Lead generation reporting that connects spend to revenue
We build Power BI and Looker Studio dashboards that give you lead-level attribution — the ability to trace every lead from ad click to sales outcome and understand exactly where your money is going.
The reporting gap in enterprise lead generation
Most enterprise lead generation programmes report on two things: how much was spent, and how many leads were generated. Cost per lead is calculated. Performance is declared good or bad. This tells you almost nothing useful.
The question that matters isn't "how many leads did we get?" It's "which campaigns, channels, and keywords produced leads that became customers — and at what cost relative to the revenue they generated?" Answering this question requires connecting data from your ad platforms to data in your CRM, at the individual lead level, and presenting it in a way that both marketing and commercial teams can act on.
This is what we build. Not vanity dashboards with impressions and click-through rates, but operational reporting that connects your media investment to your commercial outcomes.
What we build
Lead-level attribution
We build reporting that traces individual leads from their originating ad click (using GCLID, FBCLID, and UTM parameters captured at form submission) through their CRM journey (lead created, appointment booked, appointment attended, sale closed) to their revenue outcome. This lets you answer questions like: "What was the cost per sale from Google Search non-brand keywords in the South East last quarter?" — not just "What was our cost per lead?"
Power BI dashboards
For enterprise clients, we typically build in Power BI. Our standard dashboard architecture includes an executive summary (key metrics, trends, month-on-month comparisons), a campaign performance view (drill-down by channel, campaign, ad group, keyword), a lead quality view (conversion rates through each funnel stage), and a geographic view (performance by region, store, or territory). All views are interactive, filterable, and exportable.
Data pipeline (Supermetrics and custom)
We use Supermetrics to pull data from Google Ads, Meta, GA4, and other platforms into a central data warehouse or directly into Power BI / Looker Studio. For CRM data, we build direct API connections or use scheduled exports. The data pipeline runs automatically, so your dashboards are always current without manual intervention.
Automated alerting and anomaly detection
We configure automated alerts for significant performance changes — spend pacing anomalies, sudden CPL increases, conversion rate drops, or budget exhaustion. These are sent via email or Slack, flagging issues before they become expensive. For larger programmes, we use simple anomaly detection to identify statistically unusual patterns in performance data.
What's included
- Reporting strategy and requirements gathering
- Data pipeline setup (Supermetrics / API)
- Power BI or Looker Studio dashboard build
- Lead-level attribution modelling
- Executive summary dashboard
- Campaign performance drill-down
- Lead quality and funnel reporting
- Geographic performance views
- Automated email summaries
- Anomaly detection and alerting
- Stakeholder access configuration
- Monthly reporting review and refinement
Results
Our reporting infrastructure is central to the enterprise programmes we run across seven markets for global hearing care brands.
7+
Markets reported
Daily
Data refresh frequency
Lead-level
Attribution granularity
FAQs
Frequently asked questions
Do you use Power BI or Looker Studio?
We use both, and the right choice depends on your organisation. Power BI is our default for enterprise clients — it handles complex data models, large datasets, and row-level security better than Looker Studio, and most enterprise IT teams already have Microsoft licensing. Looker Studio works well for smaller-scale reporting, quick dashboards, and teams that prefer Google's ecosystem. We'll recommend the right tool during the scoping phase.
Can you connect reporting to our CRM data?
Yes. We routinely connect Power BI and Looker Studio to CRM systems (Salesforce, HubSpot, Dynamics) alongside ad platform data (Google Ads, Meta, Taboola) and analytics data (GA4). This is what enables lead-level attribution — the ability to trace a single lead from its source campaign through to its revenue outcome. We use Supermetrics, direct API connections, or custom data pipelines depending on your technical setup.
What's included in your standard reporting setup?
Our standard reporting package includes: a top-level executive dashboard showing key metrics and trends, a campaign-level performance dashboard with drill-down capability, a lead-level attribution view connecting ad spend to CRM outcomes, and a weekly automated email summary. All dashboards are interactive, filterable by date range and campaign, and accessible via web link — no special software required for stakeholders viewing the reports.
How often are dashboards updated?
Our dashboards update automatically. Ad platform data refreshes daily (or more frequently if needed). CRM data refreshes on the schedule your system supports — typically daily for Salesforce and HubSpot. For clients who need near-real-time reporting, we can configure more frequent refreshes, though this is rarely necessary for strategic decision-making.
Can you build reporting for campaigns we manage in-house?
Yes. Our reporting and BI service is available independently of our media management services. If you manage your own campaigns but need better visibility into performance — especially lead-level attribution that connects ad spend to revenue — we can build the reporting infrastructure. We've done this for several enterprise clients who have in-house media teams but lack the BI capability to build proper attribution reporting.
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