With good marketing reporting for franchises you can see at a glance how every location and the entire franchise brand is performing. We deliver one monthly report and one dashboard with the same KPIs for all locations, so you can compare, adjust course and show franchisees what the marketing fee delivers.
Why reporting at franchise brands often falls short
The data is everywhere: Google Business Profiles, Google Ads, social media, email, the website, the till. Every system has its own dashboard and nobody puts them side by side. As a result, discussions about the marketing fee are based on gut feeling rather than figures. And strong and weak locations remain invisible.
| Situation | Consequence |
|---|---|
| Each channel has its own dashboard | Nobody sees the overall picture |
| No figures per location | Franchisees question the fee |
| No link to revenue | Marketing looks like a cost item |
Which KPIs do we measure per location?
We measure a fixed set, supplemented with whatever your franchise brand considers important. Everything per location and added up for the franchise brand.
| KPI | Source | Why |
|---|---|---|
| Views in Search and Maps | Google Business Profile | Local visibility |
| Actions: calls, directions, website | Google Business Profile | Customer intent |
| Position in Maps around the location | Ranking grid | Competitive position |
| Reviews: number, rating, response time | Profile and review tool | Reputation |
| Leads and reservations | Website and forms | Conversion |
| Cost per lead | Ads and social | Efficiency |
| Mentions in AI assistants | Fixed set of questions | GEO visibility |
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Can you link online marketing to offline revenue?
Partly, yes. Direction requests, phone calls and reservations are strong predictors of visits. If the franchise brand has till data per location, we put its trend next to the marketing figures. That is not an exact attribution, but it does show which locations attract more customers when their local visibility rises.
| Task | Your team (head office) | Franchisee | Franchise-Marketing.nl |
|---|---|---|---|
| Revenue data per location | Supplies it (optional) | - | Links and analyses it |
| Monthly report | Discusses it with the board | Receives their own page | Produces and explains it |
| Quarterly review | Owner | Is consulted | Presents and advises |
How do you compare locations fairly?
A location in a large city naturally gets more views than a location in a village. That is why we do not only compare absolute numbers, but above all the development compared with last year and compared with similar locations. We group locations into clusters, for example large city, medium-sized town and small town, so the comparison is fair and franchisees recognise themselves in the figures.
How do you use the report with franchisees?
Every franchisee gets their own page with their figures, compared with the franchise brand's average. That makes visible what the marketing fee delivers and motivates them to take part locally. You can read more about how that fee is structured in how a marketing fund works. Locations that lag behind get targeted help through marketing training for franchisees.
The report is also the basis for the next annual franchise marketing plan and for dividing the budget in search advertising for franchises.
What does the reporting cycle look like?
We work with a fixed rhythm that fits the planning of most franchise brands. That way everyone knows when which figures will arrive, and you can bring them into meetings with the franchisee advisory council.
| Moment | What | For whom |
|---|---|---|
| Weekly | Signals: negative reviews, profile changes, outliers | Marketing team |
| Monthly | Monthly report with KPIs per location | Marketing team and franchisees |
| Quarterly | Review and adjustment of plan and budget | Board and franchisee advisory council |
| Annually | Annual analysis and input for the new plan | Board |
Frequently asked questions about KPI dashboards per location
Which system is the dashboard built in?
Do franchisees get access to their own figures?
How often do you report?
Can you also measure AI visibility?
Is reporting included in all packages?
Which KPIs are in a marketing report per franchise location?
How do you fairly compare a city franchise location with one in a village?
Can you link marketing figures to till revenue per location?
How does a marketing report help in discussions about the marketing fee?
Which weekly alerts are part of franchise marketing reporting?
Gijs Bodenstaff
Franchise marketer, local SEO and GEO specialist, author
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