Reporting is something we do differently at CYS. It’s something we’re passionate about. We believe that reporting doesn’t need to be complex. It should be thoughtful, meaningful and interpreted to include any data sources that illuminate the picture.

I have an acronym. CYS reporting has to be REAL

• Relate to business goals

• Easy to understand

• Accessible and flexible

• Leading the conversation

Reporting Example

Each project starts the same. We begin by learning what’s important to our client. We work to understand their overall business goals. And then we make sure to connect the dots between our advertising metrics and those business goals.

Here’s an example of how we put all the ideas together:

I love this example because it does a great job illustrating how we report on things that matter to this business.

They’re not worried about how many clicks they got in their Google Ads account. They want to know the return on their ad spend.

They’re not worried about how many clicks they got in their Google Ads account. They want to know the return on their ad spend.

And we’re calculating that return using the same internal financial systems that their C-level business leaders rely on to gauge performance. So we’re speaking to them in a language they already understand.

Flexible Reporting

I also love this example for it’s flexibility. There was a change in strategy. Switch from ‘put-ads-everywhere, we want everyone to see us’ to ‘maximize profitability’.

And because of the knowledge we developed about their business and how they measure—we were able to quickly modify our reporting to follow the change in direction.

Shareable

Publishing these report on our site (password protected) helps us keep our clients informed and up-to-date on the status of their advertising projects—using the most meaningful metrics we have.

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We develop custom reporting for each project. We know our client’s business’s are unique and we believe that the way they are measure should be unique as well.