CMOs reporting to a sceptical CFO
Where the marketing budget gets challenged annually and you need defensible numbers.
Digital Marketing & Growth
Attribution & Marketing Dashboards
Looker Studio and attribution dashboards by channel.
Most marketing dashboards are lies the team agreed to believe
Open the average Nigerian marketing dashboard and you will see Meta's reported revenue, Google's reported revenue, TikTok's reported revenue, and your store's actual revenue. Sum the first three, and the total exceeds the fourth. Often by a lot. Every platform is taking credit for the same sale. The dashboard is mathematically incoherent and everyone has agreed not to mention it because nobody wants to be the person who points out the emperor is naked.
A real marketing dashboard reconciles. It takes platform-reported numbers as inputs but applies attribution rules that prevent double-counting. It pulls from your actual sales system as the source of truth on revenue. It applies a defensible attribution model - first-touch, last-touch, multi-touch or data-driven - consistent across channels. The number on the dashboard matches the number on the bank statement, to within a margin your CFO can live with. That is the standard we work to.
Looker, Power BI, Tableau - which to choose
Looker Studio (formerly Data Studio) is free, integrates beautifully with Google's ecosystem, and is the right starting point for most Nigerian marketing teams. Power BI fits organisations already on Microsoft 365 with broader BI ambitions. Tableau is the choice for serious data teams with complex visualisation needs and a budget for it. We will pick based on your existing stack, the size of your data team, and what your executives will actually open. Picking the most powerful tool nobody opens is a worse outcome than picking the simplest tool everyone uses.
Get your dashboard reconciled
We will rebuild your top dashboard to match your real sales data - fixed price, three weeks.
Data engineering is the unsung half
The dashboard is the visible output. The data engineering behind it is the load-bearing layer. ETL pipelines from each platform - Meta, Google, TikTok, your store, your CRM, your accounting system - each with its own API, rate limits, schema and quirks. Refresh schedules tuned to balance freshness against cost. Error handling for the inevitable API outages. Data warehouse design so historical analyses can run on years of consistent data. Most agencies skip this work and produce dashboards that look fine until you ask a question they cannot support. We invest in the boring layer because it determines what is ultimately possible above it.
Methodology
How we actually do it
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One source of truth for revenue
Sales come from one place — your store or your CRM. Marketing dashboards reference that, not platform numbers.
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Three-question executive view
Every executive dashboard answers exactly three questions. More than that and nobody reads it.
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One source of truth for revenue
Sales come from one place — your store or your CRM. Marketing dashboards reference that, not platform numbers.
-
Three-question executive view
Every executive dashboard answers exactly three questions. More than that and nobody reads it.
Fit check
Who this is for - and who it isn't
Multi-channel ecommerce
Where six different platforms each claim to have driven the same sale.
B2B with long sales cycles
Where pipeline attribution from MQL to closed-won requires real engineering, not a Hubspot dashboard.
Outcomes
What you actually get back
Budget reviews that go well
When numbers reconcile, budget defence becomes a conversation about strategy not arithmetic.
Faster channel decisions
Clear comparison across channels accelerates the decision to scale or kill.
Budget reviews that go well
When numbers reconcile, budget defence becomes a conversation about strategy not arithmetic.
Faster channel decisions
Clear comparison across channels accelerates the decision to scale or kill.
Related services
Often paired with this
Search Engine Optimization (SEO)
Technical, on-page and off-page SEO for Nigerian businesses targeting national, local and AI-era search.
Read more →Local SEO & Google Business Profile
Rank in Google Maps and the local pack across Nigerian cities - including multi-location.
Read more →Google Ads / PPC Management
Search, Performance Max and YouTube campaigns built for Nigerian conversion behaviour.
Read more →Meta Ads (Facebook & Instagram)
Facebook & Instagram ad campaigns with creative production and pixel/CAPI tracking.
Read more →
FAQ
Frequently asked questions
Do you guarantee Google rankings?
No reputable SEO agency guarantees specific positions - that would be a red flag. We commit to measurable monthly improvements in organic traffic, qualified leads and assisted revenue against an agreed baseline.
Can you run Google and Meta Ads together?
Yes - integrated paid campaigns across Google, Meta, TikTok and YouTube with one creative team and one performance team. We use server-side tracking and Meta CAPI to restore reporting accuracy.
How long until SEO starts working?
For Nigerian businesses targeting non-saturated keywords, expect first ranking movement in 4–8 weeks and meaningful traffic shifts in 3–6 months. Heavily competed verticals take longer.
Do you handle WhatsApp marketing?
Yes - WhatsApp Business API setup, broadcast campaigns, catalogue storefronts and AI agents that qualify leads 24/7.