Monthly reporting
How we report: calls, forms and booked jobs first
Every month you get a short report that answers one question: did the marketing bring in business? Calls, form fills, booked jobs and cost per lead come first. Rankings, traffic and AI mentions come second, as context.
What’s in the monthly report
The report is built around the numbers you would ask about if you sat down with us over coffee. It fits on a page or two, and one of the founders walks you through it.
The headline numbers
- Calls: how many people called from your website, Google Business Profile and ads, and which source each call came from.
- Form fills: contact and quote requests from your website, with the page they came from.
- Booked jobs: how many of those leads turned into work, based on what you tell us or what your booking system shows.
- Cost per lead: what you spent, divided by the leads it produced, per channel.
The supporting detail
- Search rankings for the keywords that bring in buyers, not vanity terms.
- Website traffic and which pages turn visitors into calls.
- AI mentions: whether ChatGPT, Perplexity, Gemini and Google AI Overviews name you for the questions your customers ask.
- What we did this month and what we plan to do next.
What the report looks like
The numbers below are illustrative, not from a real client. Your report uses your own tracked data.
Leads report
AI search (AEO) report
How call tracking and form tracking work, in plain English
Call tracking
Call tracking gives each marketing source its own phone number. Your Google Business Profile shows one number, your ads show another, your website shows a third. All of them ring your normal phone.
Because each number belongs to one source, we can count calls by source and see which channel made your phone ring. Calls can be recorded if you want that, so you can hear whether a lead was a real job or a sales pitch.
Form tracking
Form tracking records each time someone sends a contact or quote form on your website, along with the page they were on and where they came from, such as Google search, Google Maps or an ad.
That tells us which pages and which channels produce real enquiries, not just visits. If a page gets traffic but no forms, that’s a page we fix.
We set up both at the start, usually with Google Analytics and a call tracking tool, so the first full report has real numbers to show. If you already have tracking, we check it works before trusting it. More on this in our guide to call tracking explained.
What we don’t do
Some reporting habits make agencies look busy without telling you anything.
- We don’t lead with impressions. Being seen isn’t the same as being called.
- We don’t celebrate keyword movement on terms nobody buys from.
- We don’t pad reports with 30 pages of charts to look thorough.
- We don’t hide a bad month. If leads dropped, the report says so and says what we’re changing.
- We don’t count the same lead twice across channels to inflate the total.
Reporting questions
How often do I get a report?
Once a month, in writing, with a call to walk through it if you want one. You can ask questions any time in between, and the founders answer them.
How do you know which leads turned into booked jobs?
We ask. Most owners tell us at the end of each month which leads became work, or we connect to the booking or job software you already use. Without that step, any agency’s numbers are guesses.
Do I need new phone numbers for call tracking?
The tracking numbers are added on top of your main number, and calls still ring the phone you use today. We take care to keep your main business number consistent on your Google Business Profile and directories, which matters for local rankings.
Will I still see rankings and traffic?
Yes. They’re in the report as supporting detail because they help explain why calls went up or down. They just aren’t the headline.
What are AI mentions?
AI mentions show whether tools like ChatGPT, Perplexity and Google AI Overviews name your business when someone asks for a recommendation in your category. We check the same questions each month so you can see the trend. Read more on our AEO service page.
Can I see the raw data?
Yes. The tracking accounts are set up so you have access, and we can share the underlying numbers behind any figure in the report.
Want to see what your numbers look like today?
The free lead audit checks your current tracking and tells you what you can and can’t measure right now. We reply within one business day.