Reports

Every brand gets a monthly report as a PDF. It lands on the 2nd of each month (Brisbane time) and covers the month just finished.

When reports arrive

Report	When
First report	Generates on its own once your first channel’s history has loaded.
Monthly	The 2nd of each month.
Quarterly strategy (Strategic)	The 5th of January, April, July and October.
Re-run	Whenever you ask for one. See Re-run a month.

The Next report date shows at the top of each brand page.

What’s in the monthly report

What you see depends on your plan and the channels you’ve connected. A section only appears when there’s data behind it.

Every plan

Summary of the month.
What happened this month: the work you logged as completed that month, then the campaigns, announcements and events you logged, numbered to match the amber markers on the charts. See Activity log.
Website Traffic: every visit to your website, from every channel, split into Organic Search, Direct, Referral, Paid Search, Email, social and so on. See Website traffic.
A section per channel, for example Facebook Page Performance, Instagram Page Performance, Meta Ads Performance, and Search & Site Performance. Each has a 13-month results overview, key learnings and action items. Social sections include top performing posts. Meta Ads includes top performing ads. Search includes top search queries and top landing pages.
Client Feedback: your client survey or NPS results over the last 12 months, the themes in what clients wrote, and learnings and actions. It appears once you upload survey results. See Upload client survey and NPS results.
Site Speed & Changes: your mobile and desktop speed scores, and pages added or changed on your website this month.
Technical SEO: a health score for your website and the problems a weekly scan found, with example pages. See Technical SEO.
Competitors / Peers: how you compare, including site speed and referring domains, what the competition did, and the one thing to take from it. A column only shows once there’s a figure for at least one business, so a column such as Site speed (mobile), New pages this month or Referring domains appears once its first reading is in.
Last month’s actions: what got done and what moved, what’s overdue, and where the rest stand, each with its owner and due date.
Next month’s actions: up to three, each with its owner and due date. See Actions.
Monthly dashboard with the headline numbers.

Professional and Strategic add

Keyword Rankings & Share of Voice, with each keyword’s monthly searches. See Keywords.
Backlinks: how many websites link to you and to each competitor / peer, your domain rank, and the links gained and lost this month. See Backlinks.
AI Search Visibility: whether ChatGPT, Gemini, Claude, Perplexity and Google’s AI name you when buyers ask, who they recommend instead and which websites they trust. Every plan sees the visits AI assistants already send you. See AI search visibility.
Ad Creative: what the market is pushing, and three creative tests to run.
Why it happened, and where the opportunities are, ending with the biggest opportunity.
Commercial implications and roadmap: what the month means commercially and the order to do things in.
Category benchmarks. See Benchmarks.

The report can also include a Demand section: how much search demand is out there and how much of it you capture, with 13 months of captured clicks and capture rate.

For what each number means, see the Metric glossary.

How the write-ups are checked

Every summary, learning and action in the monthly and quarterly reports is checked against the report’s own tables before the report is published.

Trends: a write-up only says a number climbed every month, fell three months in a row, or hit its highest or lowest in a stretch of months when the monthly figures show it.
Branded and non-branded searches: a search counts as branded when it includes your brand’s name or the name in your website address. For example, for Harbour Jet Skis at harbourjetskis.com.au, “harbour jet skis” is branded and “jet ski hire” is non-branded. The write-ups use these labels and never decide for themselves.
Numbers: every number in a write-up comes from the report’s own figures. The write-ups never add, subtract or average figures themselves.
Totals across channels: a total that adds up more than one channel shows its parts in brackets, for example “$3,450.00 ad spend (Meta Ads $2,100.00 + Google Ads $1,350.00)”. Each part is in its own channel’s section.

A statement that doesn’t match the figures is rewritten. If it still doesn’t match, it’s left out.

If searches are labelled the wrong way, check your brand’s name and Website are right, then re-run the month. Reports made before these checks were added keep their original wording and tables until you re-run them.

Totals in tables

Campaign, email and channel tables end in a Total row. It shows the same totals as the cards above the table and the figures the write-ups use.

