Marketing Reports

Most firms spend money on marketing without ever knowing which campaigns paid for themselves. The Marketing reports answer the three questions that matter: what did each campaign cost, what did it bring in, and was it worth it. They tie your marketing spend back to the leads it generated and the money those leads actually paid you.

There are four reports here. Campaign Spend is the money going out, Campaign Returns is the money coming back, Campaign ROI puts the two side by side, and Campaign Flow shows what happened to the leads in between. Each defaults to a recent window and can be set to any date range, and each exports to Excel or PDF.

Campaign Flow

Before you judge a campaign by dollars, it helps to see what happened to the people it brought in. Campaign Flow shows how the leads from each campaign moved through your pipeline: how many you won, how many ended as a consult only, how many refused, how many you lost, and how many are still open. A campaign can look busy and still be feeding you leads that go nowhere, and this is the report that shows it.

At the top, a flow diagram traces the paths leads take from each campaign through to their outcomes, so you can see at a glance where a campaign’s leads tend to end up. Below it, a table breaks down each campaign by leads, won, consult only, refused, lost, and open, alongside the billed and collected dollars those leads produced. Four summary figures frame the period: total leads (with the number of campaigns), won, win rate, and revenue collected. A TOTAL row at the bottom adds up every column.

You can sort by any column and pick the date range (it defaults to the last six months). Export the whole report to Excel or PDF when you want to bring it to a marketing review.

Campaign Spend

This is the money-out side of marketing: what each campaign actually costs you. Campaign Spend lays out your marketing budget by campaign so you can see where the money is going before you ask whether it’s coming back. If one campaign is quietly eating half your budget, this is where it shows up.

A pie chart across the top shows the proportion of total spend going to each campaign, with the smallest campaigns grouped together as Other so the chart stays readable. The table breaks each campaign’s cost into hard costs, labor, and recurring costs, then a total and that campaign’s percent of budget. Three summary figures give you the headline: total spend (with the campaign count), the number of campaigns, and the average per campaign. A TOTAL row sums the columns.

You can sort by any column and set the date range (it defaults to the last twelve months, since budgets are usually read by the year). Export to Excel or PDF.

Campaign Returns

The money-in side. Campaign Returns shows how much revenue came from the leads each campaign generated, so a campaign’s cost finally has something to be measured against. It separates what you billed those clients from what you’ve actually collected, because those are very different numbers: a campaign that brings in clients who run up big bills and never pay is not a campaign that’s making you money.

A pie chart shows each campaign’s share of collected revenue, with small campaigns grouped as Other, and referral sources are included so you can see what your word-of-mouth is worth. The table lists each campaign’s billed, collected, and still-outstanding amounts, plus its percent of total collected. Three summary figures frame the period: total billed, total collected, and total outstanding, with a TOTAL row beneath the table.

You can sort by any column and set the date range (it defaults to the last six months). Export to Excel or PDF.

Campaign ROI

This is the report the other three are building toward. Campaign ROI puts each campaign’s cost next to the revenue it brought back and gives you the ratio of one to the other, so you can rank your campaigns from most cost-effective to least. It’s the fastest way to decide where next year’s marketing budget should go.

The ratio here is built on collected revenue, not billed, and that’s deliberate. A campaign isn’t paying off because clients owe you money; it’s paying off when that money is in the bank. Measuring return on what you’ve actually collected keeps a campaign that attracts non-paying clients from looking better than it is. A bar chart compares the campaigns visually, and the table lists each campaign’s spend, billed, collected, and its ROI (shown as a multiple, such as 3.00x for three dollars collected per dollar spent). Three summary figures give you the firm-wide picture: total spend, total collected, and your overall ROI, with a TOTAL row at the bottom.

The table sorts by ROI by default so your best campaigns rise to the top, and you can sort by any column or set the date range (it defaults to the last six months). Export to Excel or PDF.

Who Can See These Reports

Marketing reports show what your firm spends and earns, so access is limited to the people who run that side of the practice. Your Owner and Administrator always have access to every report. Beyond that, all four Marketing reports are available to your salesperson, your marketing manager, and your office manager.

If a Marketing report doesn’t appear for someone, it’s because their role isn’t on this list. That’s by design: spend and revenue figures stay with the people responsible for the marketing budget.