You will run a complete monthly review using your dashboard, unit economics sheet and data check, and present it.
At the start of this course, the furniture shop's monthly report was a set of follower counts that nobody acted on. Since then Jun has built a measurement plan, a tagging sheet, a GA4 setup with tested key events, an attribution note, a dashboard, a unit economics sheet and a decision log. This project is where all of it gets used together, in the routine that actually changes decisions: one monthly review, run properly from start to finish, and presented to the person who decides.
Expect it to take an hour or two the first time. The routine gets faster each month, because the tools are already built.
Here is the brief. Run a complete monthly marketing review for your business, or one you work with, for the most recent full month. Check the data first. Update the dashboard and the unit economics sheet. Write a one-page report with the main KPI against target and last period, three explained changes and three actions. Present it to the owner, your manager or a peer in fifteen minutes, record their questions, and log the decisions you agree.
Open the checklist you wrote for lesson 9.1, Check the data before you trust it, and run it in order before you look at any results. Daily lines for each key event, new campaigns arriving with the right tags, the internal traffic filter still active, GA4 key events compared with real leads or sales.
Write down every problem you find and what you did about it. Jun's November check found one: a new Instagram campaign had gone out with "Instagram" capitalised in the source, splitting its visits across two rows. He fixed the tag in the sheet for future links and added a note for this month's figures. That note goes at the top of the report.
If the check finds something serious, such as a key event that stopped firing, fix it first if you can, and decide which numbers the report will treat as reliable. Usually that means falling back on your source of truth.
Bring both tools up to date for the month.
For the dashboard from lesson 6.4, update any sheets it reads from, such as monthly sales and Meta spend, then open it, set the date range to last month with a comparison, and check that every chart has loaded. For the unit economics sheet from lesson 8.4, type the month's inputs on the Inputs tab: spend by channel, new customers from your source of truth and from the self-reported question, order values. The calculations update themselves.
Note anything that moved sharply. A channel whose payback jumped from 5 months to 9 is a candidate for one of the three explained changes.
Follow the shape from lesson 9.2, Write a report that explains, not just lists, and open with last month's actions from lesson 9.3.
Jun's November report, with example figures, runs in this order. Data check notes: the split Instagram source, and that the GA4 enquiry count is otherwise in line with the inbox. Last month's actions: sofa pages added to Google Ads, done, sofa enquiries from paid search up from 4 to 11; Meta images refresh, not done, and replaced by a test of a new offer, since the August refresh made no difference to sales, as the decision log records; newsletter investigation, done, the email was not displaying properly on some phones, fixed. Headline: sales of S$55,100 against a S$52,000 target, up 5 percent on October. Three explained changes, each with its evidence, and observations kept apart from interpretations. Three actions, each with an owner and a date.
Keep it to one page. Put anything extra in an appendix or leave it in the dashboard.
Book fifteen minutes with the person who makes marketing decisions. If that is you, as an owner, present it to a peer, a mentor or a business partner, because explaining it aloud to someone else exposes gaps that writing alone does not.
Spend the time roughly like this: two minutes on the data check and last month's actions, three on the headline and the dashboard's top row, five on the three changes, and five on the actions and the reader's questions. Share the dashboard on screen if you are meeting online, or print the page if you are meeting in person.
Write down every question you are asked, word for word if you can. Questions show you what the report did not make clear. The owner asked Jun two: why the self-reported source column showed more referral customers than GA4 did, and whether the S$52,000 target should rise for December. Jun answered the first from his attribution note, and took the second away as an action.
After the meeting, add every decision to the decision log from lesson 9.3, with date, decision, reason and expected result. Update the actions in the report if the meeting changed them. Save the report, the questions and the log entries together, so next month's review can start from them.
A finished review has a data check with any problems noted, an updated dashboard and unit economics sheet, and a one-page report that opens with last month's actions, states the main KPI against target and last period, explains three changes with evidence and ends with three dated actions with owners. It was presented to a real person, their questions are written down, and the decisions are in the log.
Next month you will do it again, faster. By the third month it will feel less like a project and more like part of running the business, which is what this whole course has been building towards.
Present a one-page monthly marketing report with data check notes, KPI against target, three explained changes and three actions, and log the decisions.
Junxiong-WFG Organisation is an authorised representative of AIA Financial Advisers Private Limited (Reg. No. 201715016G).