@Dash draft the monthly Northgate report in our usual format and hold it.
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Draft the monthly client report for approval
The monthly client report is assembled from Google Ads, Meta Ads, analytics and the CRM, in the agency's own format, and held for a human before it reaches the client. Dash marks anything it could not source rather than filling the gap, and says which numbers moved for reasons outside the campaigns.
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Drafted in the August structure. Held, not sent.
- Pulled from · Google Ads, Meta Ads, GA4, HubSpot
- Sections · the same seven as last month, same definitions, same order
- Sourced · every figure except one
- Unsourced · the offline conversion line, marked as such in the draft
The offline line comes from their sales team's own spreadsheet, which was last updated on 14 August. I have left it in with a note that it is a partial month rather than dropping it or extending it, because a made-up full month is worse than a short one.
One number will be read the wrong way. Leads are up 31 percent, and roughly two thirds of that is a single referral partner switching their form over to our tracked URL on 6 August. That is real volume but it is not campaign performance, and if the report does not say so the September comparison will look like a collapse.
Does the draft say that or are you just telling us?
It says it. Second paragraph of the summary, before the chart, in the client's language rather than ours: the referral form change is named, the split is given, and the September expectation is set in the same sentence.
I would rather they read it from us in August than work it out themselves in September.
Teams @Dash draft the monthly Northgate report in our usual format and hold it.
Drafted in the August structure. Held, not sent.
- Pulled from · Google Ads, Meta Ads, GA4, HubSpot
- Sections · the same seven as last month, same definitions, same order
- Sourced · every figure except one
- Unsourced · the offline conversion line, marked as such in the draft
The offline line comes from their sales team's own spreadsheet, which was last updated on 14 August. I have left it in with a note that it is a partial month rather than dropping it or extending it, because a made-up full month is worse than a short one.
One number will be read the wrong way. Leads are up 31 percent, and roughly two thirds of that is a single referral partner switching their form over to our tracked URL on 6 August. That is real volume but it is not campaign performance, and if the report does not say so the September comparison will look like a collapse.
Does the draft say that or are you just telling us?
It says it. Second paragraph of the summary, before the chart, in the client's language rather than ours: the referral form change is named, the split is given, and the September expectation is set in the same sentence.
I would rather they read it from us in August than work it out themselves in September.