What belongs in an agency’s recurring report?

Start with the decision

A report should help decide what to continue, stop, investigate or change. State the period, scope and relevant business question first. Then show completed work with links to changes or deliverables so the activity list is inspectable.

Make numbers interpretable

Define metrics and compare meaningful periods. Explain changes in spend, product mix, audience or measurement before attributing movement to agency performance. Keep platform figures and reconciled sales figures separate when their definitions differ.

Close with owned actions

Every proposed next step needs a rationale, owner and dependency. Include inconclusive tests and unresolved data problems rather than hiding them behind a positive summary. Your team should be able to find the same result next month without reconstructing the conversation.

Take this checklist

• Period, source and metric definitions.
• Delivered work with inspectable links.
• Changes, caveats and unresolved questions.
• Next actions with owners.

Apply it to a service

Background sources

The working method above is editorial guidance. These primary sources provide context and examples; they are not proof of a universal procurement rule.

• Primary source: support.google.com / 1722022 ↗Reviewed 11 September 2026. Publication reviewed; performance not independently audited.
• Primary source: www.webfx.com ↗Reviewed 11 September 2026. Publication reviewed; performance not independently audited.