Who this is for
Owners who get a report every month and still cannot answer “which channel produced last month’s enquiries?”. Marketing managers who spend two days a month rebuilding the same spreadsheet. Businesses running more than one channel, where the platform numbers disagree because each one claims the same conversion. And anyone about to increase budget who wants a number they can defend to a board.
If you have one channel and ten leads a month, you do not need a dashboard yet; you need the tracking to be right. Start with GA4 setup and audit instead.
What the dashboard shows
- An executive page. Spend, leads, cost per lead, revenue where it can be tracked, and the trend against the previous period. Readable on a phone in ten seconds.
- A channel page. Organic search, paid search, paid social, direct, referral, email and WhatsApp, each with its own volume, cost and cost per lead.
- A campaign page. Google Ads and Meta Ads down to campaign and ad set, with the spend and result side by side rather than in two different tabs.
- A page and content view. Which landing pages and articles produce enquiries, pulled from GA4 and Search Console.
- A lead detail view where your CRM or form store allows it, so a lead count can be checked against real enquiries rather than taken on faith.
- Annotations. A note layer for launches, budget changes and site releases, because a drop with no context starts an argument every time.
Sources I connect
GA4, Google Ads, Google Search Console, Google Business Profile, Meta Ads, LinkedIn Ads, Google Sheets and, through Sheets or a paid connector, most CRMs and email platforms. Where a source has no free connector, I usually land the data in a Google Sheet on a schedule and chart from there. That keeps the monthly tool cost near zero, which matters more for a Nepali business than a slightly prettier connector.
How I build a reporting dashboard
- Decide the questions first. Four to six questions the dashboard must answer every month. If a chart does not answer one of them, it does not get built. This is the step most dashboards skip, which is why they end up with forty tiles and no decisions.
- Verify the tracking. I check GA4 events, key events, Google Ads and Meta conversion setup and UTM discipline before charting anything. Broken tracking produces a confident, wrong dashboard, and fixing it is covered under analytics and tracking.
- Model the data. Consistent channel groupings, one definition of a lead, one currency, and a rule for deduplicating conversions counted by two platforms.
- Build. Executive page first, then channel, campaign and content pages, with date controls and comparison periods.
- Validate. Every headline number reconciled against the source platform for a known month. If the dashboard and Google Ads disagree, we find out why before launch, not in a board meeting.
- Automate and hand over. Scheduled email delivery, access for your team, a short walkthrough recording, and a one-page note on what each metric means and where it comes from.
A standard build takes one to two weeks. Multi-country or CRM-integrated builds take longer, mostly because of access.
What you receive
- A Looker Studio report in your own Google account, which you own and can edit.
- Any Google Sheets or blended data sources behind it, documented.
- A metric dictionary: every number, its definition and its source.
- A scheduled PDF or email delivery on the day of the month you choose.
- A recorded walkthrough for people who join later.
- Thirty days of adjustments after handover.
Reporting mistakes worth avoiding
- Charting impressions and reach because they are large. They do not move a decision.
- Adding Google Ads conversions to Meta conversions to GA4 conversions and calling the total leads. The same enquiry is often counted three times.
- No annotation layer, so nobody remembers that the drop in July was a site migration.
- A dashboard nobody opens. If the monthly review does not happen, the report was decoration; I would rather build four tiles you use.
- Building on tracking that was never verified, which is the most expensive mistake on this list.
Where this fits
Reporting sits on top of measurement. GA4 setup and audit makes the events correct, Google Tag Manager setup makes them maintainable, and conversion rate optimization is what you do with the answers. If your campaigns are the thing being reported on, Google Ads conversion tracking and Meta Pixel and Conversions API have to be right first.
Pricing pointer
Dashboards are quoted as fixed-price projects based on the number of sources and pages, with optional monthly maintenance if you want the report actively reviewed rather than only delivered. Prices are on request. Looker Studio itself is free; paid connectors, if any are needed, are billed to you at cost.
Next step
Tell me the four questions you want answered every month and which platforms you run. I will reply within 4 business hours with the sources needed and a fixed quote, or a free 30-minute call if the tracking needs looking at first.