What you will learn
- Choose metrics that connect to the client's business goals
- Structure a report with a summary, results, insights, and next steps
- Build a simple automated dashboard in Looker Studio
A client does not want every metric; they want to know whether marketing is working. Open the report with the goals agreed at the start, such as enquiries, sales, or cost per lead, and show progress against them. Supporting metrics, like CTR or impressions, belong further down as explanation. A business owner grasps a line such as "42 enquiries this month at about PKR 610 each" faster than a page of charts.
A clear structure works for most clients. Begin with a short summary of three or four sentences. Then show results by channel against last month and the target. Next, explain the reasons behind changes: a new ad, seasonality, or a website problem. Finish with what you will do next month and anything you need from the client, such as new photos or faster replies to leads.
Save time with a dashboard. Looker Studio, Google's free reporting tool, connects directly to GA4, Google Ads, and Search Console, and can pull in other data through Google Sheets. Build the dashboard once and it updates automatically. Still write the commentary yourself each month, because interpretation is what the client values most. Report honestly when results are weak, with a plan to improve them.