Monthly marketing brief · September 2026
Prepared for Client 02
Prepared by Axivelle Pulse (fictional agency)
Recorded leads fell 19%, but a tracking problem hid about 12 form leads in the last week of September. In the tracking-gap scenario, the estimated decline is about 5%.
Scoreboard
Phone calls
33
vs 39 August
15% lower
Form leads (recorded)
41
vs 52 August
21% lower
Total leads (recorded)
74
vs 91 August
19% lower
Ad spend per total lead
$84
vs $67 August
25% higher
Keywords in top 3
19
vs 18 August
6% higher
Estimated value of recorded leads
$28,120
vs $34,580 August
19% lower
Assumption: average revenue per lead $380 (sample; set with the client).
What changed
- Recorded leads were 74, down from 91 (-19%). Spend was nearly flat ($6,100 to $6,200).[1][2]
- The form-submit event stopped recording on Sep 24, so the last 7 days of form leads are missing from the numbers.[3][4]
- In the tracking-gap scenario, September leads would be about 86 (-5%) and ad spend per total lead about $72 (+8%). These are estimates, not verified results.[5][6]
- Phone calls fell from 39 to 33 (-15%).[7]
What we're checking
Hypotheses, not conclusions
- Whether the form's thank-you page or confirmation event changed on or about Sep 24
- Whether the Tag Manager tag for form_submit fires in Preview mode on the live form
- Whether a consent banner or script change is blocking the tag
- Whether Google Ads is still receiving the conversion
Actions and next steps
- Restore the form-submit event and confirm it in Tag Manager Preview
- Annotate the gap in reporting so September is read with caution
- Re-run the ad-spend-per-total-lead comparison once tracking is restored, before changing bids
Definitions
- Phone calls: connected calls to tracked phone numbers, counted once (sample definition).
- Ad spend per total lead: paid-media spend divided by all recorded leads, including unpaid sources. Excludes agency fees.
- Estimated value of recorded leads: recorded leads multiplied by an assumed $380 (sample).
- Tracking-gap scenario: a modeled estimate, not verified results.
Sources and evidence
| Number | Measure | Value | Source |
|---|---|---|---|
| 1 | Leads | 91 in August; 74 in September | GA4, Call tracking |
| 2 | Spend | $6,100 in August; $6,200 in September | Google Ads |
| 3 | GA4 key event "form_submit" | 41 events Sep 1 to 23; 0 events Sep 24 to 30 | GA4 |
| 4 | Estimated unrecorded form leads | About 12 | Estimate |
| 5 | Leads in the tracking-gap scenario (estimate) | About 86 in September, versus 91 in August | Estimate |
| 6 | Ad spend per total lead in the tracking-gap scenario (estimate) | About $72 in September, versus $67 in August | Estimate |
| 7 | Call leads | 39 in August; 33 in September | Call tracking |