The weekly marketing report we expect from any agency (steal this template)

A good weekly report fits on one page and tells you what changed, why it matters, and what we’re doing next—tied to pipeline, not vanity charts.

Your one-page weekly template

• Executive snapshot (3–5 bullets)
  • Biggest wins/losses, anomalies, and decisions made.
• Pipeline KPIs (last 7 and 28 days)
  • Primary conversions (leads/consults/estimates) and qualified rate.
  • Cost per qualified lead (by channel/intent where possible).
  • Opportunities/SQLs created (if CRM is connected).
• Intent & channel view
  • Top queries/themes (problem, solution, brand, local) with movement notes.
  • Paid: spend vs. plan, added/paused keywords, notable negatives.
  • Organic: pages gaining/losing, new internal links, featured snippets/AIO notes.
• Experiments & content shipped
  • What launched, early reads, next iteration.
• Risks & blockers
  • Tracking issues, approvals needed, constraints.
• Next best moves (prioritized)
  • 3–5 actions with owners and due dates.

Metrics that matter (and what to ignore)

• Measure: qualified leads, booked consults, cost per qualified lead, speed-to-lead, and SQLs.
• Ignore (as “success”): impressions without intent, average position in isolation, and social likes without clicks/conversions.

How to review it in 15 minutes

1. Read the snapshot; ask “So what?”
2. Skim KPIs and anomalies; confirm the next moves address them.
3. Approve or redirect the plan—then let the team execute.

Governance tips

• Standardize UTM naming, define one primary conversion in GA4, and push source/medium into your CRM.
• Keep a living log of experiments with hypotheses and outcomes.

FAQs

• What if the week looks bad?
  Say it plainly, show the cause, and propose a fix. One honest paragraph beats 10 pretty charts.
• Who should attend the weekly review?
  Your strategist and the person accountable for revenue. Keep the group small and decisive.
• Do we need a BI tool?
  Not to start. GA4, Search Console, ad platforms, and your CRM cover most needs when configured.
• Should we compare week over week or month over month?
  Do both. Weekly for pulse and anomalies; monthly for trend and seasonality.

Sources

• Reformer — approach and services: https://www.reformer.la
• Google Analytics Help — About events and conversions (GA4): https://support.google.com/analytics/answer/9267735
• Google Search Central — Performance report (Search Console): https://support.google.com/webmasters/answer/7576553