# Weekly Marketing Results Scorecard

By Kashif Rehman | BizThrivers | November 2, 2026
https://bizthrivers.com/resources/weekly-marketing-results-scorecard/

Free to adapt. Use sample values; do not place credentials or customer records in this worksheet.

## Weekly results scorecard
Week start / end (complete days): 
Business / location: 
Timezone: 
Currency: 
Checked at / report version: 
Preparer / reviewer / backup: 

Use each row's event date. These are separate weekly counts, not the same group of customers moving through a funnel. Enter Unavailable when a source cannot be verified; zero means checked and none found.
| Result | Event date basis | Counting rule | Total | Private evidence / checked at | Owner |
| --- | --- | --- | --- | --- | --- |
| New genuine enquiries | When the request first arrived | Count each distinct service request once. Exclude spam, staff tests and repeats of the same request. An existing customer can make a new request. | | | |
| New appointments booked | When the booking was first created | Count each distinct booking once. Keep a reschedule linked to the original booking; note later cancellations separately. Do not substitute appointment date. | | | |
| Appointments attended | When the appointment took place | Use staff-confirmed attendance, including appointments booked in an earlier week. A booking-link click or confirmation message is not attendance. | | | |
| Jobs fully paid | When the final balance was received | Count each distinct job once when fully paid. Exclude unpaid invoices and deposit-only jobs; record later refunds separately. This is jobs, not unique customers. | | | |
| Net receipts | Receipt and refund transaction dates | Successful customer receipts minus successful refunds in the period, in one currency. State whether deposits, tax and fees are included. Not profit or proven ad revenue. | | | |
| Advertising spend | Ad account reporting dates | Record the platform-reported spend and account currency. State timezone, freshness, included accounts and any excluded fees or tax. Do not assume the figure is a final invoice. | | | |

## Optional: follow the same enquiries over time
Keep this separate from the weekly event totals.
Enquiries first received between: 
Internal enquiry IDs held in the approved business system: 
Number of distinct enquiries in this group: 
Review cutoff (date / timezone): 
Of that same group, number with a booking by cutoff: 
Of that same group, number with a fully paid job by cutoff: 
Unknown / still open / excluded and why: 
Do not use a count of jobs as a count of customers. If you calculate a customer rate, define and match distinct customer IDs instead.

## Adjustments and next decision
Pending receipts / deposits / refunds and treatment: 
Cancelled or rescheduled bookings: 
Missing source / duplicate / late record and correction: 
Clicks or platform conversion labels, if useful (context only): 
One next action / owner / due date / approver: 
Previous report version / correction note: 

## Planning decisions

### One complete week and one business
Record the start/end dates, business/location, timezone, currency and report cutoff. List every source whose timezone or reporting delay differs.
Your decision: 

### What counts, and which date counts it?
Use the six definitions above. Record the internal request, booking and job identifiers used to remove duplicates. Treat missing evidence as Unavailable, not zero.
Your decision: 

### Evidence source and checking owner
Name the enquiry log owner, booking owner, attendance checker, payment reviewer and advertising-report owner. Keep actual customer records in the approved business system.
Your decision: 

### Reviewer, backup and corrections
Example roles: Sam prepares; owner Nadia approves; Lena covers absence. Keep unknown sources, cancellations, deposits, refunds, late records and changes to an old report visible.
Your decision: 

### One next action and its approval
Write the issue, next action, responsible person and review date. A reporting observation is not permission to change ad spending or send customers a message.
Your decision: 

## Observed test record

### 1. The dates and accounts match the labels
Action: Check a record near midnight and one from a different location or currency. Compare each source date field and reporting timezone with the scorecard heading.
Expected: Each total has the right date basis, account, timezone and currency; differences are disclosed.
Observed: 
Evidence location: 
Responsible owner / fix: 
Result: Untested / Needs work / Passed

### 2. Repeats do not create extra results
Action: Use a sample request submitted twice, a rescheduled booking and a job paid in two instalments. Apply the stated identifier and counting rule.
Expected: One request, one booking and one fully paid job are counted; instalments remain payment transactions.
Observed: 
Evidence location: 
Responsible owner / fix: 
Result: Untested / Needs work / Passed

### 3. A booking is not recorded as attendance
Action: Compare a sample booking-link click, a confirmed appointment and an appointment whose attendance staff actually checked.
Expected: Only the staff-verified visit enters attended appointments; clicks and confirmations stay separate.
Observed: 
Evidence location: 
Responsible owner / fix: 
Result: Untested / Needs work / Passed

### 4. Won, unpaid, deposit and refund stay distinct
Action: Review a sample won opportunity with an unpaid invoice, a deposit-only job, a fully paid job and a later refund.
Expected: Unpaid and deposit-only jobs are not fully paid; receipts and refunds follow the written money rule.
Observed: 
Evidence location: 
Responsible owner / fix: 
Result: Untested / Needs work / Passed

### 5. Missing evidence remains visible
Action: Use a sample enquiry with no known source and a payment report that cannot be opened. Check how the draft displays both.
Expected: Unknown source remains Unknown; unavailable payment data is not reported as zero or assigned to an ad.
Observed: 
Evidence location: 
Responsible owner / fix: 
Result: Untested / Needs work / Passed

### 6. One reviewer approves the report and action
Action: Ask a backup to trace one total to its private evidence. Correct a sample mistake, record a new version and ask the owner to approve the next action.
Expected: The total can be reproduced; corrections, owner approval and the next review date are recorded.
Observed: 
Evidence location: 
Responsible owner / fix: 
Result: Untested / Needs work / Passed

## Release and handover
Outstanding fixes: 
Operating owner: 
Approver and decision: 
Review date: 
Where to monitor and how to pause a problem: 
Change-request route: 

## Sources checked November 2, 2026
https://help.gohighlevel.com/support/solutions/articles/155000009036-lead-source-report-see-leads-status-and-value-by-source
https://help.gohighlevel.com/support/solutions/articles/155000003447
https://help.gohighlevel.com/support/solutions/articles/48001219997-understanding-attribution-traffic-sources
https://help.gohighlevel.com/support/solutions/articles/48001220949-understanding-facebook-ad-reporting-terminology
https://help.gohighlevel.com/support/solutions/articles/48001238332-how-to-manage-refunds-within-the-crm-

A completed log records your observations. It does not automatically verify reports, attendance or payments.
Independent HighLevel affiliate: I may earn a commission through referral links on BizThrivers.