title: "The Mid-Market SEO Reporting Framework" slug: the-mid-market-seo-reporting-framework description: "A monthly SEO report a CMO at a $10M to $100M B2B company will actually read. Six metrics, six commentary slots, one decision. With the actual template." pillar: mid-market-playbook author: rj-murray publishedAt: "2026-04-25T00:00:00Z" tags: ["seo-reporting", "cmo", "mid-market-playbook", "metrics", "pillar"] coverImage: /posts/the-mid-market-seo-reporting-framework/cover.png coverAlt: "Mid-market SEO report template" featured: false faq:
- q: "What is the right cadence for a mid-market B2B SEO report?" a: "One full report per month, one Slack note per week, one retro per quarter. The monthly report is the artifact a CMO defends to the CEO. The weekly Slack note is a three-line operating update. The quarterly retro is where the strategy shifts. Anything more frequent than weekly is noise."
- q: "Why drop sessions and bounce rate from the report?" a: "Sessions reward indexing junk and bot traffic. Bounce rate has been deprecated in GA4 in favor of engagement rate, and even engagement rate does not correlate with revenue at mid-market scale. The CMO needs metrics that map to pipeline. Sessions and bounce rate do not."
- q: "How do you measure LLM citations as an SEO metric?" a: "Run a fixed prompt set against ChatGPT, Perplexity, Claude, and Gemini once a week. Count the runs that cite your domain. Track the citation share across the panel month over month. The number is rough but directionally correct, and no other shop is showing it yet."
- q: "Is Search Console enough on its own?" a: "No. Search Console is the source of truth for impressions, clicks, and indexable URL count. It does not tell you what those clicks did on the site, it does not track LLM citations, and its backlink view is incomplete. Pair it with PostHog for behavior and Ahrefs or SEMrush for link data."
- q: "What single decision should the CMO make from this report each month?" a: "One allocation decision. More to content production, more to technical fixes, more to digital PR, or hold. The report exists to make that one call. If the data does not point to a call, the report is failing."
- q: "How long should the monthly report be?" a: "Six pages. Cover, six metrics on one page each, commentary, the decision. A CMO will read six pages. A CMO will not read sixty. The discipline of cutting to six pages is what makes the report usable."
- q: "Should agency reports include rankings for branded keywords?" a: "No. Branded keywords always rank. Including them inflates the win column. The top-10 ranking count metric in this framework counts non-branded commercial-intent keywords only. Branded performance belongs in a separate brand-tracking report owned by marketing, not SEO."
tl;dr
The standard SEO report a CMO at a $10M to $100M B2B company gets every month is a 40-page PDF of vanity metrics with no decision attached. This framework cuts it to six metrics, one page of commentary, and one allocation call per month. We use it on every mid-market retainer we run, including the Insight Sales Consulting rebuild. Indexable URLs, Core Web Vitals 75th percentile, organic conversions, top-10 ranking count, LLM citations, and referring-domain delta. That is the entire report. Everything else is a distraction the CMO does not have time for.
What the typical SEO report gets wrong
Most monthly SEO reports are 40 pages of GA4 screenshots, Search Console line graphs, and a closing slide that says "we are continuing to optimize." The CMO opens the file, scrolls to page two, scans the headline number, and closes it. No decision is made. No budget is reallocated. The agency keeps running.
The problem is not the data. The data is largely correct. The problem is that the report is built for the agency to defend itself, not for the CMO to make a call.
There are four specific failures.
The first is volume. A 40-page deck is unreadable. The CMO has eight other reports to read this week. If the SEO deck takes more than ten minutes to scan, it is a deck the CMO will skim and forget. The discipline of cutting to six pages is what makes the report usable.
The second is vanity metrics. Sessions go up because the agency indexed 8,000 thin pages. Bounce rate goes down because the agency added a video autoplay that holds users on the page. Average position improves because the agency started ranking for irrelevant long-tail. None of these moves create pipeline. All of them look great in a deck. The agency that builds reports around these metrics is the agency that will fail a procurement audit in 18 months when the CFO asks where the pipeline is.
The third is no decision attached. A report without a decision is a status update. Status updates do not justify a $5K to $15K monthly retainer. The report has to point at one thing the CMO should approve, deny, or revise. If the data does not point at one thing, the report is failing.
