Analytics and reporting for a concrete company
Most concrete owners can tell you what they spent last month. Almost none can tell you what it bought. Money goes out to Google, the truck stays busy, and the connection between those two facts is a feeling rather than a figure.
Four numbers run this business. Cost per lead by channel. Percentage of calls answered live. Quote-to-booked rate. And revenue per booked job by channel, which is the one that changes decisions, because search leads and social leads rarely carry the same ticket.
The reporting mistake is the dashboard nobody opens. Fourteen tiles of ad platform metrics is not a report. One page, four numbers, updated weekly, with a sentence saying what changed and what to do about it.
The real work is on the tracking side. A call tracking number per channel, a form that records its own source, and a booked-job field that somebody actually fills in. Without that last one every report measures leads while you are trying to run a company on pours. Two weeks is enough to stand the plumbing up and read one honest week of numbers.