Custom Dashboards & Reporting
Marketing Dashboards That Empower Your Teams
Marketing analytics comes from everywhere. Google Ads, Search Console, paid social, CRM, on-site behaviour. The data exists. The problem is it lives in separate platforms, formatted for those platforms rather than your business, with no consistent view that everyone from campaign managers to the board can rely on.
We’ve built dashboards for teams at Jet2 spanning performance marketing, CRO, UX, and analytics, all the way through to board-level reporting. The goal is always the same: one consistent view of what’s working, built around your business goals rather than platform defaults.
Custom dashboards connect your data sources, apply your business logic, and give every team the specific answers they need without manually stitching reports together each time.
Get in touch to map your reporting requirements and build dashboards your teams will actually use.
Get in touch
What Wonderful Custom Dashboards & Reporting Looks Like
Most businesses end up with dashboards that show what platforms want to show, not what the business needs to know. GA4 defaults. Meta’s own attribution. Disconnected channel reports with no common thread. A wonderful dashboard setup starts with your questions, not your data sources.
Here’s what a wonderful custom dashboards and reporting setup delivers:
- All marketing, website, and commercial data unified, GA4, ad platforms, CRM, and revenue data in one place
- Consistent metric definitions applied across sources (your revenue figure, not GA4’s, not Meta’s)
- Automated data pipelines replacing the weekly export-and-paste ritual permanently
- Executive views showing the three numbers leadership actually asks about, not 47 metrics nobody reads
- Channel performance in the context of business outcomes: revenue, margin, pipeline, not just clicks
- Drill-down capability for analysts without burying the headline for everyone else
- Live campaign performance dashboards in Looker, Power BI, or R Shiny, whichever fits your team
- Automated alerts when metrics cross thresholds, so issues surface before they become problems
- Scheduled reports delivered to stakeholders without anyone manually running them
- BigQuery as the data foundation, handles volume that spreadsheets and native platform UIs can’t
- Modular architecture so new data sources connect without rebuilding existing reports
- Self-service capability for your team to answer new questions without waiting for an analyst
Default platform reporting gives you data. Custom dashboards give you answers.
Don’t keep assembling reports manually and hoping the numbers are consistent. Get in touch, let’s map what questions you need answered and build the reporting infrastructure that answers them reliably.
“
The team have really taken the time to understand our business. Since Wonder started doing work for us we have seen an increase in growth, not just revenue but also through employment.
– Charles M, Managing Director at Phoenox Textiles
What Default Implementations Miss
- Platform-native dashboards showing each channel’s own version of performance, no reconciliation, no truth
- Manual reporting processes creating a one-to-two day lag between events happening and anyone knowing
- Metric definitions inconsistent across tools, GA4’s sessions, Meta’s reach, CRM’s leads all measuring differently
- No connection between marketing activity and commercial outcomes, clicks tracked, revenue influence invisible
- Reporting infrastructure that can’t handle data volume growth without breaking or slowing to unusable
The Cost of Waiting
- Budget decisions made on last-click attribution whilst true revenue drivers go unrecognised and underfunded
- Analyst time consumed assembling reports rather than finding the insights those reports should surface
- Strategic conversations stalled because no one trusts the numbers enough to act on them
- Campaign performance issues discovered days late because no automated monitoring exists
- Competitive disadvantage as businesses with reliable reporting compound better decisions over time
Custom Dashboards & Reporting FAQs
What platforms do you build dashboards in?
We work primarily in Looker (formerly Looker Studio), Power BI, and R Shiny, chosen based on your team’s existing tools, technical capability, and reporting requirements. Looker suits teams wanting accessible, shareable dashboards with strong Google ecosystem integration. Power BI suits organisations already in the Microsoft stack needing complex data modelling. R Shiny suits teams with analytical capability who need custom statistical reporting or highly bespoke visualisations. We recommend the right tool for your situation rather than defaulting to one platform regardless of fit.
What data sources can you connect?
Most of the common ones and many of the less common ones. Standard connections include GA4, Google Ads, Meta, LinkedIn, TikTok, Search Console, and most CRM platforms. We also connect to internal data sources, ecommerce platforms, finance systems, subscription databases, where the reporting requirement demands it. For sources without native connectors, we build custom integrations. The goal is a complete picture, which usually means combining marketing data with commercial data your platforms don’t capture.
Do you use BigQuery? Do we need it?
