# Monthly social media client report

Client: [Business name]
Reporting period: [Start date – end date]
Prepared by: [Name]
Comparison period: [Comparable prior period]

## 1. Decision summary

Business goal: [For example: qualified appointment enquiries]
What changed: [One verified result, including its denominator]
What we learned: [Interpretation, not just a percentage]
Next action: [One action, owner and deadline]

## 2. Results tied to the goal

| Metric | Prior period | This period | Absolute change | % change | Source / definition |
|---|---:|---:|---:|---:|---|
| Published posts | | | | | Content log |
| Tracked website visits | | | | | Analytics, tagged campaign |
| Qualified enquiries | | | | | CRM, agreed qualification rule |
| Confirmed bookings | | | | | Booking system |
| Attributed sales | | | | | Paid orders, refunds excluded |
| Ad spend | | | | | Ad platform, currency stated |

% change = (current - prior) / prior × 100. If prior is zero, report the absolute change instead.
Use equal-length periods and consistent definitions. Do not add reach across platforms and call it unique people.

## 3. Content review

| Post URL | Publication date | Goal | Primary result | What to repeat or change |
|---|---|---|---|---|
| [URL] | [Date] | [Goal] | [Result and denominator] | [Action] |

Show one useful post, one weaker post and the context needed to compare them.
Distinguish observed association from demonstrated causation.

## 4. Tracking and limitations

- Source systems and extraction date: [Details]
- Attribution model / window: [Details]
- Tracking gaps or consent-related undercount: [Details]
- Paid versus organic split: [Details]
- Sample size or seasonality: [Details]
- Tests, internal traffic, cancellations and refunds excluded: [Method]

## 5. Next month's plan

| Action | Why | Owner | Due date | Success measure |
|---|---|---|---|---|
| [Action] | [Evidence] | [Owner] | [Date] | [Metric and target] |

Client feedback / approval: [Notes]

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