Analytics and reporting for a locksmith business
A locksmith owner usually has five sources of truth that disagree: the Google Ads dashboard says one thing, the profile insights another, the phone bill a third, the invoicing app a fourth, and the feeling in the van a fifth. Reporting for this trade means one page that says how many tracked calls came in by channel, how many became jobs, and what each job cost to get, with missed calls counted as the first line because they are usually the biggest number.
What goes in it: calls and leads from Local Services Ads, Search, Meta, the Google profile and the site, each with its own tracking number; booked jobs by type; cost per booked job per channel; review count and velocity against your state's median from the benchmark report; and missed calls by hour. The mistake is reporting clicks and impressions, which nobody in a van can act on.
At two weeks, working means the tracking numbers in place, the first weekly page delivered, and a 15-minute call to read it together.