Why analytics & reporting matters right now.
SEO agencies love ranking reports. Executives don't read them. So the SEO programme gets defunded — not because it isn't working, but because the reporting layer never translated rankings into money.
We build the reporting stack to close that gap. Every metric on the dashboard maps back to a business outcome. Every monthly report opens with the top-line, not the top keyword.
If the CFO can't read it, it doesn't count.
Reporting is a product. It has users (leadership, marketing, sales), a hierarchy (top-line, then breakdown), and a job (drive better decisions faster).
We design reports around those constraints. The 60-page 'monthly deck' that most agencies send is theatre; a 3-minute dashboard scan is what leadership actually uses.
The disciplines that make this work.
GA4 configuration
Events, conversions, custom dimensions, attribution modelling — set up cleanly with a QA layer.
- Event schema
- Conversion configuration
- GA4 → BigQuery pipe
- QA + monitoring
Data pipelines
GSC, Semrush, Ahrefs, call tracking, CRM — piped into a single data layer for cross-source reporting.
- Looker Studio connectors
- BigQuery datasets (when scale demands)
- Refresh cadence + monitoring
Executive dashboard
One dashboard, three views: leadership (top-line), marketing (channel), SEO (operational). Same data, different lens.
- Leadership view
- Marketing view
- SEO ops view
- Alert configuration
Monthly report
A short, decision-oriented report designed to be read in three minutes.
- Top-line narrative
- Channel breakdown
- Wins + losses + next month
- Anomaly annotations
Quarterly business review
The 90-day view: what shipped, what moved, what's next, and what it means for revenue.
- QBR deck
- Revenue attribution model
- Roadmap for next quarter
Our proprietary approach.
Every report follows the same structure: top-line result, three-line 'so what', supporting breakdown, next-month commitments. Anything else is optional.
- Step 01Top line
The one number leadership needs — organic revenue, MQLs, or bookings.
- Step 02So what
Three sentences on what changed and why.
- Step 03Breakdown
The supporting cuts — channel, page type, geography.
- Step 04Next
The explicit commitments for the next reporting period.
Deliverables, by cadence.
- Dashboard alerts
- Anomaly annotations
- Monthly executive report
- Dashboard walk-through call
- Attribution reconciliation
- QBR deck
- Revenue attribution refresh
- Reporting stack audit
A staged roadmap.
- Weeks 1–3
Setup
- GA4 audit
- Data pipeline build
- Dashboard v1
- QA sweep
- Weeks 4–6
Standardise
- First monthly report
- Alert configuration
- Team enablement
- Ongoing
Compound
- Monthly reports
- Dashboard refinement
- QBRs
Transparent pricing.
All engagements include a 30-day exit clause. If we're not the right fit, you keep every asset produced.
- GA4 audit + fix
- Pipeline + dashboard build
- Report template
- Monthly report
- Dashboard maintenance
- Alert monitoring
- Reporting stack is included in all Growth+ engagements
We turn away work that isn't a fit.
- Teams whose current SEO reporting doesn't reach the CFO
- In-house SEO leads who need a reporting infrastructure upgrade
- Any Optimize Plus retainer client (reporting is included at Growth+)
- Brands satisfied with vendor-defaulted PowerPoint reports
Questions we get on every call.
Do you use Looker Studio or something else?+
Looker Studio by default. For enterprise volume we use BigQuery + Looker Studio Pro or a client-preferred BI tool.
Do you connect to our CRM?+
Yes — HubSpot, Salesforce, and custom CRMs are supported. We pipe qualified conversions back for attribution.
How is this different from a Google Data Studio template?+
Templates give you charts. We give you a reporting product with a decision-oriented top-line, alert configuration, and quarterly business reviews.
Can you handle GA4 migration?+
Yes — including historical data preservation via BigQuery export where relevant.
Who reads the report?+
The report is designed for leadership first (3-minute scan), marketing team second, and SEO ops team third. Same data, three lenses.
Ready to run analytics & reporting as a system?
Book a free strategy call. We'll audit your current footprint and tell you honestly whether we're the right fit.
Book a strategy call →