Approval Metrics Report
Overview
The Approval Metrics Report is a performance analytics tool that measures the efficiency and velocity of client artwork approval workflows. This report aggregates data from approval journeys—the structured review cycles where clients evaluate and sign off on creative deliverables—and presents key performance indicators including approval cycle counts, processing times, and throughput metrics.
Unlike simple approval status logs that show individual approval actions, this report provides aggregated performance metrics that answer critical operational questions: How long do approvals take? How many revision cycles occur before final sign-off? Which client accounts have efficient review processes versus those with extended timelines? The report calculates these metrics both with and without weekend time, providing realistic workday-based measurements that reflect actual business productivity.
The report organizes data by Invoice Group (client billing organization), enabling comparison of approval efficiency across different client accounts. Each Invoice Group row can be expanded to show project-level detail, revealing which specific projects contributed to the aggregate metrics and allowing drill-down analysis of approval patterns.
Location: Navigate to Reports from the main navigation menu, then select Approval Metrics under the GENERAL section.
URL: /Reports/ApprovalMetricsReport.aspx
Access Level: All authenticated staff users (Project Managers, Account Managers, Operations Managers, Administrators)
Business Value
For Operations Management
The Approval Metrics Report transforms approval workflow data into actionable operational intelligence:
- Process efficiency measurement by quantifying how long artworks spend in approval cycles across the organization
- Bottleneck identification through comparison of approval times across different client accounts, revealing which accounts require attention
- Resource planning support by understanding typical approval durations for capacity planning and deadline setting
- Continuous improvement tracking by measuring whether process changes actually reduce approval cycle times
For Account Managers
Account managers gain visibility into client-specific approval behaviors:
- Client relationship insights showing which clients have efficient review processes versus those causing delays
- Timeline expectation setting based on historical approval performance for specific accounts
- Performance discussions with data-backed evidence when addressing approval delays with clients
- Account health monitoring by tracking whether approval efficiency is improving or declining for key accounts
For Project Managers
Project managers benefit from understanding approval patterns:
- Project planning accuracy by knowing typical approval durations for similar client accounts
- Deadline negotiation with realistic timeframes based on historical approval performance
- Workload forecasting understanding how long projects remain in approval before returning for revisions
- Revision cycle anticipation by seeing average number of approval rounds for different accounts
For Executive Leadership
Leadership gains strategic insight into client workflow efficiency:
- Operational efficiency benchmarks showing overall approval performance across the organization
- Client portfolio analysis comparing approval efficiency across business segments
- Process investment justification with quantified baseline metrics for improvement initiatives
- Capacity understanding based on how quickly work moves through client review stages
Business Benefits
- Quantifies Approval Efficiency - The report translates subjective impressions of "slow approvals" into concrete metrics. When a client account shows average approval times of 8 days versus the company average of 3 days, management has data to address the issue.
- Enables Client-Specific Optimization - By breaking down metrics by Invoice Group, the report reveals which client relationships need attention. Account managers can proactively address approval bottlenecks with specific clients rather than applying generic process improvements.
- Supports Realistic Timeline Setting - Historical approval metrics inform accurate project scheduling. If a client's artworks typically require 2.5 approval cycles, project timelines can account for revision rounds rather than assuming first-time approval.
- Measures Process Improvement Impact - When the organization implements approval workflow improvements (better preparation, clearer specifications, proactive client communication), the report shows whether these changes actually reduce approval times and cycle counts.
- Distinguishes Calendar Time from Work Time - By calculating metrics both with weekends included and excluded, the report provides realistic work-time measurements. A 5-day calendar approval that spans a weekend is actually 3 work days—this distinction matters for capacity planning.
- Provides Project-Level Drill-Down - Aggregate Invoice Group metrics can be expanded to show project-level detail, enabling investigation of which specific projects drove unusual metrics and supporting root cause analysis.