The fourth is no opinion. Every metric in a real SEO report has a story. Indexable URLs went up because the migration shipped. Conversions went down because the homepage CTA changed. The agency that does not write the story next to the number is treating the CMO as an analyst. The CMO is not an analyst. The CMO is the buyer of the analysis.
We have run this framework on every retainer client we have shipped, including the Insight Sales Consulting rebuild and the Raydon Accounting engagement that is now our first Lead Magnet Site retainer. The format is the same in both cases. Six metrics. One page of commentary. One decision. The CMO reads it in nine minutes.
The six metrics that belong in the monthly report
The metrics below are the ones we ship in every monthly report. They share one property: each of them maps to a decision the CMO can make. None of them are vanity. All of them survive a CFO audit.
1. Indexable URL count
This is the number of URLs returning a 200 with a self-canonical and no noindex directive, as confirmed by Google Search Console. Pulled fresh on the 1st of every month.
The metric matters because indexable URL count is the supply side of organic. Rankings happen on URLs that are indexed. A site with 80 indexable URLs has a different growth ceiling than a site with 1,200 indexable URLs, and the CMO needs to know which one is being run.
The metric also catches indexation drift. We have seen WordPress sites lose 40 percent of their indexable URLs after a botched plugin update because the canonical tags rewrote themselves to a single URL. The Search Console graph caught it within 48 hours. The CMO would not have noticed for a quarter.
For pSEO sites we report indexable URL count split across the three URL classes: marketing URLs, programmatic URLs, and editorial URLs. The split tells the CMO which engine is producing supply. See pSEO in 2026, what changed for the operational definition of programmatic uniqueness.
2. Core Web Vitals 75th percentile, mobile
This is the field-data 75th percentile mobile score for Largest Contentful Paint, Interaction to Next Paint, and Cumulative Layout Shift, taken from the Search Console Core Web Vitals report which sources from CrUX. Mobile only. Lab data does not appear in the report.
Mid-market buyers run their sites on three-year-old hardware while their agency reports lab scores from a M3 MacBook on fiber. The disconnect is enormous. We report what real users on real devices actually experience.
The metric is a cliff, not a slope. A site with LCP at 2.4 seconds on the 75th percentile is in the green. A site at 2.6 seconds is in the orange. The ranking penalty applies to the orange. There is no partial credit. The report flags every metric that crossed a threshold during the month, in either direction.
If your site is on WordPress with 14 plugins and your CrUX number is in the orange, this metric will tell you to rebuild it. We wrote the playbook for that case in the WordPress to Next.js migration path and shipped real numbers in real Lighthouse scores before and after 6 mid-market rebuilds. The Core Web Vitals update from 2025 is documented in Core Web Vitals changed in 2025.
3. Click-through-attributed organic conversions
This is the number of organic-source conversions on the marketing site for the reporting month, attributed by first-touch using the utm_source=google&utm_medium=organic rewrite rule, captured in PostHog.
A conversion is a defined event: a demo request, a contact form submission, a gated PDF download, an inbound phone call tracked through a number-pool, or a self-serve trial start. The CMO defines the conversion list once, on day one of the engagement, and the report does not redefine it.
This metric replaces sessions. Sessions are noise. Conversions are the unit a CMO is paid on. A 6 percent month-over-month gain in sessions while conversions flatline is a failure month, and the report has to say that out loud.
We do not include assisted attribution in this number. Assisted attribution is a multi-touch model, and multi-touch models hide failure. First-touch is the harshest read on the data and the most useful read for the monthly call. Quarterly retros include a multi-touch view. The monthly report does not.
For B2B sites, we also count high-intent micro-conversions: pricing page views, calculator completions, and case-study reads. These are leading indicators of a demo request and they move 30 days before the demo number does. The report shows both lines.
4. Top-10 ranking keyword count
This is the count of non-branded, commercial-intent keywords where the site holds a position 1 to 10 result on Google US (or the relevant locale), pulled from SEMrush or Ahrefs on the 1st of the month.
Three filters apply. Branded keywords are excluded. Branded queries always rank, and including them inflates the win column. Informational keywords with no commercial intent are excluded. They are vanity. Local-pack keywords for irrelevant geographies are excluded. They are noise.
The remaining count is the real ranking surface. It typically grows by 5 to 12 percent per month on a healthy mid-market retainer. A flat month is a yellow flag. A declining month is a red flag and the cause goes in the commentary slot for this metric.
