Good decisions need numbers people can trust. At Reading Is Fundamental I built the reporting leadership relies on and used what the numbers showed to make the Google Ad Grant one of RIF's most efficient channels.
Google Ad Grant cost per conversion in one quarter
Ad Grant conversions over the same quarter
the Ad Grant's required click-through rate, with all 11 compliance checks passed
fiscal-year KPIs above goal, tracked on a scorecard I built
RIF's digital results live in many places: Google Analytics for multiple websites, Search Console, the Google Ad Grant account, app-store subscription data for Skybrary, and exports from five social platforms. A lean team can't pull them together by hand every week.
Leadership needed one clear read on what was working. And the numbers had to be right, because the reports drive real decisions about where RIF spends time and money.
I built a set of reports, each for a different reader and pace, using AI-assisted tools to cut the time spent compiling them.
Combines app subscription data with GA4 to track new customers, platforms, traffic sources, and the signup funnel step by step.
A leadership report across social, search, content, and paid, with what worked, what didn't, and next quarter's priorities.
Nine goals tracked against targets all year. FY2026 closed with six above goal, led by new Skybrary users at 211%.
RIF receives about $10,000 a month in donated Google Ads through the Google Ad Grant. Working with RIF's Ad Grants partner, I used performance data to shift the account toward what converted: Skybrary's free-books and free-trial campaigns, RIF's brand campaign, and low-cost ads that send teachers to Literacy Central's leveled reading passages.
Cost per conversion fell every month of the July–September quarter, from $77 to $61, while impressions grew 73%. Click-through rate stayed near double the Grant's 5% requirement, and the account passed all 11 compliance checks. The Grant also promoted RIF's own blog posts, giving owned content free distribution.
The Skybrary dashboard did the same work for signups. It showed that most people who abandoned registration left on the very first step, mostly on desktop, which gave the product team a clear, specific fix to make.
I built and own RIF's digital marketing reporting: the dashboards, the quarterly report, and the KPI scorecard. I set the Ad Grant priorities with RIF's Ad Grants partner, and turn each report into next quarter's plan.
Measurement isn't the report at the end of the quarter. It's checking the numbers before anyone acts on them, then using them to decide what to do next.