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Betts & Burton
Service · Reporting

Reporting & Analytics

We build reporting that ties spend and activity back to meetings, opportunities and revenue. No rummaging through tabs before the board pack.

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The problem

Why this work matters.

GA4 says one thing. HubSpot says another. Sales says none of those leads were any good. The monthly board pack takes three days to assemble and still does not answer the only question that matters: what is driving pipeline, and what is it costing you?

Outcomes

What this looks like, done well.

  • A single source of truth for marketing performance
  • Attribution your CFO can follow
  • Faster, calmer monthly reporting
  • Decisions based on pipeline, not vanity metrics
Deliverables

What you actually get.

  • 01Tracking and attribution audit
  • 02Dashboards in GA4, HubSpot and Looker Studio
  • 03Quarterly board-ready reporting pack
  • 04Custom event and conversion tracking setup
Reporting · How we work

How we run reporting engagements.

Zero fluff. Each step has a clear output and you always know which direction we are heading.

01

Audit

We trace the numbers back to source and find the breaks, duplicates and blind spots.

02

Define

We agree the few metrics that matter, plus the definitions behind them.

03

Build

We wire the dashboards, attribution views and reporting pack your team will actually use.

04

Review

We use the numbers to call what changes next, not just decorate a monthly meeting.

Other services

Works well alongside

Strategy

GTM Strategy & Positioning

Get the plan straight before you spend another pound on media.

Explore Demand

Paid Ads & Demand Generation

Run Google, LinkedIn and Meta in a way that produces pipeline, not just leads.

Explore Conversion

Websites, Landing Pages & SEO

Design, build and sharpen the pages buyers actually land on.

Explore
FAQs

What people ask about reporting & analytics.

For most B2B clients we run a position-based model with a self-reported source override at lead capture. No model is perfect, but our goal is to build one your CFO actually trusts.
GA4 for site analytics, HubSpot or Salesforce as the source of truth for pipeline, Looker Studio for the reporting layer. We rarely recommend buying a separate attribution tool.
A tracking audit takes 2–3 weeks. A full dashboard and attribution build is usually 6–8 weeks, including stakeholder definitions and sign-off.
Yes. We document everything, walk through it live and leave you with a playbook so anyone in the team can run the monthly review without us.
Industries we serve

Reporting & Analytics by industry.

See how reporting & analytics works in your sector.

SaaS

We build SaaS reporting that ties marketing spend to ARR. GA4, attribution and pipeline dashboards that show what is working, so the marketing line stops getting questioned in every board meeting.

Fintech

We build fintech reporting that ties spend to qualified pipeline across long, committee-led sales cycles, with the data governance a regulated business needs.

Professional Services

We build reporting that connects marketing to fee income for professional services firms. Clear visibility of which channels and content actually create enquiries and won work.

Legal

We build reporting that connects marketing to instructions and fee income for law firms. Clear visibility of which practice areas and channels actually generate matters worth taking.

Insurance

We build insurance reporting that connects marketing spend to profitable policies, not just quotes. Visibility of acquisition cost, retention and lifetime value by channel and segment.

Manufacturing

We build manufacturing reporting that connects marketing to quote requests and orders. Clear visibility of which channels and applications generate enquiries worth quoting.

Healthtech

We build healthtech reporting that ties spend to qualified pipeline across long, committee-led cycles, with the data handling a healthcare business requires.

Consumer SaaS

We build consumer SaaS reporting that ties acquisition spend to activation, retention and revenue. Clear visibility of which channels bring users who actually stick and pay.

E-commerce & DTC

We build DTC reporting that ties spend to contribution margin and customer lifetime value, not platform ROAS. Clear visibility of what is actually profitable and incremental.

Car Finance

We build car finance reporting that connects spend to funded, profitable deals. Visibility of cost per funded deal by channel, with tracking that respects FCA and data rules.

Consumer Fintech

We build consumer fintech reporting that ties spend to activated, funded users and lifetime value, with tracking that respects FCA and data rules.

Related guides

Read up on reporting & analytics.

Free, opinionated guides from the work we actually do.

B2B Marketing Attribution: Models That Actually Work

Why most attribution models break in B2B, and what you should do instead.

Where we work

Reporting & Analytics near you.

Senior support in person and remote across the UK.

Reporting & Analytics in London

Reporting support for Greater London teams.

Reporting & Analytics in Manchester

Reporting support for North West teams.

Reporting & Analytics in Birmingham

Reporting support for West Midlands teams.

Reporting & Analytics in Bristol

Reporting support for South West teams.

Reporting & Analytics in Leeds

Reporting support for Yorkshire teams.

Reporting & Analytics in Edinburgh

Reporting support for Scotland teams.

Next step

Let’s talk about reporting & analytics.

Book a 30-minute discovery call. No pitch deck. Just a senior conversation about where the gaps are and what to do about them.

Book a discovery call