Examples · Agency
Agency client report
The monthly client report, with the answer to “how did you get that?” built in.
The decisionIs the retainer paying off, and where should next month's budget go?
Sample data · not a real company
Client report, SeptemberClick a number
Apr
May
Jun
Jul
Aug
Sep
Leads by month
Receipt
Leads, September
- Definition
- Form fills and booked calls, one per email
- Source
- campaigns_sept.csv, 301 rows
- Left out
- 33 duplicates
- Check
- Data through Sep 30
The numbers in this example
Each one with its full receipt.
- Leads268
- Definition
- Form fills and booked calls, one per email
- Source
- campaigns_sept.csv, 301 rows
- Left out
- 33 duplicates
- Check
- Data through Sep 30
- Cost per lead$41.20
- Definition
- Ad spend ÷ leads
- Source
- campaigns_sept.csv, 4 ad accounts
- Left out
- Agency fees
- Check
- Spend matches the ad invoices
- Conversion rate3.1%
- Definition
- Leads ÷ landing page visits
- Source
- campaigns_sept.csv, 8,645 visits
- Left out
- Visits from the agency's office
- Check
- Data through Sep 30
- Retainer hours46 of 60
- Definition
- Hours logged on this client ÷ retainer
- Source
- timesheet.csv, 38 time entries
- Left out
- 4 hours marked internal
- Check
- Timesheets through Sep 30
How it was built
- 1
The decision
The client decides each month whether to keep, raise, or shift the budget.
- 2
The metrics
Leads, cost per lead, conversion rate, retainer hours, and a monthly trend.
- 3
The cleaning
Thirty-three duplicate leads, agency fees, and internal hours were left out and listed.
- 4
The receipts
Spend matches the ad invoices, and every lead count names its source rows.