A weekly lead report should help you choose one next action.
It should not only say that leads went up, costs went down or bookings changed.
First check that the numbers mean the same thing. Then find where leads stopped moving.
Review the full path
Your path may look like this:
Ad → page → form → alert → reply → booking → attended call → sale
You do not need every possible number in each meeting. You need enough information to find the first weak step.
A low cost per lead does not tell you whether the leads were suitable or bought from you. Keep each lead connected to the ad or source that brought it in.
Make sure the numbers match
Before you act, ask:
- Does “lead” mean a form, a real contact or a qualified enquiry?
- Does “booking” mean selected, confirmed or attended?
- Do spend, leads and sales cover the same dates?
- Could this week’s sales come from older leads?
- Are duplicates and cancelled bookings removed in the same way?
- Does every step have an owner?
If the ad platform shows 30 leads and your customer system shows 24, do not change the ad yet.
First check dates, duplicate records and broken connections between tools.
Find the first weak step
Compare each stage with the next one.
If forms arrive but replies are missing, check the alert and the person responsible for replying.
If the number of forms stays stable but fewer leads are suitable, check the ad message and customer fit.
If no enquiries arrive, you may need a better offer, message or source. This is different from losing leads after they arrive.
Turn the report into one decision
| Question | What to write down |
|---|---|
| Do the numbers use the same meaning and dates? | Any difference between systems or reports |
| Where do leads first stop? | The two stages around the problem |
| Do we have enough information? | Missing or late data |
| What is the smallest useful change? | One action and one owner |
| When will we check again? | A clear review date |
Finish the meeting with a short note:
What we saw: Forms arrived, but several had no saved reply.
What we do not know: Replies may be missing or saved somewhere else.
Next action: Sam will follow five enquiries from the alert to the reply before Friday.
Keep the same: Do not change the ad until we understand the follow-up problem.
Know when to wait
Sometimes the right decision is to make no change.
Wait when:
- the reports use different meanings;
- sales have not had time to happen;
- several big things changed at once; or
- the difference may be normal variation.
Still write down what is missing, who will find it and when you will decide again.
The report is useful when everyone knows the problem, the next action, the owner and what will stay the same.
I have spent thousands of hours learning marketing. Scale Manual turns that work into practical steps you can use to build a lead system you understand and control.
