Pirogov Marketing “A Live 12-Page Dashboard, Not Just a Table With Comments” — An Electronics and Tools Retailer on Our Reporting
A marketing lead at a retail network selling electronics and tools described what reporting from us looks like. Below is what they said, word for word, and a short checklist for testing your own PPC reporting against it.
What the client said
“We reached traffic-quality numbers we had never hit before. Fast, precise forecasts, and reporting that is a live 12-page dashboard with cost per lead and every key metric — not just a table with comments.”
— Marketing lead, electronics and tools retail network
On camera, the same marketing lead went into more detail about the reporting itself:
“The reporting wasn’t just done as a basic table with metrics and some comments. The reporting was dynamic, 12 pages long, accessible online, and all the metrics were calculated. Cost per lead, trends in metric changes, traffic, expenses, and revenue by channel.”
This article repeats only what the client said. No figures from their account are quoted.
What that description adds up to
Taken at face value, the client describes five things:
- Dynamic, not a static table. The report is a live dashboard rather than a file with comments.
- 12 pages, accessible online. It is something you open, not something you wait for.
- Metrics already calculated. The numbers arrive worked out, not as raw data you have to process yourself.
- Cost per lead and trends. You see the number and how it is changing.
- Traffic, expenses and revenue by channel. Spend and results sit in the same report.
How to check your own reporting
Open your latest PPC report and answer five questions:
- Can you open it whenever you want, or do you wait for someone to send it?
- Does it show cost per lead, and how that number has changed over time?
- Can you see revenue by channel next to expenses?
- Are the metrics already calculated, or do you have to work them out?
- Can you read it without asking your agency to explain what the numbers mean?
If the answer to several of these is no, you have what the client described as the starting point: a table with metrics and some comments.
Frequently asked questions
What should a PPC report include for a retail business?
Based on what this client described: cost per lead, trends in how the metrics change, traffic, expenses, and revenue by channel, all calculated rather than left as raw data.
What is the difference between a dashboard and a table with comments?
A table with comments is a static summary. A dashboard in the sense the client describes is dynamic, accessible online, and shows trends, so you can see whether a number is improving, not only what it was.
How do I know if my reporting is only a table with comments?
Check whether it shows trends over time, whether spend and revenue by channel appear together, and whether you can read it without an explanation. If not, it is likely a summary rather than reporting you can make decisions from.
Ready to see what your reporting is missing?
If your current reporting is closer to a table with comments than to a live view of cost per lead, traffic, expenses and revenue by channel, it is worth a look. If this sounds like your account, book a 20-minute call at https://calendly.com/pirohovmarketing/new-meeting and send me your site beforehand. I spend those 20 minutes on it and tell you the one thing I would fix first. If it makes sense to go deeper, there is a paid diagnostic after that.
