KBR Education Engine

What Good Reporting Looks Like

Understand the structure, metrics, and hygiene that turn numbers into decisions.

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Why Reporting Matters

Drives decisions

Clear, accurate data lets teams shift budgets and strategy confidently.

Clarity over clutter

Great reporting highlights what matters with structure, visuals, and narrative.

Bridges teams

Translates metrics into business outcomes so non-specialists act on insights.

What Good Reporting Delivers

  • Alignment to goals with metrics mapped to objectives.
  • Actionable insights and specific next steps, not just data dumps.
  • Structure by audience, creative, channel, and funnel stage.
  • Cadence + access with scheduled wrap-ups and live dashboards.

Common Reporting Mistakes

  • Too much data; no clear takeaway.
  • Over-relying on CTR/impressions; missing deeper outcomes.
  • No creative or audience breakdowns.
  • Reporting by platform rather than strategy/journey.

Structure of a Strong Media Report

Executive summary

1-pager on KPI progress, wins, challenges, ROI.

Campaign overview

Objectives, audience, budget, context.

By channel

Search, social, programmatic, video, etc.

By audience

Segments, behaviours, demographics.

Creative insights

Formats, messages, A/B results.

Funnel + recs

Awareness → conversion and next steps.

Metrics to Expect by Channel

Search

Impressions, CTR, CPC, CVR.

Social

CPM, CTR, Engagement, CPA.

Programmatic

Viewability, VCR, Attention, CPA.

Video

VTR, CPV, Viewability, Brand lift.

DOOH

Modelled impressions, reach/frequency, attribution.

Creative-Level Reporting

  • Asset performance (images, videos, headlines, CTAs).
  • Rotation impact: frequency, sequencing, freshness.
  • VTR/CTR by format; static vs motion; short vs long.
  • Fatigue vs breakout signals to scale or refresh.

Audience-Level Reporting

  • Interest/intent groups vs KPIs.
  • Lookalike source & % tests.
  • Retargeting depth: recency, frequency, engagement.

Dashboards vs PDFs

PDF

Narrative snapshots for execs, boards, monthly wraps.

Dashboard

Live, drill-down for daily ops and rapid response.

Hybrid

Export dashboard views into tidy wraps by audience.

Common NZ Tools

Looker Studio

Custom dashboards with multi-source data.

GA4

Journey analytics and conversion paths.

Meta Ads Manager

Deep social performance + audiences.

DV360 / CM

Programmatic + ad serving at scale.

TTD / Adform

Independent DSPs with integrated reporting.

Attribution & Conversion Reporting

  • Set attribution windows to match cycle (1/7/28-day).
  • Include view-through influence, not clicks only.
  • Import offline conversions (GCLID/Customer Match).
  • Split branded vs non-branded conversions.
  • Compare multi-touch models (data-driven, position-based, linear).

Funnel-Based Layout

Awareness

CPM, Reach, Frequency, VTR.

Consideration

CTR, time on page, scroll, bounce.

Conversion

CPA, ROAS, CVR, lead/purchase volume.

UTM Tagging & Tracking Hygiene

  • Standardise utm_source / utm_medium / utm_campaign / utm_content.
  • Validate against GA4 traffic sources regularly.
  • Maintain a central taxonomy doc; enforce across teams.

Budget & Pacing Reports

  • Daily/weekly/total spend with burn vs flight plan.
  • Pacing alerts for under/over-delivery.
  • Benchmark comparisons to catch drift early.

Segmenting for Insights

  • Slice by platform, device, geo, ad type/format.
  • Layer dimensions together (e.g., mobile × region × format).

Questions to Ask in Reviews

  • What’s truly driving conversions and efficiency?
  • Any surprising under-performers or shifts vs previous flights?
  • Where are the highest-ROI opportunities to reallocate?

Reporting Pitfalls to Avoid

  • Data with no analysis or recommendations.
  • Vanity metrics over business outcomes.
  • Platform scorecards without journey context.

How KBR Helps

Dashboard builds

Real-time multi-source visuals aligned to your org.

Regular wrap reports

Action-led summaries for execs and teams.

KPI alignment & benchmarks

Pick metrics that matter; track progress over time.

Performance storytelling

Make insights clear for non-technical stakeholders.

Want Clearer, Smarter Reporting?

We’ll audit your current reporting and build a structure that drives decisions.