What Marketing Reports Should You Ask Your Clinic's Agency for Every Month? (12-Point Checklist)

The 12 Monthly Reports Checklist

Report 1: Organic Search Performance (Google Search Console)

What you need: Monthly organic clicks, impressions, average position for your top 20 queries. Month-over-month change.

What it tells you: Whether your website is gaining or losing visibility in non-paid Google search.

Red flag: Clicks declining 3 months in a row with no explanation.

Report 2: Google Ads Performance by Campaign

What you need: Spend, clicks, leads (conversions), CPL, and impression share for each campaign. Month-over-month.

What it tells you: Which campaigns are efficient, which are over-funded, which are not delivering.

Red flag: Impression share lost to budget above 30% (you are missing searches due to budget cap).

Report 3: Meta Ads Performance by Campaign and Creative

What you need: Spend, reach, leads, CPL, form completion rate for each active campaign. Best-performing and worst-performing creatives.

What it tells you: Whether Meta creative is resonating with your target audience.

Red flag: CPL rising three months in a row without creative refresh.

Report 4: Lead Source Attribution

What you need: Number of leads by source — Google Ads, Meta Ads, GMB (organic maps), organic website, referral, walk-in.

What it tells you: Which channels are generating the volume of new patient interest.

Red flag: One source (often GMB) showing declining leads without any explanation.

Report 5: Full Funnel Conversion Rate

What you need: Leads → Qualified → Interested → Appointment Set → Appointment Attended → Converted. With absolute numbers and percentage conversion at each stage.

What it tells you: Where in the funnel patients are dropping out.

Red flag: Any stage conversion rate declining for 2 consecutive months.

Report 6: IVR / Call Performance

What you need: Total outbound attempts, connected calls, inbound received, inbound missed, miss rate, average call duration.

What it tells you: Whether your calling team is working the leads and whether patients are getting through.

Red flag: Inbound miss rate above 20%.

Report 7: Google Business Profile Performance

What you need: Monthly searches, direction requests, phone calls, website clicks from the GBP listing.

What it tells you: How your clinic's Google Maps presence is performing.

Red flag: Phone calls from GBP declining month-over-month (could indicate ranking drop or listing issue).

Report 8: Website Health — Core Web Vitals

What you need: Page load speed (LCP), interactivity (INP/FID), visual stability (CLS) for your top 5 pages.

What it tells you: Whether your website loads fast enough and smoothly enough to retain mobile visitors.

Red flag: LCP above 3 seconds on mobile — patients are bouncing before seeing your content.

Report 9: Review Volume and Rating

What you need: New Google reviews this month, average rating trend, reviews responded to vs total.

What it tells you: Whether your reputation is growing and whether patient feedback is being acknowledged.

Red flag: Average rating declining or more than 20% of reviews going unresponded.

Report 10: Cost Per Patient (Not Just Cost Per Lead)

What you need: Total marketing spend / new patients who attended an appointment.

What it tells you: The real cost of acquiring a patient, not just an enquiry.

Red flag: Cost per patient rising while CPL stays flat (calling team conversion is declining).

Report 11: Keyword Ranking Changes

What you need: Current position and month-over-month change for your top 10 target keywords.

What it tells you: Whether your SEO investment is moving the needle on the specific terms patients use.

Red flag: No meaningful ranking changes after 6+ months of SEO work.

Report 12: Competitor Landscape Check

What you need: Who is appearing in the Google Maps 3-pack for your top location queries? Any new competitors showing up in your auction (Google Ads Auction Insights report)?

What it tells you: Whether the competitive environment is changing and whether you are gaining or losing ground.

Red flag: A competitor you do not recognise has appeared in the top 3 GMB positions for your primary service area.

How to Use This Checklist

Send this list to your agency on the first of each month. Request the data in a shared Google Sheet or Looker Studio dashboard — not a PDF. Ask that the sheet be updated by the 5th of each month.

If your agency cannot produce any of these 12 reports, ask specifically why. Some may require additional setup (UTM tracking, Google Search Console verification, IVR API connection). Most should already be available.

An agency that consistently cannot provide specific data on request is an agency that is not monitoring your account at the level your investment warrants.

What Agency OS Replaces

Agency OS makes reports 1, 2, 3, 5, 6, and 7 continuous — not monthly. Every metric in those six categories is visible in the dashboard every day. You do not need to wait for the 5th of the month to know that yesterday's inbound miss rate was 60% or that the Meta Ads CPL jumped 40% on Wednesday.

For clinics that value real-time visibility over monthly summaries, Agency OS is the foundation of that.

See Agency OS →