Every Figure Carries Its Source
Where it came from, how it was worked out, and when. A report gets read cold by somebody who was not there, and that is when an unsourced number becomes an argument.
An analysis is for you. A report is for somebody who was not there, and they will ask where the number came from.
Sourced figures, an order that suits the reader, and the gaps declared.
Where it came from, how it was worked out, and when. A report gets read cold by somebody who was not there, and that is when an unsourced number becomes an argument.
A client and a manager open it wanting different things, so the same underlying data gets arranged differently. What goes first is a decision, and most reports make it by accident.
Anything unavailable is marked as such rather than left blank. A gap reads as an oversight, while a line saying it cannot be seen from outside reads as care.
Say who it is for, get something that survives being forwarded.
The account, the period, and who will read it. That last one changes the order.
Public figures get read, arranged for that reader, and annotated with where each one came from.
Hand it over. Keep the structure so next month is comparable rather than freshly invented.
Three honest limits on what a report is and does.
A report makes the numbers legible, not better. A quiet month documented well is still a quiet month, and the value of doing it properly is that the conversation afterwards is about causes rather than about whether the figures can be trusted.
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Going deeper is two other pages here: one reads the profile as a stranger sees it, the other compares several accounts across measures. This one assembles what happened into something you can send, which is a different job from working out why.
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Nothing arrives on its own. Every report is one you asked for, so this is not a subscription that lands in an inbox on the first of the month. Worth knowing if the plan was to stop thinking about it.
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The shape and the definitions stay put, which is the whole reason two months can be compared at all. Your AllyHub never starts from scratch again, so the third report gets faster every time.
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Agencies reporting monthly, anyone writing for people who will not ask follow-ups, teams keeping a quarterly record, and account handovers.
The monthly report is the deliverable clients see, more often than they see the work. It gets skimmed in four minutes and remembered by whether it looked like somebody was paying attention.
Sending something upward means it will be read by people who will not ask you a follow-up question, they will just form a view. Anything ambiguous gets resolved in whichever direction they were already leaning.
A quarter you will want to look back at needs to be legible in six months, when nobody remembers what the definitions were. Most quarterly records fail that test and get quietly rebuilt from scratch.
Handing the account to somebody, internally or to a new agency, means handing over what has happened. Without a written record it goes over as anecdotes, and the new person starts by disbelieving all of them.
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What it is, cost, monthly delivery, missing metrics, and comparability.
Something that assembles what an account did into a document you can send. Worth saying plainly because the wording is ambiguous: this has nothing to do with reporting a post to Instagram, and is entirely a document about performance.
One month, one account, free. Several accounts, longer periods, and keeping a structure so months line up, come with the paid plans.
No. Nothing arrives on its own, and every report is one you asked for. Making that a standing habit is on your side, which is worth planning around if the reason for wanting this was to stop remembering.
Because they are not public. Reach and impressions live inside the account, so anything outside it cannot see them. Marking that is deliberate: leaving a blank invites the same question every month, and answering it in advance is cheaper.
Most produce a good-looking set of figures whose provenance exists only in the head of whoever made it. Here each number carries its source, the order suits the person reading, the gaps are stated, and the structure holds still so months can be compared.