Sample report
How to read an advertising report
A report should help you make decisions. Here is why the number and quality of enquiries need to be considered together.
All figures are fictional and used only to explain the report. They are not ADS Plus results, a forecast or a benchmark for enquiry costs.
Illustrative period · 30 days
- Ad spend
- 12 000 NOK
- Unique enquiries
- 30
- Qualified enquiries
- 15
- Cost per qualified enquiry
- 800 NOK
This example includes ad spend only. Campaign management, content production and other costs are excluded.
| Variant | Spend, NOK | Clicks | Enquiries | Qualified |
|---|---|---|---|---|
| Variant A | 6 000 | 400 | 20 | 6 |
| Variant B | 6 000 | 250 | 10 | 9 |
12 000 NOK ÷ 15 qualified enquiries = 800 NOK. Cost per enquiry: 12 000 ÷ 30 = 400 NOK.
A qualified enquiry in this example comes from someone in the service area who needs a service the business provides. It is not yet a sale.
A useful report informs the next decision
Variant B generated fewer enquiries, but more qualified ones. First, we check the quality of the feedback and differences in ad delivery, then plan the next test. These figures alone are not enough to declare Variant B the clear winner.
For a real report, we record the period, data sources and the rule used to link an enquiry to an ad, such as a click ID matched to a CRM record. We remove duplicates and check enquiry quality with the business. Ad platform figures can differ from analytics and CRM data; they cannot simply be added together. Sales and revenue were not measured in this example.
Questions to ask about the numbers
What counts as an enquiry: a button click, a submitted form or a unique contact? Clicking a phone number does not confirm that a conversation took place.
Which costs are included? What period does the data cover? Who checked enquiry quality? Without these answers, identical figures can mean different things.
What to discuss at the next review
Which enquiries were useful, what people asked and where they dropped out. The specialist sees the advertising statistics; the business sees what happens after an enquiry arrives.
Use that information to choose the next check: refine the copy, exclude irrelevant searches, improve the page or review how enquiries are handled. Assess sales and return on investment separately, once reliable sales and cost data are available.