Category
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
How to Automate SEO Reporting: Wire Four Sources Once and Stop Rebuilding the Monthly Report
Your monthly report takes longer to rebuild than your client spends reading it, and the rebuild was never in the scope. Nobody asked which five numbers you are wiring or which API feeds each one. So how long does that stay your job?
Martin J.ReportingOct 3, 2026Marketing KPIs in 2026: The Nine That Change a Decision
Your report is technically working, and that is the problem. It carries twenty numbers, every one accurate, and you still cannot answer the question your CFO asked last Thursday. There is a version of this where the fix is a better platform, and a version where the fix is deleting most of the slide, and only one of those costs money. You already know which three numbers you actually look at, and you have never written down why the other seventeen are still there. Which number, if it moved, would change what you do next month? That number is a KPI, and the rest is decoration with a bill that never appears on the slide.
Martin J.ReportingOct 3, 2026Google Data Analytics Certificate 2026: Is the Google Data Analytics Professional Certificate Worth It? (Honest Review)
You can pay $294, finish nine courses in five months, and be exactly where you started in January. That is not a comment on your ability. It is what happens when a credential is sold on a promise nobody has published data for. Google, Coursera, and nearly every review on page one will tell you 75% of graduates report a positive outcome. Between us, that figure comes from a survey run in 2022, and it counts raises and promotions, not jobs. Here is what should bother you more. The entry-level segment this certificate targets shrank 6.3% since January 2025. So do you buy it or not?
Martin J.ReportingSep 13, 2026Marketing Attribution Software: The 2026 Buyer's Guide for Marketing Teams
Every attribution vendor on Google sells you their own tool. None answer which model fits your business. Six of ten results are self-promo. Here's the neutral guide — models, B2B vs ecom, pricing, decisions. What if your dashboard and CFO disagree?
Martin J.ReportingAug 28, 2026
Manage Google Ads Smarter With AI.
Revenue Attribution: How to Map Every Dollar of Marketing to Closed Revenue
You know which campaigns bring leads. Do you know which ones bring revenue? Most can't say — the reported vs CRM-verified gap runs 2–4x. Your tools hide most of the journey. Revenue attribution closes that gap — but the fix isn't a new tool.
Team AllAbleReportingAug 28, 2026Hyros vs Triple Whale: Which Ad Attribution Tool Fits Your Brand?
You trust your ad numbers. Your bank account doesn't — the gap can hit 150–250%. Hyros and Triple Whale both promise to close it, and charge like they invented accuracy. One bills by ad spend, the other by store revenue. Which fits your funnel, and is either worth it?
Martin J.ReportingAug 28, 2026Attribution Software for Ecommerce: A Practical Guide
Every ad platform says your campaigns are profitable — and your Shopify dashboard disagrees. Which one should you trust? Here's the ROI math for ecommerce attribution software — and when it actually pays for itself.
Martin J.ReportingAug 28, 2026SEO Report Template: How to Build an AI-Generated Client Report
Your agency probably spends 250 hours a year on client reports, and the client reads each one for about four minutes. That math makes no sense, and everyone in the room knows it — you, the account manager, and the client who skips straight to the last page for the "so what." Here's the part that stings: the report that took you five hours and the one that took thirty minutes get read exactly the same way. Because the client isn't buying your hours. They're buying a story about what happened, why it happened, and what you'll do next. So what would happen to your margins if the narrative wrote itself?
Martin J.ReportingAug 21, 2026
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