KPI dashboards · Automated reports · Sales and marketing analysis
Every business produces data every day: orders, invoices, calls, website visits, campaigns and customer requests. Good business analytics brings that data into one place, cleans it and turns it into a handful of indicators that tell you what is happening and what to do next. At AMS.AL we build dashboards, reports and analysis models that the owner, the sales team and finance can read without an analyst in every meeting. We have worked digitally since the end of 2015, with websites, marketing and business systems under one roof.
48 h
First answer
We reply to every request within 48 working hours
GDPR
Protected data
Role-based access, minimal personal data and a change log
2015
Online since 2015
Websites, marketing and business systems under one roof
GA4
Familiar tools
GA4, Search Console, Looker Studio and the sheets you already use
In most companies we meet, the data exists but it is scattered. Sales sit in the invoicing software, requests in email and on a salesperson's phone, visits in GA4, ad spend in Google Ads and Meta, and stock in a spreadsheet that only one person updates. Every month someone loses several days copying those figures into Excel, and by the time the report is finished it is often too late to act on it.
Structured business analytics changes that order. First we agree which questions the data must answer: which products make a profit, which channel brings customers who come back, where orders are lost and what a new customer really costs. Then we connect the sources automatically, so the figures are the same for everyone and refresh without manual work.
The table below compares the usual way of reporting with the way we build business analytics. Excel remains an excellent tool; the problem is not the tool, but the lack of a single source of truth and of clearly defined indicators.
| Criterion | The usual reporting | Business analytics by AMS.AL |
|---|---|---|
| Data sources | Figures copied by hand from several programs, with different versions of the same spreadsheet. | Sources connected automatically into one model, with a shared definition for every indicator. |
| Frequency | One report at the end of the month, when the decisions have already been made. | Dashboards that refresh every day or every hour, at the pace of the business. |
| Indicators | Dozens of columns with no priority; everyone reads something different from the same sheet. | A few KPIs chosen with you, with targets and an explanation of how each is calculated. |
| Accuracy | Copy errors, duplicated rows and totals that do not match between departments. | Automatic quality checks, cleaning rules and a reconciliation with invoicing for every period. |
| Access | Files that travel by email, with no control over who sees what. | Role-based access: the owner sees everything, a salesperson their own accounts, personal data stays protected. |
| Action | The report is read and closed; nobody knows what should change. | Every dashboard has the question it answers and a regular review where we agree the next steps. |
Attractive charts do not make a dashboard useful. A dashboard is useful when the owner opens it on Monday morning and within two minutes knows whether the week is going well, which product or city has dropped and where to focus the team. That is why every business analytics project we build starts with a conversation about the decisions you make regularly, and only then do we choose the indicators, the charts and how often they refresh.
When the data comes from your website, your online shop or a management program, the analysis links naturally to your business management system and your CRM software, so you can see the whole customer journey, from the first contact to the paid invoice.
Business analytics covers several areas that often work in isolation. We treat them as parts of one whole, because a sales figure without the marketing cost, or a campaign without the product margin, tells only half of the story.
Below are the four main directions. Many business analytics projects start with one of them and grow over time, once the team uses the dashboard every day.
The management dashboard is where the most important figures of the business meet: revenue, margin, orders, new customers, open requests and collections. Every indicator has its own target, a comparison with the previous period and a colour that shows at a glance whether you are on track.
In any business analytics setup, the reports you prepare by hand today become automated reports that land in your inbox every week or every month. The time that went into copying moves to reading and deciding.
Best for: Owners and managers who want to see the business on one screen without waiting for the monthly report.
Not every sale brings the same profit. We analyse sales by product, customer, city, salesperson and channel, and place them next to cost, discounts and returns, so it becomes clear where you earn and where you work for nothing.
On the finance side we follow collections, average days to payment and cash flow, because a company can sell a lot and still struggle with liquidity. Business analytics of this kind gives finance a view that is usually missing from the accounting software.
Best for: Trading companies, distributors, online shops and service businesses with many customers.
Each ad platform reports its own successes, often counting the same customer twice. We connect GA4, Google Ads, Meta and Search Console data with real sales, so you see how many customers and how much revenue each channel brings, not just how many clicks.
That way the marketing budget is split by what actually works. If another team runs your campaigns, our dashboard gives an independent view; if we run them as your marketing agency, the data is the same we use to optimise them.
Best for: Businesses that invest in online advertising and want to know clearly what each channel returns.
When the data is clean and covers several periods, we can look ahead: how many orders to expect next month, when demand rises with the season, which customers are buying less and how much stock to order. We show forecasts with a sensible range, not as a single figure that looks more certain than it is.
Artificial intelligence tools help to spot anomalies, group customers and explain figures in plain words. We use them carefully, on your data and with human review, as part of ongoing business analytics.
Best for: Businesses with a data history that want to plan stock, staff and budget with more confidence.
For every business analytics project we choose the tool to fit the business, not the other way round. For many clients Looker Studio and Google Sheets are enough and carry no licence cost; for others, when the data is larger or more sensitive, we build a dedicated database and dashboards inside the system you already use. In every case the data model and the indicator definitions remain yours and are documented.
A business analytics project succeeds when it moves in small steps, with results the team uses from the first weeks. This is the order we follow in most projects.
Every business analytics project begins with a meeting with the owner and the key managers to understand how the business works, which decisions are made every week and what information is missing today. From that conversation come the questions the analysis must answer and a short list of clearly defined indicators.
What you receive
We look at where the data lives, how complete it is and how it can be connected: invoicing, the online shop, the CRM, GA4, ad platforms and internal sheets. Where an automatic connection is missing, we propose the simplest and safest way to create one.
