Reports that tell you
why, not just what.

Most reports hand you a wall of numbers and leave you to work out what changed and why. Mine are built around your business — they pull the data from every place it lives, explain what actually happened, and tell you what to do next. Automated every month, or as a one-off look under the bonnet.

// recurring reports from £20/month · one-off audits from £95 · setup quoted to your sources

// the difference

A flat report raises more questions than it answers.

"Page views were up 40% last month" is not information you can act on — it is a question. Why? Is it real? Should I do more of whatever caused it? Every report I build is designed to answer the question the number raises, in three parts.

// 01

What happened

The numbers, pulled straight from the source of truth — analytics, your CMS, the ad server, search data — and laid out clearly. The part every tool can do.

// 02

Why it happened

The part they cannot. A flat report says page views dropped 40%. A large client of mine once saw exactly that and feared the worst — joining their publishing data to the analytics showed it was simply a quiet month for new articles. Nothing was broken. The scare was the report, not the site.

// 03

What to do about it

A short, plain-English read: what is worth acting on, what to leave alone, and what to watch next month. A report should close questions, not open them.

Your data lives in a handful of systems that don't talk to each other. The specialty is joining them into one place and translating the result — which is where the real answers live.

// what to report on

Every business wants to know something different.

One publisher cares about read-time, another about page views; a shop about stock, a charity about impact. No two reports are the same — that is the point. These are the shapes the work most often takes.

Website analytics

Where you stand: visitors, sources, which pages earn their keep, what changed and why — in plain English, no dashboard to log into.

Advertising & revenue

Per-campaign impressions, clicks and slot performance for publishers selling ads directly — the figures you put in front of a brand to sell the next slot.

SEO & search visibility

Rankings, queries, indexation and click-through from Search Console — read and prioritised so you know what would move the needle, not just a raw scan.

Page speed & Core Web Vitals

Real-user speed and Lighthouse scores, with the specific fixes ranked by impact — so you know exactly what would help.

Accessibility

A WCAG review with the issues explained and prioritised — where the site stands and what closing the gaps takes.

AI visibility

How AI assistants read and use your site — a set of metrics almost nobody collects yet. Increasingly, the public meets your content through ChatGPT, not a search result.

Ecommerce

Best sellers, seasonal patterns from previous years to help you plan stock, and the reorder signals your priorities call for — sales or inventory, whichever matters most.

Membership & renewals

Growth, renewals and churn for membership sites and community organisations — who is due, who has lapsed, where the trend is heading.

Funder & board reporting

The periodic "how did we do this quarter" for trustees, funders or a board — impact and performance, evidenced, ready to present.

Site health

A client-facing uptime, performance and threats-blocked report for hosted sites — quiet reassurance that everything is working.

// two ways to get it

A one-off look, or reports on a schedule.

// one-off

The deep-dive audit

A point-in-time look at where you stand. Build your own from the areas that matter — pick one, or the lot. Each area is read and prioritised, not just run through a free tool and handed over. The audit diagnoses and recommends — it doesn't action anything itself; where it flags work worth doing, I'll say so and quote for it separately if you want it done.

Page speed & Core Web Vitals from £95
SEO & search visibility from £150
Accessibility (WCAG) from £150
Analytics — where you stand from £150
AI visibility from £200

Take the lot as a full audit for around £500–£700. Presets: Launch-ready (speed + accessibility + SEO) · AI-readiness (AI visibility + SEO + structured data).

// recurring

Reports on a schedule

Set it up once and the report arrives on its own — monthly, quarterly, or weekly for fast-moving sites. Nobody on your team spends an afternoon in Google Analytics again. It's there to keep tabs and hand you the picture — you decide what to act on; I'm not changing anything on your site or your stock in the background.

// setup: From around £250 for a straightforward single-source report — a one-time build where I learn your business, wire up your data sources, and set what you want watched and flagged. Where getting clean data out means building a custom integration or plugin (some systems have no export of their own), that groundwork is quoted like the development work it is. This calibration is the part a generic tool can't do.
// running it: From £20/month, monthly or quarterly; around £35/month for weekly. A flat, predictable fee — never a charge per report. Can be folded into a hosting plan as one bill.
// changes: Add a metric or adjust what's flagged whenever you like, on the standard £55/hour — most tweaks take half an hour. No retainer.

// see a real report

Four reports you can actually open.

The best way to know what you're buying is to read one. These four are real report formats, rebuilt on entirely fictional businesses — the samples use invented data so nothing sensitive is shown. Your real figures are yours alone; I never share client numbers.

Advertiser report

A client-ready renewal report

One of a monthly batch — a ready-to-send performance report for a single advertiser coming up for renewal, with projected figures, audience and a clear reason to continue.

Internal briefing

The in-house monthly overview

The other half of the same system: one internal briefing covering traffic, main-slot reach, the stories that performed, what needs renewing this month, and a plain-English read on all of it.

Analytics deep-dive

When the dashboard undersells you

A quarterly deep-dive on a strong growth quarter — and why GA4 under-measures iPhone traffic, so the real engaged audience is even bigger than the dashboard shows.

AI visibility review

How AI uses your website

A 30-day analysis of which AI assistants read the site, what they read, and how that compares to real human visitors — metrics that simply are not on any standard dashboard.

// under the bonnet

The report writes itself. The work is in the wiring.

The reports arrive on a schedule on their own — but knowing which metrics tell the truth, and getting clean data out of each source, is the hard part, and that is the part I do. The scheduling is just the last, cheap step of a system I've built and stand behind.

Reporting without Google Analytics

GA4 misses a lot — Safari blocks its beacons, and a cookie banner loses everyone who declines. I can report from cookieless, privacy-first measurement instead: no consent banner, nothing blocked, an honest count. Often more accurate than the dashboard you have now.
Built around your priorities

The setup is a real conversation about what matters to your business and what you never want to miss — a sharp drop, a stock line running low, a renewal coming due. The report is shaped to your job, not a template.
Your data stays yours

The reason the samples above use fictional data is the same reason your figures are safe: I don't share client numbers, ever. Discretion is part of the service.

Reports that tell you why, not just what.