If a weekly marketing report takes longer than five minutes to digest, it is too long. The operator is busy. The report has to compress the week into the smallest set of numbers that still drives the right decisions. After auditing hundreds of dashboards across Ignis client accounts, the five numbers worth reporting every week are these.
One. ICP-targeted reach. Not total reach. The number of times your ideal customer profile saw your content this week, across organic and paid combined. The metric you care about is whether this number is climbing week over week. If it is, the discovery layer is working. If it is flat, the hooks need a rotation.
Two. Qualified leads delivered. Form fills, demo bookings, or calls scheduled, filtered for the leads that match your ICP definition. Raw lead count is misleading. Qualified lead count is what the sales team can actually work. This number compounds when the offer is clear and the website hero is matching the message in the ads.
Three. Cost per qualified lead, blended. Total marketing spend (paid ads, content production, ad management) divided by qualified leads delivered. Watch the trend. The number should drop month over month as the engine learns. If it is rising, the bottleneck is usually creative fatigue or audience exhaustion.
Four. Pipeline-to-close conversion. Of the qualified leads from 30 days ago, what percentage closed this week. The trailing-30-day window matters because shorter windows are too noisy. This number tells you whether the bottleneck is acquisition or sales conversion. If 1 and 2 are climbing but 4 is dropping, the sales process needs the attention, not the marketing.
Five. Tracked revenue attributed. Pixel-attributed revenue, CRM-attributed revenue, and the gap between them. The gap is the unmeasured organic and word-of-mouth lift, which is real but invisible to the dashboard. A widening gap usually means the brand layer is compounding faster than the paid layer.
That's the report. Five numbers, sent every Monday morning, two sentences of context per number, one sentence of "what we are doing about it this week". Five minutes to read. Drives every meaningful conversation in the partnership.