Hei DigiThis guide is intended to help business owners make a useful next decision. Check platform settings and legal requirements at the time you implement a recommendation.
Start with the reporting period and goal
Every report should state the exact dates and the business outcome being pursued. Comparing different date ranges or objectives without explanation can lead to the wrong decision. List the channels included and whether there were pauses, budget changes or tracking changes.
Report activity separately from outcomes
Include the work completed: pages improved, posts published, campaigns tested, profile information corrected and technical issues fixed. Then show platform metrics from their source. Finally, include confirmed enquiries or sales only when the business has reliable records.
For SEO and local search
Search Console can report impressions, clicks, click-through rate and average position by query or page. Local profile reporting may include available calls, website clicks and direction requests. These are indicators; they do not automatically represent new customers.
For social and paid ads
Depending on the platform, show reach, views, engagement, clicks, spend, cost per result and message or form volume. Include the attribution setting and campaign dates. Explain whether the client has confirmed lead quality or whether the number is only a platform result.
Finish with decisions
A report should not be a stack of screenshots. Add what changed, what the data suggests, what is uncertain, and the next two or three actions. Make it easy for the business owner to approve the next test.
Keep the data honest
Do not combine metrics from different periods without explaining it. Do not label messages as sales or revenue without confirmation. If a tracking tag was missing, say so and fix it before making strong claims. Useful reports make limitations visible as well as progress.
How Hei Digi approaches this: start with the customer, keep business information accurate, measure actions in context and report what is known separately from what is assumed.
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