If your agency report never mentions revenue, it is designed to show effort, not results. Here is what UK businesses should demand instead.
The report tells you everything
Open last month's agency report and search for the words revenue, sales or customers. If they are not there, the report is built to show activity, not outcomes. UK buyers deserve better, and the good news is that honest reporting is not hard, it is just uncomfortable for agencies hiding thin results.
The numbers that matter
Cost per acquired customer. Revenue by channel, matched to your books in GBP. Payback period. What was cut and why. These are uglier and harder to grow than impressions, and they are the only ones that pay your bills. We lead with them every month.
No hiding behind vanity metrics
Impressions, reach and follower counts always go up and to the right, which makes them comforting and useless. We report them only as context, never as the score. The score is what landed in your pipeline and what it cost.
How often should I get reporting?
Monthly for the full revenue picture, with leading indicators visible throughout so you are never in the dark while results build. Crucially, reporting should be plain enough to act on, not a 40-slide deck designed to impress rather than inform.