- Supports Excel Export for Extended Analysis - The complete report with all Invoice Groups and their project details can be exported to Excel for further analysis, presentations, or integration with external reporting systems.
- Offers Filtering Flexibility - Users can view all Invoice Groups or filter to show only their assigned accounts, supporting both enterprise-wide analysis and individual account management perspectives.
Usage Scenarios
Scenario 1: Quarterly Operations Review
Role: Operations Manager
During quarterly planning, an operations manager needs to understand approval workflow trends. They open the Approval Metrics Report, set the date range to the past quarter, and build the report showing all Invoice Groups. They analyze the results looking for:
- Invoice Groups with average approval cycles significantly above the company average
- Accounts where total approval time consumes more than expected project duration
- Trends indicating whether approval efficiency is improving or declining
Based on this analysis, they identify three client accounts requiring process improvement conversations and schedule meetings with the respective account managers.
Scenario 2: Client Onboarding Assessment
Role: Account Manager
Before a strategic planning meeting with a new client, an account manager reviews approval performance for similar accounts. They run the report filtered to comparable Invoice Groups and analyze:
- Typical number of approval cycles before final sign-off
- Average approval time per artwork (excluding weekends for realistic expectations)
- Whether multi-stage review processes extend timelines significantly
This data helps set realistic expectations with the new client about review timelines and prepares the account manager to discuss approval process best practices.
Scenario 3: Project Timeline Calibration
Role: Project Manager
A project manager needs to estimate delivery dates for a new project with an existing client. They run the Approval Metrics Report filtered to that client's Invoice Group and examine:
- Average item cycles (expecting similar revision frequency)
- Average item work time (excluding weekends for realistic scheduling)
- Historical project-level detail for similar artwork types
This informs their project timeline, building in appropriate buffer for the typical number of approval rounds this client requires.
Scenario 4: Process Improvement Measurement
Role: Operations Analyst
Following implementation of improved approval preparation procedures, an analyst measures their impact. They run the report for:
- Three months before the process change
- Three months after the process change
Comparing the metrics shows whether average approval cycles decreased, average times reduced, and which Invoice Groups benefited most from the improvements. This data supports executive reporting on the return on investment from process improvement initiatives.
Scenario 5: Account Performance Comparison
Role: Senior Account Director
A senior account director manages multiple client accounts and needs to compare approval efficiency across their portfolio. They run the report filtered to "My Invoice Groups" and build the comparison showing:
- Which accounts approve quickly (low cycles, short times)
- Which accounts have extended review processes (high cycles, long times)
- Outlier projects driving unusual metrics for otherwise efficient accounts
This comparison guides where to focus account management attention and identifies best practices from efficient accounts to apply elsewhere.
Scenario 6: Executive Dashboard Preparation
Role: Finance/Operations Executive
Before a board meeting, an executive needs approval efficiency metrics for the investor presentation. They run the report covering the fiscal year, export to Excel, and extract:
- Company-wide average approval time (excluding weekends)
- Average number of approval cycles per artwork
- Improvement trends compared to previous year
These metrics demonstrate operational efficiency and support discussions about client relationship quality.
Industry Context
The Importance of Approval Efficiency in Creative Services
In creative agencies, design studios, and marketing services companies, client approval of deliverables represents a critical workflow stage that significantly impacts project timelines, resource utilization, and profitability. Understanding and optimizing approval workflows is essential for sustainable business performance.
Common Industry Challenges
Extended Review Cycles
Client organizations often have complex internal approval hierarchies involving brand managers, marketing directors, legal teams, and regional stakeholders. Each review level adds time and potential for revision requests.
Revision Loops
Artworks frequently cycle through multiple revision rounds before final approval. Each cycle consumes agency resources and extends project timelines beyond initial estimates.
Approval Time Unpredictability
Client review timing varies based on internal priorities, stakeholder availability, and review complexity. This unpredictability complicates resource planning and deadline management.
