SAMPLE DELIVERABLE
The numbers,
with the context.
Fictional figures for a single example reporting period. These are not client results. The agency fee shown is an illustration, not a quote.
| Measure | Calculation | Result |
|---|---|---|
| Visitor-to-booking ratio | 12 ÷ 1,000 × 100 | 1.2% |
| Ad spend per booking across all bookings | $600 ÷ 12 | $50 |
| Gross revenue less advertising and agency fee | $7,800 − $600 − $699 | $6,501 |
Read this before making a decision
The $6,501 remainder is not profit. Fuel, crew, maintenance, booking fees, refunds, and other operating costs are excluded.
Ad spend divided by all bookings does not prove that advertising caused those bookings. The visitor-to-booking ratio assumes comparable reporting periods and does not prove that every booking came from a website visit.
Questions for the review meeting
- Are visitors, inquiries, and confirmed trips counted consistently for the same period?
- Which bookings have a known source, and which remain unattributed?
- Have cancellations, refunds, and operating costs been reconciled?
- What small improvement should we test next?