MVA / REPORTING

Reports your team can use.

I build Data Studio dashboards and analyze marketing performance around the decisions your team needs to make. The work can include GA4 report reconciliation and scoped BigQuery analysis, with agreed metric definitions, context for changes, and a practical handoff.

Contact Clark

A wide rocky alpine basin with steep ridgelines and blue lakes. — Rock, ridgelines, and alpine lakes. From my camera roll.

What you receive

Depending on the scope, the work includes a dashboard or performance analysis, documented metric definitions, context for important changes, and a walkthrough with your team.

What does your team need to see?

Leadership reporting

Outcomes, meaningful changes, and decisions needing attention.

Marketing analysis

Acquisition, campaigns, and journeys viewed against agreed outcomes.

Report reconciliation

An explanation of why the numbers differ and what can reasonably be compared.

Explain the change beside the chart.

A conversion jump may follow a tracking repair. That change needs to be explained before it is treated as a marketing improvement.

ILLUSTRATIVE REPORT / SIX WEEKSA jump in the chart.
A change in the measurement.

Accepted requestsRecorded in analytics

Tracking repaired in week four. The solid line shows recorded analytics requests; the dashed line shows accepted requests.

The explanation belongs beside the chart. Here, part of the increase follows a repair in collection.

View illustrative data and explanation

Example data, not a client result
Week	Accepted requests	Analytics requests
1	38	22
2	45	28
3	50	35
4	58	58
5	66	66
6	76	76

Counts agree from week four in this illustration. This comparison alone does not validate every event or resolve attribution.

A closer look at a tracking repair

A repaired event can make the chart look better before anything has changed in the marketing. See how to separate a collection change from a performance change.

When a tracking repair changes the conversion chart

Separate the count from the credit.

THE COUNT

How many outcomes?

Define the outcome and check the recorded number.

THE CREDIT

Which channels contributed?

Review attribution and make missing information explicit.

Why do GA4 and other reports disagree?

Start with what each report counts. An event, a submitted form, and an accepted lead may describe different things. Compare the date range, time zone, filters, collection gaps, and how each system assigns channel credit before treating the numbers as equivalent.

A team can gain confidence in an outcome count while still investigating incomplete attribution. The report should make that distinction visible. Missing channel information does not justify allocating credit by guesswork.

When reports disagree, compare their event definitions, reporting periods, filters, and attribution context before assuming a collection problem. The goal is an explanation that supports the decision, with the limits still visible.

Check the measurement with an analytics audit Compare what two reports count Separate lead counts from channel credit

Define the numbers before interpreting them.

I work with you to define primary outcomes and supporting measures, identify the relevant data, and review collection gaps. The reporting structure then connects activity to outcomes using comparisons that make sense.

A metric dictionary, measurement-change notes, and known limitations help the report stay useful after launch.

Scoped BigQuery analysis for GA4 reporting.

BigQuery can support SQL analysis and more flexible reporting from GA4 exports.

I start with the use case, available data, and maintenance involved. Scoped work can include planning GA4 export use, analyzing the resulting data, and connecting a useful view to Data Studio.

We consider platform costs, retention, and who will maintain the setup as part of the scope.

GA4 exportBigQuery analysisData Studio

Leave people able to use the work.

The handoff is part of the deliverable.

Depending on the scope, you receive an audience-specific reporting view, documented metrics, analysis of meaningful changes, and relevant implementation recommendations. We review the findings together and agree on the next question or action.

Keep the reporting useful

Ongoing support can include reviewing performance, updating dashboards, and explaining changes in measurement as your business and marketing evolve.

Explore ongoing analytics support

PAST CLIENTS AND PARTNERS

Working together.

My work with MVA started with setting up website analytics for our core product and soon we were looking to MVA to help us further by creating interactive dashboards, conducting marketing campaign analysis, and providing valuable recommendations on digital marketing strategy.
Justin ParkCEO, RotoQL

What does your report need to explain?

Tell me who uses it, what they need to decide, and where the current view falls short.

Discuss reporting