A practical guide to reading your report, understanding benchmarking, and helping your clients grow
In this guide
What is the monthly partner report?
Understanding industry benchmarking
How to help your clients improve their results
Using benchmarking to prioritise your time
How to talk to clients about benchmarking
Email templates for reaching out to clients
How to change the email recipient
How to unsubscribe from the monthly reports
What is the monthly partner report?
Your monthly partner report gives you a snapshot of how all your clients are tracking online. Instead of juggling site-by-site check-ins, you get the highlights, the gaps, and the wins all in one view. It is a simple way to spot who is doing well and who might need a little extra support.
Each report covers the four key performance metrics: mobile calls, form submissions, website sessions (traffic), and online sales. For each client site, you will see the actual numbers, whether they are trending up or down compared to the previous month, and how they stack up against others in their industry.
Benchmarking is also included in the monthly reports, which show where each client sits compared to similar businesses in their industry. Your clients on Pro plans will also see benchmarking data and personal bests in their own monthly email. These features are rolling out across industries, so you may see benchmarking data for some clients and not others. That is completely normal, and more industries will come online over time.
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Expect many reports to look empty for benchmarking at first Benchmarking is available initially for a handful of industries, which include:
Not all metrics will have data for every industry yet, so you may see "No industry data" for some or all metrics on a client card. This is completely normal. Over time, as more clients connect Google Analytics, set up phone numbers, and add active forms, more data flows in and more industries will qualify. |
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Your report arrives at the start of each month You will receive your partner report before your clients get theirs. Client reports are sent in batches from the 2nd to the 5th of the month depending on their plan (Ecom Pro/Grow first, then Builder Pro, then Ecom Lite, then Website Builder). If a send date falls on a weekend, it shifts to the next business day. This gives you a window to reach out to clients before their own report lands in their inbox. |
Why these reports matter
Turn advice into action. Benchmarking gives you the data to back up your recommendations. It helps clients see why changes matter, take action with confidence, and get better results faster. When you can show a client they are in the bottom 25% for calls, your suggestion to make their phone number more visible suddenly carries a lot more weight.
Celebrate progress that keeps momentum going. Your clients' monthly reports now highlight personal bests, surfacing wins big and small that show their efforts are paying off. When a client sees they had their best month ever for form submissions, that keeps them motivated and engaged with their website.
Show what good looks like. Many small business owners have no idea how their website compares to others. Benchmarking helps them understand where they stand in their industry, turning confusion into clarity and guesswork into progress.
Stay one step ahead. Your partner report helps you see who is thriving and who might need a check-in, keeping client relationships strong and proactive long after launch. Instead of waiting for a client to raise an issue, you can reach out first with real data to guide the conversation.
Reading your report
Your report shows up to 10 of your most recent live sites (draft sites are not included). If you have more than 10, a PDF is attached to the email with the full list. Here is what each part of a client card means.
The four metrics
| Metric | What it measures | Why it matters |
| Calls | Taps or clicks on the phone number | A strong signal of customer intent. Especially important for service businesses where enquiries start with a conversation. |
| Forms | Contact form submissions | Shows warm leads actively reaching out. A quiet form count might mean the form is hard to find, too long, or missing entirely. |
| Sessions | Website visits (requires Google Analytics) | The overall health check. Growing sessions usually means good visibility, SEO, or marketing. Dropping sessions means something needs attention. |
| Sales | Online store revenue | The bottom line for ecommerce clients. Even small changes to products, checkout, or promotions can move this number. |
The trend indicator
Next to each number, you will see a percentage showing the change from the previous month. Green with a + means that metric improved. Red with a - means it dropped. This gives you a quick sense of momentum without needing to dig into the details.
