A client reporting checklist that goes beyond lead counts.

Before you send the report, check whether it answers your client’s real question: which campaigns led to won jobs?

1. Keep the source with the lead.

Record the original source and campaign, the date and a stable lead identifier. Check for duplicate submissions. If the source is unknown, label it unknown rather than assigning credit to a campaign.

2. Check what happened after the enquiry.

Separate open leads, estimates sent, won jobs, lost jobs and leads with no response. Agree with the client on what counts as a win. A booking or an estimate is not automatically a won job.

3. Confirm what each value means.

Record the amount and currency. Label contract value separately from collected payments, ad spend and profit. Do not combine different currencies or call an unsigned estimate revenue.

4. Make missing outcomes visible.

Count the leads with no recorded outcome. Ask the client or check their CRM before calling the report complete. An unmatched outcome should be investigated, not silently counted as lost.

5. Compare like with like.

State the reporting dates. Separate leads received in the period from jobs won in the period; a job may close weeks after the original lead arrived. Check that your report does not attribute this month’s wins only to this month’s leads.

6. Check the service area and next action.

Flag leads outside the client’s service area. End the report with specific next steps: follow up an open lead, resolve a missing outcome or review a campaign after confirming its recorded wins.

Use these fields in your report.

Lead ID · Lead date · Source · Campaign · Service area · Outcome · Outcome date · Recorded contract value · Currency · Next action

Download the blank CSV template. It contains field headings only; no customer records.

See the same questions in a sample report.

Attrival keeps recorded lead sources and outcomes together in client workspaces. The public preview uses sample data and does not need a signup.