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Analytics and reporting: the numbers that survive a board review
Dashboards, attribution and the monthly report. What belongs on a page a decision-maker actually reads: which metrics carry a decision, how credit gets split across channels, and how to tell a tracking break from a genuine drop.
19 articles
Incrementality Testing: What You Can Prove Without a Vendor
Your dashboard reports what happened. It cannot tell you what would have happened without the campaign, which is the number your budget depends on. So how many regions can you hold out?
Martin J.ReportingOct 23, 2026Marketing Dashboard Examples: What to Cut, Not What to Copy
The screenshot that would settle which six panels belong on a dashboard has never been published, because it would embarrass the vendor. What you get instead is the gallery version. Which of your panels would you defend out loud?
Martin J.ReportingOct 23, 2026The Dark Funnel: What to Do When You Cannot Track the Research Phase
Your best deals keep arriving from somewhere your analytics cannot see. So what do you publish into that research phase instead? The usual answer is a tool, and nothing in that gap changes.
Martin J.ReportingOct 22, 2026First-Party Data Strategy: The Join Is the Strategy
Your CRM, your product database and your web analytics each hold the same customer under a different identifier. You have already collected the data. Which record wins when the three of them disagree?
Martin H.ReportingOct 21, 2026
Manage Google Ads Smarter With AI.
Marketing Reports: What the Monthly Deck Should Prove, and What It Quietly Avoids
Your monthly report goes out on time and no one tells you what it changed. The deck grows while the decisions it serves get made elsewhere. A report built to prove a decision looks different from page one.
Martin J.ReportingOct 18, 2026Marketing Report Template: What Goes In It, Who Reads Which Section, and When It Stops Working
One document, four readers, no agreement on what it is for. Your report ships on time and changes almost nothing, because the person signing the budget and the person running the paid account want different pages. Which section does your CFO open?
Martin J.ReportingOct 11, 2026Marketing Dashboard in 2026: The Metrics That Earn a Slot, and the Ones to Delete
Your dashboard did not get worse because something was missing. It got worse one tile at a time, each one added for a good reason, and now you scroll past the four tiles that were supposed to tell you where to look. You already know which of them you would defend in a meeting, and you have never written down why the rest are still there. So name the four: sessions added together, follower counts, impressions with no position, and engagement rates whose denominator changes with the platform. Each one looks useful. Each one misleads you the moment it sits beside a number it cannot be compared with. Which of those would you delete this afternoon if the board still had to work tomorrow?
Martin J.ReportingOct 6, 2026SEO Client Reporting: What to Send, How Often, and What Clients Actually Read
You send a client report every month, and nobody has ever told you it was the reason the contract renewed. That silence runs in both directions. Your client does not read it the way you read it: they scan the first screen, find a number that makes them feel safe, and close the tab before the call. Retainer agencies lose 18% of clients a year against 42% for project-based work, and the ranked reasons clients give for leaving put weak strategic guidance first at 68% and poor communication second at 57% (Focus Digital 2026; gigradar.io citing Focus Digital and Practiq 2026). Price sits sixth at 37%. So when the report left your outbox last month, what did the person reading it actually understand?
Martin J.ReportingOct 6, 2026
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