WHAT IS THE MONTHLY REPORT?

Your monthly report is a detailed report on the health of your marketing campaign and the statistics coming out of it. It is divided into sections for each aspect of the 5 Fold product ("SEO", "Social Media", etc.).

WHAT KIND OF STATISTICS ARE INCLUDED IN THE MONTHLY REPORT?

There are two primary types of statistics included in the monthly report:

  • Monthly statistics: The performance of that statistic for the month the report is being filed for. In the example below, the client's campaign had a $13.55 Cost Per Lead for the month of July 2017.

  • Year-Over-Year Statistics: The performance of that statistic for the month of the report, measured against the performance in the same month of the year prior. In the example below, we can see that the client's cost-per-lead for July was 13.7% lower than in July 2016, marking an improvement.

WHY DOES 5 FOLD USE YEAR-OVER-YEAR STATISTICS?

For a vast majority of businesses, work is seasonal. There are parts of the year that are busier than others. Digital marketing helps you get more business online, but it's still subject to the seasons and the ebb-and-flow of your business.

In such cases, a month-over-month statistics (that compares two adjacent months) can be really deceiving. If you're an HVAC business, your August numbers might be disappointing next to your July numbers. Devoid of context, you might even think something is wrong with your marketing campaign!

By displaying the year-over-year statistic, you can instead see numbers compared against one another in a similar context. If September is always a dead month for your business, that's fine: you'll be able to see if your marketing campaign was able to grow and make progress from last September.

WHAT ARE THE MOST IMPORTANT STATISTICS IN THE REPORT?

In the "Overall Performance" section, we've included a number of important campaign health indicators.


  • Total Leads: The number of leads the campaign pulled in from both paid and organic search, plus social media.
  • Conversion Rate: How many of those leads took the action we were seeking (this depends on the context, since for an ad, we may just be looking for people to click on the ad)
  • Cost-Per-Lead: How much each of those leads cost the campaign. Here, a lower number is better.
  • Total Calls: How many calls came into the business
  • Total Forms Filled Out: How many of the website's forms were filled out. This is a specific subset of a lead that represents an attempt to contact the company—a sign that the site visitor is more likely than not to become a customer.
  • Assisted Conversions: http://www.verticalrail.com/kb/what-are-assisted-conversions/
  • Google Maps Calls: How many calls came into this business from people using the tracking number in Google Maps.
  • Total Website Visitors: As you might expect, this measures the total number of visitors to your website.
  • Total Pages Viewed: This measures how many pageviews there were for the site, overall.

WHAT IF I HAVE QUESTIONS ABOUT MY MONTHLY REPORT?

Your 5 Fold sales representative can help answer any questions you might have about your monthly report, provide explanations about sections, or help you with any follow-up requests for further data.