Project: Build a Monthly Marketing Report
Put everything together: gather the numbers, calculate the key metrics, and build a clean one-page monthly report for a real business.
What you will learn
- Collect and organise a month of marketing data
- Calculate every key metric correctly
- Produce a one-page report with a summary and next steps
What you will build
You will build a complete one-page monthly marketing report for an imaginary but realistic business: FitZone Gym, Lucknow. By the end you will have used metrics, channels, conversions and reporting all in one place — exactly what a junior marketing analyst does on the job.
You can do this in a notebook, a Google Doc, or a spreadsheet. No special tool is needed.
Step 1 — The raw data you are given
Here is FitZone Gym data for the month of May. This is what you would normally pull from GA4 and your ad accounts:
| Item | Value |
|---|---|
| Website sessions | 6,000 |
| Free-trial sign-ups (conversions) | 180 |
| New paid members | 60 |
| Total ad spend | ₹36,000 |
| Revenue from new members | ₹1,80,000 |
| Average member value (LTV) | ₹9,000 |
| Last month sessions | 5,000 |
| Last month conversions | 150 |
Step 2 — Calculate the key metrics
Work these out one by one. Here are the formulas filled in so you can check yourself:
Conversion rate = sign-ups / sessions x 100
= 180 / 6,000 x 100 = 3.0%
CAC = ad spend / new paid members
= ₹36,000 / 60 = ₹600 per member
ROAS = revenue / ad spend
= ₹1,80,000 / ₹36,000 = 5x
LTV vs CAC = ₹9,000 vs ₹600 (15x — very healthy)Note: Conversion rate 3.0%, CAC ₹600, ROAS 5x, and an LTV that is 15 times the CAC. Each rupee of ads returned five rupees of revenue, and members are worth far more than they cost to win. This is a healthy month.
Step 3 — Compare to last month
Numbers mean little alone, so add the change versus April:
| Metric | May | April | Change |
|---|---|---|---|
| Sessions | 6,000 | 5,000 | up 20% |
| Conversions | 180 | 150 | up 20% |
| Conversion rate | 3.0% | 3.0% | flat |
| CAC | ₹600 | ₹650 | down (better) |
Step 4 — Write the summary and next steps
Finish with a short written section. This is the most important part — it turns numbers into decisions:
FitZone Gym — Marketing Report (May)
Summary:
- Sessions and sign-ups both grew 20% month on month.
- ROAS was strong at 5x; CAC fell from ₹650 to ₹600.
- Conversion rate held steady at 3.0%.
Next steps:
1. Increase ad spend by ₹10,000 (ROAS supports it).
2. A/B test the sign-up page to lift conversion above 3%.
3. Add UTM tags to all social posts to see the best channel.Note: This summary is short, honest, and ends with three specific actions. Anyone — the gym owner, your boss — can read it in a minute and know exactly what is working and what to do next.
Your tasks
- Build the report for FitZone Gym using the data and formulas above — show every calculation.
- Make the comparison table with May vs April and a change column.
- Write your own summary (2 to 3 lines) and three next steps.
- Bonus: invent an acquisition table (4 channels with sessions and conversions) and name the channel you would invest in.
- Bonus: propose one A/B test for the sign-up page (version A, version B, the single change).
How to know it is good
| A strong report has... | Check |
|---|---|
| All four metrics calculated correctly | Conv. rate, CAC, ROAS, LTV vs CAC |
| Comparison to last month | Change column filled in |
| A clear written summary | 2 to 3 honest lines |
| Specific next steps | At least 3 actions |
| Fits on one page | No clutter, top metrics only |
Tip: Build it once, then reuse the same layout every month. The real value of a report is the trend over time, and that only shows when the format stays the same.
Watch out: Do not just paste numbers and stop. A table with no summary and no next steps is not a report — it is raw data. The thinking you add at the end is the whole point.
Q. In your finished FitZone report, what proves it is a real report and not just a data dump?
✍️ Practice
- Recalculate the FitZone metrics assuming ad spend was ₹48,000 instead of ₹36,000. What happens to CAC and ROAS?
- Add a fifth next step to the report based on improving the gym’s lowest-performing area.
🏠 Homework
- Build a full one-page monthly report for a different business of your choice. Invent realistic numbers, calculate all key metrics, compare to a previous month, and finish with a summary and three next steps. Keep it to one page.