What I've learned
Most reporting fails at the same place: it answers "what happened" and stops there. The number exists. The chart is there. But the decision, the thing the stakeholder actually needs, isn't in it.
I build dashboards backward. I start with the decision that needs to be made, then figure out which numbers inform it, then figure out how to make those numbers readable to someone who isn't staring at them every week.
The visual design part matters too. A report that looks like a spreadsheet gets skimmed. A report that's organized, labeled clearly, and respects the reader's time gets used.
What I build with
The primary tool for client-facing reporting. Pulls from GA4, Google Ads, Search Console, and third-party data via connectors.
Event tracking, conversion paths, traffic attribution. I set up custom events and build views that surface the signals that matter for B2B buyer journeys.
Organic visibility, keyword ranking trends, and AIO performance. I build reports that connect search position to traffic to pipeline, not just rankings in a vacuum.
Paid search, LinkedIn, programmatic. Spend, CPA, conversion rate, and how it all connects to actual pipeline.
Examples
Examples coming. Waiting on client clearance for public use. What to expect here: campaign dashboards that tell the story of a quarter, organic search reports that explain an algorithm shift, and GA4 setups that actually track what matters for a long B2B sales cycle. Reach out if you'd like to see samples before they're posted.
A note on AI Overview reporting
One thing I've been building recently: reporting frameworks for AI Overview (AIO) performance, the new visibility layer on top of traditional search rankings. Most clients don't have visibility into whether their content is being cited in AI search results. I've been building the tracking and reporting systems to change that.
It's a moving target, but the structure for measuring it isn't that different from traditional SEO reporting. You still need visibility → traffic → conversion. The sources just changed.