Independent reporting by MM Sanford
Your marketing’s book of record, on data you own.
A daybook is where every transaction is written down first, before anyone summarizes it. Daybook does that for your marketing: your ad platforms, website, CRM, agencies and the market around you, in one dashboard, in a Google Cloud project set up for you alone.
It is not a reporting vendor’s template, and it is not the report your agency writes about its own work. Every platform and every agency is read the same way, from the source, and checked as it arrives.
Your data stays yours: when you leave, you take an export or the whole project.
Is the market moving, or is it us? Daybook puts your results beside the public data that drives your demand, so the answer is on the same page as the question.
What goes in the book
- Ad platforms Google AdsMetaLinkedInTikTokSnapchat
- Your website GA4
- Your CRM and email Slate funnelEmail sends
- Your agencies Spend sheetsMedia plan
- The market UnemploymentPopulationFAFSAPeers
One dashboard: paid media, web, funnel, email, pacing against the plan, the market, and the health of every source.
What it does
- Loads your ad platforms, GA4, your CRM and your agencies’ spend sheets automatically, with our own connectors
- Checks every load, and shows on the dashboard when a source is late or a check fails
- Shows each number against the range it was expected to fall in, with a two-week forecast
- Puts your results beside the public market data that drives your demand
- Emails a weekly summary of what stands out, with a PDF of the key views
- Estimates what each channel contributed, where your history supports a mix model
What it doesn’t
- Buy your media. We don’t buy media, so we have no stake in which channel comes out ahead
- Take an ad platform’s word for what it drove. Platform numbers sit beside your CRM’s
- Report one agency differently from another. Every source is read the same way
- Keep your history in a vendor’s tool. You leave with an export or the whole project
- Quietly show yesterday’s numbers when a source breaks
- Pool your data into benchmarks without your written permission
Independent reporting
The people spending the budget shouldn’t grade it.
Most marketing teams read performance off a handful of platform dashboards and an agency’s monthly spreadsheet. Each one counts in its own way, and each one is written by someone with a stake in the answer. The ad platforms credit themselves. The agency reports on the campaigns it runs.
We don’t buy media, so we have no stake in which channel or agency comes out ahead. Daybook reads all of them the same way. Platform numbers come straight from the platforms, agency spend comes in on a fixed format, and both sit beside what actually happened in your CRM. The checks are on the dashboard for you to see, so nobody has to take anybody’s word for it, ours included.
The Conflict of Interest in Enrollment Marketing AgenciesWithout it
Google says Google worked. Meta says Meta worked. The agency’s deck is green. Admissions says the leads are thin.
With Daybook
Spend from every platform and agency, on one scale, beside the inquiries and applications your CRM recorded. One set of numbers, kept by no one who is grading their own work.
Your data, your project
Change agencies. Change CRMs. The book stays with you.
Reporting that lives inside an agency’s tool leaves with the agency. Reporting that lives inside a vendor’s platform is rented. Daybook keeps your data in BigQuery, in a Google Cloud project set up for your organization alone, so years of history stay comparable when the people and tools around them change.
The data is yours. We run the infrastructure so your team does not have to, and if you ever leave, you take an export of the data or the whole project. We write our own connectors, so there is no third-party connector service between your platforms and your numbers.
From Dependency to Sovereignty: Training a Team on Data- A project for you alone Your data never shares a database with another client’s.
- Google sign-in, nothing public No public links and no shared logins. You decide who is invited and what they can see.
- A defined way out An export of the data, or a transfer of the whole project. Leaving is a procedure, not a negotiation.
Your data and the market’s
Is the market moving, or is it us?
Your own numbers only tell half the story. Daybook combines what happens inside your organization, from ad spend to inquiries and email, with the public data that drives your demand, and we build that market view to fit the people you serve.
For a university that means the college-age population and FAFSA completions in the counties you recruit from, plus peer institutions. For a government agency or a B2B firm, the economic and population data that matters to your audience.
Market data we can bring in
- Local unemployment and the population you recruit or sell to, by county
- Census profiles: age, income, education and broadband
- For universities: FAFSA completions by high school and peer institutions
- Hiring, housing and building-permit data, where they drive your demand
All from free public sources. Which ones go in depends on your market.
Numbers that say when they are wrong
A dashboard that admits a bad day.
Most dashboards look the same whether the data loaded this morning or broke last week. Daybook checks every load and tells you what it found, and puts each number in context before anyone has to ask whether a dip is normal.
Expected ranges
Each chart shows the band a number should fall in, and flags the days that land outside it.
Two-week forecast
Spend, traffic and the funnel, projected forward so pacing questions get answered early.
Data health
Every source’s freshness and every check’s result, on its own tab, in plain view.
Notes and key dates
Launches, outages and application deadlines sit on the charts, so a spike comes with its reason.
It comes to you. A weekly email carries what stands out and a PDF of the key views, for the people who will never open a dashboard.
What each channel actually did
Measured from your outcomes, not from each platform’s claims.
Every ad platform takes credit for the conversions it can see, so their totals can add up to more than you got. Where there is enough history, Daybook runs marketing mix modeling on Google Meridian, the open-source model, against your own spend and your own outcomes. It estimates what each channel contributed and what the next dollar in each would buy.
Every fit is checked twice: the data before it runs and the model after. Any failure stops publication, so you never get a number we would not defend.
The question it answers
“If we moved ten percent of search into social next quarter, what would happen to applications?”
Answered with a range, not a promise, and only where your history supports it.
Who it’s for
Organizations whose leadership wants one honest view of the budget.
Universities, government agencies and B2B teams running paid media across several platforms or agencies.
The leader who answers for the whole budget
One set of numbers across every channel and agency, the market beside them, and an independent read on what is working, before the next budget meeting rather than after.
The team that builds the monthly report by hand
No more pulling exports from six platforms and an agency spreadsheet. The data loads itself, the checks run themselves, and the weekly email writes the first draft of what changed.
Your data stays yours: when you leave, you take an export or the whole project.
Your data goes into cross-client benchmarks only if you agree in writing, and then only as anonymized medians, never your name or your figures.
Start your book of record.
Tell us which platforms, agencies and systems you report on today. The first conversation is a free consultation, and we will tell you honestly what Daybook would and would not show you.