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Analytics & Metrics

Guide

Build a weekly marketing report that emails itself

Auto-generate a Monday-morning report pulling from GA4, Google Ads, Meta Ads, and your CRM. Zero manual work after setup.

10 min read·8 steps
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  1. Decide the 8 to 10 metrics that go in it

    Traffic (GA4), new leads (CRM), conversion rate, ad spend (Google + Meta), CAC (spend / new customers), revenue, top-performing page, top-performing ad. Not 30 metrics, only ones that drive decisions.

  2. Use Looker Studio (free, all Google)

    lookerstudio.google.com. Create Blank Report. Add data sources: GA4, Google Ads, Google Sheets (for CRM/manual metrics). All native, all free. Meta Ads connects via Supermetrics or a $19/mo native connector.

  3. Build the report in 6 scorecards + 2 charts

    Top row: 6 scorecards showing this week vs. last week (Traffic, Leads, Conversion Rate, Ad Spend, CAC, Revenue). Middle: line chart of traffic and revenue over 12 weeks. Bottom: table of top 5 landing pages by conversions.

  4. Add 'week vs. previous week' comparison

    Every scorecard: enable Comparison Date Range > Previous Period. Every metric shows delta (+15% or -8%). Trends beat absolute numbers , this is the report's highest-value feature.

  5. Schedule email delivery

    File > Schedule email delivery. Every Monday 8am. Recipients: yourself + co-founder. Format: PDF. Report lands in inbox before the first meeting of the week.

  6. Pull CRM data via Google Sheets bridge

    Most CRMs (HubSpot, Salesforce, Pipedrive) export daily via Zapier > Google Sheets. Connect that Sheet to Looker Studio as a data source. CRM data appears in your marketing report without manual entry.

  7. Add a 'Notes' text box at the bottom

    Every Monday, YOU write 3 sentences in a Google Doc linked to the report: 'What worked / what didn't / one experiment for next week'. Data + human commentary is what makes reports actually get read.

  8. Review weekly for 4 weeks, then refine

    After 4 weeks of receiving the report, kill any metric you never used to make a decision. Add anything you found yourself checking manually. A static report is dead weight.

That’s the whole thing.

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