The benchmarking ranking
Underneath the trend, you may see a ranking label. This shows how each metric compares to other Rocketspark sites in the same industry. The possible labels are:
| Label | What it means |
| Top 25% | Performing better than 75% of similar sites. Celebrate this with your client. |
| Above average | Doing better than the industry average. Solid performance worth maintaining. |
| Middle 50% | Sitting in the middle of the pack. This is where most businesses land. Performing around the industry average. |
| Below average | Sitting below the industry average. Small improvements could push them up. |
| Bottom 25% | Below 75% of similar sites. This client would benefit from a check-in. |
| No industry data | Not enough sites in this industry yet to generate a fair comparison. This will appear over time as more sites contribute data. |
| No comment | If there is no message at all (none of the above) for a specific client, this means that the website is not connected to a selected industry. You can review and update their industry through the Flint settings Or contact support@rocketspark.com to update this for you. |
Missing data states
Sometimes a metric will show a status message instead of a number. These messages tell you exactly what is missing and usually link to a help guide. Here is what each one means:
| You will see | What it means and what to do |
| No active form | The site has no published contact form. Help your client create one so visitors have an easy way to get in touch. How to add a form to a page. |
| No number set up | No phone number has been added to the site. Adding one unlocks the calls metric and gives customers a direct way to reach the business. How to add a mobile tap to call number |
| Connect Analytics | Google Analytics is not connected. Without it, traffic data is not tracked. This is one of the most impactful things you can help a client set up. How to set-up analytics for your clients |
| Available on higher plan | This metric is locked on the client's current plan. Base plan sites can only track calls and forms. Upgrading to Pro unlocks full benchmarking plus having access to all other features. How to upgrade plan |
| Store offline | The online store is not active. If the client sells products, helping them get the store live will unlock the sales metric. How to turn store online |
| No store | The site does not have an online store set up. |
| No industry data | There are not enough sites in this industry yet for a fair comparison. Data is anonymous and aggregated, and benchmarking will appear once there are enough sites contributing. |
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A note about Google Tag Manager Some clients may have Google Analytics set up through Google Tag Manager rather than connected directly via Rocketspark. If this is the case, the dashboard graph will not display session data because Rocketspark can only read analytics data from a direct connection. We recommend connecting Google Analytics directly through Rocketspark instead. Your client can still link their Analytics account to Tag Manager separately, so there should not be any conflict. Connecting directly is the best way to make sure traffic data shows up in both the report and the dashboard. |
Understanding industry benchmarking
Benchmarking compares each client's website performance against other Rocketspark sites in the same industry. It answers the question every small business owner asks: how am I doing compared to others like me?
How it works
Every Rocketspark site belongs to an industry category (for example, Builder - Residential Construction, or Hotels and Motels). We call this group of sites a cohort. Each month, we look at the performance of all eligible sites in a cohort and calculate where each site falls.
To be included in the monthly calculation, there needs to be at least 30 other websites in the same industry for that business (with the other websites having active metrics e.g. a form on their website, analytics connected etc.), at least 20 active days of data in the month, plus a variety in the metrics. This makes sure the comparisons are based on meaningful data, not flukes.
What customers see depends on cohort size
The size of the cohort determines how much benchmarking detail is shown. This is to make sure comparisons are fair and meaningful:
| Cohort size | What is shown | What the client sees |
| Fewer than 30 sites | Benchmarking is hidden completely | Nothing. Not enough data for a fair or private comparison. |
| 30 to 49 sites | Industry average line only | Whether they are above, around, or below the industry average. |
| 50 or more sites | Full benchmarking bands | Top 25%, Middle 50%, or Bottom 25% ranking. |
Privacy and anonymity
All benchmarking data is completely anonymous. We only ever show aggregated industry-level statistics. No one can see another site's individual data, and no identifiable information is displayed. Your clients' data is safe.
About the median
When we calculate the industry average, we use the median. The median is the middle value when all results are lined up from lowest to highest. Unlike a simple average (which can be thrown off by one unusually high or low result), the median gives a more honest picture of what is typical for an industry. If a client or colleague asks, you can explain it as: rather than averaging everyone together, we look at the middle of the pack, which better represents what most businesses in that industry are actually experiencing.
Understanding personal bests
Personal bests celebrate record months for your clients. Each month, we check whether a site has hit its highest-ever result for any of the four metrics: calls, forms, sessions, or sales. When a record is broken, the client is notified in their own monthly performance email with a short celebratory message.
Where personal bests appear
In the client's email report: If a client achieved a personal best during the month, it is highlighted in their performance email with a celebratory message. They can click through to see it on their dashboard graph. Personal bests do not appear in your partner report, only in the client's own email. All subscription plans get access to seeing if they hit a personal best in the monthly report.
On the client's dashboard graph: A dot appears at the end of any month where a personal best was achieved. If multiple bests happened in the same month (for example, best calls and best forms), a single dot shows with a number inside it (e.g. 2). Historic bests that have since been beaten appear faded in light grey, while new current bests appear as a dark blue dot. Only pro plans can view personal bests on the graph.
How you can see personal bests for a client
You can log into any client site through Design Studio to view their dashboard graph. If the client is on a Pro plan and has Google Analytics connected, you will be able to see personal best dots on the graph along with the industry comparison overlay. This is a great way to check in on a client's progress before reaching out to them.