We use BigQuery as the data warehouse foundation for most custom reporting setups. Whether you need it depends on your data volume and reporting complexity. For straightforward multi-channel dashboards with standard sources, direct connector integrations can be sufficient. For reporting that combines large data volumes, custom business logic, historical analysis, or data from internal systems, BigQuery provides the scale and flexibility that direct connectors can’t. We’ll recommend the right infrastructure for your actual requirements, not the most complex option available.
How is this different from just using GA4 or platform-native reporting?
Platform-native reports show each platform’s interpretation of your data, using their own attribution, their own metric definitions, and their own interests in how performance looks. GA4 attributes conversions differently to Meta, which attributes differently to Google Ads. Custom dashboards apply consistent logic across all sources, your business’s definition of a conversion, your attribution model, your view of what constitutes revenue. The difference isn’t cosmetic: businesses regularly discover significant budget misallocation when they see all channels through a single consistent lens for the first time.
Can you build dashboards that non-technical teams can use?
Yes, and that’s usually the point. An analytics dashboard only creates value if people actually use it to make decisions. We design for the end user, whether that’s a marketing director who needs a one-page weekly view or a campaign manager who needs channel-level granularity. Self-service capability is built in where appropriate: filters, date ranges, and drill-downs that let people explore without needing to ask an analyst. We test usability with actual stakeholders, not just validate that the data is correct.
What about automated reporting? Can reports be scheduled and sent automatically?
Yes. Scheduled reports delivered by email, Slack, or other channels are part of most dashboard setups. Leadership weekly summaries, campaign performance alerts, end-of-month reporting packs, these can all be automated so they arrive without anyone manually running them. We also build threshold-based alerts: if ROAS drops below a defined level, cost-per-acquisition spikes, or conversion rate falls outside normal range, the right person gets notified before it becomes a bigger problem.
How long does a custom dashboard build take?
Typically 4–8 weeks depending on complexity. Straightforward multi-channel marketing dashboards with standard connectors are at the lower end. Projects requiring BigQuery setup, custom data integrations, or complex business logic take longer. The first two weeks are discovery and data architecture, mapping your requirements, auditing your data sources, and defining metric logic before building anything. Getting that foundation right is what makes dashboards useful rather than just visually impressive.
How much does it cost?
Every project is different, so we provide exact pricing after understanding your specific requirements during discovery. Cost factors include the number of data sources being connected, whether BigQuery infrastructure is needed, dashboard complexity, and how many stakeholder views are required. During our discovery call, we’ll assess your situation and provide transparent pricing tailored to your needs. No surprises, no hidden costs, just honest pricing based on the actual scope of work required.
What if our data is a mess? Can you still build useful dashboards?
Yes, and cleaning it up is part of the work. Most organisations asking for better reporting have inconsistent historical data, naming convention issues, or gaps in their tracking. We audit what you have, identify what’s reliable, and build around the reality rather than assuming clean inputs. Where tracking gaps are significant, we’ll address the data collection problem alongside the reporting problem. A dashboard built on incomplete data shows incomplete answers, we make sure the foundation is sound before the reporting layer goes on top.
Will the dashboards need ongoing maintenance?
Some. Data pipelines need monitoring, platform API changes occasionally break connectors, and reporting requirements evolve as your business does. We build robust infrastructure designed to minimise maintenance, document everything thoroughly, and train your team to handle routine updates independently. Many clients maintain a support arrangement for monitoring, quarterly reviews, and adding new data sources or views as requirements change. We’ll discuss what makes sense for your situation during discovery.
Will you train our team to use and maintain the dashboards?
Yes. Training covers dashboard navigation and interpretation for day-to-day users, and technical maintenance for whoever owns the reporting infrastructure internally. We provide both live sessions and recorded training so the knowledge transfers completely, not just to whoever happens to be in the room on handoff day. Documentation covering your data architecture, metric definitions, and maintenance procedures accompanies every project.
Why choose Wonder for custom dashboards and reporting?
Because useful reporting requires both analytical rigour and technical implementation, and they need to inform each other from the start. Our analysts define the metrics and business logic. Our developers build the infrastructure and pipelines. This integration means dashboards that are technically sound, analytically meaningful, and built around your actual business questions rather than what’s easiest to connect. We’ve rebuilt enough inherited reporting setups to know what goes wrong when the two disciplines work separately.
