Reporting that proves impact, not just activity.
Reporting built to hold up
Most media reporting shows you activity: impressions, clicks, spend. It rarely proves the media actually caused anything. I build reporting the other way, starting from what's actually attributable to the campaign, then presenting it in a custom dashboard built around your specific goals, not a generic template.
How the work gets done
Rather than carrying a full analytics or dev team, I pair 21 years of media judgment with a lean, purpose-built process. Gemini automates the reporting pull directly from Google Ads, Meta, and DSP partners, structuring the raw data into something usable. From there, I use Claude to build the actual custom, client-facing dashboard: no off-the-shelf reporting software, just something built around your specific KPIs. And when a plan needs to be grounded in outside data, market conditions, competitive landscape, audience trends, I use Perplexity to run sourced research that feeds directly into the media plan itself.
The judgment (what the numbers mean, what's real, what to do next) is still built from two decades in media. The tooling is what lets me deliver that at senior-agency quality, without senior-agency overhead.
Built on real methodology
A dashboard is only as good as the data discipline behind it. Two examples from recent work:
Isolating true incremental impact. For Brutus Bone Broth's national Target launch, I used a matched control-store methodology, comparing sales in stores that received media support against a matched set that didn't, to isolate what the campaign actually drove, not just what happened alongside it. That's how a 47% incremental lift became a defensible number, not a guess.
Only counting what's actually traceable. For a regional healthcare client, tracking didn't stop at the booking. I matched Google Ads conversion and call data against the client's own scheduling system to confirm which media-attributed bookings actually became fulfilled appointments, not just submitted forms or answered calls. That's a stricter, more useful standard than most reporting holds itself to, and the campaign held up under it, driving real, confirmed appointment volume alongside a measurable lift across the client's broader digital presence.
What you'll see, and what you won't
Reporting should tell you what worked, not flatter the spend. That means I default to lift, velocity, volume, and engagement metrics that show real performance, and I deliberately leave out figures that can make a campaign look better than it was without actually saying anything, case by case, based on what's meaningful for your goals.