Require spend, qualified leads, opportunities, revenue where available, tracking health, experiments and next actions in a consistent monthly view.
Judge reporting by whether it explains business outcomes, decisions and uncertainty, not by the number of charts. Use the questions below during planning, review and approval. Do not mark an item complete without evidence.
Search data source: Google Keyword Planner, India, English, Sep 2025 to Aug 2026. These are planning estimates, not promised traffic.
The decision behind this topic
Judge reporting by whether it explains business outcomes, decisions and uncertainty, not by the number of charts.
Use the questions below during planning, review and approval. Do not mark an item complete without evidence.
Action plan
Require spend, qualified leads, opportunities, revenue where available, tracking health, experiments and next actions in a consistent monthly view.
- Does the report connect to sales? Write the answer in the brief and connect it to this outcome: Require spend, qualified leads, opportunities, revenue where available, tracking health, experiments and next actions in a consistent monthly view.
- Are definitions stable month to month? Check the answer against this practical situation: A report that celebrates impressions while qualified leads fall is incomplete. The useful question is what changed in query mix, creative, page behaviour or follow-up.
- Are decisions and owners recorded? Name the owner, the evidence they must keep and the date when the decision will be reviewed.
| Step | Decision question | Evidence to keep |
|---|---|---|
| 1 | Does the report connect to sales? | Require spend, qualified leads, opportunities, revenue where available, tracking health, experiments and next actions in a consistent monthly view. |
| 2 | Are definitions stable month to month? | A report that celebrates impressions while qualified leads fall is incomplete. The useful question is what changed in query mix, creative, page behaviour or follow-up. |
| 3 | Are decisions and owners recorded? | Named owner, source record and review date |
Worked example
A report that celebrates impressions while qualified leads fall is incomplete. The useful question is what changed in query mix, creative, page behaviour or follow-up.
For “Marketing Agency Reporting Scorecard for Founders”, replace the example assumptions with your own audience, constraints and approval evidence before using the method.
Working checklist
- Does the report connect to sales?
- Are definitions stable month to month?
- Are decisions and owners recorded?
- Who owns the next action for agency selection?
- Which evidence for “Marketing Agency Reporting Scorecard for Founders” will be reviewed, and on which date?
Require spend, qualified leads, opportunities, revenue where available, tracking health, experiments and next actions in a consistent monthly view.
Mistakes to avoid
- Treating “Marketing Agency Reporting Scorecard for Founders” as a generic deliverable instead of a specific business decision.
- For “Marketing Agency Reporting Scorecard for Founders”, avoid this: Optimising channel activity before lead quality is defined.
- For “Marketing Agency Reporting Scorecard for Founders”, avoid this: Reporting platform numbers without connecting them to sales outcomes.
- For “Marketing Agency Reporting Scorecard for Founders”, do not use an example or number without recording its source, context and approval.
Sources and data rules
Measurement recommendations follow Google Ads conversion measurement guidance. Internal links follow Google link best practices. A keyword number is published only when it matches the exact topic, location and date range, and its source is named.
Questions to answer
Does the report connect to sales?
Require spend, qualified leads, opportunities, revenue where available, tracking health, experiments and next actions in a consistent monthly view. Start by writing a direct answer to “Does the report connect to sales?” and the evidence that would change that answer.
Are definitions stable month to month?
Test the answer against a real situation. A report that celebrates impressions while qualified leads fall is incomplete. The useful question is what changed in query mix, creative, page behaviour or follow-up. Record where your situation is different before copying the approach.
Are decisions and owners recorded?
Assign one owner and one review date for “Are decisions and owners recorded?”. Keep the brief, test result and final decision together so the next review uses evidence.
Related Digital Marketing guides
Part of the Digital Marketing learning hub.
- Digital Marketing Strategy for Indian Businesses: A Practical Planning Guide
- How to Choose a Performance Marketing Agency in India
- Lead Generation System for Service Businesses
- Explore Jodbrain’s related services
Need help applying this practical checklist?
Require spend, qualified leads, opportunities, revenue where available, tracking health, experiments and next actions in a consistent monthly view. Bring your current brief, evidence and constraints to the conversation.
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