Reporting
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6 min read
What goes into our Monday report, and what we leave out
One page, sent at 7 am every Monday. Five numbers, one chart, what we changed and what we will change next. Here is why it looks the way it does.
Every client gets the same report at 7 am on Monday. It fits on one screen. It has five numbers at the top, one chart, a table by channel and two short lists: what we changed last week and what we will change this week.
The five numbers
Spend, orders or subscribers, cost per new customer, blended MER and one number that matters to that business, like refill rate or demo show rate. We leave out impressions, clicks and click-through rate. They are useful to us and noise to you.
Why a baseline line
The chart always has a dashed line at your baseline, the 30 days before we started. Every week you can see whether we are above or below it, without asking.
If a week goes badly, the report says so in the first line. We would rather you hear it from us on Monday than find it in your bank account on Friday.
Twenty minutes with your ad accounts open
Share read-only access before the call. We look at spend, tracking and the pages your ads point to, then name the three changes we would make first, whether you hire us or not.
Tuesdays and Thursdays, 9 am to 4 pm Eastern. Rather talk now? (614) 555-0142