Weekend and Holiday Effects
Calendar time differs significantly from work time. Projects submitted for approval on Thursday may not receive attention until the following week, but calendar-based metrics don't reflect this reality.
Industry Best Practices Addressed by This Report
Data-Driven Client Management
Rather than relying on subjective impressions of which clients have "slow" approval processes, organizations use metrics to quantify approval behavior and address specific issues with specific accounts.
Baseline Establishment
Before implementing process improvements, organizations establish baseline approval metrics. After changes, they measure whether improvements actually occurred. The Approval Metrics Report supports both baseline establishment and improvement measurement.
Work Time vs. Calendar Time
Sophisticated organizations distinguish between calendar duration (includes weekends, holidays) and work time (actual business days). This report provides both measurements, enabling realistic capacity planning.
Client Tier Recognition
Different clients have different approval behaviors. Enterprise clients with complex internal processes naturally take longer than small clients with single approvers. The Invoice Group breakdown enables appropriate expectations for different client tiers.
How Similar Functionality is Used Across Industries
| Industry | Application |
|---|---|
| Advertising Agencies | Measure campaign approval velocity across client accounts; identify clients requiring approval process improvement |
| Packaging Design Firms | Track approval cycles for packaging artwork including marketing and regulatory reviews |
| Marketing Services Providers | Analyze client review efficiency across retail, promotional, and corporate collateral programs |
| Print Production Companies | Measure pre-press approval times to optimize production scheduling |
| Brand Management Agencies | Compare approval efficiency across brand portfolios for resource allocation |
Business Logic Details
Data Selection Criteria
The report retrieves approval journey data based on the following criteria:
Journey Status Filter
- Includes journeys with status: Closed, Finished, Open, or Pending
- Excludes Archived journeys (abandoned before completion)
- Only includes journeys with a recorded finish date (completed journeys)
Date Range Filter
- Filters by journey creation date (when the approval process started)
- Both start and end dates are required
- Date range determines which approval journeys are included in the analysis
Metrics Calculation
Number of Artworks Participated
The count of individual artworks that went through approval journeys within the date range. Each artwork in a multi-artwork journey counts separately.
Average Item Cycles
The average number of approval cycles per artwork. If an artwork required two rounds of review (initial submission plus one revision), this counts as 2 cycles. Calculated across all artworks for the Invoice Group.
Average Item Time
The average time each artwork spent in the approval process, from journey start to completion. Measured in the selected time unit (hours or days). This is calendar time including weekends.
Average Item Work Time
Same as Average Item Time but excluding weekend days. Provides a realistic work-day measurement of approval duration.
Total Time
The sum of all approval journey durations for the Invoice Group. Represents total calendar time invested in approvals.
Total Work Time
Same as Total Time but excluding weekend days. Represents total business-day time invested in approvals.
Number of Cycles
The total count of approval cycles across all projects for the Invoice Group. Reflects overall approval activity volume.
Average Time
The average duration of an approval cycle (journey). Different from Average Item Time because a single journey may contain multiple artworks.
Average Work Time
Same as Average Time but excluding weekend days.
Time Unit Conversion
The report supports two display modes:
Show in Days
Times are displayed in decimal days (e.g., 2.5 days). The system converts raw seconds by dividing by 86,400 (seconds per day).
Show in Hours
Times are displayed in decimal hours (e.g., 60.0 hours). The system converts raw seconds by dividing by 3,600 (seconds per hour).
Filtering Options
My Invoice Groups
When selected, the report filters to show only Invoice Groups assigned to the current user. This is useful for account managers focusing on their specific client portfolio.
Show All
Displays all Invoice Groups with approval activity within the date range, regardless of user assignment. This supports organization-wide analysis.
Project-Level Detail
Each Invoice Group row can be expanded to show project-level breakdown:
- Individual projects within the Invoice Group
- The same metrics calculated for each specific project
- Project ID with clickable link to project details page
This enables drill-down from aggregate Invoice Group metrics to specific project performance.
