Where to gather weekly marketing numbers without mixing unlike metrics. Includes a bakery example using Instagram reach and GA4 sessions.

Before building a dashboard, decide what question you want to answer each week and which metric from which screen will help. Clear sources and definitions make it easier to avoid adding unlike numbers or counting the same period twice.

For example, a neighborhood bakery posts on Instagram and takes orders through its website. Instagram Insights reach and GA4 website sessions are different metrics. Keep the source and definition beside each number; do not combine them into a made-up “total visitors” figure.

What to include in a weekly log

• Date range: Write the start and end dates, such as October 7–13. Use the same number of weekdays when comparing with the prior week.

• Source and metric name: Use the labels shown in each tool, such as Instagram Insights reach or GA4 sessions. The tools may count activity differently.

• Value and check date: Note when the number was copied and who checked it, so you can find the original screen later.

• Context: Record facts that may help explain the numbers, such as a closure, an ad launch, or whether a post went live. If you have not confirmed a cause, write “needs review” instead of guessing.

Bakery weekly log example

Period: October 7–13
Instagram Insights · Reach: 4,820
GA4 · Online order page sessions: 612
Context: New product photo posted October 10; shop closed October 12
Next check: Confirm completed orders in the payment system. A website session and an order are not the same thing.

These figures are illustrative. In your own report, check each tool’s date range and metric definition, then compare the copied number with the source screen. Assign one person to update the sheet and leave out unnecessary personal information such as customer names or email addresses.

When to add another tool

If you use one channel, its built-in reporting screen and a simple weekly log may be enough. For several channels, start with one table that uses consistent dates and clearly defined metrics. Consider another tool when the team repeatedly asks the same questions or manual copying takes too much time.

When a contractor sends a report, ask for the source screen, date range, and metric name along with the numbers. That makes next week’s comparison much easier.