How to read a monthly marketing report
A good monthly report isn't a list of numbers — it's a story about what worked, what didn't and what comes next. Here's how to read it without getting lost in the jargon.
In short
- ✓Look for the result (sales/leads), not just the activity
- ✓Compare with the previous month, not in isolation
- ✓Ask "so what do we do with this?" at every number
- ✓Lots of traffic with no conversions = a warning sign
The order you read it in
First the result: how many sales/leads and at what cost. Then the trend: better or worse than last month? Finally the per-channel details.
The numbers that matter
Conversions and cost per conversion (CPL/CPA), ROAS for ecommerce, lead quality for services.
Ignore vanity metrics: impressions and likes don't pay the bills.
📌 Concrete example
The report shows +40% traffic but flat conversions. The right question isn't "why did traffic go up", but "why isn't the extra traffic bringing sales" — probably the offer or landing page.
Common mistakes
- ⚠️Celebrating traffic and impressions with no conversions.
- ⚠️Looking at one month in isolation, with no comparison.
What to keep an eye on
- →Conversions + cost per conversion
- →The trend vs the previous month
- →Quality, not just volume
How eFlo helps you
eFlo reports are written in plain language: result, trend, what's next — with the technical terms linked to the glossary, so you understand everything.
Want to see how your business is doing?
eFlo turns concepts into tasks, reports and recommendations for your account.
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