separate signal from normal platform noise.
Flexible collaborationI can own the reporting process, support your internal team, or work alongside another agency, developer, CRM owner, or sales team.
Dashboard & Performance Reporting FAQs
I commonly work with Looker Studio, Datorama / Marketing Cloud Intelligence, Google Sheets, Excel, GA4, and native paid media reporting. I can also work within an existing reporting setup when access and integrations are available.
Yes. Dashboard builds, reporting audits, and recurring reporting can be standalone projects. I can work with your internal marketing team or existing agency as long as the necessary data access is available.
Yes. I can organize cross-channel performance into a common view while still preserving the platform-specific context needed to understand how each channel is performing.
Potentially. It depends on the CRM, available fields, access, connectors, data quality, and whether marketing source information is captured consistently. If the data is available, downstream lead stages and revenue can make the reporting much more useful.
Yes. A dashboard shows the data; the reporting process should explain it. For recurring reporting, I can provide concise insights on what changed, likely drivers, optimizations completed, and what I recommend next.
Yes. I can audit the current dashboard for outdated sources, duplicated or unclear metrics, unnecessary pages, inconsistent naming, confusing visual hierarchy, and opportunities to make the report easier to use.
That depends on the campaign volume, budget, decision cadence, and audience. Dashboards can remain available continuously, while a deeper written or presented performance review is often most useful on a weekly, monthly, or quarterly rhythm.
Want reporting that tells you what to do next?
Tell me what platforms you use, how you currently report on performance, and what your team still has trouble understanding. I’ll review the details personally.