A local marketing report is a client-ready document that consolidates location-specific performance data from SEO, PPC, social media, reviews, calls, and ecommerce into a single, clear view of what's working and what needs attention.
Successful local marketing campaigns rely on a combination of organic traffic data, PPC analytics, and reputation management to drive growth. Combining all of that into local marketing reports involves a whole range of metrics that's challenging to gather manually, especially when clients want their ROI broken down for each location.
Whether your clients run single-location shops or multi-location businesses, they need location-based reporting that proves your marketing efforts are targeting the right local audience and generating quality leads. The most successful agencies present how their local marketing strategy is progressing on one platform that's easy to digest.
Paid search marketers have multiple objectives: drive brand awareness, drive website traffic, and drive sales. However, to achieve these objectives, it’s important to track specific metrics that matter most for your PPC campaign success. Here are key PPC metrics every agency should be tracking.
Discover eight marketing report examples with the KPIs, sections, and best practices agencies use to show ROI, explain results, and automate client reporting.
May 8, 2026
Key takeaways
A local marketing report brings together location-specific data from channels like local SEO, Google Business Profile, PPC, social media, reviews, and ecommerce to show clients exactly how their local presence is performing.
The best local marketing reports include organic traffic, local search rankings, Google Ads campaign results, call tracking, social media metrics, ecommerce metrics, and reputation management data.
These reports prove ROI by location, help retain clients through transparent communication, and surface upsell opportunities your agency can act on.
Connecting all your local marketing data sources to a reporting platform like AgencyAnalytics lets you go from 2.5 hours per client report to under 30 minutes.
A well-built local marketing report is a conversation starter that helps your agency grow by fostering deeper client relationships and offering strategic recommendations.
What is a local marketing report?
A local marketing report brings together all the data that shows how well your clients are performing in the areas they serve. It highlights location-specific trends, like which neighborhoods drive the most traffic, where ads convert best, and how local customers in each area engage with your client's brand.
The goal is to give clients a clear, easy-to-understand snapshot of their local presence so they see what's working, what needs attention, and where new local searches may be creating opportunities.
Why local marketing reports matter for agencies
Marketing agencies recognize that location-based metrics are crucial when their clients operate businesses that cater to specific areas. Local marketing client reports should clearly distinguish between each location and allow room for comparison between marketing campaigns. However, there's more to it than just tracking metrics.
Prove ROI to local clients
Your local clients want to know one thing above all else: Is this working? A well-structured lead generation report connects your agency's marketing efforts to tangible results, including phone calls, form fills, foot traffic, and online sales, broken down by location.
When you can show that a specific Google Ads campaign drove 47 qualified leads in one zip code last month, that's the kind of clarity that keeps clients writing checks.
Retain clients with clearer reporting
Confusing reports are a fast track to client churn. When local clients can quickly see business performance by location, understand what their marketing dollars are doing, and feel confident in your digital marketing strategies, they stick around.
Clear client reporting builds trust, and trust is what keeps relationships going when results take time.
Client reporting is the backbone of our relationship with clients. Informative reporting builds trust with clients' internal management and marketing teams, letting them know that data is accurate, useful, and can be broken down in an easy-to-understand and customized layout.
Paul Echols, Creative Director & Agency Owner, Square 205
Identify upsell opportunities from report insights
Local marketing reports are more than a deliverable. They're a business development tool. When your report shows that a client's reputation metrics are weak in one location, that's an opening to propose reputation management reporting services.
If a particular city is crushing it on organic search but has zero paid local advertising, your data makes the case for expanding PPC. Reports surface the proof. You bring the pitch.
Save Time on Reports and Gain More Time for Strategy
Automate Client Reporting and Free Up Hours Every Month
What should agencies include in a local marketing report?
Depending on the local marketing strategy you prepared with your clients, your local marketing reports will include all the relevant metrics from the channels that contribute to their success. This may include social media metrics (both paid and unpaid), as well as data from organic traffic, local listings, and reviews.
The report should consolidate all these key performance indicators under one roof to accurately measure channel and overall performance. This way, your agency can make comparisons between channels and different locations to improve your local marketing strategy. See tools for local SEO reporting that roll location-level data into streamlined client views.
