Tracking & Reporting
Monthly Reporting Checklist
The MM weekly report pulls WhatConverts, GA4, Google Ads, and Meta data automatically. This checklist is for your manual review on top of that — catching things the automated report doesn't flag.
1
Week before the report
- Confirm all tracking is working — WhatConverts pixel, GA4, Google Ads conversion import, Meta Pixel
- Check for any ad disapprovals or account warnings that need resolving before the report period closes
- Ask the client if there were any offline events this month (trade shows, price changes, seasonal promotions) that might explain data anomalies
2
WhatConverts
- Total lead count vs previous month and same month last year
- Quotable lead percentage — flag if under 60% (high spam rate)
- Answer status — flag any pattern of unanswered calls to the client
- Top lead sources — is Google Ads the primary driver? Any surprises?
- Landing URL breakdown — are leads coming from the right pages?
- Any leads showing (direct)/(none) at unusually high volume? (Usually fine, but worth noting if sudden spike)
3
GA4
- Sessions vs previous period — up, down, or flat?
- Engagement rate — above 50% is healthy for most clients
- Channel breakdown — which channels are driving traffic?
- Top landing pages — are people landing on the right service pages?
- Any pages with unusually high bounce rate? Flag to Josh if a key LP is underperforming.
- Device split — mobile vs desktop. Useful for LP optimisation decisions.
4
Google Ads
- Total spend vs budget — did we hit the monthly budget? Any days where spend was $0?
- Impression share — any significant changes in search impression share?
- CTR trend — stable or declining? Declining CTR may mean ad copy needs refreshing.
- Average CPC — stable or increasing? Significant CPC increase may indicate competitive changes.
- Search terms report — any irrelevant queries driving spend? Add negatives if needed (flag to Josh first).
- Ad strength — any RSAs sitting at "Poor"? Flag to Josh.
- Conversions (WC Leads) — consistent with WhatConverts lead count? Discrepancy = import issue, flag to Teddi.
5
Meta Ads
- Spend vs budget
- Frequency — above 5 on any ad set? Flag to Josh.
- Results and cost per result (directional only — cross-reference WhatConverts)
- Any ad rejections or delivery issues?
- Creative performance — which ads are driving the most results?
- Pixel still firing? Quick check in Events Manager.
6
Wrap-up
- Write 2–3 sentence summary of the month: what went well, what didn't, what's being done about it
- Flag any budget recommendations to Josh before the report goes to the client
- Flag any tracking issues to Teddi before the report goes to the client
- Confirm report is reviewed by Josh before sending
Rule of thumb: If you're unsure whether something is a real problem or just noise, compare to the same period last month AND the same period last year. One bad week isn't a trend.