Biweekly Marketing Report — Sample

Client: AcmeCo (Sample)

• Period: Jul 28–Aug 10, 2025 • Prior Period: Jul 14–Jul 27, 2025

1) Executive Summary

Revenue & efficiency up: Attributed revenue $185,400 (+9%) on $62,500 total marketing spend → MER 2.97×. Paid media ROAS 4.2× with strongest gains in Non-Brand Search and Meta UGC.

Pipeline healthy: Qualified pipeline $420,000 (+6%); 58 new customers (+7%) → blended CAC $1,078; modeled LTV $7,200 → LTV:CAC 6.7:1.

What worked: New RSA assets lifted Search CTR +18%; form field reduction increased completion +19%; UGC refresh cut Meta CPA –14%.

What to do next: Shift $3k from LinkedIn to Non-Brand Search & Shopping, ship 2 pillar pages + 6 clusters, and roll out sticky CTA test site-wide. On pace to $390k August revenue vs $400k target (manageable gap).

2) KPI Scorecard

KPI	This Period	Δ vs Prior	Notes
Attributed Revenue	$185,400	+9%	Paid $157.5k; Organic/Email $27.9k
Total Spend (All Marketing)	$62,500	+2%	Paid $37.5k; SEO/Content $12.5k; Ops/Tools $9k; Lifecycle $3.5k
MER (Revenue / Spend)	2.97×	+0.2	Stronger demand capture in Search
Paid Media ROAS	4.2×	+0.5	Non-Brand + Shopping drove lift
Sessions (Site)	142,000	+5%	New content + stable paid volume
Leads (All)	1,540	+11%	CVR up on shorter forms
MQL → SQL Rate	59%	–1 pt	Within normal variance
Opportunities	284	+6%	Better qualification in SDR handoff
New Customers (Closed-Won)	58	+7%	Close rate steady; cycle –2 days
Blended CAC	$1,078	–4%	Lower CPCs + higher CVR
LTV (modeled, margin)	$7,200	=	Cohort-based; unchanged
LTV:CAC	6.7:1	+0.3	Healthy unit economics

3) Channel Deep Dives (Highlights)

Paid Search (Google Ads)

– We speak the language of unit economics. Forecasts, pacing, and re-forecasts are standard, and we tie creative and media back to EBITDA impact.

Paid Social — Meta (Facebook/Instagram)

– Spend $11.6k → Revenue $38.7k (ROAS 3.3×), CPL $29, CPA $1,180. Fresh UGC concepts (“before/after”, “3-step how-to”) cut CPA –14%; creative fatigue after day 10 → increase rotation cadence.

LinkedIn (B2B)

– Spend $5.1k → Revenue $13.4k (ROAS 2.6×), CPL $112. Best with senior ops personas; underperformance in 11–50 company size—recommended pause and reallocate $3k.

YouTube/Display (Prospecting + Retargeting)

– Spend $2.4k → Direct ROAS 1.2×; assists strong in path-to-purchase. Post-view windows fueling retargeting pools; keep frequency ≤3/week.

SEO (Organic)

– Non-brand sessions 31,200 (+12%); Top-3 rankings: 18 (+5), share of voice +1.3 pts. New glossary entries indexing; next focus: two pillar pages and internal links to money pages.

Email/Lifecycle

– Revenue $21.9k, RPS $0.18, unsubscribe 0.21% (healthy). Win-back sequence v2 lifted repeat purchase +8% in 30-day window.

4) CRO & UX Findings

Sitewide CVR: 1.22% (from 1.08%, +13% relative) after form simplification (8 → 5 fields) and clearer primary CTA.

Form Completion: 43% (from 36%) on key lead form; adding progress indicator reduced abandonment near phone field.

Core Web Vitals: LCP 2.4s, CLS 0.06, INP 230 ms → Passing across top templates.

Next up: Sticky CTA on mobile PDPs, multi-step form test, and FAQ accordions with schema to pre-empt objections.

5) Experiments (Past 2 Weeks)

Test	Variant Winner	Lift	Confidence	Notes
LP Headline: Value vs. Feature	Value	+10.7% CVR	97%	n=24k sessions, even traffic; holds on mobile
Lead Form: 8 → 5 Fields	5 Fields	+19% completion	99%	Minimal lead quality impact
Meta UGC vs. Studio	UGC	–14% CPA	92%	UGC refreshed every 10 days
RSA Assets: New Hook Lines	New	+18% CTR	95%	CPC –6%, QS improved

Backlog (next sprints): sticky CTA (sitewide), exit-intent offer test, Smart Bidding tROAS on Shopping, carousel thought-leadership on LinkedIn retargeting.