Section 06 of 09

Dashboards and reporting

Tools behind this sectionWeb, data and analytics tools

How the site is built and deployed, how data is collected, and where it is read.

GA4
What it does
Web and app analytics.
How I use it
Site behaviour and conversions, fed by both the browser tag and server-side events with the same IDs.
For a developer
Shows which pages and projects actually move visitors to enquire.
Google Tag Manager
What it does
Tag deployment without code releases.
How I use it
Pixel and conversion tags, UTM rules and the split between thank-you page and WhatsApp clicks.
For a developer
Tracking changes go live the same day, without a developer ticket.
Stape and Conversions API
What it does
Server-side tagging and server events.
How I use it
Meta CAPI, TikTok Events and Snapchat CAPI, de-duplicated with the browser pixel; later moved to the site’s own Worker and n8n.
For a developer
Conversions are not lost to ad blockers or browser limits, so the ad platforms optimise on more data.
Astro
What it does
Static site framework.
How I use it
The company site and this portfolio: bilingual pages, fast by default, built on every push.
For a developer
Fast project pages that pass Core Web Vitals and convert better on mobile.
Cloudflare Workers
What it does
Edge hosting and serverless functions.
How I use it
Hosts the site and the small API: lead endpoint with Turnstile, event beacon, WhatsApp short links, payment-sheet rendering, Access login for the ops console.
For a developer
Low hosting cost, global speed and bot protection on every form.
GitHub
What it does
Code hosting and version control.
How I use it
Every site change is a commit; a push to main deploys; any change can be rolled back.
For a developer
A clear history of what changed on the site and when.
Looker Studio
What it does
Dashboards on Google data.
How I use it
Channel and campaign reporting on GA4, Ads and Sheets data.
For a developer
Management sees the same numbers every week without asking for exports.
Power BI
What it does
Business intelligence dashboards.
How I use it
Spend, lead and sales dashboards at Imkan that guided budget allocation.
For a developer
Budget moves to the projects and channels that bring buyers.
Metricool
What it does
Social media scheduling and analytics.
How I use it
Schedules approved posts to Instagram, Facebook, TikTok and YouTube from drafts, then reads their reach.
For a developer
A steady posting rhythm with an approval step and one place for organic results.
Apify
What it does
Hosted scrapers and data actors.
How I use it
Collects public competitor ads from ad libraries for the competitor-ads analyzer.
For a developer
Sees which offers and angles competitors are pushing this month.
Firecrawl
What it does
Web page extraction for research.
How I use it
Turns public pages into clean text for the market-intel agent; rows stay pending until verified.
For a developer
Market and competitor facts gathered faster, still checked by a person.

How they work together

Tags and scrapers collect, the site and GA4 run, dashboards read. A GitHub push deploys the site. Silent 10-second loop. Highlights follow the order the work actually happens.

Names only; icons are neutral category marks, not product logos.

06Dashboards and reporting

Reporting is built from the company’s own data, not agency benchmarks. The ops console reads a single summary endpoint (Worker → n8n) and renders marketing and sales end to end; the weekly email and per-rep reviews come from the same tables.

Ops console
Spend and pacing, unique leads, blended and Verified CPL, interested and visits, speed-to-lead buckets with a live no-touch queue, funnel by channel, budget pacing per channel and project, campaign → ad set → ad explorer, click-to-WhatsApp tiles, rep scorecards, lost reasons, data quality and targets. Login through Cloudflare Access.
Weekly KPI email
Monday 09:00: what moved and why (≥20% changes), what changed in the accounts (activity logs), pacing, week priorities, permit tracker and the A/B section.
Per-rep Monday review
Notes, stage changes, unanswered inbound, stuck leads and a score with tips, per salesperson, from CRM data only.
Monthly management report
Budget close-out, cost per interested lead, best campaign, spend vs plan and next-month plan parameters.