Why personal bests matter for your clients
For small business owners, it can be hard to see progress when they are focused on the day to day. Personal bests give them a reason to feel good about what they have achieved. When a client sees they had their best month ever for calls, that is a powerful motivator to keep going. It is also a great conversation starter for you: congratulating a client on a personal best is an easy, genuine way to stay in touch and strengthen the relationship.
How to help your clients improve their results
Your partner report makes it easy to spot who needs attention. This section gives you practical, actionable advice for improving each of the four key metrics. Start with whichever metric is most relevant for each client.
Improving calls
Calls are one of the strongest signals of customer intent. When someone picks up the phone (or taps the number on their mobile), they are usually ready to take action. If a client's call numbers are low or dropping, there are some straightforward things to check.
Quick wins
- Make sure the phone number is visible in the site header on every page, not just the contact page. Visitors should never have to hunt for it.
- Check that the number is clickable (tap-to-call) on mobile devices. Most calls from websites come from mobile users.
- Add a clear call to action near the phone number, something like "Give us a call" or "Talk to us today". A number on its own is easy to scroll past.
- If the business has set hours, display them next to the number so visitors know when they can reach someone.
- Consider adding the phone number to the footer as well as the header, so it is visible wherever the visitor is on the page.
Going deeper
- For service businesses, a prominent "Call for a free quote" banner on the homepage can significantly increase calls.
- Review the site on a mobile device yourself. Is the number easy to find within the first few seconds? If you have to scroll to find it, so will their customers.
- If the client has seasonal busy periods, suggest updating the call to action to match (for example, "Book your summer project now" for a builder).
- Check that the phone number matches what is on their Google Business Profile and other directories. Consistency builds trust.
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If the report shows "No number set up" This means no phone number has been added to the mobile menu bar. This is one of the quickest wins you can deliver. Help your client add their number and they will immediately start tracking calls in their next report. See the help guide: How to add a phone number to your website. |
Improving form submissions
Forms capture warm leads. Someone who fills out a contact form is actively interested, which makes form submissions one of the most valuable metrics for most businesses. If a client's form numbers are low, the issue is usually visibility, length, or relevance.
Quick wins
- Keep forms short. Name, email, and message is enough for most contact forms. Every extra field reduces the chance someone will complete it.
- For longer forms, adding heading sections to the form to make the structure less overwhelming and easier to understand (how to add heading sections to a form)
- Place a form on every key page, not just the contact page, or have a CTA button that takes the user to that form. Services pages, the about page, and the homepage are all great spots for a form or a link to one.
- Use a clear, action-oriented heading above the form. "Request a quote", "Book a consultation", or "Ask us anything" work much better than just "Contact us".
- Make sure the form button text is specific. "Send my enquiry" is more encouraging than a generic "Submit".
- Check that the form is connected to the right email address and that the client is actually receiving submissions. A broken form is worse than no form.
Going deeper
- Add a thank you page or message after submission that confirms what happens next (for example, "We will get back to you within 24 hours"). This builds trust and reduces duplicate submissions.
- For businesses with multiple services, consider separate forms for different enquiry types. A landscaper might have one form for quotes and another for maintenance bookings.
- Review the form on mobile. Does it fit the screen without horizontal scrolling? Are the input fields large enough to tap easily?
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If the report shows "No active form" The site has no published form at all. Creating a simple contact form is one of the highest-impact things you can do for a client. It takes minutes to set up and immediately gives visitors a way to reach the business. See the help guide: How to add a form to your website. |
Improving website sessions
Sessions show how much traffic a website is getting. This is the big-picture health check: if sessions are growing, the site is gaining visibility. If sessions are dropping, something needs attention. This metric requires Google Analytics to be connected.
Quick wins
- Make sure Google Analytics is connected. Without it, traffic is not tracked at all. If the report says "Connect Analytics", this is the single most important thing to sort out.
- Check that basic SEO settings are filled in for key pages: page title, meta description, and image alt text. These are small details that make a big difference for search visibility.
- Encourage the client to keep their site content fresh. Even small updates like adding a new testimonial, updating a services page, or publishing a blog post signal to search engines that the site is active.
- If the client has a Google Business Profile, make sure the website URL is correct and the profile is up to date. Google Business is one of the biggest traffic sources for local businesses.
- Check that the site loads quickly on mobile. Slow pages lose visitors before they even start browsing.
Going deeper
- Help the client write a few blog posts or news updates that answer questions their customers commonly ask. For example, a builder might write "How much does a deck cost in 2026?" This type of content attracts search traffic naturally.
