Notes on dashboards, data clarity and decision-grade reporting.
CPM is the first number on every DOOH proposal and the most misread. How a DOOH CPM is actually built, why a cheap CPM can be the expensive one, and the questions that tell a real rate from a decorated one.
What Route and Geopath actually measure, how the UK and US OOH currencies differ, what changes with the 2026 Ipsos pilot, and what media owners should report against each.
Scope 2 has two official methods, and eligible GHG Protocol reporters disclose both. Here is what location-based and market-based actually measure, why the same electricity produces two different totals, and how to keep them straight on one dashboard.
The attribution window is the least-understood setting in ad reporting, and it can move a client's ROAS by 30–50% without a single thing changing in performance. What the window is, how Meta's 2026 changes shifted the numbers, and how to report it so clients stop panicking.
Three ways to put customer-facing dashboards inside your app, and the real trade-offs in speed, control, performance and security. A decision framework for product teams choosing how to embed analytics.
Three return metrics, three different questions. How cap rate, cash-on-cash and IRR are calculated, what each one deliberately ignores, why a deal can look strong on one and weak on another, and which to trust at each stage.
Geopath is the US out-of-home audience measurement standard. Here is the ten-step chain that turns traffic past a billboard into a reported impression, what each step can hide, and the questions that separate a measured number from a modelled guess.
Include it free or sell it as a premium tier — the answer depends less on customer willingness to pay than on how your analytics vendor bills you. A decision framework for embedded analytics monetisation.
The federal incentives that carried most EV fleet business cases are gone — 45W closed in September 2025, 30C closed on 30 June 2026. What remains is a per-vehicle utilisation question, and your telematics can already answer it.
Three platforms, three different conversion totals for the same campaign. Here is exactly why they disagree, roughly how far apart they run, which number to trust for which decision, and how to present it so the client stops asking.
ROAS measures a campaign. MER measures the whole business. Here is how to calculate Marketing Efficiency Ratio, what a healthy MER looks like for ecommerce, and why blended efficiency has become the number founders actually steer by.
The activity-data-times-emission-factor method explained: where the numbers already live in your business, which free factor databases to use (DEFRA, EPA), and how to keep the whole footprint live instead of rebuilding it every year.
A play is not an impression. How the impression multiplier turns one ad slot into many counted viewers, what to ask your media owner before trusting the numbers, and how to keep both metrics honest on one dashboard.
Most fleets run two or more telematics systems that don't talk to each other. How to normalise the data, what fragmentation costs, and the three routes to a single live view.
A property can be 95% occupied and still bleed income. How to calculate economic occupancy from a rent roll, the red flags that hide inside the gap, and why this belongs on a live dashboard.
Blended LTV:CAC hides trouble. How to calculate lifetime value by acquisition cohort, which benchmarks actually apply to ecommerce, and how to read the ratio before raising budgets.
Looker Studio is free and genuinely good — until it isn't. The specific signals that an agency has outgrown it, what breaks first, and how to decide what comes next.
If you serve dashboards to multiple clients from one database, tenant isolation is the whole product. A practical guide to row-level security, token-based filtering, and the architecture decisions that keep client data separate.
Impressions and a photo of the vehicle no longer clear the bar. What advertisers now expect from an out-of-home campaign report — comparability, evidence, and a live view instead of a closing PDF.
Your ad platform's cost-per-acquisition is not your real customer acquisition cost. A practical breakdown of blended CAC, channel CAC, and true CAC — the three views every ecommerce operator needs on one dashboard.
A practical guide for smaller companies asked to report ESG data — which metrics to track, how to structure the dashboard, and how to answer customer questionnaires without hiring a sustainability department.
A clear-eyed cost breakdown of building customer-facing analytics in-house versus buying it — timelines, hidden costs, and the one question that settles the decision.
The property-portfolio KPIs that actually drive decisions — NOI, occupancy, arrears, IRR and cost control — and how to see them on one live investor-grade dashboard.
A practical framework for automating marketing agency client reporting — data validation, modular white-label templates, and a per-client data layer — so you save hours without shipping wrong numbers.
A practical guide to the fleet management KPIs that move operating costs — fuel, idle, maintenance compliance, and cost per mile — and how to see them on one live dashboard.
Taxi and fleet advertising is one of the hardest OOH formats to measure. Here is a practical framework: exposure data, attribution methods, and the dashboard that ties them together.
Shopify reports revenue, not profit. Here is what the default dashboard leaves out — COGS, fees, shipping, ad spend, returns — and how to build a true profit view per order and per SKU.