# Agency call report template

> Download an editable agency call report with spend, call quality, customer outcomes, and calculated rates. Make client reporting consistent and actionable.

Canonical page: https://getleadsource.io/templates/agency-call-report/

From activity to explanation

## A call report your client can actually use.

Show what happened, what the calls produced, and what happens next. This editable worksheet separates activity, qualified inquiries, customer outcomes, and campaign costs.

[Explore the worked example](https://getleadsource.io/docs/agency-reporting-example/)[Download the workbook](https://getleadsource.io/templates/agency-call-report/#download)[What goes into the report](https://getleadsource.io/templates/agency-call-report/#report-inputs)[Read the reporting guide](https://getleadsource.io/learn/agency-call-reporting/)

A practical starting point

### Your next review, already structured.

XLSX workbook · editable inputs and calculated results · no signup

[Download agency call report ↓](https://getleadsource.io/assets/templates/agency-call-report.xlsx) Use Excel or another compatible spreadsheet application. Business inputs start blank; formulas are included.

Campaign activity Tracked calls → answered calls

Opportunity quality Unique inquiries → qualified inquiries

Business outcomes New customers → attributed revenue

Next decision Finding → action → owner

01

### Start with a consistent set of inputs.

Fill the amber cells with observed figures from your reports. Do not treat unavailable customer or revenue information as zero. Keep the figures traceable to their sources so a client can understand both the result and its limits.

Reporting context Record the client, campaign, reporting dates, timezone, data sources, and qualification rule. State the revenue and follow-up window separately.

Campaign costs Enter advertising spend and other allocated campaign expenses in US dollars. Include each cost once.

Call activity Count tracked calls and answered calls from the same reporting scope. A repeat call is still an event, but it is not automatically a new opportunity.

Unique inquiries and outcomes Deduplicate inquiries before counting qualified opportunities. Attribute new customers and revenue to that same group rather than mixing unrelated sales.

02

### Show how the result was calculated.

Answer rate Answered calls ÷ tracked calls. This describes handling of call events, not the share of new opportunities that qualified.

Qualification and close rates Qualified inquiries ÷ unique inquiries; new customers ÷ qualified inquiries. Each rate answers a different question.

Acquisition costs Total campaign cost ÷ qualified inquiries or new customers. The workbook keeps the broader campaign cost separate from advertising spend alone.

Revenue relative to ad spend Attributed revenue ÷ advertising spend. This is ROAS; it does not deduct service delivery costs, overhead, or other expenses.

03

### End the meeting with a decision.

A useful report explains a change without pretending the data proves more than it does. An increase in calls could come from better reach, repeat callers, a different campaign mix, or poor-quality traffic. Compare the quality and handling measures before deciding which explanation fits.

Use the notes area for the observation, supporting evidence, remaining uncertainty, and next action. Assign an owner and a review date. If the sales cycle is longer than the reporting month, label the inquiry cohort and follow-up window so immature opportunities are not mistaken for losses.

[Review calls consistently](https://getleadsource.io/templates/call-qualification-scorecard/)[Explore agency call tracking](https://getleadsource.io/solutions/agencies/)

Frequently asked questions

### A few more things, explained.

Explore the details. Open a question for the answer.

What is included in the agency call report download? +

It includes reporting context, eight business inputs, calculated rates and costs, and a notes area for findings and next actions. The business inputs start blank.

How do I fill out the agency report workbook? +

Enter the campaign context and then fill the amber cells from your source reports. The calculated results update from those inputs; keep the formula cells intact.

What period should I use in this agency reporting template? +

Choose one clearly labeled period for spend and call activity. Also state how long you follow the resulting inquiries for customer and revenue outcomes.

Why does the agency report separate tracked calls from unique inquiries? +

A single opportunity may produce several call events. Deduplicating inquiries prevents repeat conversations from inflating the number of new opportunities reported to a client.

Which denominator does the reporting worksheet use for qualification rate? +

It divides qualified inquiries by unique inquiries. It does not divide by every call event, because repeat calls and unique opportunities represent different things.

What does the report's close rate measure? +

It measures new customers divided by qualified inquiries from the same group. Use a stated follow-up window and avoid mixing unrelated customers into that count.

What expenses belong in the agency report's other costs field? +

Use relevant campaign expenses not already included in advertising spend, such as allocated creative or software costs. Keep the allocation method consistent and avoid double-counting.

Why does a report result display n.a.? +

The result lacks a required input, would divide by zero, or has inconsistent rate inputs. Check the source figures and definitions before sharing the report.

Can the reporting worksheet calculate a zero cost? +

Yes, when the required costs are explicitly entered as zero and the relevant inquiry or customer count is positive. Blank cost inputs remain unavailable rather than becoming zero.

Does the agency workbook calculate net profit? +

No. It calculates campaign costs, rates, acquisition costs, and revenue relative to advertising spend. It does not account for every delivery cost, overhead expense, or tax.

Should agency reports count unanswered calls as lost customers? +

No. An unanswered call is a handling event, not proof that a sale was lost. Review follow-up, caller intent, and later outcomes before making a customer-loss claim.

How should I report revenue that arrives after the campaign month? +

Label the inquiry cohort and revenue window. Update the report consistently as outcomes mature, and distinguish those updates from revenue already known at the original review.

Can I add my agency branding to this report? +

Yes. Save a working copy and adapt the presentation. If you change rows or calculations, verify the formulas and keep metric definitions visible.

Does the report download import data automatically? +

No. It is a standalone workbook with manual inputs and formulas. It does not connect to Lead Source, advertising accounts, or a customer relationship management system.

What should I check before sending a completed agency report? +

Check the period, timezone, source figures, qualification rule, formula results, and follow-up window. Include the main limitation and one clear next action with an owner.

Keep exploring

[Agency call tracking workflows↗](https://getleadsource.io/solutions/agencies/)[Call analytics and reporting↗](https://getleadsource.io/features/reporting/)[All templates↗](https://getleadsource.io/templates/)[Agency reporting guide↗](https://getleadsource.io/learn/agency-call-reporting/)[Cost per qualified call↗](https://getleadsource.io/learn/cost-per-qualified-call/)

Meet your next growth tool

### Make your next client conversation more useful.

Connect campaign context with the calls and outcomes behind your report.

[Explore the walkthrough](https://getleadsource.io/demo/)[Explore the platform](https://getleadsource.io/platform/)