Notes on agency reporting, client retention, and marketing analytics.
Clients running both SEO and paid search often get two separate reports that don't talk to each other. Here's how to combine them into one.
Read moreFree options exist for Google Ads reporting — here's what each one actually covers, and the point at which agencies typically outgrow them.
Read moreBefore comparing specific tools, it helps to know what to actually evaluate. Here's a criteria checklist for picking agency reporting software.
Read moreClients ask for ranking reports expecting a simple answer, but rankings alone rarely tell the full story. Here's how to share them without the wrong takeaway.
Read moreClient still calling it "AdWords"? The reporting hasn't changed much either. Here's what actually belongs in a Google Ads report clients read.
Read moreReporting is usually bundled into retainers for free, absorbing real hours. Here's how some agencies are rethinking that, and what to consider first.
Read moreSaaS clients think in trials, activations, and MRR, not just clicks and sessions. Here's how to report marketing performance in their language.
Read morePlumbers, dentists, contractors: local service clients care about a different set of numbers than e-commerce or B2B clients. Here's what to report.
Read moreMost report commentary just restates the chart in words. Here's how to write the kind of insight that changes what a client thinks or does next.
Read morePast the buzzwords, AI's real impact on reporting is fairly specific. Here's what's genuinely changed, and what still needs a human in the loop.
Read moreLooker Studio is free and flexible, which is exactly why it takes real ongoing effort to keep client-ready. Here's an honest comparison of both.
Read moreA spreadsheet template is a perfectly reasonable way to report on three clients. Here's how to tell when it's genuinely become the wrong tool.
Read moreA 2% conversion rate is great for one industry and mediocre for another. Here's how to benchmark performance instead of reporting numbers in a vacuum.
Read moreMost reports focus almost entirely on bottom-funnel conversions. Here's why top and middle funnel metrics deserve their own place in a client report.
Read moreCost per acquisition alone can make a healthy channel look unprofitable. Here's why LTV changes the conversation, and how to report both together.
Read moreFirst-click, last-click, data-driven: attribution models change which channel gets credit for a conversion, and clients rarely realize how much it matters.
Read moreNone of these mistakes are dramatic on their own, that's exactly why they accumulate unnoticed until a client's confidence has already eroded.
Read moreEvery agency eventually has to send a report with numbers going the wrong way. How that report is framed matters more than most agencies plan for.
Read moreThe gap between signing a new client and their first real report is where a lot of agencies lose momentum. Here's how to close it fast.
Read moreBing Ads gets a fraction of the attention Google Ads does, but for the clients who run it, reporting on it well still matters. Here's what to track.
Read moreA generic reporting template applied across every industry misses what each one cares about. How e-commerce, B2B, SaaS, and local KPIs differ.
Read moreThe reporting process that works fine for five clients usually breaks somewhere between fifteen and thirty. Here's what actually changes at scale.
Read moreSEO's slowest month is often the one right before it works. Here's how to report progress honestly without losing a client's confidence.
Read moreReporting rarely gets credited as a retention tool, but the mechanism is fairly direct. Here's how it connects to churn, and where it can't help.
Read moreTikTok Ads reporting needs a different lens than traditional paid social. Here's what e-commerce clients actually want to see, and what to skip.
Read moreLinkedIn Ads reporting looks different from consumer ad platforms: longer cycles, different metrics, different client expectations to manage.
Read moreOpen rate gets reported constantly and means less than agencies think. Here's what actually reflects email performance in a client report.
Read moreHubSpot reporting for agencies isn't about ad performance, it's about the pipeline those ads are supposed to fill. Here's what to actually report.
Read moreSearch Console has a lot of tabs. Here's the short list worth pulling into a client report, without overpromising on organic search movement.
Read moreA breakdown of where reporting hours actually go each month, and why the honest number is usually higher than agencies estimate before they track it.
Read moreThe right reporting cadence isn't the same for every client. Here's how to decide, and why sending reports more often isn't automatically better.
Read moreA practical, section-by-section breakdown you can turn into your own client report template, based on what clients actually read every month.
Read moreROAS shows up in almost every ad platform and client report, but it's frequently miscalculated. Here's what it actually measures, and its real limits.
Read moreClients running both platforms want one answer, not two exports. Here's how agencies blend Google Ads and Meta Ads reporting without hand-built spreadsheets.
Read moreGA4 surfaces dozens of metrics. Here's the short list worth putting in front of a client, and why several "obvious" ones usually aren't.
Read moreA checklist of what belongs in a client-facing marketing report, and what's usually just noise that dilutes the parts your client actually cares about.
Read moreAgencies running campaigns beyond Google and Meta needed a place to report on them too. Here's what's new in Reportly, and why we built it in this order.
Read moreWhite-label reporting gets mentioned in every agency-tool pitch but rarely explained. Here's what it covers, what to check before buying, and its limits.
Read moreA practical guide to evaluating client reporting software: what actually matters, common approaches agencies take, and how to pick the right fit.
Read moreClient reporting eats hours agencies could spend on strategy. Here's what to actually automate, and what still needs a human touch to stay personal.
Read more