Analytics & Reporting
Build dashboards that show your KPIs against target and which channels actually bring in customers, for the people who make decisions.
This step builds the reports that show whether your marketing and sales system is working. The main dashboard tracks the KPIs you set in the Goals and KPIs step against their targets, and supporting dashboards cover your funnel, pipeline, personas, channels and content.
It also sets up attribution, which shows which channels actually bring in customers instead of just traffic. The right model depends on how you sell, and your website analytics and search data get connected so the numbers line up across tools.
Reports get delivered to the people who need them on a schedule, and a simple monthly report with the numbers and three summary points replaces long slide decks. Dashboards nobody uses get retired each quarter, so what's left stays useful.
Signs you need this
- Leadership keeps asking whether marketing is working
- You have dashboards but nobody looks at them
- You can't tell which channels bring in customers
- Reports from different tools don't match
- Putting together the monthly numbers takes hours
End results
- A main dashboard that shows every KPI against its target
- Supporting dashboards for your funnel, pipeline, personas, channels and content
- An attribution model that fits how you sell
- Website analytics and search data connected to your reporting
- Scheduled delivery to each owner and a monthly report template with numbers and three summary points
Common questions
What should be on a marketing dashboard?
Your KPIs against their targets first, then the supporting numbers that explain them, like conversion rates between funnel stages and results by channel. If a chart doesn't help someone make a decision, leave it off.
What is marketing attribution?
It's how you decide which channels and touchpoints get credit for a new lead or customer. It helps you see where your time and budget are actually paying off.
Which attribution model should I use?
It depends on how long and complex your sales process is. Simple sales often work fine with first or last touch, while longer sales with several touchpoints usually need a model that spreads credit across the journey.
Why don't my numbers match between tools?
Different tools count things differently, and gaps in tracking make it worse. Connecting your tools and agreeing on one source of truth for each KPI fixes most of it.
How often should marketing reports go out?
A monthly report works for most teams, with dashboards available anytime in between. Review which dashboards get used every quarter and retire the rest.
