Every number I claim, in one place, attached to the role that produced it — followed by the reporting I build to get them.
Aggregate results only. The dashboards themselves stay with the organisations they belong to.
I build the Looker Studio and Meta reporting that decides what gets published next, who we're reaching, and where the budget goes. Below is the thinking those dashboards produce — a quarter in detail, a sample reporting view, and what I choose to track.
March – June 2026 on the SOH Myanmar page: organic publishing with small boosts drawn from a regional ad budget of $522 across four markets — Myanmar, Cambodia, Laos and Thailand.
One quarter of Meta advertising across three country pages, reported in a single view so budget can move to whichever market is converting.
52% women, led by the 18–34 cohort — consistent with the survivor-centred focus across the region.
The same five posts, ranked two ways. The one that travelled furthest is not the one that sent the most people to a helpline — which is why the second chart is the one I plan against.
Ranked by people reached
Ranked by link clicks to help
Share of reach by age band. Two thirds sit under 35 — so posts aimed at older women are commissioned deliberately, not left to the algorithm.
of the people we reach are women — the audience the service exists for. I report this every month, because when it slips the content has drifted.
This is how I lay out a campaign dashboard: the decision metrics first, the trend second, the breakdown last. Every figure below is invented for illustration — no client data appears anywhere on this page.
Sample data · not a real campaign
The point of the layout: someone should be able to answer "is this working, and what do I change on Monday?" without scrolling. Retargeting has the smallest reach on this board and the lowest cost per action — that's the row that would move the budget.
Link clicks to a helpline, cost per engagement, and follower growth by language. These are the three that change what gets published next.
Share of reach by gender and age, and reach per dollar by market. Budget follows whichever market is converting, not whichever is loudest.
Impressions, page likes and reactions in isolation. A post seen by 100,000 people that helps nobody is a worse post than one seen by 20,000 that does.
Built and maintained in Looker Studio and Meta Business Suite. Figures shown here are aggregate results; the dashboards themselves stay with the organisations they belong to.