A good monthly report helps you understand what was done, what it produced and what happens next. A bad one is a pile of charts that look impressive but say nothing. Use this guide to know what to ask your agency to show you.
What a Useful Report Includes
| Section | What it should say |
|---|---|
| Summary | Plain-language overview: what happened, what changed, what is next |
| Spend | How much was spent on ads, and agency fees shown separately |
| Results | Leads, calls, bookings or sales |
| Efficiency | Cost per lead, cost per customer, return on ad spend where relevant |
| Quality | Which leads were qualified or won, where available |
| Work done | Specific tasks completed this month |
| Insights | What worked, what did not and why |
| Plan | Priorities and tests for next month |
Metrics by Business Model
- Local services and clinics: calls, form enquiries, booked appointments, cost per booked appointment
- Ecommerce: revenue, orders, ROAS, profit after costs
- B2B and SaaS: qualified leads, demos booked, pipeline value, CAC
- SEO: rankings for target terms, organic traffic and organic leads
See CPL vs CAC vs ROAS for the difference between key metrics.
Numbers to Treat Carefully
- Impressions and reach: useful context, not results
- Clicks: they do not equal customers
- Followers and likes: rarely tied to revenue
- Average position or ranking screenshots: without traffic and leads, they mean little
Questions to Ask Every Month
- How many leads came in, and how many were good?
- What did each cost?
- Which campaigns or channels should get more or less budget?
- What tests did you run and what did you learn?
- What are the top three actions for next month?
Red Flags in Reports
- No link between spend and business results
- Results shown without comparison to the previous period
- Heavy jargon and no explanation
- No mention of problems or what was learned
- Access to your own dashboards is denied
Read more in 10 red flags when hiring a marketing agency.
A Simple Report Layout
- One-page summary at the top
- Key numbers with month-over-month change
- Channel breakdown
- Work completed and findings
- Next month’s plan
Frequently Asked Questions
How often should I get reports?
Monthly is common, with a quick weekly update for active ad campaigns.
Should I have live dashboard access?
Yes, where possible. It adds transparency.
The Bottom Line
A useful report connects spend to results and tells you what to do next. Want a clearer view of your marketing? Book a free audit.
Disclaimer: This article is for general information only and is not legal, medical or compliance advice. Prices, features, policies, laws and results can change or may not apply to your situation, and we do not guarantee accuracy, outcomes or future performance. Please verify important details, including pricing, regulations and commitments, with the official source or website, or a qualified professional, before acting on them.