We split the count into two buckets: top-3 and top-10. The top-3 bucket is where the click-through happens. The top-10 bucket is the on-deck circle. A site that grows top-10 without growing top-3 is producing content that ranks but does not click, and that is a separate problem from a site that is not ranking at all.
For sites with geo pages, we also report top-10 count per geo, broken out into a small grid. See geo pages that don't get penalized for the per-geo content rules we run before any geo page ships, and pSEO in 2026, what changed for the uniqueness bar that decides which programmatic pages survive long enough to make the top-10 count.
5. LLM citation count
This is the count of fixed-prompt runs that cite the client domain across ChatGPT, Perplexity, Claude, and Gemini, run weekly with a 30-prompt panel and aggregated monthly.
We define the 30-prompt panel on day one of the engagement. Ten prompts are commercial-intent ("best b2b seo agency for sales consulting") and twenty are informational ("how to measure organic conversions for a sales consulting firm"). The panel does not change unless the CMO approves a change at the quarterly retro. Drift in the panel makes the metric meaningless.
For each prompt, we record the citation count out of 4 (one per LLM). For the month, we aggregate to a single citation share number. We also report the trend line.
The metric matters because LLMs are now a measurable channel. We documented the operational rules for ranking on them in AEO, how to rank on ChatGPT, Perplexity, Claude, Gemini and the file pattern in the llms.txt file. No other agency we have audited reports this number. The CMO who shows the board an LLM citation chart in 2026 is the CMO with budget approval in 2027.
The reason mid-market sites still on legacy stacks struggle to move the LLM citation number is partly an indexation problem and partly a structured-data problem, both of which we cover in why mid-market companies keep getting stuck on WordPress.
6. Backlink delta from referring-domain pool
This is the count of new referring domains acquired in the reporting month, net of lost domains, pulled from Ahrefs on the 1st of the month.
The metric is referring domains, not backlinks. Backlinks count duplicates. A single referring domain can produce 80 backlinks because of sitewide footer placement, and counting backlinks would massively overweight that one acquisition. Referring domains is the honest count.
We filter out three classes of domains: scraper sites, expired domains repurposed as link farms, and domains under DR 10 with no organic traffic. These pollute the count and the CMO will be shown the polluted number by a competing agency at some point. We strip them upfront so the comparison is honest.
The healthy mid-market range is 4 to 12 net new referring domains per month on a $5K to $15K retainer. A 0 month is a yellow flag. A negative month means the link-decay rate is outpacing acquisition and the digital PR work has stalled.
The six metrics that do NOT belong in the monthly report
The metrics below are the ones we cut from every report we inherit. The CMO will sometimes ask why. The answer is below for each one.
Sessions. Sessions go up because of bot traffic, branded-search expansion that has nothing to do with SEO, and indexed-but-low-quality URLs. The number does not map to pipeline. We stopped reporting it in 2024.
Bounce rate. Bounce rate has been deprecated in GA4 in favor of engagement rate. Engagement rate is also not a useful metric at mid-market scale because it is gameable through video autoplay and other on-page tricks that do not move pipeline. Cut both.
Average position. Average position aggregates across all keywords the site ranks for, including 5,000 long-tail informational queries that will never convert. A site can show a 3-position improvement on average position while losing every commercial-intent ranking that matters. The number is misleading. The top-10 ranking count metric replaces it.
Pages per session. Pages per session is a content-engagement metric dressed up as an SEO metric. It does not belong in an SEO report. If the CMO wants to track on-site engagement, that is a separate report owned by the content team.
Domain Rating or Domain Authority. DR and DA are agency-built scoring models that do not map to ranking in any direct way Google has acknowledged. Reporting them implies a causal chain that does not exist. We cut them. The referring-domain delta metric carries the link-equity story without the false precision.
Keyword count, total. Reporting "the site ranks for 47,000 keywords" is the kind of headline that gets a CMO excited and does not survive a CFO audit. Most of the 47,000 are positions 50 to 100 and produce zero traffic. Top-10 ranking count is the honest number.
The general rule is: cut anything that does not survive a CFO audit. The CFO will ask "what did this metric cause us to do differently?" Sessions never causes anything. Conversions cause budget reallocation. The framework is built around metrics that pass the CFO question.
The connected piece on why this matters at the budget level is why CMOs should kill paid search budget. The TL;DR: paid search at mid-market scale is usually a tax on under-built organic, and this report is how the CMO sees it. The same logic underpins the 90-day organic growth plan, which is the planning artifact this monthly report measures against.
