A report quality checklist you can copy

Put this on one page and tick it before every send. It takes five minutes and prevents most embarrassing errors.

Measurement and reporting · 3 min read · Updated 2026-10-07

Before you send

  • Period, currency and time zone match the definitions sheet.
  • Totals add up, and platform numbers are not added together.
  • MER matches store revenue and total spend.
  • Each figure shows a source and an update time.
  • Ratios show their formulas.
  • Gaps say 'not measured' and why.
  • Changes link to log entries.
  • Last month's numbers match, or the difference is explained.
  • Two numbers were recalculated by hand.
  • A second person has read it.
The longer quality check guide explains each line.

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