The marketing report founders should ask for

A marketing report is useful when it answers three questions: what did we spend, what did it bring in, and what changes next? That means qualified leads, cost per lead and pipeline by channel first, with reach, clicks and engagement as supporting detail rather than the headline.

The numbers to ask for every month

• Qualified leads, by channel and campaign.
• Cost per qualified lead, by channel.
• Pipeline and revenue influenced by marketing, from the CRM.
• Conversion rates between stages: visit to lead, lead to qualified lead, qualified lead to opportunity.
• Organic traffic for the searches you target, and the pages that rank.
• Spend against the plan.

Numbers to treat with care

• Impressions and reach: useful for awareness, but not proof of demand.
• Clicks and click-through rate: a means, not an end.
• Follower counts: rarely tied to revenue on their own.
• Conversions reported by the ad platforms: check them against your CRM, because platforms count differently.

A one-page format

1. 01Headline: leads, cost per lead and pipeline against target.
2. 02By channel: what worked and what did not, with the numbers.
3. 03What we learned: one or two insights from the data.
4. 04What changes next month: budget moves, tests and content.
5. 05Risks and asks: what needs a decision from you.

How GrowAxis helps

GrowDigital installs one plan across content, social, paid media and SEO, tied to pipeline, with live campaign dashboards. It is measured on qualified inbound leads, cost per lead, organic traffic, conversion rate and engagement, reviewed with you every month, and it goes live within 30 days.