Key Features
Filter Controls
| Control | Purpose |
|---|---|
| Start Date | Beginning of the date range for journey creation dates |
| End Date | End of the date range for journey creation dates |
| Show in Days | Display time metrics in decimal days |
| Show in Hours | Display time metrics in decimal hours |
| Show My Invoice Groups | Filter to user's assigned Invoice Groups only |
| Show All | Display all Invoice Groups |
| Build | Generate report with current filters |
| Export .xlsx | Download complete report as Excel spreadsheet |
Report Grid - Invoice Group Level
| Column | Description |
|---|---|
| Invoice Group | Invoice Group ID and name (clickable to expand/collapse project details) |
| Num of Artworks | Count of artworks participating in approval journeys |
| Avg Item Cycles | Average number of approval cycles per artwork |
| Avg Item Time | Average approval time per artwork (calendar time) |
| Avg Item Work Time | Average approval time per artwork (excluding weekends) |
| Total Time | Sum of all approval journey durations (calendar time) |
| Total Work Time | Sum of all approval journey durations (excluding weekends) |
| Num of Cycles | Total count of approval cycles |
| Avg Time | Average duration per approval cycle (calendar time) |
| Avg Work Time | Average duration per approval cycle (excluding weekends) |
Report Grid - Project Level (Expanded)
| Column | Description |
|---|---|
| Project ID/Name | Project identifier with link to project details |
| Num of Artworks | Artworks in approval for this specific project |
| Avg Item Cycles | Average approval cycles for this project's artworks |
| Avg Item Time | Average approval time for this project (calendar time) |
| Avg Item Work Time | Average approval time for this project (excluding weekends) |
| Total Time | Total approval duration for this project (calendar time) |
| Total Work Time | Total approval duration for this project (excluding weekends) |
| Num of Cycles | Total approval cycles for this project |
| Avg Time | Average cycle duration for this project (calendar time) |
| Avg Work Time | Average cycle duration for this project (excluding weekends) |
Visual Features
- Column Tooltips: Each column header includes a tooltip explaining the metric
- Expandable Rows: Click Invoice Group name to reveal/hide project details
- Numeric Precision: All averages display to two decimal places
- Alternating Row Colors: Visual separation between Invoice Groups and their projects
Excel Export
The export includes:
- All Invoice Groups with their metrics
- All projects nested under each Invoice Group
- Formatted with column headers and visual styling
- Values converted to the selected time unit (days or hours)
Functional Components
Date Range Selection
The report requires both start and end dates:
- Required Fields: Both dates must be specified to build the report
- Default Values: Start date defaults to January 1 of the previous year; end date defaults to current date
- Journey Scope: The date range filters by when approval journeys were created (started), not when they finished
- Inclusive Boundaries: Journeys created on the boundary dates are included
Time Unit Toggle
Radio buttons control how time values are displayed:
- Days Mode: All time values displayed in decimal days (divide seconds by 86,400)
- Hours Mode: All time values displayed in decimal hours (divide seconds by 3,600)
- Real-Time Update: Changing the selection recalculates displayed values without rebuilding the report
- Export Consistency: Excel export uses the currently selected time unit
Invoice Group Filter
Radio buttons control which Invoice Groups appear:
- My Invoice Groups: Shows only Invoice Groups where the current user has assignment
- Show All: Displays all Invoice Groups with approval activity
- Personal Assignment: Assignment is determined by the user's Invoice Group associations in the system
Master-Detail Grid
The report uses an expandable interface:
- Collapsed State: Shows Invoice Group summary row with aggregate metrics
- Expanded State: Reveals nested project rows below the Invoice Group
- Toggle Action: Click Invoice Group name to expand/collapse
- Independent Expansion: Each Invoice Group expands independently
- Project Navigation: Project IDs are clickable links to project details
Report Generation
When "Build" is clicked:
- Date range values are validated (both required)
- API request sent with date range parameters
- System queries completed approval journeys in date range
- Metrics calculated for each Invoice Group
- Results returned and displayed in grid
- Invoice Groups with no approval activity are excluded
Project Detail Retrieval
