Falcon Marketing — Agency Analytics Portal
Reporting period: 2018–2024 · Data through 2024-12-27
v1.0 · Demo
Live demo of agency-wide analytics for client billings, campaign performance, media management, and production operations across 7 years and 19 active clients.
Total Agency Revenue
$25.55B
↑ 1.7% vs 2023
Active Clients
19
3 Platinum · 5 Gold · 7 Silver · 4 Bronze
Campaign ROAS
3.80x
↓ 0.04x vs 2023
Project Margin
42.9%
stable across 2022–2024
Media Spend Managed
$108.5M
↓ 1.3% vs 2023
Production Jobs Delivered
204.5K
↑ 2.7% vs 2023
On-Spec Delivery Rate
92.0%
↑ 0.0pp vs 2023 (steady)
Headcount
120
42 Creative · 24 Strategy · 24 Production · 18 Media · 12 Account

7-Year Performance Snapshot

Total Agency Revenue · 2018–2024
Combined project (SOW) and production billings, in USD
Channel Mix · 2024 Media Spend
Top 7 channels by spend; remaining grouped as Other
ROAS by Year
Revenue attributed ÷ media spend, all channels
Top 5 Clients · 2024 Billings
Combined project + production billings

Top Clients · 2024 Snapshot

Client Industry Tier Project Billed Production Billed Combined Projects
Top 8 clients

Dashboard Directory

01
Executive Overview Ready
Hero KPIs, agency revenue trend, channel mix, top clients, monthly pacing.
02
Client Portfolio Ready
Per-client view, account tiers, segments, longevity, project counts.
03
Campaign Performance Ready
ROAS, CTR, CVR, top campaigns by type, conversion funnel.
04
Media Spend Management Ready
Planned vs actual pacing, CPM benchmarking, agency fee revenue.
05
Production Operations Ready
Throughput, turnaround, rush %, on-spec %, revisions, complexity mix.
06
Project Margin & Profitability Ready
SOW vs billed, hours variance, margin %, on-time %, on-budget %.
07
Employee Utilization Ready
Hours by department, billable utilization, cost vs bill rate margin.
08
Geographic Performance Ready
Region / DMA / market-tier breakdown of spend and ROAS.
09
Channel Mix & ROAS Ready
Paid/Owned/Earned, Digital/Print/Physical, channel ranking.
10
Service Line Mix Ready
Creative / Strategy / Production / Media revenue mix and rate analysis.
11
Q4 2024 QBR Ready
Quarterly executive summary: top headlines, channel ROI, production health.

Insight Reports

AutoExplore output — directed exploration runs on the 7-year warehouse. Two themes shipped so far: Channel × ROAS efficiency and Client concentration & retention.
🔍
Channel × ROAS — Evidence Dashboard
7 findings · chart per finding · headline + so-what for each. Display is underspent 5×; allocation has drifted away from ROAS for 6 years.
📄
Channel × ROAS — Long-form Memo
Executive narrative · methodology · null findings · 5 prioritized recommended actions.
📊
Client Concentration & Retention — Deck
12-slide PowerPoint. Top-3 = 62%, zero tier mobility, 95× Bronze/Platinum gap. 7 confirmed findings, 5 null findings, 5 prioritized actions.

Reference

📖
Metrics & KPI Definitions
Searchable, categorized definitions, formulas, and source tables for every KPI.
Falcon Marketing demo kit · generated 2026-04-26 · data scope 2018–2024 · 19 active clients · 1,035 campaigns · 2.76M campaign-day rows · No global exclusions applied. Numbers reconcile to VALIDATION_BENCHMARKS.md.