Client Reporting Onboarding Checklist for Agencies
The steps to set up reporting for a new client in their first week, so month one does not turn into a scramble.
Best for: The first week with a new client.
The template
Replace anything in [square brackets] with your client’s details.
CLIENT REPORTING ONBOARDING: [Client name] ACCESS [ ] Ad accounts (Google Ads, Meta Ads, other): access granted [ ] Analytics (GA4) and Search Console: access granted [ ] CRM, email and store platforms: access granted [ ] Confirmed who owns each account GOALS AND KPIs [ ] Asked the client what success looks like in their own words [ ] Agreed 2 to 4 KPIs tied to those goals [ ] Agreed what counts as a conversion or a lead [ ] Agreed targets for each KPI TRACKING CHECK [ ] Conversion events firing in GA4 and ad platforms [ ] Results match the client's own records (orders, calls, forms) [ ] UTM naming agreed for campaigns BASELINE [ ] Recorded the last 3 to 6 months of results for each KPI [ ] Noted seasonality and anything unusual REPORT SETUP [ ] Chose the report template and sections [ ] Agreed the schedule (weekly or monthly) and send day [ ] Listed recipients and anyone to copy [ ] Added the agency logo and colors [ ] Chose the sending email address FIRST REPORT [ ] Sent a test report to ourselves and read it as the client [ ] Sent the first report and booked a short call to walk through it [ ] Asked for feedback on what to add or remove
A filled example
This example uses made-up numbers for illustration.
Example of a completed section: GOALS AND KPIs [x] Asked the client what success looks like in their own words: "More new patients booking online" [x] Agreed KPIs: new patient enquiries, cost per enquiry, organic traffic [x] Agreed what counts as an enquiry: a completed booking form or a call over 60 seconds [x] Agreed targets: 100 enquiries a month at under $45 each
Tips for using it
- Do the tracking check before you report anything. Broken tracking looks exactly like poor performance.
- Agree what counts as a conversion in writing, so numbers never get argued later.
- Record the baseline now. Without it you cannot show progress.
- Walk the client through the first report on a call.
Skip the manual part
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Common questions
What should you set up before the first client report?
Account access, agreed goals and KPIs, a tracking check, a baseline of recent results, the report schedule and recipients, and your branding.
Why check tracking during onboarding?
Because missing or broken conversion tracking makes campaigns look unprofitable when they are not, and it is much easier to fix before you start reporting.
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