Behind Prontify: How One Developer Built the System That’s Redefining Our Reporting

For years, our team battled with the same challenge every digital agency faces: fragmented data scattered across platforms that don’t speak the same language. We needed a solution that didn’t exist - so we decided to build it.

Enter Prontify, the system now powering our reporting across every channel.

At the centre of it is Aaron Dwyer , the developer who built the platform from the ground up. We sat down with him to uncover the story behind the build and the impact it’s already having across Lead Pronto.

For anyone hearing about it for the first time, how would you describe Prontify?

“At its core, Prontify is a central hub for analytics. It pulls all our marketing and lead-generation data together in one place, so instead of checking five or six different platforms, you’ve just got one clean, reliable view of performance. It basically becomes the single source of truth for everything we run.”

What made you want to build something like this in the first place?

“Honestly? Probably frustration. We were constantly jumping between Google, Meta, TikTok, native platforms… and none of them talk to each other. Then you’ve got our lead distribution data on top of that. Trying to match everything up manually just wasn’t sustainable. We needed a system that could bridge the gap between what the ad platforms say and what’s actually happening with leads - and nothing out there did that properly.”

How long did it take from the initial idea to something the team could actually use?

“The first usable version came together in around three months, which is pretty quick for a system this size. But if we’re talking about the thinking behind it - the problem-solving, the experimenting - that’s been going on for nearly two years. The idea matured over time until it finally became something we could build.”

Who else was involved in bringing Prontify to life?

“Even though I handled the development, it definitely wasn’t a one person job. Senior members of the team helped shape the brief at beginning and then the wider team played a big part in testing, giving feedback and pointing out what would make their day-to-day lives easier. Everyone’s input helped shape what Prontify looks like now.”

What was the most challenging part of building it?

“Definitely the integrations. Every ad platform reports data differently - different naming conventions, different structures, different ways of counting the same thing. Getting all of that into one consistent, reliable format was a huge challenge. Then there’s building the architecture so it can handle large amounts of data in real time, without slowing anything down. And on top of all that, trying to keep the interface simple for the team, even though the engine behind it is pretty complex.”

What’s your favourite feature - and why?

“I’d probably say the overall architecture. It’s robust, scalable and built in a way that lets us keep adding to it without things breaking. I’m also really proud of how seamless the platform integrations are and how quickly the data syncs. But honestly, the part I like most is that non-technical users can pick it up straight away. If people can use it easily without needing instructions, that’s always a win.”

How does Prontify improve things for our clients?

“It makes reporting far clearer and far more accurate. Clients get a better understanding of where their budget is working hardest, and they can see results without waiting for manual updates or spreadsheets. Because the data is more reliable and more transparent, we’re able to optimise faster too - which ultimately means better performance and better outcomes for the client.”

How does it benefit the team internally?

“It’s already saving the team hours of manual data pulling and checking. Before Prontify, we were constantly stitching reports together or jumping between platforms to make sure the numbers matched. Now everyone’s looking at the same data in one place. It also removes a lot of human error, because there’s no more copying, pasting or reconciling. The team can focus on strategy instead of admin. Marketing, ops and sales all have the same shared view of performance now, which makes everything run smoother.”

Prontify is already making a measurable difference across the business, giving both our team and our clients a level of clarity we’ve never had before. And the most exciting part? This is only the beginning.

As the platform evolves, we’ll continue refining, expanding and building on it - driven by the same commitment that led us to create it in the first place: clearer data, smarter decisions and better results. With Prontify now at the core of how we report, we’re setting a new standard for performance and transparency at Lead Pronto.