The trick is to present only the data your clients care about and leave the other details for your marketing team to view in the live dashboards. Every client is different. Some prioritize foot traffic, others care more about phone calls or online sales. Build your report around the metrics that reflect their goals. That's the key to a great local marketing report.
1. Local SEO metrics
Location-based marketing is built on a solid SEO foundation. The right local keywords strategy helps your target audience find your client's business when they need it most.
Agencies need to optimize local SEO for mobile, too. People searching for local services are usually typing "dog walker near me" or "best coffee shops in Atlanta" on their smartphones. Tracking your clients' local SEO metrics is essential because they are the backbone of local lead generation.
You can monitor these with many local SEO tools and integrations, including:
Local PPC metrics are crucial when your clients' brands are localized, as local leads tend to be higher quality. When ad dollars are involved, your clients have higher expectations for conversion rates and will closely monitor their ROI.
To set better client expectations, you can benchmark your agency's performance against industry-based conversion rates. Below are median Google Ads conversion rates by industry in 2025 according to AgencyAnalytics benchmarks data.
Agencies can plug in their local PPC metrics to a live local marketing dashboard to track conversions and other KPIs instantly. Examples of popular local PPC marketing tools and integrations are:
Call tracking metrics are especially important to your local clients because inbound calls are often the highest-intent leads available. With call tracking software, agencies can analyze contact information (like names, phone numbers, and yes, locations) to show their clients who called, when they called, and whether the call resulted in a quote.
Some great call tracking tools you can integrate into your live dashboard are:
Social media marketing metrics are an essential part of local marketing because they measure the direct contact your clients' businesses have with their community. It's all about building an authentic relationship between your clients and their local customers, and strengthening that online local presence.
Your clients may be local, but that doesn't mean they don't have an online presence. Maybe they just have an online order form for in-store or curbside pickup, but a sale is a sale.
Agencies can track location-based information for ecommerce growth (and get business insight on whether to expand to other locations) using integrations such as:
When you go local, it becomes less about brand image and more personal. It's about your client's reputation. You can add ratings and reviews to your client reporting platform so you give them a regular overview of what people are saying about their local business.
7. Google Business Profile metrics
Google Business Profile (GBP) metrics are essential for understanding how customers discover and interact with your clients at the local level. GBP often provides a customer's very first impression, whether they're searching for directions, business hours, or reviews.
Tracking GBP performance helps you understand how often each location appears in local search results, how engaged users are with the listing, and where opportunities exist to improve visibility.
Here are some integrations you can use to monitor all your clients' Google Business Profile metrics in one dashboard:
Google Business Profile Insights
Google Analytics
Google Search Console
Of course, there are many more marketing integrations to choose from across different digital marketing platforms. It all depends on your clients' business goals and your local business's needs.
Experience the Automated Reporting Tool Trusted by 7,000+ Marketing Agencies
Automate Client Reporting & Save Time with the Platform Agencies Trust
Which local marketing KPIs should clients see vs. which should your team track internally?
Depending on your local marketing channels, there are certain KPIs that your local clients want to see (like a breakdown by location) and others that are better kept in your internal dashboards. Some metrics may overwhelm your client, but they're necessary for your agency to optimize marketing campaigns effectively.
Here's how to sort the key performance indicators that belong in your clients' local marketing reports from the ones you keep for yourselves.
Organic traffic KPIs
Use Google Analytics data to access web analytics for your clients' local traffic channels. Focus on what your clients tend to care most about:
How many leads and sales are your SEO efforts generating? Some leads may come from newsletter signups, while others come from a contact form on your client's website. It's essential to differentiate between user types.
Has your client's web traffic increased in a specific location? Measure sessions from organic traffic over time.
Has your agency delivered new, high-quality backlinks? If so, show them off in the report.
Your clients' organic traffic is an indicator of whether they're reaching the right audience and informing the types of keywords that drive your clients' success. Including only the KPIs that matter most gives them a clear understanding of how their campaigns are performing, without getting bogged down in too many details.
Other metrics, such as bounce rate, organic visibility, pages per session, exit pages, average time on page, and page speed, are excellent KPIs for your agency to deliver consistent improvement. However, they may provide too much data for a specific client's report.
Local search KPIs
The Google Business Profile (formerly Google My Business) integration automatically tracks these essential KPIs for local marketing:
Traffic growth: Total number of visitors over time.
