How to create reports that clients actually read, automate the tedious parts, and turn reporting into a retention tool.
The Reporting Problem
Most agency reports are too long, too technical, and never read. Clients receive a 20-page PDF, skim the first page, and file it away. Meanwhile, your team spent hours compiling data that didn't drive any decisions. It's time to rethink reporting entirely.
Start with What Clients Care About
Every report should answer three questions: What did we do? What happened? What's next? Lead with business outcomes (revenue, leads, conversions) not vanity metrics (impressions, clicks). If you can't connect a metric to business impact, leave it out.
Automate Data Collection
Stop manually pulling data from multiple platforms. Tools like Google Looker Studio, Supermetrics, or AgencyAnalytics can automatically aggregate data across channels. Set up once and your reports populate automatically. This frees your team to focus on insights, not data entry.
The Executive Summary
Every report needs a one-paragraph executive summary at the top. Write it for the CEO who has 30 seconds. What's the headline? What should they know? What action is needed? If they read nothing else, this paragraph should give them confidence in your work.
Making Reports a Conversation
Don't just send reports—present them. A 15-minute call to walk through key findings creates more value than any PDF. Use screen sharing to show live data. Answer questions in real-time. This touchpoint reinforces the relationship and surfaces insights that wouldn't come up otherwise.
Resources & Further Reading
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