Most marketing reports list numbers. Fewer tell you whether the marketing is working.
Google Ads, Meta, GA4, your CRM and your phone calls each tell part of the story, and none of them on its own shows which campaigns produced customers.
We build marketing dashboards that bring those sources together and connect marketing activity with enquiries, sales and the business numbers that matter, so you can see what’s working and decide where to spend next.
That starts with measurement: making sure calls, forms and sales are tracked properly before anything goes on a chart. Then we keep reports short and explain what the numbers mean. A dashboard nobody reads doesn’t change anything.
Talk to Pulse about your reporting
What we offer
Measurement planning
Before building a dashboard, we agree what it needs to answer and which actions count as results.
What’s included
That means defining the goals worth tracking, such as enquiries, calls, bookings, sales or applications, where each one is recorded and how campaigns will be tagged so the source stays attached.
Get this right first and the dashboard is easy to build. Skip it and you end up reporting whatever the platforms happen to count.
GA4 & conversion tracking
A report is only as reliable as the data underneath it.
What’s included
- GA4 and Google Tag Manager counting form submissions and calls once
- CallRail, so phone enquiries are tied to the campaign or page behind them
- UTM tags on ads, saved with the enquiry
- Meta Pixel and Conversions API, checked against GA4 and the CRM
If tracking problems are also hurting the website’s performance, that work sits with conversion optimisation.
Marketing performance dashboards
A focused view of how your marketing and website are performing, not fifty metrics nobody reads.
What’s included
We usually build these in Looker Studio, connected to GA4, Google Ads and other sources, and share them live so everyone works from the same numbers.
They typically show spend, traffic, conversions and cost per result by channel, and which channels produced which goals.
Lead & sales dashboards
For businesses that sell through enquiries, the dashboard needs to follow leads past the form.
What’s included
- How many leads came in, and from which sources
- Lead quality, and why poor leads were poor
- How many enquiries became sales, and what they were worth
- Whether sales and marketing are aligned, and where they are not
This relies on the CRM being kept up to date. If it isn’t, see our CRM and marketing automation service.
Marketing, sales & business data
Marketing numbers make more sense next to sales and business figures.
What’s included
We combine ad platform, GA4 and CRM data with business information such as sales, enrolments or revenue, so you can see how marketing, sales and the wider business affect each other.
Where some of that data lives in spreadsheets or systems without a direct connection, we work out the most reliable way to bring it in.
Reporting & explanation
A report should say what happened, why, and what we’d do next.
What’s included
We add plain-English commentary to the numbers: what changed, what it means and what we recommend changing next.
A lot of marketing comes down to explanation. We’d rather explain three numbers properly than publish fifty.
What a useful dashboard should answer
We start with the questions the business actually asks:
- How many leads or sales came in, and from where?
- What did each channel cost, and what did it produce?
- Which campaigns brought in customers, not just clicks or form fills?
- How many enquiries turned into sales?
- What has changed since last month, and why?
If a metric doesn’t help answer one of those, it usually doesn’t belong on the front page.
When the numbers don’t match
Google Ads, Meta and GA4 rarely agree. Each platform counts conversions its own way, and phone calls, duplicate form submissions and people switching devices make it messier.
Attribution is never perfect. We make sure each result is counted once, agree which numbers the business will use and explain the gaps, so the data is good enough to move budget with confidence. For businesses focused on lead generation, that usually means following each enquiry through to the sale.
