A monthly client report should help someone decide what to do next. A pile of exported columns rarely does that by itself. The useful work is choosing a consistent scope, checking the arithmetic, and explaining what you know without overstating what the data can prove.
1. Agree what the report covers
Write down the client, campaign group, reporting dates, currency, and outcome being counted. For a lead-generation report, define a lead: a submitted form, a website event, or another agreed action. If your campaigns count different outcomes, report them separately rather than blending them into one lead total.
Confirm whether the client expects a channel-only view or a broader business view. ReportMint’s first version describes uploaded lead-generation rows. It does not connect campaign leads to revenue or verify their quality.
2. Prepare a clean export
- Use campaign-level rows for the intended date range.
- Keep campaign name, amount spent, and the verified lead count.
- Remove account total rows so you do not add the same spend twice.
- Avoid combining overlapping exports or breakdowns.
- Keep blanks distinct from confirmed zeros until you have checked what they mean.
The builder’s period field is a label. It does not filter uploaded rows. Select the right dates in your source before importing the file.
3. Reconcile the headline numbers
Add the campaign spend and lead counts. Calculate blended CPL as total spend divided by total leads. Cross-check these totals against your source export. When there are no leads, write that CPL is unavailable; do not display a zero acquisition cost.
If you include a comparison, check the previous dataset with the same care. A percentage change has little value if the two uploads measure different outcomes or cover very different periods.
4. Write an explanation your client can use
Separate observation from interpretation. “Recorded leads increased from 250 to 324” is an observation. “The new creative caused the increase” needs additional evidence. Include meaningful context you actually have: a budget change, a new offer, tracking issues, or feedback about lead quality.
Try this structure: what changed → what we can explain → what we still need to check → the next action.
5. Review before sharing
Check the agency logo, client name, currency, dates, filenames, and recommendation text. Remove any demo data. Read the downloaded PDF as your client would: can they understand the headline result and the next decision without opening another dashboard?
Use the report to start a conversation. Ask whether the leads were relevant and whether the sales team could follow up. Those answers can change the next campaign decision more than another decimal place in the table.