The Next-Gen Brand Lab
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What is in the weekly report?
Last updated 2026-09-09
Spend, cost per qualified lead, lead quality rate, sales-ready percentage as scored by your team, and the scaling decision for the coming week with the reasoning behind it. The last item is the one that distinguishes a report from a status update: every week the report says what changes and why, or it says explicitly that nothing changes and why that is correct. A report that only describes what happened is an activity log.
The five lines
| Line | What it answers |
|---|---|
| Spend | What went out, from your own account, verifiable independently |
| Cost per qualified lead | Against the written definition, not against form fills |
| Quality rate | What share met the definition |
| Sales-ready % | Scored by your team, not by us |
| Decision | Scale, hold or cut — and the evidence for it |
The quality rate and the sales-ready percentage are deliberately separate. The first is our measurement against a contractual standard; the second is your team's judgement. When they diverge, that gap is the most useful thing in the report.
What is deliberately not in it
Impressions, reach, engagement rate and follower growth. None of them is a decision input for a launch campaign, and including them makes a thin week look busy.
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