Stop building the weekly report by hand.
One warehouse pulls from every tool. Dashboards refresh on their own. You get alerts, not spreadsheets. Your Monday morning back.
The four layers.
Ingest
Airbyte, Fivetran, custom connectors to any API/DB.
Model
dbt models, star schema, tests, docs — production-grade.
Visualise
Metabase, Looker Studio, or embedded dashboards in your app.
Alert
Slack/email when a metric moves outside your bands.
Dashboards we typically ship.
- Executive dashboard
- Marketing attribution
- Sales pipeline analytics
- Product usage cohorts
- Financial dashboards (India + global GST)
- Weekly digest email
- Slack alerts on anomalies
- Custom exports for board decks
Reporting FAQs.
BigQuery or Postgres for storage; Airbyte or Fivetran for ingestion; dbt for modelling; Metabase or Looker Studio for dashboards.
The metric layer taxonomy
Every metric on every dashboard should fit exactly one of these types. Mixing types in one chart is the root cause of half of "the numbers don't match" tickets.
| Type | Example | Aggregatable? | Common bug |
|---|---|---|---|
| Additive | Revenue, orders | Yes across any dim | None if grain is right |
| Semi-additive | MRR, headcount | Sum across accounts, not time | Summed across months → nonsense |
| Non-additive | Ratios (CVR, NRR) | No — recompute | Averaging averages |
| Ranked | Top N products | No | Aggregating removes ranking |
| Distinct count | Active users | Not sum-safe | Sum of daily = way over monthly |
| Cohorted | D30 retention | Only within cohort | Mixing cohorts hides trend |
Dashboard anti-patterns we refactor away
A dashboard should answer a question and provoke an action. Most don't. These are the patterns we remove first.
- The vanity wall
20 KPIs, no thresholds, no owner. Nobody looks at it after week two. Replace with 3-5 metrics tied to a decision.
- Yesterday-only view
No trend, no comparison. A number without context is noise. Every metric shows delta + 30-day sparkline.
- Aggregate-only
No segment breakdown. Averages hide the segments where the metric is actually broken.
- Real-time when you don't need it
Real-time dashboards cost 5-10x. Most business metrics move on daily or weekly cadence — build accordingly.
- No definition on hover
If two people can define "active user" differently, the dashboard is a debate generator. Definition tooltip on every metric.
- No alerting
A dashboard without alerts assumes someone is watching. Nobody is. Every critical metric has a threshold + owner.
One dashboard, all the truth.
Book warehouse setupServing businesses across Rayalaseema
Founder-led website design, development and automation — for businesses in Andhra Pradesh and beyond.
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