2026-10-27
The weekly report you should be getting
Most marketing reports are designed to be impressive rather than useful. A report that is useful can be read in two minutes and answers whether to spend more next week.
Six lines that matter
Booked appointments in the period. Kept visits. Total spend including fees. Cost per booked appointment. Cost per kept visit. Revenue where it can be tracked.
That is the report. Everything else is detail that supports those lines or decoration that distracts from them.
What the numbers must be compared against
A number without a comparison means nothing. Each line needs the previous period beside it and your own ceiling, which is the most you are willing to pay for a booking.
With those two comparisons, a report becomes a decision: spend more, spend less, or change something specific. Without them it is a newsletter.
Where the figures should come from
Bookings come from your calendar. Kept visits come from whoever marks attendance. Spend comes from the platforms and the invoices. Revenue comes from your own system if it can share it, and is labelled as an estimate if it cannot.
Platform conversion counts are not a source. Each platform claims credit generously and two of them will claim the same booking.
The part most reports leave out
A short written note about what was changed last week and what will change next. Numbers without decisions are a scoreboard for a game nobody is playing.
When a month goes badly, the note should say so before you have to ask. An agency that only writes in good months is managing your opinion rather than your account.
See where your bookings leak. The audit is free.
Leave an email or phone number. We will ask three quick questions about your business and send the report within 48 hours.
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