Reporting
Marketing dashboards and reporting
A dashboard with forty charts gets opened twice. A page that answers the questions you ask every Monday gets opened every Monday. We build the second kind.
Why dashboards get ignored
They show what is easy to pull, which is platform data: impressions, clicks, cost per click. The owner wants to know how many patients booked and what each one cost. That number lives in the CRM, and nobody connected it.
They also show too much. When everything is on the page, nothing stands out. A useful dashboard takes a position: the few numbers that drive decisions at the top, the detail one click below.
And their definitions drift. If marketing counts any form as a lead and sales counts only people who answered the phone, the dashboard starts an argument every week.
One view per reader
Different people make different decisions. Each gets a page built for theirs, all fed by the same data.
The owner
Spend, booked appointments, sales and cost per sale by source, this month against last. One screen.
The sales manager
Leads received, time to first contact, booking and show rates per salesperson, pipeline by stage. See lead handling.
The marketing team
Campaign and ad results, landing page conversion, cost per qualified lead, and the trend for each.
Finance
Marketing spend against revenue by month and by channel, using revenue recorded in the CRM.
How we build it
Agree the definitions
Lead, qualified lead, appointment, sale, revenue. Written down and approved by marketing and sales before anything is built.
Connect the sources
Ad platforms, GA4, the CRM, call tracking, and spreadsheets where they are the only record.
Model the data
Spend joined to leads by campaign, leads joined to sales by record, with UTM and source fields cleaned first. See analytics and attribution.
Design the pages
The key numbers first, compared with the previous period and the target, and the detail behind them.
Review it with you
Weekly during the first month, to fix whatever is unclear, missing or wrong.
Numbers that usually make the front page
Cost per booked appointment
Spend divided by appointments booked, by source and campaign.
Qualified lead rate
The share of leads that sales accepts as real buyers, by source.
Show rate
Appointments attended out of appointments booked. A falling show rate wastes good leads.
Revenue by source
Sales recorded in the CRM, credited to the source of each lead.
Return on ad spend
Revenue from paid sources divided by their spend. Our ROAS calculator shows the arithmetic.
Speed to lead
The median time from a new lead to first contact, by person and by hour.
Where the dashboard lives
| Option | Good for | Watch out for |
|---|---|---|
| Looker Studio | Free, connects easily to Google products, simple to share | Slow with large data; third-party connectors cost extra |
| Power BI | Strong data modelling, common in larger companies | Licences per user, more setup |
| Napexy revenue attribution | Each lead and booking already tied to its source and campaign | Covers the leads that flow through Napexy tools |
| Spreadsheets | Quick to start, everyone can open them | Break when someone edits the wrong cell |
Frequently asked questions
How often does the dashboard update?
Most sources refresh daily, some several times a day, and CRM data can be close to live. Each page shows the time of its last refresh, so nobody makes a decision on yesterday’s numbers without knowing it.
Can we keep the reports we already have?
Yes, if they are used. A good first step is to rebuild the one report everyone already reads, on cleaner data, before adding anything new.
Do you also send a monthly report?
Yes. The dashboard shows what happened. The monthly report explains why and says what we will change. Our page on how we report results shows what it contains.
What if our CRM data is messy?
Then the dashboard will show the mess, and fixing the CRM comes first. A dashboard on top of bad data looks precise and is wrong. Our page on CRM setup covers the clean-up.
Who can see the dashboard?
Whoever you decide. Each view can be shared with the people who need it, and sensitive figures such as revenue per salesperson can be kept to managers.
Last updated · By the Napexy team
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