- Suggest sharing website links on their social media channels. A Facebook post that links to a services page or portfolio drives traffic and reminds existing customers about the business.
- Review the homepage messaging. If a first-time visitor cannot tell what the business does and where it is within five seconds, the messaging needs work.
- Check whether the client has any broken links or missing pages (404 errors). These can quietly damage search rankings over time.
- If the client is in a competitive industry, look at what their top-ranking competitors are doing with their content and page structure for ideas.
Want to go deeper on SEO? We recommend reading our dedicated guide: SEO essentials for Rocketspark websites. It covers everything from page titles and meta descriptions to content strategy and Google Business optimisation.
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If the report shows "Connect Analytics" This means Google Analytics is not connected. Help your client get this set up as a priority. It unlocks traffic data in their report, gives them access to benchmarking for sessions, and means they can see how their site compares to others. It is one of the most valuable things you can do for any client. See the help guide: How to connect Google Analytics. |
Improving online sales
For clients with an online store, the sales metric shows how much revenue their store generated in the month. Even small improvements to the store experience can have a meaningful impact on this number.
Quick wins
- Review product photos. Clear, consistent, well-lit images are one of the biggest factors in online purchasing decisions. If photos are blurry, inconsistent, or missing, that is likely costing sales.
- Check product descriptions. Are they clear, benefit-focused, and specific? A description that says "Beautiful handmade candle" is less compelling than "Hand-poured soy candle with a 40-hour burn time, made in Nelson".
- Make sure pricing and shipping information is easy to find. Hidden shipping costs are one of the most common reasons people abandon their cart.
- Check the checkout flow yourself. Go through the process as a customer and note any friction points. Is it easy? Does it work on mobile?
- Feature popular products prominently on the homepage. If the store has bestsellers, showcase them where visitors will see them first.
Going deeper
- Suggest seasonal promotions or limited-time offers to create urgency. Even a simple "Free shipping this week" banner can boost conversions.
- Help the client organise their product categories so visitors can browse easily. If someone has to click through five pages to find what they want, they will leave.
- Review the product range. Are there obvious gaps or opportunities? A client selling handmade soaps might benefit from adding gift sets or subscription boxes.
- Check that the store works well on mobile. More than half of online shopping happens on phones, so the experience needs to be smooth.
- If sales have dropped suddenly, check whether something has broken: payment gateway issues, out-of-stock products showing as available, or a broken checkout can all cause immediate drops.
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If the report shows "Store offline" or "No store" "Store offline" means the client has a store but it is not active. "No store" means no store has been set up. If ecommerce is relevant for this client, this is an opportunity to discuss whether selling online could benefit their business. |
Want more ecommerce advice? Our dedicated guide Ecommerce optimisation for Rocketspark stores covers product photography, pricing strategy, checkout optimisation, and more.
Using benchmarking to prioritise your time
Your report can show a lot of information across many clients. Benchmarking helps you quickly work out where your time will have the most impact. Here is a simple framework for prioritising your monthly check-ins.
1. Start with anyone in the bottom 25%
These clients are underperforming compared to most similar businesses. They may not realise it, and a proactive check-in from you could make a real difference. Look at which specific metrics are dragging them down and use the advice in this guide to suggest improvements. A quick email or call saying "I noticed a few things we could tweak to lift your results" goes a long way.
2. Look for quick wins in the below-average group
Clients sitting below average are often just one or two improvements away from healthier territory. Check for missing basics: is Analytics connected? Is there an active form? Is the phone number visible? Fixing these gaps is often all it takes.
3. Celebrate the wins
Do not skip over the clients who are doing well. If someone is in the top 25% or has hit a personal best, let them know. A quick congratulatory message strengthens the relationship and reminds them of the value you bring. Happy clients stay longer and refer others.
4. Check for gaps and missing data
Scan through your report for the orange and red status messages (no active form, no number, connect Analytics). These are your lowest-effort, highest-impact opportunities. Helping a client connect Google Analytics or add a contact form takes minutes but unlocks significant value for them and for your report.
5. Look at plan opportunities
If a client is on a base plan and showing "Available on higher plan" for sessions or sales, this is a natural conversation about upgrading. Clients on Website Builder Pro or Ecom Grow get full benchmarking and access to industry comparison on their dashboard. You can frame it as: "Your calls and forms are looking good, but if you upgrade, you will also be able to track traffic and sales and see how you compare to your industry."
