Analytics and reporting
Reporting written by the team being measured is marking your own homework. We build the reporting layer separately, so the numbers in the board pack and the numbers in the ad account are the same numbers.
Three parts, in this order
Agree what actually counts before building anything
A KPI framework is a short document that says which numbers the business steers on, how each one is defined, and who owns it. Most reporting problems dissolve once this exists.
- One definition per metric, written down and agreed
- A clear split between leading and lagging indicators
- Named owner for each number
- Explicit list of what is deliberately not reported
How an engagement runs
Every engagement starts with a written brief rather than a verbal scope. That is the part that separates this from ad hoc consultancy.
Define
KPI framework agreed with whoever signs off the budget.
Build
Data sources connected, models built, dashboards assembled.
Prove
Numbers reconciled against finance before anyone relies on them.
Report
Monthly reporting and independent performance QA.
A report your board can read without a translator
The monthly pack is written commentary against agreed definitions, with the reporting lag stated on the page. The example below uses placeholder figures.
| Channel | Spend | Result |
|---|---|---|
| Paid search | £12,400 | 4.1x |
| Paid social | £9,800 | 2.8x |
| Retargeting | £4,100 | 0.9x |
| Lifecycle | £1,200 | 9.6x |
Placeholder figures. Replace with a real anonymised client report before launch.