Everyone has their own dashboard—and their own truth.
Marketing, product, finance and the CEO all look at different numbers. Every review turns into a reconciliation exercise instead of a strategy discussion.
Analyze Pillar · Reporting & Dashboards
Dashboards that actually change what you do on Monday.
Most teams drown in charts and still argue in every meeting. We build decision-first dashboards that tie clean tracking to the questions your team needs to answer—weekly, monthly and at board level.
- Executive, marketing, product and RevOps views—built from a single shared data truth.
- Opinion-free metric definitions: clear, documented and agreed across teams.
- Tools that fit your stack—Looker Studio, Power BI, BigQuery models and more.
Built for leadership, growth, product and finance teams who are done screenshotting three tools into one slide deck.
Before vs After · Reporting Stack
Before
- 5+ dashboards, none fully trusted.
- Metrics defined differently by each team.
- Manual CSV exports powering every board pack.
After
- One governed metric layer feeding multiple views.
- Dashboards designed around key decisions and cadences.
- Self-serve exploration without breaking core numbers.
Clarity
“What happened?” and “So what?” in one place.
Trust
Data reconciled against source systems with ownership.
Speed
Less deck-building, more decision-making.
Why reporting feels harder than it should
The problem isn't a missing dashboard. It's a missing reporting design.
Tools are cheap. Attention is not. The real work is defining the questions, cadences, metrics and owners—then building dashboards that make those decisions obvious and repeatable.
Dashboards show charts, not decisions.
You can see what happened, but not what to do next. There’s no link between metrics, targets and the levers the team can pull.
Reporting is a manual, fragile monthly project.
Analysts and ops teams spend days exporting CSVs and fixing one-off issues before every board or leadership meeting.
Tools were implemented before questions were defined.
Looker Studio, Power BI and GA4 exist—but nobody wrote down the questions, cadences and owners they’re supposed to serve.
Dashboards we design
Different leaders, different views. One shared truth underneath.
We don't ship one mega-dashboard and hope it lands. We design a reporting system: tailored views for each audience, all powered by the same governed metric layer and data model.
Executive & leadership dashboards
The 5–10 tiles leaders actually look at every week.
- North-star metrics tied to revenue, margin and growth—nothing vanity.
- Clear link between performance, targets and forecast.
- Simple trends and comparisons: this week, last week, vs plan.
- Drill paths that answer follow-up questions without extra decks.
Marketing & growth dashboards
Spend, funnel, CAC and LTV—without spreadsheet gymnastics.
- Channel and campaign performance stitched across Ads, GA4 and CRM.
- Acquisition → lead → pipeline → revenue linkage, not just clicks.
- Cohort views for retention, payback and LTV by channel/offer.
- Space for experimentation and creative testing views.
Product & activation dashboards
Turn product analytics into a shared language with GTM.
- Activation and engagement funnels grounded in clean event tracking.
- Feature adoption, stickiness and retention by segment and cohort.
- Insight into which behaviours predict long-term value.
- Bridges between product metrics and acquisition or revenue metrics.
RevOps & pipeline dashboards
From lead to closed-won with no blind spots.
- Top-of-funnel sources tied to opportunities and closed revenue.
- Stage conversion rates and velocity across segments and reps.
- Pipeline health views for forecast and risk identification.
- Alignment of marketing and sales SLAs with real data.
Operations & service dashboards
Make the engine room visible without overwhelming anyone.
- Capacity, SLAs, backlog and utilization by team and region.
- Customer experience metrics: NPS, CSAT, complaints, repeat usage.
- Operational efficiency metrics linked to financial impact.
- Views tuned for front-line, managers and leadership.
Self-serve exploration & ad-hoc
A sandbox without breaking the core source of truth.
- Curated datasets exposed safely to power users and analysts.
- Pre-built segments and filters representing real business entities.
- Exploration templates that help avoid misinterpretation.
- Governance rules: who can publish and what counts as ‘official’.
Under the hood
Dashboards are just the surface. We fix the layers underneath.
Whether we're using Looker Studio, Power BI, Tableau or another tool, the pattern is the same: good reporting is a stack. We design all four layers so you don't end up rebuilding everything in six months.
Data & event layer
Clean, documented events and properties from the Track pillar—GA4, server-side events, CRM and backend stitched together.
Model & metric layer
Business-ready tables and views in BigQuery, warehouse or data mart. Opinionated metric definitions with owners.
Dashboard & UX layer
Looker Studio, Power BI or other tools configured around questions and cadences—not just listing every metric.
Governance & change management
Versioned metric definitions, release notes for changes and a simple process for requesting new views.
21-day reporting reset
From “we have data everywhere” to “this is how we run the business.”
For most teams, we recommend an initial 3-week reporting reset sprint. At the end, you have a working system—not a theoretical roadmap.
Days 1–3
Context & inventory
- Stakeholder interviews to map decisions, cadences and audiences.
- Inventory of existing dashboards, reports and exports.
- Quick health-check on data sources and tracking quality.
Days 4–7
Blueprint & metric definitions
- Define core questions per audience (leadership, marketing, product, RevOps).
- Draft north-star and supporting metric definitions with owners.
- Decide on tools, data sources and high-level architecture.
Days 8–14
Build core views
- Implement or refine data models / views in warehouse or GA4 exports.
- Build v1 executive and marketing/product dashboards in chosen tools.
- Wire targets, benchmarks and annotations into key views.
Days 15–21
Refine, reconcile & launch
- Reconcile numbers against source systems with finance / ops.
- Iterate on layout, filters and narratives based on real usage.
- Document metric catalogue and handover guide; optional training.
Beyond the reset, we can stay on as your analytics partner—or help your internal team own and extend the system.
Track · Analyze · Optimize
Reporting is the bridge between tracking and action.
Track makes sure the events and revenue are right. Analyze turns those into models and insights. Reporting & dashboards are where those insights meet humans—so Optimize can focus on experiments and strategy, not reconciling numbers.
Track
Clean, reliable events and conversions across web, app and CRM.
Analyze
Data models, segments and insights that match how the business runs.
Optimize
CRO, campaign strategy and product bets made on trusted, visible numbers.