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Dashboards, KPIs, and the monthly report that retains advertiser relationships.
Ad clients churn when they cannot see results. The solution is not better results — it is better visibility into results that already exist. A well-formatted monthly report keeps an advertiser in contract for two years. The same performance without a report loses them in month four.
The Three KPIs Ad Clients Care About
Every ad client — from a local restaurant buying a banner to a national brand buying video inventory — cares about three numbers:
Impressions: how many times did their ad appear? This is the reach metric. It tells the advertiser whether they are getting the exposure they paid for.
Clicks or interactions: how many guests tapped the ad, clicked the CTA, or engaged beyond the view? This is the engagement metric. Video ads track completion rate instead of click rate.
Estimated reach value: the equivalent cost to achieve the same impression volume through conventional digital advertising. This justifies the spend by comparing it favorably to alternatives the advertiser already uses.
The Monthly Report Template
Section 1 — Campaign Summary
Section 2 — Audience Overview
Section 3 — Value Comparison
Section 4 — Next Month
Reporting Tools
Export impression and click data from the MyWiFi ad reporting dashboard. Build the client-facing report in Google Slides, Canva, or a simple PDF template — keep it visual, under 5 pages, and branded with your white-label identity.
For programmatic inventory, export your demand network's publisher report and include the programmatic revenue breakdown alongside direct sales performance.
The Retention Conversation
Send the report on a fixed date each month — the 1st or the 5th. Consistency matters as much as content. Advertisers who receive a report on the same date every month associate that reliability with your professionalism. When renewal comes up, they are renewing a habit, not making a new decision.
Close every report with a one-sentence forward: "Based on this month's results, I recommend [specific action] for next month. I will have a draft plan to you by [specific date]." This keeps you in control of the relationship and positions you as a strategic partner, not just a data delivery service.