When an Invoice Group is expanded:
- API request sent with Invoice Group ID and date range
- System queries projects within that Invoice Group
- Same metrics calculated at project level
- Project results inserted below Invoice Group row
Relationship to Other System Components
Project Approval Tab Control
The Approval Metrics Report aggregates data created through the Project Approval Tab Control:
- Staff initiates approval journeys through the Project Approval Tab
- Journey completion triggers timestamps used for metrics calculation
- Multiple revision cycles (new stages) increase cycle counts in this report
- Finished journeys provide the data foundation for these analytics
Customer Approvals Portal
Client actions in the Customer Approvals Portal affect the metrics:
- Client approval or rejection responses update journey timestamps
- Time between staff submission and client response becomes part of cycle duration
- Multi-stage approvals with sequential reviewers extend approval times
Cycle Time Report
The Approval Metrics Report and Cycle Time Report complement each other:
| Aspect | Cycle Time Report | Approval Metrics Report |
|---|---|---|
| Focus | Project workflow status transitions | Approval journey efficiency |
| Organization | By project with status history | By Invoice Group with project drill-down |
| Time Scope | Full project lifecycle | Approval phase only |
| Metrics | Status durations | Approval cycles and times |
| Primary Use | Bottleneck identification | Approval efficiency analysis |
Together, these reports provide complete visibility into both overall project flow (Cycle Time) and specific approval performance (Approval Metrics).
Invoice Groups and Client Hierarchy
The report organizes data by Invoice Group:
- Invoice Groups represent client billing organizations
- Each Invoice Group may contain multiple clients and projects
- User assignment to Invoice Groups controls "My Invoice Groups" filtering
- Invoice Group names appear in report for identification
Project Details Page
Project IDs in the expanded detail view link to full project information:
- Click a Project ID to open the project details page
- Enables investigation of specific projects with unusual approval metrics
- Project Approval Tab shows the actual journey history for that project
Dashboard Widgets
Approval status visibility on dashboards relates to this report:
- Dashboard shows current approval status for active projects
- This report shows historical approval performance metrics
- Both use the same underlying approval journey data
Approval Tool Projects Report
The Approval Tool Projects Report complements Approval Metrics:
- Approval Tool Projects: Shows projects currently in approval workflow
- Approval Metrics: Shows completed approval performance analytics
- Together they cover current status and historical performance
Summary
The Approval Metrics Report is a performance analytics tool that transforms approval journey data into actionable efficiency metrics. By measuring approval cycle counts, processing times, and throughput across Invoice Groups, the report enables data-driven management of client approval workflows.
Key Capabilities:
- Comprehensive Metrics: Counts artworks, cycles, and times across all approval journeys
- Work Time Calculation: Excludes weekends for realistic business-day measurements
- Invoice Group Organization: Groups metrics by client billing organization for account-level analysis
- Project Drill-Down: Expands to show project-level detail within each Invoice Group
- Flexible Display: Toggle between hours and days for time metrics
- Filtering Options: View all Invoice Groups or only assigned accounts
- Excel Export: Download complete report for external analysis
Business Impact:
- Quantifies approval efficiency with concrete metrics rather than subjective impressions
- Enables client-specific optimization by revealing which accounts need attention
- Supports realistic timeline setting based on historical approval performance
- Measures process improvement impact with before/after comparison capability
- Provides work-time metrics that reflect actual business productivity
- Supports executive reporting with exportable, presentation-ready data
The Approval Metrics Report transforms the often-opaque approval phase of creative projects into a measurable, improvable process. For organizations committed to operational excellence, understanding approval efficiency is essential for client satisfaction, resource planning, and continuous improvement. This report provides the metrics foundation for managing and optimizing the critical handoff between creative production and client sign-off.