An outline for a monthly client report

1. The headline

• Start with MER for the month, next to last month and the same month last year, with the formula written under it.
• Add the revenue and spend it is built from, in one currency.

2. Channels

• Show each platform's spend and its platform-reported return, with the attribution window written on the same line.
• Say plainly that platform figures overlap and must not be added together.

3. What changed and why

• List the three changes that most affected results: a budget move, a new creative, a site change.
• Link each change to the record in the change log, so the client can see who decided it.

4. Gaps

• Name anything that could not be measured this month, and say why. Write 'not measured', never zero.

5. Next month

• Two or three actions, each with an owner and a date. No actions that depend on numbers the report cannot show.