In this article
Most agency monthly reports are built for agency stakeholders, not clients. They're filled with impressions, quality scores, bounce rates, and keyword rankings metrics that marketing professionals understand but that a roofing contractor sees as noise.
Contractor clients have one question from every report: "Did this make my phone ring-3 and put jobs on my calendar?" Build your reports to answer that question first, not last.
The Metrics Contractor Clients Actually Care About
- Leads received this month (with source breakdown)
- Appointments booked
- Jobs won (when client provides this data)
- Cost per lead / cost per booked appointment
- Revenue influenced (estimated from average job value × jobs won)
Build a Simple One-Page Dashboard
A one-page report that shows five key numbers is more valuable to a contractor than a 20-page PDF of marketing metrics. The numbers should be visible at a glance: leads, appointments, jobs, cost, and ROI.
The Booking Flow's reporting dashboard shows leads, appointments, and conversion rates in one view which agencies can export directly into their monthly client reports. Having real booking data (not just ad platform data) makes contractor reporting concrete and defensible.
Stop losing leads to slow follow-up
Contractors who respond within 5 minutes win 80% more jobs. The Booking Flow captures every lead, sends an instant email confirmation, and runs a 5-touch follow-up sequence automatically so you close more without adding staff.
See plans & pricingHow to Show ROI Without Full Revenue Data
Most contractors won't share their revenue data with an agency. You can still demonstrate ROI using estimated job values. Ask the client their average job value when onboarding. Then your reporting becomes: "We booked 9 estimate appointments. Based on your typical close rate and average job value, those appointments represent an estimated $X in potential revenue."
The Monthly Review Call Structure
Contractor clients don't want hour-long Zoom calls. A 20-minute monthly call structure works well.
- Open with the top-line number: "You received X leads and booked X appointments this month"
- Highlight one specific win: "We recovered 3 leads through the follow-up sequence that didn't respond initially"
- Share one change or test for next month
- Ask one question: "Were the leads coming in the right type of jobs you want?"
- Close with confidence: "Here's what we're focused on in [next month]"
Using Reports to Proactively Prevent Cancellations
A contractor who hasn't heard from their agency in 30 days and doesn't know what's working is a cancellation risk. Proactive reporting even a quick "here's what happened this week" text to the owner keeps the relationship active and prevents the "we're not sure this is working" conversation from ever starting.