The commentary structure
Every metric on the report gets one paragraph of commentary. The paragraph has three sentences and follows a fixed structure.
Sentence one is the number and the delta. "Indexable URL count is 1,247, up 18 from last month."
Sentence two is the cause. "The increase is the 18 new pSEO pages shipped on April 14 in the deployment of the geo-expansion module."
Sentence three is the call. "We expect 22 more pSEO pages on the May 12 deployment, which will move this metric to 1,269."
Three sentences. Cause attached. Forward-looking call. Repeat for each of the six metrics. The full commentary block is six paragraphs and fits on a single page.
The discipline of writing one paragraph instead of three is what forces the agency to know the cause. If the agency cannot write the cause sentence, the agency does not know the site, and the report is the moment that becomes visible.
We use the same commentary structure on weekly Slack notes, condensed to one sentence per metric. The monthly report expands each line to the three-sentence form.
The single monthly decision the CMO has to make from this report
The report ends with one decision. Not three. Not a list of options. One.
The decision is an allocation call. The next month's budget is going more to content production, more to technical fixes, more to digital PR, or staying on the current split. The agency makes a recommendation. The CMO approves, denies, or revises.
The recommendation is one paragraph and is grounded in the six metrics. "We recommend shifting 25 percent of next month's hours from technical to digital PR. The Core Web Vitals number is in green and stable, top-10 ranking count is growing on schedule, but the referring-domain delta is 2 (yellow flag). Three months of yellow on referring domains will cap top-10 growth at the current ceiling. Shift the hours."
The CMO can override. The CMO can ask for a fourth option. The CMO can hold. What the CMO cannot do is leave the call without making one. The report is structured to force the call.
This is the part most agencies skip. The report shows the data, says the work is going well, and ends. No call is forced, no allocation moves, the retainer renews on autopilot. That is exactly the dynamic that gets the retainer cut in month nine when the CFO does the audit. The framework is built to prevent month nine from happening, by making month one through month eight contain real decisions.
The longer-arc planning frame this report measures against is the 90-day organic growth plan. When the rebuild itself is part of the plan, the technical migration shape is documented in the WordPress to Next.js migration path and the speed evidence is in real Lighthouse scores before and after 6 mid-market rebuilds.
How Insight Sales Consulting reads this report at the C-suite level
Insight Sales Consulting was a 14-day rebuild we shipped for a B2B sales-consulting firm in southern British Columbia. The site has 11 pages and four gated PDFs. They started reading this report in the second month after launch.
Their CMO does the read on the first Monday of each month. Total time spent: 11 minutes on the report, 30 minutes on the call.
Their CEO sees a single chart from the report each month: top-10 ranking count, plotted month over month against a 12-month projected line. That one chart sits in the CEO weekly slide. The CMO defends the chart on the call.
Their CFO sees the report quarterly, not monthly. The quarterly version adds a cost-per-conversion line and a year-over-year referring-domain pool comparison. The monthly version keeps the same six metrics. The quarterly version stress-tests them.
The discipline that came out of running the report this way: the methodology page on the rebuild was wired with MentionAction and Article schema before launch, the four PDFs were wired to a Resend double-opt-in flow with same-tab delivery, and the funnel analytics in PostHog stayed continuous through the gate. All three of those decisions were driven by what the monthly report would need to measure. The site was built to be measurable, not measured after the fact.
That is the move most agencies miss. The reporting framework should be defined before the rebuild ships, and the rebuild should be wired to feed it. Defining the report after launch produces gaps that take six months to close.
The exact PDF template structure
The monthly report is six pages. Each page has a fixed layout. Below is the page-by-page template with placeholder numbers from a sample $25M B2B SaaS retainer in the seventh month of engagement.
Page 1, Cover
INSIGHT SALES CONSULTING
SEO Monthly Report
April 2026
Prepared by AtlasForge
For: Maria Chen, CMO
Period: April 1, 2026 to April 30, 2026
Retainer hours used: 38 of 40
Six-metric scorecard:
Indexable URLs 1,247 (+18) green
Core Web Vitals 75th, mobile LCP 2.1s INP 180ms green
Organic conversions 67 (+9) green
Top-10 ranking count 142 (+11) green
LLM citation share 28% (+4 pp) green
Referring-domain delta +2 yellow
The recommendation: shift 25% of May hours
from technical to digital PR.
