Using Reporting As A Valuable Insight Tool & Not Just A Box-Ticking Exercise

  1. KPI Overload — too many KPIs and we’re really devaluing the ‘key’ part and making prioritisation that bit more difficult.
  2. Wrong KPIs — sometimes a business will put too much emphasis on lesser or ‘vanity’ metrics — “sales are up but sessions are down”. This can also present itself through a lack of understanding of the quality vs quantity tradeoff, for example focusing too much on sessions vs leads.
  3. Channel first mentality — we often state our overall business goals through the prism of channels. Hitting a certain impression share on Google Ads is not a business goal — it may be a tactic. This also assumes a channel is right for you rather than keeping focus on the core goals at hand.
Charlie Watkins, Senior PPC Executive

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Clever digital marketing for ambitious brands. Founded by an ex-Googler, based in London.

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