Require spend, qualified leads, opportunities, revenue where available, tracking health, experiments and next actions in a consistent monthly view.
Judge reporting by whether it explains business outcomes, decisions and uncertainty, not by the number of charts. Use the questions below during planning, review and approval. Do not mark an item complete without evidence.
Search data source: Google Keyword Planner, India, English, Sep 2025 to Aug 2026. These are planning estimates, not promised traffic.
Why this matters
Judge reporting by whether it explains business outcomes, decisions and uncertainty, not by the number of charts.
Require spend, qualified leads, opportunities, revenue where available, tracking health, experiments and next actions in a consistent monthly view.
Action plan
Require spend, qualified leads, opportunities, revenue where available, tracking health, experiments and next actions in a consistent monthly view.
- Does the report connect to sales? Write the answer in the brief and connect it to this outcome: Require spend, qualified leads, opportunities, revenue where available, tracking health, experiments and next actions in a consistent monthly view.
- Are definitions stable month to month? Check the answer against this practical situation: A report that celebrates impressions while qualified leads fall is incomplete. The useful question is what changed in query mix, creative, page behaviour or follow-up.
- Are decisions and owners recorded? Name the owner, the evidence they must keep and the date when the decision will be reviewed.
| Step | Decision question | Evidence to keep |
|---|---|---|
| 1 | Does the report connect to sales? | Require spend, qualified leads, opportunities, revenue where available, tracking health, experiments and next actions in a consistent monthly view. |
| 2 | Are definitions stable month to month? | A report that celebrates impressions while qualified leads fall is incomplete. The useful question is what changed in query mix, creative, page behaviour or follow-up. |
| 3 | Are decisions and owners recorded? | Named owner, source record and review date |
Worked example
A report that celebrates impressions while qualified leads fall is incomplete. The useful question is what changed in query mix, creative, page behaviour or follow-up.
Working checklist
- Does the report connect to sales?
- Are definitions stable month to month?
- Are decisions and owners recorded?
- Who will take the next action on agency selection?
- For Marketing Agency Reporting Scorecard for Founders, what result will show that the plan worked?
Require spend, qualified leads, opportunities, revenue where available, tracking health, experiments and next actions in a consistent monthly view.
Mistakes to avoid
- Starting work before answering: Does the report connect to sales?
- Relying on an assumption instead of checking: Are definitions stable month to month?
- Launching without a clear answer to: Are decisions and owners recorded?
References and further reading
Measurement recommendations follow Google Ads conversion measurement guidance. Internal links follow Google link best practices. Check the date, location and original source before using any number in a business decision.
Common questions
Does the report connect to sales?
Require spend, qualified leads, opportunities, revenue where available, tracking health, experiments and next actions in a consistent monthly view.
Are definitions stable month to month?
A report that celebrates impressions while qualified leads fall is incomplete. The useful question is what changed in query mix, creative, page behaviour or follow-up.
Are decisions and owners recorded?
Require spend, qualified leads, opportunities, revenue where available, tracking health, experiments and next actions in a consistent monthly view. Keep the first test small enough to learn from, then expand only when the result is clear.
The short version
- Choose one real business goal before choosing a channel.
- Explain the offer in words a customer would use.
- Track enquiries and sales, not only clicks or views.
Meet Imran. Imran runs a neighbourhood grocery shop in Pune. Money is going into marketing, but the team mostly talks about clicks and likes. Imran uses this guide to choose one business goal, one audience and one number that actually helps a decision.
This is a made-up example to explain the idea. It is not a client result.
Check whether the numbers can support a decision
This panel is specific to Marketing Agency Reporting Scorecard for Founders.
Reference: Google Analytics Help
Use this for Marketing Agency Reporting Scorecard for Founders
| Check | Question | Proof to keep |
|---|---|---|
| Business question | What decision must this report support? | One written decision rule |
| Tracking proof | Does the event fire once and reach the CRM? | A dated test record |
| Outcome check | Can leads be matched to sales quality? | CRM stage and revenue field |
Words made simple
- Lead
- A person or business that may buy from you.
- Conversion
- When a visitor takes the action you wanted, such as calling or filling a form.
- Funnel
- The simple path from first hearing about you to becoming a customer.
Run a measurement readiness check
Tick only what is true today. This is a decision aid, not a performance promise.
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