Solution · Analytics
Business dashboards and automated reports
Many companies spend hours every week copying numbers from ad accounts, the CRM and accounting into a spreadsheet for a Monday meeting. A dashboard does this automatically and shows the same numbers to everyone. The hard part is not the charts but deciding what to show — a dashboard with forty indicators is looked at for a week and then ignored.
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In short
In short
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We start with a list of decisions — increase a budget, drop a channel, hire, restock — and show only the numbers that inform them.
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Data is pulled automatically from its sources: ad platforms, analytics, CRM, accounting, spreadsheets that cannot be replaced yet.
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Every metric has a written definition, so "lead" or "revenue" means the same thing to everyone.
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Looker Studio is usually enough to start; custom dashboards make sense for complex data or embedding in your own product.
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Data quality checks run alongside, so a broken source is noticed before it misleads anyone.
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Scope
Designing a dashboard
Decisions first
For each audience — owner, sales lead, marketing, operations — we write down what they decide and how often. A marketing manager decides weekly where to move budget; an owner decides monthly whether a direction is profitable. Each gets a view built for that.
Few numbers, clearly defined
A good dashboard page fits on a screen: a handful of key numbers with trends and targets, then detail for those who need it. Each metric has a definition: what is counted, from which source, with which filters.
Comparisons, not just values
A number means little without a reference: previous period, same period last year, target, or another channel. The dashboard shows the change and whether it is within normal variation.
Typical dashboards
- Marketing: spend, leads, qualified leads, sales and revenue by channel and campaign. See advertising reports that matter.
- Sales: pipeline by stage, conversion, response time, lost reasons, performance by manager.
- E-commerce: sessions, conversion rate, average order value, top products, returns.
- Operations: orders by status, delays, workload by team or branch.
- Finance overview: revenue, margins and cash flow indicators from accounting data.
Data sources and pipeline
Data is collected from APIs of ad platforms, GA4, CRM and other systems. Where several sources are combined, we often store them in a small data warehouse (for example BigQuery or a PostgreSQL database), clean and join them there, and connect the dashboard to it. This makes reports fast and consistent. Recurring reports can also be sent by email or messenger; see automating reports.
Looker Studio or custom
Looker Studio is free, connects to Google products easily and is enough for most marketing and sales dashboards. A custom dashboard — built into your own admin panel or application — is better when data is sensitive, when complex permissions are needed, or when clients should see their own dashboards inside your product. The comparison is in Looker Studio vs custom dashboard.
Keeping it trustworthy
- Automated checks for missing data, sudden drops to zero and duplicates.
- A visible "last updated" time on each report.
- An owner for each source, who is notified when it breaks.
What we need from you
- The decisions each audience makes and how often.
- Access to data sources.
- Current reports, even rough spreadsheets — they show what people actually look at.
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FAQ
Frequently asked questions
Can the dashboard include data from 1C?
Yes, through an export or an API from 1C into the data warehouse. We agree with your accountant which figures can be shared and how often.
How often is data updated?
Usually daily for marketing and sales data, more often for operational dashboards where it matters. Real-time updates are possible but rarely needed for management decisions.
Who can see the dashboard?
Access is set per person or group. Sensitive data, such as margins or salaries, can be shown only to specific roles.