The problem
Paid media reports often show many metrics and few decisions. Different platforms define conversions differently, and the reasoning behind changes is lost between monthly reports.
The objective
Demonstrate a reporting format where every number has a definition, both channels share one view and each optimisation is logged with its reason.
What we built
- Channel and period filters that recalculate every figure
- Spend and conversions plotted on one weekly timeline
- Campaign table with consistent metric definitions
- Decision log that ties each change to the data behind it