A report looks backwards. Even a live dashboard, for all its charts, mostly answers one question — “how did we do?” — in the past tense.
The two features we’re shipping today change the tense. They turn the client dashboard from a rear-view mirror into something that looks forward: it sets a direction you and your client can both see, and it turns your insight into work your clients actually ask you for. Same white-label dashboard, now doing more than reporting.
We call them Goals & Opportunities.
Goals: a scoreboard you both watch
Reporting tells a client what happened. Goals tell them where they’re heading.
You set measurable targets per site — enquiries, visitors, search position, and more — over a month, a quarter, or ongoing. They land on the client’s dashboard as live, colour-coded progress bars, each with its data source shown, so there’s never a “where did that number come from?”
The quiet part that matters: a target a client can watch tick up keeps them bought into the work between your calls, instead of glancing at a report once a month and forgetting it. And if you leave a target open, the client can set their own — no login, no form, no friction. Their goal, on their dashboard, measured automatically. A reporting tool becomes a scoreboard you’re both watching.
Opportunities: insight that asks for the next job
Every agency sits on a list of things a client’s site could do better. The hard part is getting those ideas out of your head and in front of the client without it turning into a sales pitch.
Opportunities does that quietly. For each site you configure recommended improvements — a name, the benefit in a line, a rough timeline, and a price — and they appear as tasteful cards on the client’s dashboard. When the client’s ready, they click Request, and it emails you directly. You quote as normal; nothing’s charged, nothing’s committed.
The point isn’t to plaster the dashboard with upsells — it’s the opposite. A short, honest list of what you’d genuinely recommend, sitting where the client already looks, so good ideas turn into requested work without anyone reaching for the phone. Advisory, not a billboard.
A cleaner Overview
All of it sits on a redesigned Overview a client can read in seconds. A clean two-column layout: a visitors hero, conversions and Google Search cards, the goals bar, and site-health signals — speed, uptime, security — at a glance. Above them, a personalised, plain-English summary of how the site’s actually doing, written for someone who doesn’t stare at analytics all day.
Your client understands it in seconds. You look sharp. Both at once.
What’s next
Goals & Opportunities is rolling out now in early access, so not every part will be on every site straight away — it’s on its way. And it’s a first step: from a dashboard that reports, to one that helps you steer the account and win the next piece of work. More of that to come.
