Dashboard & Reporting
Communicating performance data clearly to stakeholders
Communicating performance data clearly to stakeholders
Why It Is Critical
Dashboards and reports are how performance data reaches decision-makers. The same data presented differently produces different decisions. Bad dashboards hide performance problems. Good dashboards surface them immediately.
How It Works & Underlying Dynamics
Structure of an Executive Performance Report: 1. Executive Summary: 3-5 sentences on what worked, what didn’t, and recommended actions. 2. KPI Scorecard: Current period vs previous period vs target with traffic-light coding. 3. Channel Breakdown: Spend, CPA, ROAS, and conversions across Meta, Google, etc. 4. Creative Performance: Top and bottom creatives with root cause explanations. 5. Action Recommendations: Tactical roadmap for the next sprint.
Calculation Example & Benchmark Matrix
| Reporting Tool | Best Use Case |
|---|---|
| Looker Studio (Google) | Free - connects to GA4, Google Ads, Meta via connectors. Industry standard for client dashboards. |
| Meta Ads Manager | Platform-native reporting. Good for deep Meta-specific analysis, limited for cross-channel. |
| Google Ads Dashboard | Platform-native. Essential for Search campaign bid analysis. |
| Supermetrics | Paid connector that pulls 70+ marketing platforms into Sheets, Looker Studio, or BI warehouses. |
| Google Sheets | Most flexible option for custom formulas, financial models, and white-label sharing. |