Marketing KPI Report

Turn one period of spend, funnel, revenue and pipeline numbers into a board-ready snapshot — stage conversion, CAC, efficiency, target attainment, and period-over-period trends. Free, no signup.

All free tools — Board-ready template

Run this in your agent

The free AAJ agent skill Marketing Report does this job inside a coding agent, on your own data. Install it with npx skills add sarojkjha/aaj-marketing-skills --skill marketing-report.

Using Claude or ChatGPT instead? Add the AAJ engines as a custom connector, with no install: https://aaj-engines-mcp.sarojkjha10.workers.dev/mcp

What the report shows

Enter one period of marketing spend, funnel counts by stage, new revenue and pipeline, and optionally the prior period. The report computes conversion between every stage you supply, blended cost per lead and per customer, new revenue to spend, target attainment, and the change against the prior period, then presents them in the order a board reads them.

Frequently asked questions

How is this different from the Marketing Maturity Scorecard?

The Maturity Scorecard is a subjective self-assessment — you rate how well your marketing works as a system, and get a maturity band and the gaps to fix. This KPI Report is quantitative — you enter your actual spend, funnel, and revenue numbers, and it computes your real performance and trends. Use the Scorecard once to find where the system is weak; use this report every month or quarter to show what marketing produced.

What counts as "new revenue"?

New business won in the period — new-logo bookings or new ARR — kept separate from renewals and expansion of existing customers. Pick a definition and hold it constant across periods, or the trends won't mean anything. For expansion, churn, and net revenue retention, use the Churn & Retention Calculator.

Why isn't new-revenue-to-spend the same as ROI?

Revenue usually lags the spend that created it — a lead from this quarter's spend may close two quarters later — and attribution across channels is imperfect. So new-revenue-to-spend is best read as an in-period efficiency ratio and a trend, not a literal return on this period's investment. Treat a single period's number with the sales-cycle caveat in mind.

Which funnel stages should I fill in?

Whatever you actually track — the tool computes conversion between any stages you provide and skips the rest. Map the labels to your own model (a PLG funnel might use sessions → signups → activated → paid; a sales-led one leads → MQLs → SQLs → opps → wins). The point is a consistent set you can trend period to period.

Should I report monthly or quarterly?

Both have a place — monthly to run the team, quarterly for the board. What matters is keeping definitions and windows identical across the periods you compare, so the deltas reflect real change and not a change in how you counted.

Does this tool send my numbers anywhere?

No. Everything is computed in your browser. Your figures aren't sent to a server, saved to an account, or shared — a private way to build the report before it goes in a board deck or a fundraise.