Service · Reporting
Not a forty-chart dashboard nobody opens. The handful of figures a decision actually depends on, in one place, with a written note on what changed and what we are doing about it.
Choosing the metrics
The test is simple: if the figure moved, would you do anything differently? If not, it is decoration. Most reports we inherit are ninety per cent decoration.
Every report carries three short paragraphs: what changed, why we think it changed, and what we are doing next. A chart tells you a number moved; it does not tell you whose decision it is.
Sample
A real report is one page plus the commentary. This is the top of it.
Organic clicks
1,420/mo
▲ 238% year over year
AI answer citations
142/mo
▲ from 4 a year ago
Qualified enquiries
293/yr
▲ 64% year over year
Avg. search position
6.4
▲ from 24.1 (lower is better)
1,420 latest month
142 latest month
| Month | Organic clicks | AI answer citations |
|---|---|---|
| 1 | 420 | 4 |
| 2 | 455 | 6 |
| 3 | 510 | 9 |
| 4 | 575 | 14 |
| 5 | 640 | 22 |
| 6 | 720 | 31 |
| 7 | 810 | 45 |
| 8 | 905 | 58 |
| 9 | 1,010 | 76 |
| 10 | 1,140 | 95 |
| 11 | 1,290 | 118 |
| 12 | 1,420 | 142 |
Attribution
The question worth answering is not “how many visits”. It is “which channel produced the customers who paid”. That takes a little plumbing and it is worth every minute.
Every form, phone number, booking link and email address is instrumented so the source survives the click.
Enquiries land in one place with their source attached, instead of three inboxes and a notepad by the phone.
You or your team flag what became a quote and what became an invoice. One click, not a data-entry job.
The report shows revenue by channel. That is the number that decides next quarter's spend.
We work with what you have — a spreadsheet is a legitimate starting point. No analytics stack is installed just so there is something to charge for, and the site runs without tracking cookies.
Questions
Five to seven tied to revenue: qualified enquiries and their channel, organic search visibility, AI answer citations, site speed and uptime, and one operational number specific to your business. Raw sessions, bounce rate and follower counts are left off deliberately.
Not by default, and not on this site at all. For client sites we prefer privacy-respecting, cookieless measurement, and we tell you plainly what any tool collects before it goes on.
That is what the attribution work is for. Entry points are instrumented so the source survives the click, enquiries land in one place with the source attached, and you flag the outcome. The report then shows revenue by channel rather than visits by channel.
It goes on the report with an explanation and what we are changing. A report that only ever shows improvement is a report that is hiding something.
Also managed by KEINC
Hosting, updates on request, speed, security and uptime — the site stops being your problem.
Technical fixes, local search and content architecture so you are the obvious result.
Being named in the answer when a customer asks an assistant instead of searching.
Choosing, implementing and connecting the systems the business runs on.
Next step
Send a paragraph about the business and what is not working. You will get a straight answer within one business day — and if we are not the right fit, a pointer to who is.