Five questions for a calmer weekly marketing review
A short review that connects activity to enquiries and decisions, without a wall of dashboards.
A marketing review is useful when it changes a decision. You do not need to turn every available metric into a standing report. Start with a small set of questions and add detail only when it helps answer one of them.
What did we change?
Record new campaigns, important page edits, price changes and interruptions to service. Without this context, a rise or fall in activity can be easy to misread. Keep a dated note so you are not relying on memory at the end of the month.
Did the right people reach us?
Look at the sources and destinations relevant to the work you are 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.
What happened after they arrived?
Choose the meaningful next actions: a completed enquiry, a booking request or a phone conversation you can verify. Avoid adding overlapping events together and calling the result “leads”. A visitor can click more than one button during the same journey.
Which enquiries were a fit?
Review a small set of actual enquiries with the person who replies to them. Were they within the service area? Did they ask for work you offer? Was the business able to take the job? This is often more actionable than a headline traffic total.
Keep personal customer information in the appropriate business system. The review note usually only needs counts and a short explanation of the pattern.
What is the next decision?
End with one action, an owner and a reason. Examples include fixing a broken form, clarifying a service boundary or leaving a campaign unchanged while you collect a more useful comparison period.
Use like-for-like periods where possible. A quiet week after a holiday or a very small sample may not support a confident conclusion. Record uncertainty in plain language.
A format you can reuse
Download the weekly marketing review template. It has space for the comparison period, five review questions, limitations and the next decision. Use the decision worksheet if the final question needs more thought. The purpose is a better decision, not a more impressive report.