Services / Marketing dashboards
Marketing dashboards that include your internal numbers
A KPI dashboard with your revenue and your campaigns, on your own data and in one place.
Are you making do with Excel files from weekly or monthly exports? The same pivot tables every time, and the feeling that there is more in that data than comes out. Power BI might be a solution, but someone who can work on it is too expensive, and even then not everything is in there. That's where I build a custom dashboard on your data, optionally connected to GA4, Google Ads, Meta Ads, Google Search Console, Matomo and/or any other data source. One of my dashboards even includes a weather forecast and historical weather data, because that matters for that case.
For a long time it frustrated me that I only had Google Analytics or Google Ads to tell me how a business was doing. And what you see there is only part of the story. Google Ads knows what a click cost, but only your own systems know what was sold and what was left over. So I started connecting everything, so you can see what a campaign delivered and what a customer is worth to you over the years.
A report also comes out periodically, and I'm there to give you context when it's needed.
I built this for an international player in hospitality with locations in five markets, for a webshop with nine domains and for a B2B company that works on leads. The same works for a single location or a single webshop. The only condition is that I can get at your data.
What's in it
Revenue and margin per product and market
What sells, and at what margin. Calculated on your order system, deduplicated, so the numbers match your accounts. If you have eighty products, you see straight away which ten do the work.
If you steer on leads (e.g. enquiries or quotes), those come from your CRM and sit next to your campaigns.
Campaigns next to your own revenue
What a campaign cost and what stands against it in your own numbers. Brand and non-brand apart, because a brand campaign can pick up what was coming anyway. The platform numbers sit next to it, so you see how big the difference is.
Traffic next to sales
Your organic clicks per page, next to the sales of the product that page is about. At one client, after the Google update of August 2025, the page of one product dropped out of the search results and that product dropped with it, while nothing had changed in the campaigns. An SEO tool doesn't see that, because it doesn't know your revenue. Your webshop statistics don't either, because they don't know your rankings.
Looking ahead
Are you behind on last year, or are people simply booking and ordering later? A raw counter won't show you. The dashboard compares with the same moment last year and projects where you'll end up.
Customer value and repeat behaviour
What a customer brings in over the years, and not only on their first purchase. Which share of your customers comes back, per year of first purchase. At one client the real customer value was a multiple of the figure they were working with. That changes what you can afford to pay to win a new customer.
Checks that raise the alarm themselves
With every update, checks run over the data. A campaign burning money, a return rate that suddenly rises in one market. What they find sits at the top of the dashboard, with an amount next to it.
How this differs from Looker Studio or Power BI
Looker Studio is fine if you mainly want to show Google data. If you want your revenue, margins or bookings next to it, you need paid connectors or a data warehouse, and the calculations stay limited. Power BI can do much more, but you need someone who can build and maintain it, and usually every user who views it pays for a licence.
My dashboards run on code. That means any calculation is possible, such as a forecast or weather data. If a new question comes up, I build it in quickly. And you get someone who goes through the numbers with you.
How it works
I connect your sources: GA4, Google Ads, Meta Ads, Search Console, Matomo, and anything with an export or an API, such as your order system, your booking platform or your CRM. I only read; nothing changes in your systems. A data processing agreement is standard.
Then I load the history and tune everything to how your business works, such as your season and what you call a returning customer. From then on the data refreshes daily or weekly, depending on your sources. It runs on my own infrastructure, with access per user. Your data stays yours and can come out at any time.
You get weekly and monthly reports in your house style, automatically from the same numbers. Extra questions? Then I build them in.
Want to see how it works?
The demo dashboard is online with fictional data, built on the structure of real datasets. Two businesses: a hospitality chain and an online record shop. You'll see how web traffic is linked to real bookings and orders.
“He first takes the time to understand the business, the questions that need to be answered, and the information people actually need.”