XenGrowth · https://www.xengrowth.com/services/analytics-dashboards
Spend you cannot trace
If the marketing dashboard says leads are up while the sales dashboard says the pipeline is flat, and the business dashboard is a spreadsheet one person updates by hand, the meeting starts with a dispute. Our marketing analytics consulting finds out why the reports disagree, fixes the events and definitions underneath them, and builds the KPI dashboard your team reads instead, from your own ad, CRM and billing accounts.
The short answer
They are three views of the same records, so the first job is agreeing the definitions behind them. We audit the events, join ad, CRM and billing data in one metric layer, then build a business dashboard for the owner and a view for each role, documented and refreshed on a schedule, with estimated numbers labeled as estimates.
What we actually do
We begin with an event audit: what fires, what does not, what fires twice, and which identifiers survive from click to CRM record. Then we agree a short list of metrics, each with a written definition and an owner. Ad, CRM, billing and accounting data is joined in a shared metric layer, and each role gets its own view. The marketing dashboard follows each channel's spend, leads and pace against budget. The sales dashboard shows pipeline, stages and sales efficiency. The business dashboard is for the owner and adds revenue, retention, unit economics and profit. Where the question is how the team spends its time, an operations dashboard of workload and activity sits beside them. The reports people read every week run on a schedule instead of being rebuilt by hand, and every view carries its own notes, known gaps included, so an estimate is not mistaken for a measurement.
What you get
A marketing dashboard and a sales dashboard read from the same definitions
Metric definitions written down, with an owner for each
Weekly reports that arrive on a schedule and get read by a person
An alert when a number moves for no stated reason
How the first weeks run
Timing moves with your systems and how fast we get access. The order rarely does.
First week. List the choices the owner and the team make each week, then the number each one needs and who owns it.
Weeks one to three. Audit events, naming, identifiers, consent and CRM stages, and write down what is broken before anything is drawn.
Weeks three to five. Ads, CRM, billing and accounting meet in one metric layer, with each definition attached to its metric.
From week five. One dashboard per role, reports on a schedule, alerts and notes on every view, then a short review routine.
Where we stop
Saying no early is cheaper for both of us than explaining it later.
Field notes
These notes cover the trade-offs behind this work. Use them to test your own brief, or to decide that a different first move makes more sense.
Separate raw audio, source transcripts, redacted working records, and aggregated measures so teams can learn from calls without copying sensitive conversation into every tool.
Build an event ledger that explains differences among Meta, browser analytics, CRM stages, and authoritative orders without treating every mismatch as a tracking failure.
Connect campaign data with CRM stages, appointments or jobs, and revenue while keeping observed events separate from the credit an attribution model assigns.
Straight answers
Where the honest answer depends on your setup, we say so.
Google, Meta and LinkedIn ads
Ad leads tied to their campaign, routed to a named person and, where the data allows, checked against the sales they became, with pacing watched between reviews.
See the serviceHandoffs, scores and reporting
Written lifecycle stages, handoff owners, health scores and one revenue report, built in the CRM you already run.
See the serviceConnected customer records
Forms, calls, ads, billing and field-service tools joined into one record per lead, with an alert when a sync fails.
See the serviceKeep going
Most leaks cross two channels. Look at the wider practice, read how a similar build went, or send us the one you have.
The wider practice
Swap disconnected reports and handoffs for one operating model people can read.
02An anonymized build
Marketing kept dodging one question: which spend produced revenue? Planning lived in one place, pipeline in another and retention in a third. We built a planner, funnel views and a CMO dashboard of eight revenue views, wired to Gmail and Calendar, and exposed the same data to AI tools through an MCP server.
03Field notes
Practical notes on the decisions and edge cases behind this kind of work.
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