Summarising for yourself or others.
WHAT A USEFUL REPORT CONTAINS
Enquiries or sales this period Compared against last Where they came from What changed What you will do next
WHAT IT DOES NOT NEED
Every available number Charts nobody reads Metrics with no action attached
KEEP IT SHORT
One page. Longer is not read.
FOR YOURSELF
A monthly note recording the figures and what you changed.
That record is what lets you see what worked, a year later.
FOR A CLIENT
They care about business outcomes, not traffic.
Lead with enquiries and sales.
WHAT TO EXPLAIN
Any large change, up or down.
An unexplained drop causes alarm.
WHAT TO AVOID
Reporting only good numbers Presenting traffic growth as success when enquiries did not move
WHAT TO INCLUDE
What you will do next period, and why.
