Revenue reporting and dashboards leadership can trust
I'm a revenue reporting consultant based in Wollongong. I build one set of numbers your leadership trusts: pipeline, revenue by source, marketing ROI and cost per customer, joined up from your CRM, ad platforms, GA4 and ERP, with definitions everyone has agreed to. It lives in HubSpot dashboards or wherever your team already looks.
Every meeting starts with an argument about the numbers
Marketing has one number. Sales has another. Finance has a third, and it's the only one that matches the bank.
Nobody is lying. They're counting different things in different systems with different definitions. Google Ads counts a conversion when a form fires. HubSpot counts a lead when a contact is created. The ERP counts revenue when an invoice is raised. Until someone joins those up and writes down what each word means, the monthly meeting is a debate instead of a decision.
- Dashboards with 30 charts and no answer to "is marketing working?"
- Revenue in the CRM that doesn't match what was invoiced.
- Ad platforms claiming more conversions than you had enquiries.
- Cost per lead tracked. Cost per customer never.
- A board pack rebuilt by hand every month by the one person who knows how.
- "Lead" meaning three different things depending on who you ask.
Revenue reporting from first click to paid invoice
I start with the questions leadership asks, then work back to the data needed to answer them. Charts come last.
Pipeline and forecast
Open pipeline by stage, owner and product, with probabilities based on your own win rates. Stalled deals flagged, so the forecast isn't padded with deals that died in March.
Revenue by source
Won revenue traced back to the channel and campaign that brought the customer in: search, ads, referrals, events and repeat business. Dollars won, rather than form fills.
Marketing ROI and cost per customer
Spend from Google Ads, Meta and LinkedIn set against qualified leads, won deals and revenue. Cost per lead is easy. Cost per customer is the number that should set next quarter's budget.
CRM, ads, GA4 and ERP joined
HubSpot holds leads and deals. The ad platforms hold spend. GA4 holds website behaviour. Your ERP holds invoiced revenue. I connect them so the report draws on all four.
Attribution and closed-loop reporting
Source and campaign captured on the contact, carried through to the deal, and won deals fed back to the ad platforms. Attribution models chosen and explained, limits included.
Definitions everyone agrees on
A one-page metric dictionary: what counts as a lead, a qualified opportunity, a customer and revenue, and which system is the source for each. Signed off before a single chart is built.
Marketing and sales reporting dashboards in tools you already have
No new reporting subscription unless you genuinely need one. I build where your team already looks.
HubSpot dashboards
For most businesses on HubSpot, that's where reporting should live. Custom reports, attribution reports and dashboards for leadership, sales and marketing, built on clean properties and lifecycle stages. Some reports need higher HubSpot tiers, and I'll tell you before we design around them.
GA4
Website behaviour, key events and the paths people take before they enquire. GA4 tells you what happened on the site. The CRM tells you what happened next. Tracking broken? Start with GA4 and conversion tracking.
Google Sheets
For numbers that don't live in one tool, like ERP revenue, spend across ad platforms or budget versus actual, a Google Sheet fed by exports or scheduled scripts is often the cheapest honest answer.
Custom internal dashboards
When the questions outgrow HubSpot and a sheet, a small custom dashboard that reads from your systems directly. Usually a later step, not day one. See custom apps.
Revenue reporting packages
Fixed quotes. All prices AUD. No GST is added. Software subscriptions are paid to the vendors directly.
Reporting audit
- Every report and dashboard you have, listed
- Which numbers can be trusted, and which can't
- What's missing to answer your real questions
- Ranked fix list with costs
Revenue dashboard
- One leadership KPI dashboard in HubSpot
- Pipeline, revenue by source and win rates
- Metric definitions written and signed off
- Built on the data you already have
- Walkthrough for your team
Full revenue reporting setup
- CRM, ad spend, GA4 and ERP revenue joined
- Attribution and closed-loop reporting
- Marketing ROI and cost per customer
- Source tracking gaps fixed
- Dashboards for leadership, sales and marketing
Monthly reporting pack
- Board reporting pack prepared and checked
- Written commentary on what moved and why
- Data checks and small fixes
- A short walkthrough call
If the CRM data is a mess, start with data clean-up. If revenue lives in your ERP, see ERP integration. All rates are on the pricing page.
How a reporting project runs
Audit
Your reports, dashboards and the data underneath. Which numbers hold up, which double count, and which questions nobody can answer.
Define
The metric dictionary, written together. Lead, customer, revenue, source, attribution model. One page, signed off by sales, marketing and finance.
Connect and build
Data gaps fixed, sources joined, dashboards built. Key numbers checked against a known total, like the month's invoiced revenue, before anyone relies on them.
Run
A monthly pack from me, or a handover so your team runs it. Either way, the definitions stay written down and the numbers stay checked.
What one set of numbers changes
Illustrative scenarios with made-up numbers. Plug in your own.
