Cross-Channel Marketing Dashboards for Clear Decisions
We build marketing dashboards that bring Google Ads, Meta, GA4 and CRM results into a single view of spend, leads, revenue and cost per result. Built for owners, marketing leads and agencies who need to see the whole funnel without logging into five platforms.
When Every Platform Tells a Different Story
Each ad platform reports its own conversions with its own attribution window, so adding them up rarely matches what your sales team actually closed.
- 01
Double-Counted Conversions
Google Ads and Meta both claim the same sale, so summed platform conversions look far higher than the orders or leads you received.
- 02
Spend Without Outcomes
Cost data lives in ad platforms while qualified leads and revenue live in the CRM, so nobody can see cost per real customer by channel.
- 03
Too Many Logins
Checking performance means opening several ad accounts, GA4 and the CRM, which makes weekly reviews slow and inconsistent.
What Goes Into Your Marketing Dashboard
We define one set of metrics across channels, pull spend and outcomes from each system, and present them in pages built for executives and channel owners.
- 01
Unified Channel Taxonomy
A consistent channel and campaign naming map so Google Ads, Meta, email and organic roll up the same way everywhere.
- 02
Spend Data Pipelines
Daily cost, clicks and impressions pulled from Google Ads, Meta Ads and other ad platforms via native or third-party connectors.
- 03
Outcome Data From GA4 and CRM
Key events, purchases and CRM stages such as MQL, SQL and closed won joined to source and campaign.
- 04
Deduplicated Conversion Totals
A single source of truth for leads or orders, shown next to each platform's claimed conversions for comparison.
- 05
Executive Summary Page
Top-line scorecards for spend, leads, revenue, cost per lead and ROAS with period-over-period comparison.
- 06
Channel Drilldown Pages
Campaign, ad group and landing page detail for the people who manage each channel day to day.
How Your Dashboard Connects Spend to Revenue
Spend comes from the ad platforms, outcomes come from GA4 and the CRM, and a shared campaign key ties them together in one reporting layer.
- 01Ad SpendGoogle Ads, Meta Ads, Microsoft Ads
- 02Site BehaviorGA4 sessions, key events and purchases
- 03CRM OutcomesQualified leads, deals and revenue
- 04Reporting LayerSheets or BigQuery joined by UTM keys
- 05DashboardExecutive and channel pages in Looker Studio
From audit to validated data.
How Marketing Dashboards projects run. Nothing goes live until it has been tested.
- 01
Audit
Map every ad account, analytics property and CRM that holds performance data
- 02
Strategy
Agree metric definitions, channel groupings and dashboard pages
- 03
Implementation
Build connectors, join keys and dashboard pages in Looker Studio
- 04
Testing
Test spend and outcome totals against each platform and the CRM
- 05
Validation
Review the dashboard with your team and hand over documentation
What's Included in Marketing Dashboards
Everything is documented and handed over, so your team knows exactly what was built and why.
- 01
Metric Definitions
A written agreement on what counts as a lead, a qualified lead and revenue, applied to every channel.
- 02
UTM and Naming Standards
A UTM convention and campaign naming guide so new campaigns land in the right channel automatically.
- 03
Data Connections
Connectors for each ad platform, GA4 and your CRM, set up under accounts you own.
- 04
Multi-Page Dashboard
Executive overview plus drilldown pages for paid search, paid social and organic channels.
- 05
Cross-Platform QA
Spend and conversion totals reconciled with each platform and the CRM before launch.
- 06
Handover Guide
Documentation on data sources, refresh schedules and how to add a new channel later.
Platforms
The tools involved in a typical Marketing Dashboards implementation.
- Google AdsSearch and PMax spend
- Meta AdsPaid social spend
- GA4Onsite key events
- HubSpot / SalesforceLead stages and revenue
- Looker StudioDashboard front end
- SupermetricsAd platform connectors
Tested before anything goes live.
Test spend and outcome totals against each platform and the CRM. Review the dashboard with your team and hand over documentation.
- Source totalsDashboard numbers compared with each platformchecked
- Field definitionsEvery metric and dimension documentedchecked
- Filters and datesDate ranges and filters return consistent resultschecked
- Access reviewSharing and data source credentials checkedchecked
Each check is repeated after launch on live traffic.
Why not just add up conversions from each ad platform?
Each platform uses its own attribution window and counts conversions it influenced, so the same sale is often claimed more than once. We show a deduplicated total from GA4 or the CRM as the main figure, with platform-reported numbers alongside for context.
Which CRMs can you connect?
We regularly work with HubSpot, Salesforce, Pipedrive, Zoho and GoHighLevel. Where a native connector is not available, we use scheduled exports into Google Sheets or BigQuery.
Do we need BigQuery for a marketing dashboard?
Not always. Smaller accounts run well on Looker Studio with connectors and Sheets. BigQuery becomes worth it when data volume is large, when you need to join many sources, or when you want raw GA4 event data.
How often does the dashboard refresh?
Most connectors refresh daily. CRM data can refresh daily or more often, depending on the connector or export schedule you choose.
Can agencies use this for multiple clients?
Yes. We can build a standard dashboard structure with a client selector or separate copies per client, using the same definitions so reporting stays consistent across accounts.
Get Marketing Dashboards right the first time.
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