growth-metrics-and-reportinglisted

# Growth Metrics and Reporting ## Overview Most marketing reports show activity because activity is easy to measure and always looks positive. Reports that show **money in, money out, and the conversion rates between** are harder to produce and are the only ones that survive a renewal conversation. The discipline: one number per funnel stage, one source of truth, and a diagnosis order so that when something breaks you find the actual constraint instead of the loudest symptom. ## When to Use - Building a reporting dashboard for a business or client - Writing a monthly or quarterly report - Defining which metrics to track for a new engagement - Diagnosing where a funnel is losing money - Preparing a QBR or renewal case Don't use for: ad platform optimization (use `paid-media-buying`) or CRM configuration (use `crm-pipeline-ops`). ## The Funnel Model Every service business funnel reduces to the same chain. Measure the count at each stage and the conversion rate between each pair. | Stage | Metric | Owned by | |---|---|---| | Impressions / reach | Volume | Media, content | | Clicks / calls | CTR, cost per click | Media, creative | | Leads | Conversion rate, cost per lead | Landing page, offer | | Qualified leads | Qualification rate | Targeting, gate | | Booked appointments | Book rate, cost per booked appointment | Speed to lead, setter | | Held appointments | Show rate | Confirmation sequence | | Proposals | Proposal rate | Discovery quality | | Closed | Close rate, co