Platform dashboards use different attribution rules and appear to claim the same conversion more than once.
Organic, creative & measurement
Give your team a report they can make decisions from.
Custom digital reporting brings the relevant campaign and business evidence into one understandable view. We organise it around the questions a marketing director or dealer team needs to answer, with definitions that make the figures comparable.
The buying decision
Choose the decision before building the dashboard.
A manufacturer may need to compare markets, while a dealer group needs to see enquiry quality by location and model. Those are different reports. We agree the audience, review schedule, data sources and level of detail before deciding whether a dashboard, written commentary or scheduled export is most useful.
The work can include campaign naming rules, source connections, a metric dictionary and a clear separation between media delivery and confirmed business outcomes. We document time zones, currencies and attribution windows where they affect comparisons. Missing data should appear as missing, with an explanation, rather than quietly becoming a zero.
What it is
A report should answer the next business question.
Custom reporting connects relevant platform, analytics, media and commercial data into an agreed structure. It can be delivered through live dashboards, recurring reports or decision-focused summaries.
A national sales company may need comparable markets, a dealer needs only its own campaign and lead view, and a global team needs consistent definitions across territories. One universal dashboard rarely serves all three.
Audience and data
Reporting brings the audience signals together so the client can see which data is actually useful. We separate prospecting, custom audiences and retargeting wherever the platforms allow it, helping show whether relevant audiences are responding differently from broad targeting.
Audience sourceResponse by segmentUseful learning
Audience availability, matching and retargeting depend on the platform, market, permissions and campaign set-up.
In practice
These examples show the sort of targeting we can consider. Availability varies by platform, market and permissions, so we confirm the usable options before launch.
Relevant audienceAvailable channel, category, contextual or first-party signals selected to match the campaign brief.
Custom audiencePeople grouped because they share a useful behaviour or relationship with the brand, such as visiting a model page or engaging with a campaign.
RetargetingPeople who have already shown interest can receive a relevant follow-up message on channels that support it.
Common mistakes
Dealers receive network-wide totals instead of a clear view of their own budget, campaigns, leads and actions.
International teams cannot compare markets because KPIs, currencies, date ranges and campaign names are inconsistent.
Planning and delivery
Useful reporting begins with the decisions each user needs to make. We define the commercial questions, KPI meanings, ownership, data sources and acceptable limitations before designing a dashboard or recurring report. Platform, analytics, dealer and commercial data are reviewed for access, tagging, duplication, latency and incompatible attribution. Views are then structured by role: a dealer sees its own activity, a national team sees comparable network performance, and an international team sees consistent market definitions with the necessary local context. Automated collection is quality-checked rather than assumed to be correct. Commentary separates verified results from attributed, modelled or inferred outcomes and highlights missing data so the next decision is based on evidence rather than dashboard appearance.
What the client gets
KPI and data dictionary defining calculation, attribution basis, owner, refresh rate and known limitation
Data-source, access, tagging and quality audit with duplication and missing-field issues documented
Role-based dealer, national and international reporting views with appropriate permissions and filters
Recurring quality checks, anomaly log and narrative summary focused on decisions and next actions
Make the next action visible.
A useful review identifies what changed, why it might have changed and what the team should investigate or do next. Automated charts save preparation time, but judgement still matters. We can agree exception flags and commentary so a report highlights an unavailable model or broken lead route instead of simply celebrating cheaper traffic.
Common questions
Can one dashboard create a single source of truth?+
It can create a consistent reporting view, but it cannot remove every difference between source systems. We document definitions, attribution and refresh timing, preserve important discrepancies and make clear which source governs each KPI rather than hiding conflicts behind one total.
Does custom reporting need to update in real time?+
Only when the decision genuinely requires it and the source systems support reliable updates. Daily or scheduled refreshes are often more useful than an unstable real-time feed. We agree the appropriate cadence for campaign monitoring, dealer action and senior reporting separately.
Can every dealer see the whole network’s results?+
Access should match the agreed role and commercial need. A dealer can be limited to its own campaigns, spend, leads and actions, while national or global teams receive broader views. The design also depends on the permissions, privacy requirements and access controls of each source system.
Start with the brief