Approve / Deny / Revise: ___
Page 2, Indexable URLs
Metric: Indexable URL count
Value: 1,247 Last month: 1,229 Delta: +18
Split:
Marketing URLs 47
Programmatic URLs 1,178
Editorial URLs 22
Source: Google Search Console, pulled May 1, 2026.
Commentary:
Indexable URL count is 1,247, up 18 from last month.
The increase is the 18 new pSEO pages shipped on April
14 in the deployment of the geo-expansion module.
We expect 22 more pSEO pages on the May 12 deployment,
which will move this metric to 1,269.
Status: green
Page 3, Core Web Vitals
Metric: Core Web Vitals 75th percentile, mobile
LCP 2.1s green (last month 2.3s)
INP 180ms green (last month 195ms)
CLS 0.04 green (last month 0.05)
Source: Search Console CrUX, last 28 days.
Commentary:
The Core Web Vitals 75th percentile mobile numbers are
all in the green band. LCP improved 200ms after the
April 9 image-optimization deploy that added AVIF and
shipped responsive sizes through the pSEO engine.
We are not planning further work on this metric in
May. Hours that would have gone here are recommended
for digital PR.
Status: green, no action
Page 4, Organic conversions and top-10 rankings
Metric: Click-through-attributed organic conversions
April: 67 March: 58 Delta: +9 (+15.5%)
Conversion mix:
Demo requests 22
Gated PDF downloads 29
Contact form submissions 16
Source: PostHog event stream, first-touch attribution.
Commentary:
Conversions grew 15.5% month over month. The PDF on
"outbound sales redesign for $25M B2B" shipped April 7
and produced 11 of the 29 PDF downloads on its own.
We expect this to compound through May.
Metric: Top-10 ranking count, non-branded commercial
April: 142 March: 131 Delta: +11
Top-3 bucket: 38 (last month 33)
Top-10 bucket (4-10): 104 (last month 98)
Source: Ahrefs, US locale, May 1, 2026.
Commentary:
Top-10 ranking count grew 11. Eight of the new
positions are on geo pages for the BC interior cluster
shipped in March. Top-3 bucket grew 5, all on
methodology and case-study pages, which is the bucket
that produces clicks.
Page 5, LLM citations and referring domains
Metric: LLM citation share
April: 28% March: 24% Delta: +4 pp
Panel: 30 prompts, 4 LLMs, 4 weekly runs.
Total runs: 480. Cited runs: 134.
Per-LLM:
ChatGPT 34%
Perplexity 31%
Claude 26%
Gemini 21%
Commentary:
LLM citation share grew 4 points to 28%. The gain is
on Perplexity (+9 pp), driven by the methodology
landing page picking up 6 fresh backlinks from the
April PR push. Claude and Gemini moved less. We do not
yet have a tested lever to move Gemini.
Metric: Referring-domain delta
April: +2 net new referring domains March: +6
New: 5 Lost: 3 Net: +2.
Commentary:
Referring-domain delta is +2, below the 4-12 healthy
band. Two domains lost are scraper sites that decayed
and were not real. The third lost is a real B2B
publication that delisted a 2024 mention. April PR
work focused on awards submissions, which produce
domains in 60-90 days. May work shifts back to
direct-pitch outreach.
Status: yellow, action required
Page 6, The decision
Recommendation for May 2026:
Shift 25% of May hours from technical to digital PR.
Current split: 45% content 35% technical 20% PR
Proposed split: 45% content 10% technical 45% PR
Rationale (one paragraph):
Core Web Vitals are stable green and do not need more
hours in May. Top-10 ranking growth is healthy at +11.
The referring-domain delta is yellow at +2, and three
consecutive yellow months would cap top-10 growth at
the current ceiling. Shifting hours into direct-pitch
PR for the methodology and case-study pages is the
highest-yield move available in May.
Risk:
If a critical technical issue lands in May (CMS
upgrade, a Core Web Vitals regression on a Google
update), we will absorb the work into the content
budget rather than the PR budget. Technical hours
are not zero, they are 10%.
Approve / Deny / Revise: ___
Signed: RJ Murray, AtlasForge
For: Maria Chen, CMO, Insight Sales Consulting
Date: May 5, 2026
That is the full report. Six pages. The CMO reads it in nine minutes. The CEO sees one chart. The CFO sees the quarterly version with the cost-per-conversion line. Everyone gets what they need and nothing more.
