A good marketing report should tell you, in a few minutes, whether your money is producing customers. If yours is full of charts you cannot interpret, look for these six numbers.
1. Leads
The total number of calls, forms and messages from potential customers. This is the number everything else supports.
2. Cost per lead
Total marketing spend divided by leads. Compare it between channels to see where your money works hardest.
3. Booked jobs
How many leads became paying work. This depends on your team as well as your marketing, so track it together.
4. Revenue from marketing
The value of the jobs that came from each channel. This is what tells you the return.
5. Map and search visibility
Where you rank for your main services across your service area, and whether that is improving.
6. Reviews
How many new reviews you received and your average rating. Reviews feed both rankings and conversions.
Numbers to treat with caution
Impressions, followers and website visits can all rise without a single extra customer. They are useful for diagnosis, not for judging success.
Questions to ask each month
- What changed since last month, and why?
- Which channel gave the best cost per lead?
- What are you doing differently next month?
- What do you need from me?
What a good report looks like
It is short, it uses plain language, and it connects the work to calls and revenue. If you finish reading and still do not know whether the month was good, ask for a better report.