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Analytics and reporting: the numbers that survive a board review
Dashboards, attribution and the monthly report. What belongs on a page a decision-maker actually reads: which metrics carry a decision, how credit gets split across channels, and how to tell a tracking break from a genuine drop.
15 articles
Marketing Reports: What the Monthly Deck Should Prove, and What It Quietly Avoids
Your monthly report goes out on time and no one tells you what it changed. The deck grows while the decisions it serves get made elsewhere. A report built to prove a decision looks different from page one.
Martin J.ReportingOct 18, 2026Marketing Report Template: What Goes In It, Who Reads Which Section, and When It Stops Working
One document, four readers, no agreement on what it is for. Your report ships on time and changes almost nothing, because the person signing the budget and the person running the paid account want different pages. Which section does your CFO open?
Martin J.ReportingOct 11, 2026Marketing Dashboard in 2026: The Metrics That Earn a Slot, and the Ones to Delete
Your dashboard did not get worse because something was missing. It got worse one tile at a time, each one added for a good reason, and now you scroll past the four tiles that were supposed to tell you where to look. You already know which of them you would defend in a meeting, and you have never written down why the rest are still there. So name the four: sessions added together, follower counts, impressions with no position, and engagement rates whose denominator changes with the platform. Each one looks useful. Each one misleads you the moment it sits beside a number it cannot be compared with. Which of those would you delete this afternoon if the board still had to work tomorrow?
Martin J.ReportingOct 6, 2026SEO Client Reporting: What to Send, How Often, and What Clients Actually Read
You send a client report every month, and nobody has ever told you it was the reason the contract renewed. That silence runs in both directions. Your client does not read it the way you read it: they scan the first screen, find a number that makes them feel safe, and close the tab before the call. Retainer agencies lose 18% of clients a year against 42% for project-based work, and the ranked reasons clients give for leaving put weak strategic guidance first at 68% and poor communication second at 57% (Focus Digital 2026; gigradar.io citing Focus Digital and Practiq 2026). Price sits sixth at 37%. So when the report left your outbox last month, what did the person reading it actually understand?
Martin J.ReportingOct 6, 2026
Manage Google Ads Smarter With AI.
How to Automate SEO Reporting: Wire Four Sources Once and Stop Rebuilding the Monthly Report
Your monthly report takes longer to rebuild than your client spends reading it, and the rebuild was never in the scope. Nobody asked which five numbers you are wiring or which API feeds each one. So how long does that stay your job?
Martin J.ReportingOct 3, 2026Marketing KPIs in 2026: The Nine That Change a Decision
Your report is technically working, and that is the problem. It carries twenty numbers, every one accurate, and you still cannot answer the question your CFO asked last Thursday. There is a version of this where the fix is a better platform, and a version where the fix is deleting most of the slide, and only one of those costs money. You already know which three numbers you actually look at, and you have never written down why the other seventeen are still there. Which number, if it moved, would change what you do next month? That number is a KPI, and the rest is decoration with a bill that never appears on the slide.
Martin J.ReportingOct 3, 2026Google Data Analytics Certificate 2026: Is the Google Data Analytics Professional Certificate Worth It? (Honest Review)
You can pay $294, finish nine courses in five months, and be exactly where you started in January. That is not a comment on your ability. It is what happens when a credential is sold on a promise nobody has published data for. Google, Coursera, and nearly every review on page one will tell you 75% of graduates report a positive outcome. Between us, that figure comes from a survey run in 2022, and it counts raises and promotions, not jobs. Here is what should bother you more. The entry-level segment this certificate targets shrank 6.3% since January 2025. So do you buy it or not?
Martin J.ReportingSep 13, 2026Marketing Attribution Software: The 2026 Buyer's Guide for Marketing Teams
Every attribution vendor on Google sells you their own tool. None answer which model fits your business. Six of ten results are self-promo. Here's the neutral guide — models, B2B vs ecom, pricing, decisions. What if your dashboard and CFO disagree?
Martin J.ReportingAug 28, 2026
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