Know what is working and what to do next
The Marketing Scorecard brings your marketing results into one clear view and gives you practical monthly guidance on where to focus, what to fix and where to invest.
Verified figures · Read-only access to your accounts
June · Executive Overview
Reviewed- Enquiries
- 24
- target 25 · −4%
- Cost per enquiry
- $100
- ▼ 12% vs May
- Customers won
- 3
- CRM verified
- Email KPIs
- unavailable
- not zero: source not connected
Plenty of reports. No answers.
Most owners don't need more charts. They need someone to connect the numbers to money and say what deserves attention this month.
One clear view, and a monthly answer
One source of truth
Your website, ads, CRM and commercial results in one dashboard with consistent, agreed definitions.
Commercial outcomes first
Enquiries, leads, customers, spend and cost-per-result lead the view; vanity metrics stay in the supporting cast.
Honest figures
Verified enquiries over platform claims. Missing data shows as unavailable, never silently as zero.
Exception-based alerts
Meaningful changes, missed targets and data failures get flagged. Small statistical noise doesn't.
A written brief each month
What happened, what likely drove it, what's working and what needs attention, checked and approved before you see it.
Actions, tracked
Up to three practical recommendations a month with owners and due dates, connected to results, not left in a PDF.
A clear view of what your marketing is doing
Your commercial results in one place, with agreed definitions and verified figures. Here's an example of a monthly overview.
Northbay Outdoor Co
June 2026 · Executive overview
- Revenue
- flat
- month on month
- Blended acquisition cost
- up 9%
- soft month on Meta prospecting
- Repeat purchase rate
- 31%
- strongest since February
- Average order value
- up $8
- after the bundle test
- Paid share of revenue
- 62%
- higher than we'd like
- Email performance
- unavailable
- source not connected
Enquiries by channel
- Google Shopping4.1x ROASup from 3.6x
- Retargetingabove 6xholding
- Meta prospecting1.4x ROASbelow 2.2x breakeven
- Organic searchsteadyno spend
The Monthly Marketing Executive Brief
A short, structured read, not a data dump: an executive summary, what happened and what likely drove it, what's working and what needs attention, up to three recommended actions with owners and due dates, and honest data notes. The numbers are automatic; the judgement is human, and it's approved before you see it. Here's an example.
Monthly Marketing Executive Brief
Northbay Outdoor Co · June 2026
Executive summary
Revenue held flat month on month while blended acquisition cost rose 9%, driven by a soft month on Meta prospecting. Google Shopping carried the quarter and returned 4.1x. Repeat purchase rate improved to 31%, the strongest since February, off the back of the post-purchase email flow. Two paid campaigns are spending without return and should be cut. Site search data suggests demand for a category we don't currently merchandise on the homepage.
What's working
- Google Shopping at 4.1x ROAS, up from 3.6x in May
- Repeat purchase rate at 31%, post-purchase flow converting at 6.2%
- Average order value up $8 following the bundle test on hero SKUs
What needs attention
- Meta prospecting at 1.4x, below the 2.2x breakeven
- Two campaigns spending $6.5k combined with no attributable revenue
- Paid share of revenue at 62%, higher than we'd like for a business this size
Recommended action
Cut the two underperforming campaigns and shift that budget to Shopping and the retargeting audience, which is holding above 6x.
Owner: AgencyDue: 10 JulySuccess: blended acquisition cost back under $41 by month end
Data note: Meta reports on a 7-day click, 1-day view window and consistently over-attributes. Figures above use post-purchase survey data reconciled against platform reporting, which typically lands 20 to 30% below Meta's own numbers.
Standard connections, honestly scoped
Read-only access through official APIs. We never store platform passwords or change anything in your accounts.
Standard source
A supported platform with a ready-made connection and standard mapping.
Included in your plan's source allowance.
Advanced source
Supported, but needs extra configuration or custom field mapping for your account.
May carry a one-off configuration fee, quoted before work starts.
Custom integration
Needs development work, unusual systems, authentication or data shapes.
Quoted separately and never silently included in the standard setup fee.
Scorecard Essentials or Performance Partner
Scorecard Essentials
$750 setup + $195/mo inc GST
- Reporting setup & KPI configuration
- Up to 3 standard data sources
- Live dashboard + monthly scorecard
- Data-quality monitoring
- Monthly email summary
- Portal access & standard support
No expert-written brief, recommendations or review meeting; reporting only.
Start with EssentialsPerformance Partner
Recommended$995 setup + $395/mo inc GST
- Everything in Essentials
- Up to 6 standard data sources
- Monthly Executive Brief (reviewed & approved)
- Up to 3 monthly recommendations + action tracking
- Branded PDF report
- Quarterly strategic review
- Priority support
Included with selected Fractional CMO engagements: see the engagements.
Connected, validated, then approved
Confirm goals & KPIs
We reuse what you've already told us, confirm your goals and agree a small set of KPIs: five primary, not fifty.
Connect your sources
Guided, read-only connections, plus CSV upload and a lead webhook where that's simpler.
We validate the setup
Historical baseline imported, mapping checked, targets sanity-checked, data quality reviewed by a person.
Dashboard goes live
Approved and published to your portal. From then on it refreshes daily and reports monthly.
Your data, handled properly
Access is read-only and granted through each platform's official authorisation. We never see or store your passwords, and you can revoke access at any time. Connection credentials are encrypted at rest. Your business data belongs to you: it is used only to prepare your reporting, is never shared or sold, and can be exported or deleted on request. Reports state their attribution limitations plainly.
Straight answers
Is the monthly brief automated?+
The numbers are calculated automatically, but every Monthly Marketing Executive Brief is reviewed, edited and approved by an experienced marketer before you see it. Interpretations are labelled as likely, not certain, and recommendations are kept deliberately few.
How current is the data?+
Standard sources refresh daily. Your monthly business results (revenue, customers won) are entered once a month. We don't claim real-time reporting, because that's not how the underlying platforms behave.
Can every platform be connected?+
No, and we won't pretend otherwise. We support a set of standard sources plus CSV upload, a website lead webhook and a short monthly form. Unusual systems are classified as custom integrations and quoted separately before any work starts.
Will the numbers match my ad platforms?+
Not always, and that's deliberate. Ad platforms claim conversions using their own tracking and tend to over-count. Where your CRM or enquiry records disagree, we use the verified figure for cost calculations and tell you about the gap.
What happens if a data source breaks?+
The dashboard says so, plainly. Missing or stale data shows as unavailable, never silently as zero, and we flag it for repair rather than letting it distort your month.
Do you change our campaigns or budgets?+
No. All access is read-only. The dashboard reports and recommends; changes to your advertising remain with you, your team or your agency.
Stop guessing whether your marketing works
One clear dashboard, honest figures, and practical monthly guidance, set up in a couple of weeks.