Built around decisions
A good dashboard answers the questions you actually ask: what did we spend, what did it return, which channels are working and what changed since last month. I start from those questions and leave out the vanity metrics.
One honest view
Each ad platform reports its own success generously. Putting platform figures side by side with GA4 and your real sales or CRM data shows where the claims and reality differ, which is where budget decisions get better. It relies on the accurate data described in conversion tracking.
What is typically included
- Spend, conversions, cost per acquisition and return on ad spend by channel and campaign
- Organic search clicks, rankings and top pages from Search Console
- Leads and sales by source, including AI assistant referrals
- Month-on-month and year-on-year trends
Commentary, not just charts
Each month I add a short written summary: what happened, why, and what to change. Numbers without interpretation rarely lead to better decisions. Dashboards are included with Google Ads, Meta Ads and SEO work.