Set up automated cross-channel reporting dashboard for WordPress, Matomo and social media

# Upwork Job Post ## Title Set up automated cross-channel reporting dashboard for WordPress, Matomo and social media ## Project description We are looking for an experienced analytics/reporting specialist to set up an automated reporting system for a WordPress-based communication project in the healthcare/science communication field. The goal is to collect and report key performance data from our website and social media channels in one central dashboard and to generate automated reports on a regular reporting date. We are open to using an existing commercial solution such as AgencyAnalytics, Whatagraph, Databox, Swydo or a comparable tool. A custom-built solution is not required if a ready-made reporting tool can cover most of the requirements in a reliable and cost-efficient way. It is important for us that the solution is practical, maintainable and not unnecessarily expensive. If some data points are not available through the platforms/APIs or would require disproportionate effort or cost, we are open to discussing reasonable compromises. ## Channels to be included The reporting should ideally include: * WordPress website * Matomo or another privacy-friendly website analytics setup * Facebook * Instagram * LinkedIn * YouTube ## Website tracking requirements For the website, we would like to track and report: * Pageviews * Number of visitors / users * Sessions / visits * Most visited pages * Entry pages * Traffic sources * Device types * Country, region and, if available, city of visitors * Downloads, if technically trackable * Clicks on selected buttons, links and calls to action The exact buttons and CTAs that should be tracked will be defined later during the project. However, the system should be prepared to track website events flexibly, for example: * CTA button clicks * Download clicks * External link clicks * Email or phone link clicks, if used * Links to social media profiles * Links to registration or contact pages The setup should make it easy to add or remove tracked buttons later without rebuilding the whole reporting system. ## Social media reporting requirements For Facebook, Instagram, LinkedIn and YouTube, we would like to report the usual key metrics, depending on what each platform makes available via API or connector. Relevant metrics may include: * Reach * Impressions * Views * Followers / fans / subscribers * Follower growth * Engagements * Engagement rate * Likes, comments, shares, saves, clicks * Performance of individual posts * Performance of individual videos * Link clicks or profile actions, where available * Demographic data, where available * Age structure, where available * Gender distribution, where available * Local/geographic composition, for example country, region or city, where available For YouTube, we would like to include: * Video views * Watch time * Average view duration * Subscribers * Subscriber growth * Video performance * Engagements * Geographic and demographic data, where available We understand that not all platforms provide all metrics in the same way. Please clearly explain which metrics can be collected automatically and where limitations apply. ## Combined total reach metric We would like to include one combined cross-channel reach metric. This could be calculated, for example, as a gross total across all available channels: * Website pageviews * Facebook reach or impressions * Instagram reach or impressions * LinkedIn impressions or views * YouTube video views This metric should be clearly labelled as “gross total reach” or “gross cross-channel contacts”, not as unique people reached, because the same person may be counted multiple times across channels. The dashboard should show: * Total gross reach for the selected reporting period * Monthly development over time * Breakdown by channel * Optional cumulative total since project start * Optional comparison with previous reporting period The exact calculation logic can be discussed and should be documented clearly. ## Dashboard and reporting requirements The dashboard should be modular. We need to be able to include or exclude individual metrics, charts or sections from the report. Possible modules: * Website overview * Website traffic by page * Website visitor origin * Website event / CTA tracking * Social media overview * Facebook * Instagram * LinkedIn * YouTube * Post performance * Video performance * Demographics * Geographic distribution * Gross total reach * Monthly comparison * Cumulative project development The report should be understandable for non-technical stakeholders. ## Automated report generation The system should support automated reporting on a defined reporting date, for example monthly. Ideally, the solution should provide: * Automatic data refresh * Automatic generation of a report * Automatic email delivery to selected recipients * PDF export or a comparable readable report format * Optional link to an interactive dashboard * Optional attachment or linked export of raw data ## Raw data export If possible, we would like to include the raw data used for the report. Preferred formats: * CSV * XLSX * Google Sheets The raw data should ideally be stored or sent together with the report, for example as an email attachment or in a shared cloud folder. If a commercial tool does not support raw data attachments directly, please suggest a practical workaround. ## Cost requirements The solution should be as cost-efficient as possible. We prefer: * Existing commercial tools over unnecessary custom development * Low monthly costs * No recurring costs where possible * Transparent pricing * Easy maintenance * A setup that we can operate ourselves after handover If paid tools or connectors are needed, please state: * Which tool you recommend * Monthly or yearly cost * Which data sources are included * Which limitations apply * Whether there is a cheaper alternative * Which requirements would not be covered by the cheaper option We are open to trade-offs if a ready-made solution such as AgencyAnalytics can cover most of the requirements with reasonable effort and cost. ## Important notes This project is in the healthcare/science communication sector. The reporting must not process or display personal individual user data. Aggregated data is sufficient. The setup should be GDPR-conscious and privacy-friendly. For website analytics, Matomo is preferred if feasible. We do not need a complex custom data warehouse unless it is clearly necessary. A pragmatic, stable and maintainable setup is more important than a technically over-engineered solution. ## Expected deliverables 1. Short recommendation of the best technical setup * Recommended tool or tool combination * Expected monthly costs * Data sources covered * Known limitations 2. Implementation of the selected setup * Website analytics / Matomo setup or connection * Event tracking concept for buttons and CTAs * Social media channel connections * Dashboard setup 3. Report template * Modular dashboard/report structure * Gross total reach calculation * Channel-specific views * Time-series views 4. Automation * Scheduled report generation * Automated email delivery if possible * Raw data export or practical workaround 5. Documentation and handover * How to maintain the dashboard * How to add or remove metrics * How to add new tracked website buttons/CTAs * How to check whether data connections are still working ## Skills required Please apply if you have experience with several of the following: * AgencyAnalytics, Whatagraph, Databox, Swydo or similar reporting tools * Matomo * WordPress analytics setup * Google Looker Studio * Social media analytics * Facebook / Instagram Insights * LinkedIn company page analytics * YouTube Analytics * API-based reporting * Google Sheets / CSV / XLSX automation * Dashboard design for non-technical stakeholders * GDPR-conscious analytics setup ## Application questions Please answer the following questions in your proposal: 1. Which reporting tool would you recommend for this project and why? 2. Can your recommended setup include WordPress/Matomo, Facebook, Instagram, LinkedIn and YouTube? 3. Which of the requested demographic and geographic metrics are realistically available? 4. Can the solution create automated monthly reports and send them by email? 5. Can raw data be exported automatically or semi-automatically? 6. How would you implement website button/CTA tracking? 7. What monthly tool or connector costs should we expect? 8. Which requirements would you simplify or remove to keep costs low? 9. Have you built a similar cross-channel reporting dashboard before? Please share examples or describe your experience. ## Preferred project approach We would like to start with a short technical recommendation before implementation. Suggested milestones: ### Milestone 1: Tool recommendation and implementation plan Review requirements, recommend the best setup, list expected costs, limitations and trade-offs. ### Milestone 2: Dashboard and data connections Set up the selected reporting tool, connect website analytics and social media channels, create the first dashboard structure. ### Milestone 3: Event tracking and total reach metric Prepare website event tracking for buttons/CTAs and implement the gross total reach metric. ### Milestone 4: Automated reporting and handover Set up scheduled reports, raw data export or workaround, documentation and short handover. ## Preferred freelancer profile We are looking for someone who is pragmatic and honest about platform limitations. We do not need someone to promise that every possible metric can be collected. We need someone who can recommend a reliable setup, explain trade-offs clearly and implement a maintainable reporting system.