The five-question weekly marketing review
A weekly marketing review should end in a decision, not a wall of dashboards. Five questions that link activity to real enquiries, plus a free template.
A marketing review earns its time when it changes a decision. There’s no need to turn every available metric into a standing report. Start with five questions and add detail only when it helps answer one of them.
1. What did we change?
Record new campaigns, important page edits, price changes and interruptions to service. Without that context, a rise or fall is easy to misread. Keep a dated note so you aren’t relying on memory at the end of the month.
2. Did the right people reach us?
Look at the sources and destinations relevant to the work you’re doing. Separate traffic to a useful service page from visits to unrelated content. Where source data is missing or uncertain, label it rather than treating it as zero.
3. What happened after they arrived?
Choose the meaningful next actions: a completed enquiry, a booking request or a phone conversation you can verify. Don’t add overlapping events together and call the result “leads”. A visitor can click more than one button in the same journey. If you want a rate to track week to week, our enquiry conversion calculator turns visits, enquiries and customers into conversion rates.
4. Which enquiries were a fit?
Review a small set of real enquiries with the person who replies to them. Were they in the service area? Did they ask for work you offer? Could the business take the job? This is often more useful than a headline traffic total.
Keep personal customer information in the appropriate business system. The review note usually needs only counts and a short explanation of the pattern.
5. What is the next decision?
End with one action, an owner and a reason. That might be fixing a broken form, clarifying a service boundary, or leaving a campaign alone while you collect a better comparison period.
Compare like-for-like periods where possible. A quiet week after a public holiday, or a very small sample, may not support a confident conclusion. Record the uncertainty in plain language.
A format you can reuse
Download the weekly marketing review template. It has space for the comparison period, the five questions, limitations and the next decision. If the final question needs more thought, use the decision worksheet. If the numbers point to a mismatch between ad and page, work through the ad landing page checklist.
