Lead with business results
Open with leads, cost per lead, cost per customer and revenue influenced. Then show the channel breakdown. If you only get impressions and followers, you are being reported at, not reported to.
The one-page structure
- Result: leads, customers, revenue, versus last month and target.
- Channels: what each produced and cost.
- Wins and misses, in plain words.
- Next month: three tests, with a reason for each.
Numbers to demote
Impressions, reach and followers help diagnose problems but rarely belong on page one. Include them in an appendix. Search metrics from SEO marketing and campaign metrics from social media marketing should connect to the same outcome.
Make it a decision, not a document
End every report with decisions: what to keep, cut and test. Review it in a 30-minute call rather than emailing a PDF. We build this rhythm into our packages from the first month.
Quick answers
How often should we review results?
Weekly for campaigns, monthly for strategy and quarterly for budget.
