Stop 5 of 6 · Weekly
The monthly report
Three exports and the office call log turned into one page Dale reads in ninety seconds, counted in leads and calls rather than likes.
What it is
On the first working day of the month Dale asks Jess how marketing is doing. He is not asking about reach. He runs an HVAC company with eight trucks, and he wants to know how many people called and what each call cost.
Four files answer that. Google Business Profile insights, the Meta Business Suite export, the Google Ads export, and the office call log that Sharon keeps in a spreadsheet. On their own they are four tabs nobody opens. Together they are one page.
What goes on the page
Leads at the top: calls, direction requests, form fills, and the cost per call from the ads spend. Then one line per channel saying what changed against the four-week average and why. Then the three posts that did most and what they had in common. Then one recommendation. Not five. One.
The one recommendation is the part that makes it a report rather than a printout. It has to be a thing Dale can say yes or no to in a sentence.
Try this
[upload the Google Business Profile insights, the Meta export, the Google Ads export and the call log] Write a one page monthly marketing report for Dale, the owner of a regional HVAC company. Top section: calls, direction requests, form fills and cost per call. Then one line per channel on what changed against the four-week average and why. Then the three best posts and what they had in common. Then exactly one recommendation for next month that he can approve or reject in one sentence. Use only numbers that appear in these files. Where a file is missing a figure, leave a placeholder saying so.
Here is the call log for last month with dates and how each caller said they found us: [paste the log]. Here are the dates we posted and the dates the ads ran: [paste them]. Which days had more calls than our average, and what were we doing on those days. Say plainly where the pattern is thin, because one busy Tuesday is not a pattern.
Turn the report into a five line email to Dale. Numbers, no adjectives, the recommendation last, and a subject line that says the month and the lead count. Save it as a Gmail draft to [Dale's email] rather than sending it.