Monthly client performance report production for the Reporting Director: data gathering from all four tools, report structure, plain-English translation, and delivery workflow.
This skill defines how the Reporting Director compiles, writes, and delivers monthly performance reports for all active clients. Reports are written in plain English — no metric dumps. Every report is queued for board approval before it is sent to a client.
Run this on the 28th of each month to pull the previous month's data from all four tool APIs (read-only access only).
Pull via GHL API for the reporting period (1st–last day of prior month):
Pull via BrightLocal API:
Pull via Madgicx API and Google Ads API:
Pull via Awario API:
Every monthly client report follows this structure. Keep each section to 1 page or less. Total report length: 4–6 pages.
[Client Business Name]
Monthly Marketing Performance Report
[Month] [Year]
Prepared by: Agency Zero to Hero
3–5 bullet points summarizing the month's most important results. Write for a business owner who will read only this section. Format:
Example:
| Metric | This Month | Last Month | Change |
|---|---|---|---|
| New Leads | [X] | [X] | [+/-X] |
| Speed-to-Contact (<5 min) | [X]% | [X]% | [+/-X]% |
| Lead → Appointment | [X]% | [X]% | [+/-X]% |
| Appointments Completed | [X] | [X] | [+/-X] |
Plain-English Insight (2–3 sentences): Translate the table. Example: "You received X new leads this month — that's up Y% from last month. Your team is contacting Z% of leads within 5 minutes, which is [above/below] our target of 70%. We'll [action] to improve the follow-up rate."
Rankings Summary
| Keyword | Maps (This Month) | Maps (Last Month) | Organic (This Month) | Organic (Last Month) |
|---|---|---|---|---|
| [keyword] | #[X] | #[X] | #[X] | #[X] |
| [repeat] |
Highlight: "[Keyword] moved from #X to #Y — [plain English: "you're now showing in the top 3 local results for people searching this in [city]"]"
Citations: [X] total citations. Accuracy score: [X]% (up/down from [X]% last month). [X] corrections submitted this month.
Reviews: [X] new reviews ([X] on Google, [X] on Facebook). Current rating: [X] stars. We responded to [X]% of new reviews this month.
| Metric | Meta | Total | |
|---|---|---|---|
| Spend | $[X] | $[X] | $[X] |
| Leads | [X] | [X] | [X] |
| Cost per Lead | $[X] | $[X] | $[X] |
| CTR | [X]% | [X]% | — |
Plain-English Insight: "Your Meta Ads generated X leads at $Y per lead this month — [above/below] our target of $Z. [Best-performing ad summary]. [What we're testing next month]."
| Metric | This Month | Last Month |
|---|---|---|
| Brand Mentions | [X] | [X] |
| Positive Sentiment | [X]% | [X]% |
| Share of Voice | [X]% | [X]% |
Notable mentions: [1–2 sentence summary of anything significant]
3–5 specific, measurable goals for the next month. Example:
Translate every metric into a business outcome. The client doesn't know what CTR means. They know what "more people clicking to call you" means.
| Instead of | Say |
|---|---|
| "CTR improved from 1.2% to 1.8%" | "More people are clicking your ads — 50% improvement in click rate" |
| "Ranking improved 3 positions on keyword X" | "You moved from #5 to #3 on Google for '[keyword]' — you're now in the top 3 results in [City]" |
| "CPA decreased by 22%" | "Each new lead from paid ads now costs $X less than last month — your ads are working harder" |
| "Sentiment score 74%" | "74% of online mentions about your business are positive — your reputation is healthy" |
Be honest about challenges. Do not spin underperformance as positive. Use this framing: "Here's what happened, here's why, and here's what we're doing about it."
Report format: PDF, generated from the draft. Filename format: [client-slug]-monthly-report-[YYYY-MM].pdf