Search by brand or category: How often a client's business profile shows up when someone searches their brand or a related category.
Reviews: Reputation management is important, especially for local clients. Take advantage of reputation management reporting to keep your clients up to date in one unified platform.
From Google Business Profile to Google Search Console (and other local SEO tools like BrightLocal), track local queries to surface impressions, clicks, and search rankings for each of your clients' priority terms.
Measuring local search KPIs like traffic growth is key to proving your agency is generating more leads. If those numbers are dropping, it's a signal to dig into keyword research and improve your marketing results.
The available data points can be much more granular (phone call trends by date, local events impacting traffic), which your agency can use to optimize campaigns further. However, this level of detail is often too much for a high-level local marketing report.
PPC KPIs
PPC data can come from various sources depending on each client's paid marketing platforms, from social media ads to Google or Bing ads to other paid local listings.
Measure traffic from each location's ads if they have different landing pages: sessions by landing page
Impressions are a great metric for showing off the brand exposure your agency has generated
Cost per lead (or cost per sale for ecommerce businesses)
Paid campaigns are where agencies feel the pressure to deliver. After all, you're using your clients' hard-earned money to convert into real, paying customers. Keeping a close eye on the KPIs above shows that your agency is doing everything to prioritize your client's return on investment.
Other metrics, such as lost impression share, may be something your agency is better suited to monitor internally, especially if your focus is on delivering ROI rather than awareness.
Ecommerce KPIs
Many local businesses have online stores. Even if they don't ship, they allow for in-store or curbside pickup to streamline the buying process. Tracking your clients' total sales from your ecommerce dashboard provides the complete picture of your client's local marketing campaigns, from the first impression right to checkout.
These ecommerce KPIs complement your other marketing activities. For instance, if total sales increase and correspond to traffic in a particular location, you can more easily attribute this to a specific campaign. That might prompt you to increase PPC spend and tell your clients to stock up on popular products.
The most common ecommerce metrics agencies include in their local reports:
Knowing which location is receiving the most phone calls is another indicator of your local campaign's success. Your clients will appreciate this number so they can ensure they have enough personnel to answer the phone and follow up on queries. That's why your local marketing report needs to include key call tracking metrics:
The number of phone calls each location receives
Whether the calls were answered or missed
Which sources are driving phone calls
First-time callers vs. repeat callers
Some clients will want to review call recordings. For others, that level of detail could create a rabbit hole best left in your internal dashboards rather than a client-facing local marketing report.
Experience Client Reporting That's Fast, Automated, and Stress-Free
Create Better, Faster, Automated Reports in Just a Few Clicks
How to create a local marketing report step by step
Step 1: Define the client's reporting goals
Before building anything, sit down and clarify what success looks like for this client.
A multi-location dental practice cares about different KPIs than a single-location boutique. Ask which locations matter most, what marketing channels they've invested in, and whether they want to track leads, sales, or brand awareness. Those answers shape every section of the report.
Step 2: Connect your local marketing data sources
Pull all the data into one place.
Connect integrations like Google Business Profile, Google Analytics, Google Search Console, your client's Google Ads campaign, call tracking software, social media accounts, review platforms, and ecommerce tools. When all the data is centralized on one platform, you stop wasting time jumping between digital marketing platforms and copying numbers into spreadsheets.
Step 3: Choose a report template and layout
Start with a local SEO report template and customize it to match your client's local marketing channels.
Standardize sections across clients so your marketing team builds reports consistently, but tailor the specific metrics and location breakdowns for each account. Location-based reporting works best when each area has its own section with a clear comparison view.
Step 4: Add executive insights and AI-assisted summaries
Numbers alone don't tell the full story.
Add a brief executive summary at the top of every report that highlights top wins, flags concerns, and recommends next steps. AI-assisted summaries can help your team draft these faster, but the final interpretation should always come from someone who understands the client's business.
Think of AI as a helpful first draft, not a replacement for your expertise.
Step 5: Automate report delivery and follow-up
Schedule your reports to send automatically on a consistent cadence (monthly is the standard for most local clients). Automated delivery frees your agency to focus on strategy instead of assembling PDFs. And with report tracking, you'll know exactly which clients opened their report, so you can follow up with the ones who didn't.