Some tables list only the top campaigns, for example the top 10 or 12. When the rows listed don’t add up to the total, a Not listed above row shows the rest, so every column adds up. Rates such as CTR and open rate aren’t added up: the Total row shows the rate for the whole month.

Website traffic

The Website Traffic section covers your whole website, not just search. It comes from your Google Analytics or Plausible connection, the same one the Search & Site section uses.

It shows:

Users, sessions and key events for the month against the previous month, plus new users and revenue from Google Analytics when you have them.
13 months of sessions and users, every channel together.
Sessions by channel over the last 6 months, for your top four channels.
Traffic by channel: sessions, share of sessions, change on last month, users, average engagement time and key events for each channel. The table ends in a Total (whole site) row with your site’s figures. If your site total has sessions that aren’t counted against any channel, they show on a Not split by channel row.
Key learnings and action items for your traffic mix.

The channels are Google Analytics’ default channel groups, such as Organic Search, Direct, Referral, Paid Search, Email, Organic Social and Paid Social. Plausible uses the same names. For what each one means, and how to fix a high share of Direct or Unassigned, see Traffic channels.

Share is worked out on sessions. One person can arrive through more than one channel in a month, so users by channel can add up to more than your site total. The Total row shows your site’s own user count.

Technical SEO

Once a week your website is scanned the way Google reads it: the homepage plus up to 200 pages from your sitemap. The Technical SEO section shows the latest scan in the month.

It shows:

Health score: the share of checked pages with no issues.
Pages checked and how many pages are in your sitemap.
Issues found, with the change on last month.
Site-wide problems, if there are any: no HTTPS, no XML sitemap, no robots.txt, or a robots.txt that blocks search engines from the whole site.
An issue table with the number of pages for each issue and up to three example pages.

Issue	How to fix it
Broken pages (error or no answer)	404 errors and broken pages
Sitemap pages that redirect, redirect chains	301 redirects
Pages set to noindex	Noindex
Canonical points to another page	Canonical tag
Missing or duplicate page titles	Title tag
Missing or duplicate meta descriptions	Meta description
Missing H1 heading	Headings
No structured data (schema)	Structured data
Images missing alt text	Image alt text
Slow server response (over 2 seconds)	Core Web Vitals

Issues the scan didn’t find are listed underneath as No issues.

The scan covers your own website only, from the Website on your brand. If your sitemap has more than 200 pages, the scan checks a sample and the report says so.

Top performing ads

The Meta Ads section shows your six best ads for the month. Each card shows the ad’s image (or a video thumbnail), its text, a View Ad link and the numbers for that ad.

The numbers on each card match what the ad was trying to do, based on its campaign objective in Meta Ads Manager:

Campaign objective	Numbers shown
Engagement	Post Engagements, Impressions, ThruPlays
Video views	ThruPlays, Impressions, Post Engagements
Awareness	Reach, Impressions, CPM
Traffic and App promotion	Link Clicks, CTR, CPC
Leads	Leads, Cost per Lead, Spend
Sales	Purchases, Revenue, ROAS

Ads are ranked by the main result of the objective you spent most on that month. For example, if most of your spend went to engagement campaigns, the ads with the most post engagements come first.

To show the same numbers on every ad instead, choose them in Setup > Report > Report options > Top performing ads (Meta Ads). See Report options.

Open or download a report

Latest report: go to the Overview tab and select Open report.

Any report:

Go to the Reports tab.
Find the report by Period.
Select Open to view it, or Download to save the PDF.

To print a report, select the … button next to Open, then Print version. It’s the same report on a white background. See Print a report.

Each report shows a Type and a Status:

Type	Meaning
First report	The report generated when your history first loaded.
Monthly	The scheduled report on the 2nd.
Re-run	A month you generated on demand.
Quarterly strategy	The scheduled quarterly report (Strategic).

Status	Meaning
Queued	Waiting to start.
Generating	Being built. Reports take a few minutes.
Ready	Done. Open or download it.
Failed	It didn’t finish. Try generating it again.

