DATA & REPORTING
A shared report. A more useful conversation.
Compare cross-channel performance without losing the context behind the numbers.
Start with a decision
Before building a report, agree what the audience needs to decide. A leadership team discussing spend allocation needs a different level of detail from a channel specialist investigating a campaign. Make the question explicit.
Compare definitions, not just columns
CPC divides cost by clicks; CTR divides clicks by impressions. Those calculations are straightforward, but the context still matters. Align date ranges and currencies and make differences in attribution clear before drawing conclusions across channels.
Add targets and ownership
A number becomes more useful beside an agreed target and an accountable owner. Use the report to explain what changed, what the team is investigating and when you expect the next review. Avoid implying that a single metric explains the entire customer journey.
Share with control
Orange Phoenix supports branded browser and PDF reports, plus expiring and revocable read-only links. Choose the sharing format that fits the audience and revisit access as relationships change. Good reporting makes information accessible while keeping responsibility clear.