Business intelligence, reporting and AI search, in plain English
For businesses spending real money on ads across several brands, agencies or accounts, and still stitching the numbers together in spreadsheets.
Marketing reporting when you use several agencies, brands and ad accounts
What a marketing report should contain, a monthly and a one-page board structure you can copy, and how to stop stitching agency reports and spreadsheets together.
DashboardsMarketing dashboards for multi-brand businesses: what to show, with examples
Seven example views, by group, brand, location, channel and ad account, each with its panels, its figures and the decision it supports. Plus how to move from an Excel KPI dashboard to a live view.
Business intelligenceBusiness intelligence dashboards: from spreadsheets to one source of truth
What a BI dashboard should join, why spreadsheets stop coping as a business grows, how Excel compares with Power BI, and how to choose between building and buying when you have no data team.
AIAI reporting tools: what they can and cannot tell you about your marketing
A plain comparison of the four kinds of AI reporting tool, the questions each answers well, and why every answer depends on the joined data underneath.
AttributionCross-channel attribution: why Google and Meta both claim the same sale, and how to reconcile them
Every ad platform counts its own conversions by its own rules. Here is how the main attribution models and incrementality tests work, with a worked example of checking platform claims against the sales your CRM recorded.
MeasurementWhat is a good ROAS? Why gross profit is the better test
There is no universal good ROAS. There is a break-even ROAS you can work out from your margin in two minutes, and a better question underneath it: did the spend make gross profit?
AI searchHow to rank in ChatGPT and Google AI Overviews: a practical GEO guide
AI answers are built from pages that search engines already find and trust. Here is how ChatGPT and Google choose their sources, the changes that make your business easier to name, and how to measure whether it is working.
TrackingOffline conversion tracking: send real sales from your CRM to Google and Meta
Ad platforms bid on what they can see. If they only see form fills, they find more form fills. This guide shows how to send qualified leads and sales from your CRM to Google Ads and Meta, and how to prove it is working.