Reporting
Follow the inquiry. Know the outcome.
Step five of the Cube30 process. Calls and forms, consultations, signed cases and cost per signed case. Signed-case figures come from your own intake records.
Book a FREE Strategy CallOutcome confirmed.
cases come from?
One chart answers the real question
Most agency reports are a wall of numbers: impressions, clicks, average position, sessions, bounce rate. None of them answers what you actually want to know. Where did this month's signed cases come from, and what did they cost?
So the report leads with one chart: cost per signed case by source, against last month and last quarter. Everything else in the report explains why that chart moved.
Define the cost included, the reporting window and how matters are attributed before comparing sources or periods. Agree whether matters are grouped by inquiry date or signing date, and use the same rule in comparisons. Keep unattributed cases visible. A source with no recorded signed matters has no cost-per-case figure to calculate.
It's the fifth step of the Cube30 process: tracked to signed cases.
Five pieces connect a search to a signed case
What has to be set up to count signed cases?
To connect cost with signed cases, preserve the source from inquiry to signed retainer. The five pieces below show what needs reviewing in your firm’s setup.
Signed-case figures always come from your firm's own intake records. We set up the tracking so they connect to each source. At the start of an engagement, getting this working comes before optimization decisions, because deciding without it is guessing. The 30 checks of the audit include two on exactly this.
Call tracking
Log phone inquiries with their source, using a firm-controlled tracking setup where appropriate. Keep unknown sources visible and check attribution rather than assuming every call can be assigned.
Form source capture
Save available campaign tags with the inquiry and carry them into your intake record. Keep direct, referral and unknown sources visible, and verify that the source survives the handoff.
Analytics events
Configure phone taps, successful form submissions and any supported chat interactions as separate events. Check the events against real inquiries before treating them as outcomes. How Google describes measured interactions.
Business Profile tagging
Keep profile interactions separate from your firm’s call log. Tagged website links and an appropriate phone setup can help connect inquiry sources; a direction request does not identify a signed matter. Google’s profile metric definitions.
Intake to signed case
Your CRM records which inquiries became signed retainers, and the source survives that step.
Six layers, with the answer on top
What's in the monthly report?
The headline answers the question. The layers below it explain why the headline moved.
Cost per signed case by source
One chart, trended over time. The headline.
Signed cases by source
How many, and from where, on the same chart layout.
Inquiry to signed case, by source
Calls and forms, then consultations, then signed cases. This is where you see cases slipping.
Visibility for priority searches
Where you appear on Maps and in search for the searches that matter. Supporting evidence, not the goal.
Business Profile activity
Call-button clicks, direction requests and profile views, kept separate from answered calls and firm-recorded outcomes.
Work done
Pages published, internal link health and freshness.
Numbers that only make a report look thicker
Impressions. Average position across every keyword. Sessions. Pages per session. Time on page. Bounce rate describes engagement under the analytics definition; it does not establish whether a caller became a client. Google’s engagement and bounce definitions.
None of these tracks cleanly with signed cases. They can help explain a change in the background, but they never lead the report.
Monthly reports, quarterly reviews
Monthly reports run the work. Quarterly reviews are the usual point for a wider strategy discussion. We review the trend with you and consider changes where the evidence is reliable.
Low volumes and long signing cycles need context. Urgent waste, a broken contact path or a tracking failure should be addressed when found. Budget shifts depend on the evidence and the firm’s approval, rather than the calendar alone.
Reporting is also a conversation
Some firms aren't used to looking at marketing data, and the first real cost-per-case number can be a surprise. Sometimes a paid channel costs far more per case than expected. Sometimes referrals turn out to be the biggest source, and marketing brings in less than you thought.
That's why we walk you through the numbers each month until you're comfortable making decisions from them. Paid ads, website conversion and intake support all show up in the same report, measured the same way.
One portal, four areas, one record
Your reporting lives in a client portal with four areas: reports and plans, work log, performance, and approvals.
It's the same record the monthly report is written from.
The written report and the next work agreed with your firm.
The completed work recorded against the relevant page or account.
Platform evidence beside inquiries and outcomes confirmed in your intake records.
The work that needs your firm’s sign-off, with the decision kept in the same record.
What you get on reporting
Tracking setup
Call tracking, form source capture, analytics events, Business Profile tagging and the CRM link to signed cases.
Monthly report
The six-layer report, with signed cases first.
Quarterly review
The trend, what's working, and where the budget should move.
Portal access
Reports and plans, work log, performance and approvals.
A dashboard if you want one
Built in the tool your partners prefer.
Before you make the plan.
Where do the signed-case numbers come from?
From your firm's own intake records. We connect them to the source of each inquiry, and we never estimate them.
What if our intake isn't tracked today?
Then that's where we start, because every other decision depends on it. See intake support.
Do you report rankings?
Yes, as supporting evidence for the searches that matter. They never replace consultations and signed cases as the result.
The next useful question.
See how this work connects to the rest of your plan.
Start with your firm
Can you follow the inquiry to its outcome?
Let’s look at your current reports and intake records. We’ll identify what connects, what is missing and what would make the next decision clearer.
Book a FREE Strategy Call