What a monthly report should show across channels

The table

Channel	Spend	Enquiries	Cost per enquiry
Paid ads	fee plus media	calls and forms	spend ÷ enquiries
Local search	fee share	calls from the profile	fee ÷ enquiries
Organic search	fee share	calls and forms from unpaid visits	fee ÷ enquiries
Direct and referral	none	the rest	not applicable

Four rows on one page. Everything else in a report is supporting detail.

Why separate reports mislead

Not usually through dishonesty. A channel report is written by whoever runs that channel, and each one reports the metrics that channel is good at. Put four of them in front of a client and the client cannot see that total enquiries fell, because no document contains total enquiries.

Ask for the four-row table first and the channel detail behind it.

The attribution problem, stated honestly

A customer sees an ad, does not click, looks the business up on the map two days later, then calls. Which channel gets the credit? Every attribution model answers this differently and none of them is right. Add together the enquiries each channel claims and the total will usually exceed the enquiries the business actually received.

Nobody solves this cleanly. What an honest agency does is name the model it uses, keep it the same month to month, and report the business's own total enquiries alongside the per-channel numbers so the gap is visible rather than hidden.

What to compare against

Your own previous months and the same month last year, because most Dublin trades are seasonal. Not industry benchmarks, which average across businesses with different customer values and different geographies.

The line that reveals the work

What was stopped this month. A paused campaign, a dropped keyword, a page removed, a channel recommended against. An agency that only ever adds is either extraordinarily lucky or is not reviewing anything.

What no report can tell you

Whether the customers were profitable. That number lives in your books, and joining it to the report is the one piece of analysis that turns marketing reporting into a business decision. No agency can do it without your figures.