Cadence: monthly report + weekly Slack note + quarterly retro
The monthly report is the artifact. The weekly Slack note and the quarterly retro keep it honest.
Weekly Slack note. Three lines, posted to the client Slack on Monday morning. "Last week: shipped 4 pSEO pages, gained 1 referring domain, top-10 count up to 144. This week: methodology page schema upgrade, two PR pitches, content brief on the new vertical. Risk: the CrUX number on the case-study template is drifting orange on INP, fixing this week." That is it. The CMO gets the rhythm without sitting through a meeting.
Monthly report. Six pages, delivered the first business day of the new month, with a 30-minute call on the first Monday. The call is the CMO, the agency lead, and optionally the CEO. The CFO does not attend unless invited.
Quarterly retro. Two hours. The agency walks through three quarters worth of monthly reports, identifies the trend lines, and proposes the next-quarter shape. This is where the panel of LLM prompts can be revised. This is where conversion definitions can be revised. This is where the retainer can be repriced. Nothing structural changes between retros. The monthly report is execution, not strategy.
This cadence is what keeps a $5K to $15K retainer alive past month nine. Without the cadence, the retainer renews on autopilot until it gets cut. With the cadence, the retainer is repriced to the value it produces, and the relationship survives.
The data on what to compare against quarter over quarter sits inside the report itself. The format is stable. The numbers move. The decisions accumulate. After four quarters the CMO has a full year of allocation calls in one place, and the renewal conversation is whether the trend justifies the next year. That conversation is short when the framework is right.
Tooling stack
The framework runs on four tools.
Search Console is the indexable-URL and Core Web Vitals source of truth. It is free, owned by Google, and the only first-party data on how the site is indexed. Every retainer gets a verified Search Console property on day one. The agency does not own the property. The client owns the property and grants the agency access. This matters at retainer-end so the data does not leave with the agency.
PostHog is the conversion and behavior layer. We instrument the marketing site with an event taxonomy on day one, define the conversion list with the CMO, and lock the definitions for the engagement. PostHog also gives us session replay and funnels, which the quarterly retro uses. Pricing is per-event and the mid-market sites we run typically come in under $200 per month.
Ahrefs or SEMrush for link data and ranking. We standardize on one or the other per client and do not switch mid-engagement. Comparing Ahrefs data to SEMrush data month over month produces noise. The choice between them is a coin flip at the mid-market scale we work at. Ahrefs is sharper on link data. SEMrush is sharper on competitor research. Both are fine.
A custom AEO tracker that runs the 30-prompt panel weekly across the four LLMs. We built ours because nothing on the market did the job in early 2025. The panel runs on Monday mornings, the citations are scraped and counted, the result lands in a Google Sheet that feeds the monthly report. Schema for the citations follows the schema.org MentionAction pattern so the data is portable.
That is the full stack. Search Console, PostHog, one of Ahrefs or SEMrush, and a custom AEO tracker. Total tooling cost is under $700 per month for a mid-market site. We do not run GA4 in the report because Search Console and PostHog cover what GA4 would, with cleaner data.
The lesson from running this stack on 20+ sites is that the report is downstream of the instrumentation, and the instrumentation has to be defined before the rebuild ships. Sites that come to us with an SEO retainer but no instrumentation get an instrumentation pass in month one before the first real report is delivered. The first report is always month two.
Closing
The mid-market SEO report a CMO will actually read is six pages, six metrics, six paragraphs of commentary, and one decision. Anything more is the agency defending itself. Anything less is the agency hiding from the CFO audit.
If your current SEO report is more than ten pages, it is the wrong report. If it does not end with a decision the CMO has to approve, deny, or revise, it is the wrong report. If it counts sessions, bounce rate, average position, or domain authority, it is the wrong report.
We run this framework on every retainer client we ship, including the Insight Sales Consulting rebuild and the Raydon Accounting engagement that is producing the first full case study with attributable demo requests later this quarter. Both clients see the same six metrics. Both have made budget reallocations off the report in the last quarter. Neither has cut the retainer.
If your agency cannot produce this report on your site, it is not a reporting tool problem. It is a methodology problem. The methodology is in this post. Fork it, run it on your own site, and ask your agency the next month why their version is 40 pages longer.
RJ