KPI and metric definition
We agree what each metric means and how it is calculated. Marketing, sales and finance work from the same definitions.
Data, CRM & Reporting · Business Dashboards
Custom business dashboards that bring all your data into one live view
A business dashboard is a live view of the metrics that matter, pulled automatically from the systems you already use. We connect ad platforms, analytics, search, CRM, sales and finance data, so nobody has to export spreadsheets or reconcile conflicting numbers again. Zero guesswork: your team sees the metrics that matter, defined once and updated automatically.
What's included
Business Dashboards
Data source integration
Connections to Google Ads, Meta, LinkedIn, GA4, Search Console, rank and AI visibility tracking, your CRM, e-commerce platform, accounting software and internal databases.
Data modelling and warehousing
Where needed, data is centralised in a warehouse such as BigQuery or Snowflake. It is then cleaned and modelled for reliable reporting.
Custom dashboard design
Dashboards designed for each audience, from a one-page executive overview to detailed channel, campaign and sales views.
Automated reporting and alerts
Scheduled reports and threshold alerts delivered by email or Slack. The right people see important changes without logging in.
Platform flexibility
Built in Looker Studio, Power BI, Tableau or as a custom web application, depending on your tools, users and data volume.
What you can expect.
- One trusted source of truth for performance across the business
- Marketing activity connected to pipeline and revenue
- Manual reporting replaced by live, automated views
- Faster decisions based on numbers everyone agrees on
How we run it
- Step 01
Define
We work with stakeholders to agree the questions the dashboard must answer, the KPIs that matter and how each one is calculated.
- Step 02
Connect
Data sources are connected, validated and, where needed, combined in a warehouse with consistent naming and logic.
- Step 03
Build
Dashboards are designed and built for each audience, then checked line by line against source platforms for accuracy.
- Step 04
Refine
After launch, we review how the dashboards are used and refine views, metrics and alerts as the business evolves.
Business Dashboards FAQs
It should show the few metrics that drive decisions, such as revenue, pipeline, cost per lead and conversion rates, rather than every number available. We start by agreeing the questions each audience needs answered, then build an executive summary with drill-down views by channel, campaign or team. Each metric has a written definition, so everyone reads it the same way.
Looker Studio suits marketing reporting and teams already using Google tools; Power BI and Tableau suit larger organisations with complex data. The deciding factors are your existing software, data volume, the number of people viewing reports and licence preferences. A custom web dashboard makes sense when you need a branded, client-facing view or features the standard tools do not offer.
Each platform uses its own attribution model, time zone and definition of a conversion, so the figures rarely match exactly. Ad platforms tend to credit themselves, analytics depends on cookie consent and tracking, and the CRM records what sales actually logged. We document these differences and apply agreed definitions, so your team works from one consistent set of numbers.
Yes, a dashboard can combine Google rankings and traffic with how often AI assistants mention or cite your brand. Search Console, rank tracking and analytics cover organic search, while AI visibility tools measure the results of GEO (generative engine optimisation). Seeing both next to enquiries and revenue shows whether search work is paying off, not just whether positions moved.
Not always; smaller setups can connect straight to the source platforms. A warehouse such as BigQuery or Snowflake becomes worthwhile when you combine many sources, need long-term history the platforms do not keep, or apply complex business logic consistently across reports. We recommend the lightest setup that will still be reliable as your data grows.
Ready when you are
Let's start from zero.
Tell us where you are and where you want to be. We will come back within one working day with next steps.