What you receive
We bring the data into a single model, where customer, product and date mean the same everywhere. We set rules for duplicates, differently spelled names and returns, and reconcile the results with invoicing so the figures match.
What you receive
We build dashboards by role, test them with the people who will use them and refine them until they read without explanation. Then we train the team and set up the automated reports that arrive at the right moment.
What you receive
Business analytics does not end when the dashboard goes live. We meet regularly to read the figures together, add new questions and remove indicators nobody uses. That way the analysis grows with the business and never turns into a forgotten screen.
What you receive
After many digital projects we have seen where dashboards and the reports of business analytics most often fail. These are the principles we keep in mind on every project, whatever the size of the company.
The first temptation is to put everything that can be measured on the dashboard. The result is a screen full of numbers where nothing stands out. We work with a clear hierarchy: a few headline indicators for management, working indicators for each team and details that open only when needed.
We also separate indicators that describe the past, such as monthly revenue, from those that warn about the future, such as new requests, quotes sent or customers who have not bought for a while. The latter let you act before a problem reaches the invoice.
Business analytics built on wrong data is more dangerous than no analysis at all, because it gives false confidence. That is why most of a project's time goes into cleaning: customer names written three ways, products with different codes, cancelled orders still being counted and dates in mixed formats.
Instead of fixing these by hand once, we set rules that apply automatically every time new data arrives, plus alerts when something falls outside the norm. Advice on keeping data cleaner at the source is part of the delivery.
Two figures rising together do not mean one causes the other. Sales may grow in the month a campaign starts, but also because of the season, a competitor closing or a new price. Honest business analytics notes these limits and, where possible, tests changes with comparison groups or trial periods.
Analysis does not need more personal data than necessary. We work with data minimisation: many questions can be answered with aggregated data, without names or addresses. Access is granted by role, changes are logged and data is stored in services that respect data protection rules. For cookie consent on the website, GA4 is configured with Consent Mode.
The value of business analytics is not measured by the number of charts, but by how quickly and how well decisions are made. That is why we agree from the start how the work will be assessed.
We measure how many hours of manual work the automated reports save, how often dashboards are opened and by whom, how fresh the information is when it is read and how quickly month-end figures become available. We measure quality too: how many differences remain between the dashboard and invoicing, and how quickly they are resolved.
On the business side, every business analytics project is tied to one or two concrete goals, such as reducing overdue invoices or improving margin in a product group. We do not promise figures in advance; we follow them together and see them clearly on the dashboard.
At the end of every phase you receive work you can use and check yourself, not just a presentation.
We work with GA4, Search Console, Looker Studio, Google Sheets, the databases of the systems you use and the APIs of ad platforms. Accounts are created in your name, so access and data history stay in your hands even if you change partner one day.
To make the choice easier, we group analytics projects into three levels. Each is a starting point we adapt to your data and goals. Use the finder to see which level is closest to your needs.
The key figures of the business on a single screen.
Best for: Small businesses that want to stop manual reporting and see sales every day.
Sales, marketing and finance connected in one model.
Best for: Growing businesses with several sales channels and a marketing budget to allocate wisely.
A dedicated database, forecasts and deep integrations.
Best for: Companies with many points of sale, several systems and a need for strict access control.
Pick what you need and we show the closest level. It is only a guide; the offer is prepared after a conversation.
Pick at least one option to see the recommendation.
We do not publish fixed prices, because every analytics project depends on the sources and quality of the data. For every request we prepare a free, no-obligation offer, with the phases and ongoing costs listed separately.
These are the questions managers ask us most often before starting an analytics project. If yours is missing, write to us and we will answer personally.
It is the process of collecting, cleaning and reading a company's data to answer concrete questions: where you earn, where you lose, what is changing and what to do next.
In practice, for you it means clear dashboards, automated reports and a regular meeting where figures turn into actions.
No. In most cases we start with the data you have today: the invoicing software, the online shop, GA4 and internal spreadsheets.
If the work shows that a process is missing or poorly recorded, we propose the simplest fix, which may be a form, an automatic connection or a new module.
It depends on the number of sources and the quality of the data. A dashboard with a few indicators from one or two clean sources is ready much sooner than a model joining many systems.
The offer includes a phased schedule, so you see usable results from the first phase.
The cost depends on the sources to connect, the amount of cleaning, the number of dashboards and the need for ongoing support. For many businesses, tools such as Looker Studio carry no licence cost.
After a conversation we send a free, no-obligation offer with build costs and ongoing costs listed separately.
Yes, that is part of the design. We work with role-based access, minimal personal data and accounts in your name, following GDPR principles.
We never use your data for any other purpose, and when the collaboration ends our access is removed.
You can run them yourself, because everything is documented and your team is trained. Many clients still choose monthly support, where we look after the connections, changes in the sources and new indicators.
Yes. We connect Google Ads, Meta, GA4 and Search Console data with real requests and sales, so you see cost per customer and revenue by channel.
That helps you split the marketing budget by what works, not by what each platform reports.
We use it to spot anomalies, group customers and write short summaries of the figures. Decisions and oversight stay with people.
If you want to go further, we can plan the next steps together through IT consulting, so new tools fit the systems you already have.
Because we know the places where data is born from the inside: websites, online shops, campaigns and business systems, which we have built and maintained since the end of 2015. That makes connecting them faster and more accurate.
We are open about the limits of the data and we do not promise figures in advance. You can read more about our team and how we work on our About Us page.
Tell us how you report today, which programs you use and which questions remain unanswered. We will come back with a proposal for the indicators, the sources and the phases of work, together with a free, no-obligation offer.
You can email us or call us directly. The more you tell us about how you make decisions, the more precise the offer will be.
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