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Make it a monthly habit Set aside 20 to 30 minutes on the 1st of each month to go through your partner report. Review the quick wins, flag the clients who need attention, and send a few emails. Doing this consistently builds trust with your clients and often uncovers upsell or project opportunities you would otherwise miss. |
How to talk to clients about benchmarking
Benchmarking might be new territory for some of your clients, so it helps to have a clear and simple way to explain it. Here are some tips for framing benchmarking conversations.
Keep it simple
You do not need to explain cohorts or medians. Most clients just want to know: am I doing well? Try something like: "Your monthly report now shows how your website compares to other businesses in your industry. It is a way to see where you are doing well and where there is room to grow."
Focus on what they can control
If a client is below average, avoid making it feel like bad news. Frame it as an opportunity: "Your form submissions are sitting a bit below the industry average, which means there is a real opportunity to lift results with a few tweaks. I have some ideas if you would like to chat about it."
Reassure them about privacy
Some clients may wonder whether their data is visible to others. Reassure them that all benchmarking data is completely anonymous. We only show industry-level statistics. No one can see their individual numbers, and no identifiable information is ever shared.
Explain when data is not available
If a client asks why they are not seeing benchmarking data, explain that we need a minimum number of businesses in their industry before comparisons are fair. Let them know it will appear over time as more businesses contribute data, and that connecting Google Analytics and having active forms and phone numbers helps the whole community.
Need more help with these conversations? Our guide How to have the benchmarking conversation with your clients includes sample scripts and answers to common client questions.
Email templates for reaching out to clients
These templates are ready to copy, personalise, and send. Each one is written in a warm, approachable tone. Swap in your client's name and tweak the details to match their situation.
Client in the bottom 25% or below average
Use this when a client's report shows room for improvement and you want to offer support.
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Subject: A few ideas to help lift your website results Hi [client's name], |
Missing Google Analytics
Use this when a client does not have Analytics connected. This is one of the most impactful changes you can help with.
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Subject: Let's get your website insights fully set up Hi [client's name], |
No active form or no phone number
Use this when a client is missing a form, phone number, or both.
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Subject: A quick update to help customers reach you Hi [client's name], |
Sessions dropping
Use this when a client's traffic has dipped and you want to offer support.
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Subject: A few ideas to help boost your website traffic Hi [client's name], |
Ecommerce sales down
Use this when a client's online sales have dropped.
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Subject: A few ideas to help with your online sales Hi [client's name], |
Congratulating a client on strong results or a personal best
Use this when a client is doing well. Never underestimate the power of a quick congratulations.
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Subject: Your website is doing great this month Hi [client's name], |
Encouraging a plan upgrade
Use this when a client on a base plan would benefit from upgrading to Pro.
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Subject: Getting more from your website with a plan upgrade Hi [client's name], |
Heads-up that their report is coming
Use this in the first few days of the month, after you have received your partner report, to give clients a heads-up that their own report is on the way.
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Subject: Your website performance report is on its way Hi [client's name], |
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Only send the heads-up if your client is subscribed to receive reports Check the report to make sure the client is receiving their own monthly performance email before messaging them about it. If they have unsubscribed, you can still share insights from your partner report directly. |
How to change the email recipient
Only the owner of the design studio will receive the monthly email reports (not all team members in your team) if you have team members in your design studio. You will have the option to change the email recipient/s.
- Log in to the design studio
- Go to "Profile" settings
- Scroll to the bottom of the page and enter an alternative email address. You can add as many email addresses to receive the reports; separate emails by a comma
- If you want to receive the reports as well as others, make sure your owner email is entered
into this box.
How to unsubscribe from the monthly reports
At any time, if you no longer want to receive these monthly reports, you can unsubscribe from them via your design studio.
- Log in to the design studio
- Go to "Profile" settings
- Scroll all the way to the bottom and click unsubscribe.
Additional resources
These guides go deeper on specific topics mentioned throughout this resource. Bookmark the ones most relevant to your clients.
Setting up the basics
- How to connect Google Analytics to a Rocketspark website
- How to add a phone number to your website
- How to add and manage forms on your website
- How to set up an online store
Growing your clients' results
Supporting your clients' growth does not need to be complicated. Your monthly partner report gives you a clear view of what is working, what needs attention, and where you can make the biggest impact. Small, thoughtful steps add up quickly.
Use the insights to guide your monthly check-ins, celebrate the wins, and step in early when something needs a nudge. The effort you put in now builds stronger relationships and helps your clients feel confident about their online presence.
And remember, you are not doing this alone. The Rocketspark team is here with resources, guidance, and support whenever you need it. Reach out any time at support@rocketspark.com.