Start with the client's goal and reporting period
A useful report answers the question the client actually asked. If the goal was bookings, start with confirmed bookings and the limits of your tracking. If the agreement covered content production, show what you produced and where it was published. Record the start date, end date, timezone and comparison period so somebody else can reproduce the figures.
Separate three kinds of evidence
First, record operational work: posts published, approved assets, supplier order IDs, statuses and unresolved requests. Second, show platform observations such as views, audience changes and interactions with their metric definitions. Third, report business outcomes such as qualified enquiries, confirmed orders and reconciled revenue. Completing an order does not establish that it caused an enquiry or sale.
Use the editable client report to keep those sections separate. Identify paid distribution and purchased service counts accurately. Do not label them organic audience growth. Include source exports or dated observations where available, without exposing account credentials or unnecessary customer details.
A worked monthly summary
Illustrative example: eight agreed posts were published, the client recorded 24 qualified enquiries and six confirmed bookings, and four enquiries had an unknown source. Report "six bookings recorded during the period" unless the records support stronger attribution. Six divided by 24 gives a 25% booking-to-qualified-enquiry ratio; disclose the definition and avoid counting repeat messages as new enquiries.
If the previous equivalent period had 20 enquiries, the increase is four, or 20%. A change from zero cannot be expressed as a meaningful percentage increase; report the absolute change instead. Do not mix a 28-day period with a 31-day period without explaining the difference.
Show costs with the right meaning
Keep your fee, paid media spend and other agreed costs distinct. If 6,000 KES in attributable campaign costs produced 24 recorded qualified enquiries, the illustrative cost per enquiry is 250 KES. If attribution is incomplete, label it an observed ratio rather than a causal result. Cost per enquiry is not profit, and wallet deposits are not automatically client revenue.
Explain uncertainty and choose the next action
Flag missing exports, delayed platform reporting, unknown sources, open supplier disputes and changes to the offer. State what you know and what you cannot determine. A concise next action could be: "Keep the product demonstration format for another two weeks and test a clearer booking instruction." Give it an owner and review date.
- Reconcile counts with the original records.
- Check that every percentage states its denominator.
- Remove duplicate enquiries and canceled bookings from confirmed totals.
- Confirm permission before including customer quotes or identifying screenshots.
- Send the agreed report and record the client's follow-up decision.
Keep the report short enough to use in a conversation. Attach supporting detail where needed, and retain unresolved items in the next report until there is an outcome. Consistent definitions make future months easier to compare.