Agency Tip: Keep all your clients’ key local metrics in individual live dashboards for more detail, then simply drag and drop your desired sections to build a custom report in minutes. This will save your marketing team hours of work each week, allowing you to focus on analysis, strategy, and the creative aspects of your work.
Best practices for local marketing reports
Aggregate data across locations without overwhelming clients
For multi-location clients, use roll-up views that show overall performance at a glance, with the option to drill down into each location. A business report template that groups key metrics by region (then breaks down to individual locations) keeps things scannable. Your clients should see how their local marketing efforts compare between areas without needing to flip through 15 pages of data.
Use charts, summaries, and comparisons to tell a story
Based on your clients' unique local marketing strategy, present the relevant information in a way that tells a story. By keeping these marketing report templates consistent, you'll show growth trends month over month and year over year. Use data storytelling to explain what happened, why, and which local marketing strategies your agency will tackle next.
After all, what your clients really want is a story about their local business in a way they'll instantly relate to.
Keep branding and white-labeling client-ready
Your reports are a reflection of your agency's professionalism. White-label them with your agency's branding (or your client's), use consistent fonts and colors, and make sure every report that goes out looks polished. A report that looks thrown together undermines the marketing results inside it.
How local marketing reports help grow your agency
Do you spend a lot of time explaining your reports to your clients, or do you use them as a tool to have deeper conversations on strategy?
Marketing agencies often get bogged down by the analytics side of things, so much so that they don't get enough face time with their clients to discuss plans and build deeper relationships. Save time and use your meetings to discuss what to do next, not what has already been done. That's an agency reporting tool working for you instead of against you. This can be done with client reporting software.
Your clients want to see growth trends and how their marketing dollars are impacting their bottom line. Even if you automate your reports, you'll still want to highlight what's been working based on their ROI and what you'll improve upon next month.
The best place to do that is in your executive summary. Call out their most popular locations, their ROI, and other actionable insights in simple terms. You don't want your clients to have to pull out a "Marketing-to-English" dictionary.
You can even use this information to upsell your clients on a proven need that your reports have identified. Plus, report tracking lets you know if your client has opened or clicked your report, so you know exactly which clients are engaging with your marketing results and which are not (which can often be a leading indicator of churn). Try doing that with a local marketing report built in PowerPoint.
Ready to create local marketing reports that your clients actually look forward to opening? Start with a local SEO report template built for agencies, connect your clients' data sources, and have a polished report ready to send in under 30 minutes. Start your free trial today.
Looking for more report templates to make client reporting easier? We've got you covered.
Frequently asked questions about local marketing reports
Monthly is the standard for most local clients. It gives your agency enough data to show meaningful trends without overwhelming clients with updates. For high-spend Google Ads campaigns or fast-moving local advertising efforts, weekly snapshots via a live dashboard can keep clients informed between full reports.
Lead with top wins (like a location that saw a 30% increase in organic traffic), flag the biggest issues (a drop in calls at one location), highlight ROI by location, and include clear next-step recommendations your agency plans to act on. Keep it to a few short paragraphs so your client gets the full picture before scrolling.
Use standardized report templates with roll-up views that aggregate data across all locations, then add location-specific breakdowns underneath. Location filters make it easy to compare business performance between areas. When you create your own local marketing report template once and replicate it across accounts, you save hours every reporting cycle.
A local marketing report focuses on location-based metrics, including geo-specific traffic, local search rankings, Google Business Profile metrics, location-level cost per conversion, and reviews for each area. A general marketing report tracks overall performance across channels without segmenting by geography. For clients with a local audience, the location-specific view is what makes the data meaningful.
Both serve different purposes. Live dashboards are great for clients who want on-demand access to their tracking metrics and real-time data. Scheduled reports work better as executive summaries with context and recommendations from your team. Many agencies offer dashboard access for transparency and send monthly reports to frame the conversation around marketing strategy and next steps.
Written by
Melody Sinclair-Brooks
Melody Sinclair-Brooks brings nearly a decade of experience in marketing in the tech industry. Specializing in B2B messaging for startups and SaaS, she crafts campaigns that cut through the noise, leveraging customer insights and multichannel strategies for tangible growth.