Example: the cheap leads that weren't
A business spends $4,000 a month on Google Ads and $2,000 on Meta. Meta leads cost $25 and Google Ads leads cost $80, so Meta looks like the winner. Join won deals back to source and, over a quarter, Meta produced one customer and Google Ads produced six. That's $6,000 per customer from Meta and $2,000 from Google Ads. The budget decision flips.
Example: the three-day board pack
Each month someone exports from HubSpot, Google Ads and the ERP, pastes it all into a spreadsheet and fixes the formulas that broke. With the sources joined and definitions written down, the pack builds from the same reports every month. The time goes into explaining the numbers instead of assembling them.
Reporting from someone who builds the plumbing too
Most reporting problems aren't chart problems. They're data problems: a source never captured, a lifecycle stage nobody uses, revenue sitting in a different system. I work across the whole chain, from GA4 and Tag Manager through HubSpot to ERP data, so I fix the cause instead of decorating the symptom.
HubSpot reporting is where I do most of this work, alongside GA4, Google Ads, Meta Ads Manager, LinkedIn Campaign Manager and Google Sheets. I'm based in Wollongong, work on site across the Illawarra and remotely with businesses anywhere in Australia.
Good fit
- Owners and boards who want one answer to "what is marketing returning?"
- Businesses spending real money on Google, Meta or LinkedIn ads
- HubSpot portals full of dashboards nobody trusts
- Product businesses with revenue in the ERP and leads in the CRM
Not a fit
- You want a dashboard that makes the numbers look good. I build ones that tell the truth.
- You need a Power BI or Looker Studio specialist. That's not me.
- Leads and deals aren't recorded anywhere yet. Start with HubSpot setup.
Revenue reporting FAQs
How much does revenue reporting cost?
A reporting audit is $1,950 fixed. A revenue dashboard starts from $4,950 and a full revenue reporting setup from $9,500, both as fixed quotes. A monthly reporting pack is $1,950 a month. All prices AUD. No GST is added.
How is this different from marketing operations?
Marketing operations builds the plumbing: lifecycle stages, lead scoring, tracking and automation. Revenue reporting is the layer on top that turns that data, plus ad spend and ERP revenue, into numbers leadership makes decisions with. Plenty of projects need a bit of both.
Do we need HubSpot?
No, but it helps. Reporting is easiest when leads, deals and revenue sit in one CRM, and HubSpot is where I do most of my work. If you're on another CRM, the audit tells you whether to report from it or fix it first.
Can you include revenue from our ERP?
Usually. If invoiced or ordered revenue lives in your ERP, I bring it in through an export or the ERP's API and match it to customers and deals in the CRM. Matching is the hard part, which is why account numbers matter. See ERP integration.
How accurate is marketing attribution?
Accurate enough to make budget decisions. Never perfect. Some journeys cross devices, some customers ring after seeing your ute, some referrals never get recorded. I pick a model that suits how you sell, explain what it can't see, and keep the definitions fixed so trends are real.
Why not use the reports built into each tool?
Because each tool marks its own homework. Google Ads reports Google Ads conversions. Meta reports Meta conversions. Add them up and you often get more customers than you have. A revenue report counts each customer once, from the CRM, and asks each channel what it cost.
Do you use Power BI or Looker Studio?
No. I build in HubSpot, GA4, Google Sheets and custom internal dashboards. If you already have someone running Power BI or Looker Studio, I can still sort out the definitions and the clean CRM data that feeds it.
What's in a monthly reporting pack?
The agreed metrics for the month: pipeline, revenue by source, ad spend, cost per lead, cost per customer and win rates, with short written commentary on what moved and why. Checked against known totals, laid out for a leadership or board meeting, and walked through on a short call.
Where reporting connects
Marketing Ops & MarTech
Lifecycle, scoring and source tracking that reporting depends on.
See how it worksTechnical SEO & Tracking
GA4 and conversion tracking, the first link from click to revenue.
See how it worksHubSpot integrations
Quoting, phones and forms connected, so revenue lands where reports can see it.
See how it worksERP integration
Products, pricing and orders synced from your ERP.
See how it worksHubSpot: HubSpot consulting · HubSpot migration · HubSpot admin retainer · HubSpot integrations & custom apps · HubSpot health check · HubSpot training.
Also useful: systems integration, data clean-up and board and advisory.
Show me the number nobody agrees on
Tell me which tools you use and which question you can't answer. I'll reply within one business day with where I'd start.
- Fixed-price audit to start
- Definitions written down and signed off
- Numbers checked against known totals
- Based in Wollongong, working Australia-wide
Which number don't you trust?
I read every enquiry myself and reply within one business day.
Got it. Thanks.
I'll be in touch within one business day.
One set of numbers. Agreed, checked, on one screen.
Start with a reporting audit, $1,950 fixed. Find out which numbers you can trust and what's missing.