Growth reporting is the discipline of measuring each funnel stage the same way every month, from sources you can verify. We set up tracking for calls, texts, emails, carts and sales, reconcile it with your books, and deliver one scorecard. It is the service that keeps every other service honest.
The scorecard
Each month you get one page with five rates and the money behind them:
| Line | Example figure | Where it comes from |
|---|---|---|
| Qualified reach | 5,200 visits | Website analytics, filtered for your market |
| Enquiry rate | 2.1% (109 enquiries) | Call logs, inbox, texts, carts |
| Reply within target | 84% | Timestamps from phone and inbox |
| Enquiry-to-sale rate | 31% (34 sales) | CRM or job records |
| Repeat rate, rolling 12 months | 22% | Sales records by customer |
| Cost per sale | $188 | Ad spend and fees ÷ new sales |
Beside each line sits last month, the same month last year, and the target from the plan. A short note explains what changed and what we will do about it.
Who it is for
- owners who get reports from several vendors and can't tell which to believe
- businesses spending enough on ads that a wrong attribution is expensive
- companies about to hire or replace an agency, who want an independent baseline first
- firms preparing for investors, a lender or a future sale, where clean growth numbers matter
What's included
- Tracking audit. We check what is being recorded and, more often, what isn't.
- Contact tracking. Calls, texts, emails, messages and carts tagged by source, using the Call · Text · Email routes customers actually use.
- Sales matching. A monthly match between enquiries and sales in your CRM, job system or accounting software.
- Scorecard build. The one-page format above, in a tool you own.
- Monthly commentary. What moved, why we think it moved, and the next action.
- Quarterly review. A call to reset targets and decide whether the current focus stage should change.
Timeline
Most tracking can be fixed in two to four weeks. The first reliable scorecard usually arrives at the end of the first full month, because we need a clean month to compare against. Year-over-year comparisons become meaningful once twelve months of consistent data exist, though we reconstruct earlier figures from your books where possible.
How results are measured
This service is measured by whether the numbers hold up. Each quarter we check the scorecard's sales figures against your accounting records; the gap should be small and explained. If marketing reports and the books disagree by more than an agreed margin, finding the cause becomes the next month's priority.
Mistakes to avoid
- Reporting what is easy to count. Impressions and clicks are easy; sales by source are useful.
- Changing definitions mid-year. If "lead" means something different in March than in January, the trend line lies.
- Leaving tracking in a vendor's account. If you change agencies, you lose your history.
- Too many metrics. Five stage rates and a cost per sale cover most decisions.
- No dates on changes. Log when prices, offers or pages change, or you can't explain a jump later.
Questions to ask about any marketing report
Use these whether the report comes from us, another agency or an ad platform:
- Does it count people or contacts? One customer who calls and emails is one enquiry, not two.
- Does it separate new and repeat buyers? Mixing them flatters the acquisition numbers.
- Where do the sales figures come from? Platform estimates and your accounting records rarely match exactly.
- What changed this month besides marketing? Prices, staffing, stock and weather all move the numbers.
- What will be done differently next month? A report without a next action is a record, not a tool.
Related pages
Reporting starts with the funnel audit, which sets the baseline, and it feeds the demand generation budget decisions each month. In our HVAC work, measuring this way is how we could state that BCWide.ca reached 3× leads in 90 days. See pricing for retainer ranges.
Frequently asked questions
Our ad platforms already send reports. Why pay for this?
Because each platform reports on itself and tends to credit itself generously. A scorecard built from your phone records, inbox and sales data shows what actually happened across all channels together, and makes the platforms' claims checkable.
Do you track phone calls?
Yes, where it is appropriate. Call tracking numbers show which channel produced a call. We set it up so your main business number stays the same in your listings, and we explain any privacy notices you need for recorded calls.
Which tools do you use?
Mostly standard ones: website analytics, your ad accounts, call tracking, your CRM or job software, and a spreadsheet or dashboard that pulls them together. Everything is set up in your accounts, and you keep the logins.
How often will we get reports?
A monthly scorecard with a short written commentary is standard. Businesses with large ad budgets sometimes add a weekly spend check. We would rather send one page you read than twenty you don't.