Dashboards.

02 · THE BRIEFING

1. I
   When to consider it
   You spend more than an hour a week stitching numbers between GA4, your ERP, Meta Ads Manager and an Excel export. Budget calls run on approximate memory, not on consolidated up-to-date figures.
2. II
   Why it matters
   Without a centralised dashboard, marketing steering turns slow and tribal. The exec board looks at one channel, marketing at another, sales says something else. The hidden cost: three weeks late on every meaningful budget decision.
3. III
   What you get back
   A single view (revenue / CAC, customer acquisition cost / ROAS, return on ad spend) per channel that reads in 30 seconds. Threshold alerts so you no longer miss a channel dropping off or a creeping cost per lead. The ability to arbitrate live in the meeting instead of chasing numbers afterwards.
4. IV
   How we run it
   We start by listing the 5 weekly decisions the dashboard must serve, before plugging any source. Then we connect GA4, BigQuery (Google's dedicated data warehouse) and your ad platforms onto Looker Studio (Google's dashboard tool), or a dedicated build if volume justifies it. No orphan widget without a written usage.
5. V
   What it unlocks
   Budget calls made live in the room instead of after. A marketing reading shared by the exec board and sales. A clean foundation to plug revenue forecasting or lead scoring on top.

We get back to you within the week · scoping before any quote.

04 · WHAT WE WON'T WRITE IN AN RFP

A dashboard is a decision tool. Not a reporting artifact.

A dashboard only serves the decisions it triggers. As long as no budget arbitrage comes out of a chart, it pollutes the meeting. The right question before signing: which 5 weekly decisions do you want your dashboard to trigger? If the answer stays fuzzy, the right order is to lay the analytics layer first (GA4 and the measurement platform), then the reading.

• 01

  Decision in 30 seconds

  You read your revenue, your CAC (customer acquisition cost), your ROAS (return on ad spend) and threshold alerts without navigating. The dashboard answers 5 precise weekly questions, not 80 possible curiosities.

• 02

  Shared exec / marketing read

  One single source of truth visible to all. No more divergent figures across teams. Budget calls happen in the meeting, not three days later.

• 03

  Threshold alerts wired in

  You get a signal when your cost per lead exceeds the 4-week average by 25%. No more silent crash between two exec meetings. Data comes to you, not the other way round.

• 04

  Foundation for what comes next

  Once the reading is set, you can plug revenue forecasting, lead scoring (prospect rating), multi-entity consolidation on top. The dashboard becomes a starting point, not an end point.

05 · THE PLAY-BY-PLAY

Four steps. Three weeks on average. Zero orphan widget.

1. 01

   We list the 5 weekly decisions.

   Half-day workshop with marketing + exec + sales. We write the 5 questions that need answering in the weekly call. What serves no decision drops out of the dashboard scope. No orphan widget.

2. 02

   We audit the sources of truth.

   Inventory of GA4 (opens in a new window), BigQuery (opens in a new window), Google Ads, Meta Ads, LinkedIn Ads, ERP. We check freshness, cross-source consistency, blind spots. If a source does not hold up, we say so before plugging it.

3. 03

   We build the target board.

   Looker Studio (opens in a new window) build connected directly to BigQuery, or via Funnel.io (opens in a new window) (a marketing data lake that consolidates your ad platforms) if cross-channel volume justifies it. One page per decision, not one page per channel. Client sign-off before locking. No production freeze on your site.

4. 04

   We document and hand over.

   Notion documentation: sources, formulas, alert thresholds, owner per page. 1-hour handover to your team or your media agency. If you switch providers in six months, the board stays readable and editable. Full ownership.

07 · NOT YET FOR YOU IF

Three cases where a dashboard is not the top priority.

• Your analytics layer is broken.

  GA4 mis-configured, business events (the customer actions we measure) missing, doubled conversions. A dashboard plugged on top just consolidates the noise. We lay the measurement layer first, the board second.

• Your marketing revenue is under 1 M€ a year.

  At these volumes, a properly maintained weekly Google Sheet is more than enough. The entry cost of a managed dashboard does not pay back. We would rather say it than walk you into the dark.

• No one on your side will read it.

  If no recurring weekly meeting exists to open the board, it will become a forgotten tab. The cost of a dashboard is not paid back by its mere existence. Governance matters as much as data.

We open your board. We tell you what triggers no decision.