Practical marketing resources
A review that leads to a decision.
Use this monthly review format to connect completed work, spending, qualified inquiries, attended appointments and customers won. Mark unknowns clearly.
Blank review format—not a client performance report. No client data or example earnings are presented. Reporting depends on connected tools and the outcomes your business records.
1. What changed?
List the page, campaign or follow-up improvement, its purpose, delivery date and a link to inspect it. Distinguish work completed from work awaiting approval.
2. What happened?
| Measure | Evidence to record | Interpretation |
|---|---|---|
| Total marketing cost | Management fee, platform spend and agreed extra costs | Reconcile against invoices and platform records. |
| Qualified inquiries | Source, service fit and location fit | Exclude spam and duplicates; state the definition. |
| Appointments held | Attendance confirmed by your team | Keep booked, cancelled and attended separate. |
| Customers won | Accepted job or paid customer record | Do not infer a sale from a click or form. |
| Cost per customer | Aligned costs and new customers | If no customers were won, show “not calculable,” not zero. |
3. What remains unknown?
State missing source attribution, unrecorded sales, consent-related measurement gaps and the lag between inquiry and purchase. Monthly costs divided by monthly wins can be misleading when the sales cycle spans months; compare cohorts when records allow.
4. What changes next?
Choose a small number of actions. Record the evidence, expected business benefit, owner, approval needed and review date. Keep spending changes subject to your approval.