Reporting & Analytics for MSPs

We offer a comprehensive closed-loop reporting and analytics program specifically designed for Managed Service Providers (MSPs). Our service standardizes Urchin Tracking Module (UTM) parameters, corrects conversion tracking issues, and integrates with your Customer Relationship Management (CRM) system. This ensures that all marketing channels are effectively connected and contribute to key metrics such as leads, meetings, Sales Qualified Leads (SQLs), pipeline, and Customer Acquisition Cost (CAC).

As part of our Growth Engine program, you will receive a live Key Performance Indicator (KPI) dashboard through AgencyAnalytics, along with a monthly strategy review. This program supports a wide range of digital marketing efforts for MSPs, including SEO, PPC, content creation, website management, social media, automation, and Zero Click Influence.

The Growth Engine begins with a six-month contract, includes monthly strategy assessments, and features a live KPI dashboard.

MSP reporting and analytics dashboard printout with bar and line charts showing pipeline trends and KPIs

How this fits into the MSP Growth Engine:

Reporting & Analytics turns those baselines into a system you can manage on a week-to-week basis. It is the single source of truth for your MSP sales funnel, and it drives decisions in your monthly review and day‑to‑day sprints.

Schedule MSP Growth Engine Call →

Our Approach

Agree on definitions with sales
Define the terms: Lead, MQL (Marketing Qualified Lead), SQL (Sales Qualified Lead), Opportunity, and Customer. Document these definitions clearly to ensure that reporting accurately reflects reality.

UTM and capture map
Standardize the source, medium, campaign, content, and term. Add hidden fields to all forms and schedulers. Keep auto-tagging enabled while preserving UTM parameters.

Track only real leads
In GA4 and advertising platforms, deduplicate events and exclude minor events from Conversions. Import Qualified Leads and Closed Won opportunities back to the platforms.

Closed loop to your CRM
Each lead includes its source and landing page. Meetings are associated with the relevant contact and deal. The pipeline and revenue are reflected back in the dashboard.

Weekly executive one‑pager
Displays pipeline by source, customer acquisition cost (CAC), speed to lead, meetings by source, and anomalies. Determine what changes to implement now.

Data quality gates
Filter out bots and internal traffic. Perform nightly checks for missing UTMs, event drops, and null fields. Resolve alerts within 24 hours.

30‑60‑90 cadence
Release short-term goals and experiments. Make adjustments based on the findings from the monthly strategy review.

KPIs we track for Reporting & Analytics

Leads per month by source and offer.
Lead quality: meeting rate, SQL rate, win rate.
Consistent flow: non‑brand share, stable week over week cadence.
Data and attribution health.
Percent of conversions with valid UTM and landing page.
Unknown/Direct share of leads pushed down.
Offline conversions imported to ad platforms.
Data quality alerts resolved within 24 hours.
Growth efficiency.
CAC and payback period by source.
Marketing Efficiency Ratio and pipeline velocity.
Meetings by source and speed-to-lead trend.

Schedule MSP Growth Engine Call →

Reporting & Analytics FAQ

Which tools do you use for dashboards?
AgencyAnalytics for the live KPI dashboard, GA4 and Search Console for traffic and queries, ad platforms for spend and signals, and your CRM for pipeline and revenue. The dashboard rolls these up cleanly.

How do you handle attribution and “last click vs reality”?
Directionally, we view the last non‑direct click in GA4. Revenue truth lives in the CRM. We sync offline Qualified and Closed Won to ad platforms and run holdout or geo tests when needed.

Will you fix our UTMs and missing source issues?
Yes. We enforce a sitewide UTM schema, add hidden fields to forms and schedulers, and target 95% of conversions with valid UTM and landing page data captured. Nightly checks flag gaps.

What do I get each week and month?
A weekly executive one‑pager with pipeline by source, CAC, speed to lead, meetings by source, and anomalies. A monthly strategy and performance review to decide next steps. The dashboard is always on.

Can you integrate with our CRM and calendar?
Yes. We map fields and owners so that meetings are attached to the correct contact and opportunity. We also sync offline conversions back to ads so bidding optimizes to real outcomes.

Do you guarantee results?
No. We guarantee process, effort, and transparency. Markets and algorithms change. We report on leads, meetings, pipeline, CAC, and payback. U.S. only. Access is required.

Does my Triage fee apply if we move into the Growth Engine?
Yes. Apply 100% of your Triage fee to the first month of a Growth Engine plan when you sign within 30 days. One credit per company. No stacking. No cash value.