The list refreshes on its own while a report is generating.

If a month’s figures change after its report was made, the report shows Figures updated since this report ran under its status. See When figures change after a report.

Report dates and times

The time a report finished, shown on the Overview tab and the Reports tab, is in your workspace’s timezone. The Generated date printed in the PDF uses the same timezone, so the two match. To change it, see Set your timezone.

Re-run a month

Re-run any completed month with today’s data. This is useful after you connect a new channel, add competitors / peers or keywords, add monthly data, add to the activity log, or change the brief.

Owners, admins and members can re-run a month. The brand needs at least one connected channel.

Go to the Reports tab.
Choose a month from the list at the top right. You can pick any of the last 13 completed months.
Select Re-run for that month.

The month’s row shows re-run queued, then re-run generating, and the new report takes over the row when it is Ready. The report it replaces moves under earlier runs.

One set of figures per month

When a month’s report is made, its figures are kept with it. Every other report that shows that month uses those same figures:

The 13-month history tables and charts in later monthly reports.
The month-on-month changes in the next month’s report.
The quarterly strategy report, month by month.

So a month reads the same in every report you hold. A month that hasn’t had its own report yet uses the latest data.

Client Feedback is the exception. It always uses the survey results on file when the report is made, so responses you upload later count in every month they belong to. Re-run a month to include them. See Upload client survey and NPS results.

The headline cards at the top of each report, and the values on your actions, come straight from the report’s own figures, so they always match the sections below them.

When figures change after a report

Platforms sometimes update a month’s figures after the report is made. Re-running a month also replaces its figures. When either happens, the reports that showed that month are marked figures updated since on the Reports tab.

To bring a marked report up to date:

Go to the Reports tab.
Find the marked month.
Select the … button next to Open, then Re-run free.

The new report uses the updated figures. Only the newest report for each month is marked.

Quarterly strategy report

Strategic includes a quarterly strategy report: what the quarter proved, what worked and what didn’t, what to stop doing, how the market moved, and the bets for the next quarter, in order. Anything in your activity log for the quarter is listed under What happened this quarter and marked on its charts. It also includes the quarter’s actions ledger: every action with its owner, due date and status. See Actions.

It lands on the 5th of January, April, July and October. To generate one on demand, choose a quarter (for example “Q3 2026 quarterly strategy”) from the list on the Reports tab and select Re-run. You can pick any of the last four completed quarters.

The brief

Tell the report what matters for this brand: what to focus on and what to leave out. Every write-up in the monthly and quarterly reports follows it, from the next report or re-run.

This is the standing brief. It doesn’t change month to month, so don’t add the tasks you did this month here. Log those as Work completed in the activity log and the report picks them up for the right month.

Owners and admins can set it.

Go to Setup > Report > Brief.
Select Write the brief (or Edit if there is one).
Type your notes, for example “Focus on online sales from the remarketing campaign. Ignore brand awareness campaigns.”
Select Save.

The brief shows as text on the page once it is set.

Report options

Optional report sections are off by default. Owners and admins can switch them on for each brand.

Top videos (Facebook & Instagram) adds a Top Performing Videos section for Facebook and one for Instagram. It ranks every video posted that month by views, reels included, separate from the top posts.

Go to Setup > Report > Report options.
Turn the switch on or off.

Top performing ads (Meta Ads) sets the numbers shown under each ad in Top performing ads. It’s on Auto by default, which follows each ad’s campaign objective.

Go to Setup > Report > Report options > Top performing ads (Meta Ads).
Select Choose.
Select up to four numbers, in the order you want them shown. The ads are ranked by the first one.
Select Save.

To go back, select Auto. The change applies from the next report or re-run.

Hide people’s names in search tables takes searches that name a person you list out of the search tables and shows them as one “Searches for people” line with the totals. See Hide people’s names in search tables.

Sample reports

You can open a sample monthly report from the setup checklist on a new brand, and both sample reports from the plan cards on the sign-up screen.