01
GA4/Ads reporting structure
Align key events, conversions and reports so numbers answer practical business questions.
Reporting dashboards
Reporting dashboards for clearer lead numbers.
If your numbers are spread across GA4, Google Ads, forms, spreadsheets, CRMs and inboxes, I can help turn the reporting mess into a clearer dashboard or repeatable reporting workflow.
- GA4/Ads reporting structure
- Lead-source reporting
- Form and CRM data cleanup
- Spreadsheet-to-dashboard workflow
- Looker Studio or custom dashboard concepts
- Monthly reporting process
01 Problems
When the numbers do not answer the question.
These are signs the business needs a clearer reporting loop, not another spreadsheet copied by hand.
- GA4 and Google Ads numbers do not match.
- Enquiries are not connected to lead source.
- Reporting is copied manually each month.
- Spreadsheets have become fragile.
- The team cannot see what changed.
- Campaigns are being judged on incomplete data.
- Internal reporting depends on one person's memory.
- Dashboards exist but are not trusted.
02 What I’ll fix
What I'd make trustworthy first.
The goal is to turn scattered numbers into a reporting loop the business can actually use.
02
Lead-source reporting
Connect campaign, keyword and landing-page context to the enquiries that actually arrive.
03
Form and CRM data cleanup
Standardise fields and statuses so leads can be compared without spreadsheet surgery.
04
Spreadsheet-to-dashboard workflow
Turn fragile manual reporting sheets into a repeatable dashboard or import process.
05
Looker Studio or custom dashboard concepts
Choose the lightest reporting surface the business can maintain.
06
Monthly reporting process
Create a repeatable check-in rhythm for traffic, leads, quality and follow-up.
07
QA checks for data confidence
Add checks for duplicate events, missing source data and numbers that no longer line up.
03 Relevant proof
Proof from reporting and visibility work.
These examples show the kind of visibility work that turns scattered numbers and status updates into something easier to trust.
Read-only audit and validation tooling
Fetch
A review workflow for pulling campaign, search term, conversion, landing page, tracking and performance data into safer audit loops.
Why it matters here: Campaign and lead reporting only helps when tracking, landing pages and source data can be checked together.
- Problem
- Campaign review, tracking checks and launch readiness relied on scattered manual inspection.
- Built
- Read-only data pulls, validation reports, planning views and QA evidence.
- Outcome
- Improved audit confidence and made lead-generation checks easier to repeat.
WordPress maintenance workflow
CTRL
A maintenance and operations layer for keeping WordPress sites, jobs, state and follow-up work easier to see and manage.
Why it matters here: Operational visibility is useful when it turns scattered state into something supportable.
- Problem
- Site operations needed a safer way to see maintenance work, state and follow-up.
- Built
- Overview screens, job flows, site inventory and guarded operations paths.
- Outcome
- Simplified support and made ongoing maintenance easier to manage.
Support and service registry
CMND
A registry for service routes, status feeds, documentation and deployed app entry points so support context is not scattered.
Why it matters here: Reporting is easier to trust when service status and support context are not scattered.
- Problem
- Service routes, status and deployment notes were too easy to separate.
- Built
- Registry views, status surfaces, route references and documentation hooks.
- Outcome
- Created one clearer place to understand and maintain deployed systems.
Cash-flow planning workflow
BillBoard
A local single-user cash-flow MVP built around calendar, budget, accounts and bank views.
Why it matters here: Reporting only helps when the numbers are tied to a repeatable process rather than spreadsheet drift.
- Problem
- Planning cash flow across accounts needed a clearer day-by-day surface.
- Built
- Calendar-led views, account structures and budget planning flows.
- Outcome
- Created one reliable place to model the process and reduce spreadsheet drift.
04 Entry offer
Good first step
Reporting audit
I will review the current reporting sources, identify what can and cannot be trusted, and map the simplest dashboard or reporting workflow worth building.
Request a reporting audit05 How it works
How I'd make the reporting usable.
Useful reporting starts with definitions and confidence before it becomes a dashboard.
Check the sources
Review GA4, Ads, forms, spreadsheets, CRM fields and lead statuses.
Clean the definitions
Decide what counts as an enquiry, qualified lead, source and follow-up state.
Build the view
Create the lightest dashboard or reporting workflow that answers the real questions.
Add QA habits
Leave checks for duplicate events, missing fields and numbers that drift.
06 Fit and budget
A quick check before building another dashboard.
Useful reporting starts with trusted sources, clean definitions and numbers that answer real follow-up questions.
Fit check
This is probably a good fit if...
- Marketing or lead numbers are scattered
- Spreadsheets need a calmer process
- Reports should help decisions, not just decorate meetings
Scope check
It is probably not the right fit if...
- Dashboard theatre with no data QA
- Replacing source systems before understanding them
- Reporting that ignores enquiry quality
08 FAQ
Questions worth clearing up.
Why do GA4 and Google Ads numbers not match?
They often use different attribution, timing, consent and event definitions. The useful question is which numbers are trusted for decisions.
Can you build a dashboard from spreadsheets?
Yes. Spreadsheets can feed a dashboard or be cleaned into a more repeatable import/reporting workflow.
Can you report on qualified leads, not just form fills?
Yes, if the lead workflow captures status or quality data. That is often more useful than raw enquiry counts.
Do you use Looker Studio?
Yes, where it is the lightest suitable reporting surface. A custom dashboard or spreadsheet workflow may sometimes be more practical.
Can you clean up existing tracking?
Yes. I can review duplicate events, missing source fields, unclear conversions and reports that no longer line up.
What makes a dashboard trustworthy?
Clear source definitions, stable fields, known limitations, duplicate checks and numbers that can be traced back to real leads or actions.
10 Start
Need lead numbers you can actually trust?
I'll review the sources, fields, statuses and reports, then map the simplest dashboard or reporting workflow worth building.
A rough version is fine; context is useful. Prefer email?
Email me directly