One view of spend, pipeline and pacing for everyone
Reporting should answer three questions quickly. Are we on budget, what is working, and what are we changing. We build dashboards that pull every channel, market and your CRM into one place, refresh automatically, show pacing against budget before it becomes a problem, and open with the key message in plain words.
Sound familiar?
Every team has its own numbers
Marketing, sales and finance each export their own figures. The monthly meeting is spent reconciling them instead of deciding what to change.
Overspend found on the invoice
Pacing is checked by hand, so a campaign that ran hot for two weeks only shows up when the invoice arrives, often in a different currency from the plan.
Charts without a message
The report is page after page of charts with no statement of what changed, why, or what happens next.
What happens, in order
Agree definitions first
We define each metric, its source system and whether it is click-time or event-time, and write it down before anything is built.
Connect the data
Ad platforms and CRM feed one store, such as BigQuery, fed by a connector like Windsor.ai, with campaign names parsed into market, intent and campaign type.
Build the views
An executive page for spend, pipeline, CAC and pacing comes first, then drill-downs by market, channel and campaign.
Add alerts and commentary
Pacing and tracking alerts run automatically. The monthly commentary is written from the same data as the tables, with the key message at the top.
What is included
- Data pipelines from every ad platform and your CRM into one source
- Executive dashboard with spend, pipeline, CAC and pacing against budget
- Drill-downs by market, channel and campaign, built on your naming convention
- Budget pacing by month and quarter, planned in euro and tracked in each account's billing currency
- Click-time platform data and event-time analytics kept in separate tables
- Automated alerts for spend spikes and tracking breaks
- Monthly commentary generated from the same data as the tables
What you get
- Live dashboard your whole team can access
- Metric definitions document
- Monthly commentary on what changed and why
Related reading
Why GA4 and Google Ads never match, and how to report both
Why GA4 and Google Ads report different conversion numbers, a table for diagnosing the gap, and a reporting layout that gives each source one job.
Budget pacing for multi-market paid media accounts
A simple budget pacing model for B2B SaaS paid media accounts that run in several markets and currencies, with calendar-day and business-day pacing and the alerts worth setting up.
Questions
Which dashboard tool do you use?
Usually Looker Studio on top of a connector such as Windsor.ai, with BigQuery for larger accounts, because it is free to view and easy to share. We can also build in the BI tool you already use.
Can the dashboard show pipeline and revenue by campaign?
Yes. We join CRM stages to campaign data so you can see opportunities and revenue by channel, campaign and keyword where the data allows.
Who owns and maintains the dashboard?
You do. Everything is built in your own accounts, with metric definitions and connector documentation, so your team can take it over at any point. While we work together, we maintain it.
Tell us what you are working on.
A 30-minute intro call. We look at your setup, ask about your goals and tell you honestly whether we can help.