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A quality check before a client report goes out

A report with one wrong number costs more trust than ten right numbers earn.

Ten checks

The period, currency and time zone match the definitions sheet.
Totals add up, and platform figures are not added across channels.
MER matches the store's revenue and the total spend for the same days.
Every figure has a source and an update time.
Formulas are shown for ratios.
Gaps are written as 'not measured' with a reason.
Changes in the period link to log entries.
Charts start at zero where the axis is a count.
Last month's numbers match what was reported then, or the change is explained.
A second person has read it.

Spot checks

Recalculate two numbers by hand from the raw data.
Open two links in the report to make sure they work.

After sending

Keep a copy of exactly what the client received.

5 min read. Last updated 2026-10-07. Examples use made-up numbers.

This guide in numbers

5minutes to read

3terms explained

3sections

14related guides

Use it as a checklist

Tick items as you go. Your ticks stay in this browser only.

The period, currency and time zone match the definitions sheet.
Totals add up, and platform figures are not added across channels.
MER matches the store's revenue and the total spend for the same days.
Every figure has a source and an update time.
Formulas are shown for ratios.
Gaps are written as 'not measured' with a reason.
Changes in the period link to log entries.

Terms in this guide

MER Audit trail Attribution window

Keep reading

Measurement

Daily, weekly, monthly: what to look at when

Most bad ad decisions are reactions to a number that is only noise at that time scale. Match the number to the cadence.

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The data definitions sheet every client needs

Most arguments about numbers are arguments about definitions nobody wrote down.

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A weekly client review agenda that stays short

A weekly review earns its place when it ends with decisions. Without an agenda it turns into a tour of dashboards.

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MER vs ROAS: which number an agency should report

Platform ROAS tells you how an ad platform scores itself. MER tells you how the business did. A client review needs both, clearly labelled.

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Cohort analysis for ecommerce: a practical setup

A cohort is a group of customers who made their first order in the same period. Comparing cohorts shows whether newer customers buy the way older ones did.

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Reporting discounts and promo codes without fooling yourself

A discount changes revenue, margin and the break-even point at the same time. If the report shows only revenue, the discount is hiding in the numbers.

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Seasonality in client reports: compare like with like

A November that beats October is not proof that the work worked. Most of the ecommerce calendar moves on its own, and the report has to say how much.

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An SOP library for an ecommerce ad agency

Agencies lose time and client trust when the same task is done three different ways by three people. A small library of written procedures fixes that.

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Tracking QA before launch: test the path from click to order

A campaign that tracks wrong looks like a campaign that does not work. Test the whole path with a real order before the budget goes in, and keep the evidence.

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Writing the weekly client update, section by section

A weekly update should be short enough to read in two minutes. It tells the client what moved, what caused it as far as known, and what they need to decide.

5 min read Measurement

A weekly metric tree: find which driver moved the number

A weekly number that moves for no clear reason is usually a sum of smaller moves. A metric tree shows which small move added up to it.

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Anomaly triage: a fixed order for checking a sudden change

When a number jumps, the first instinct is to change the ads. Check the measurement, the store and the market first, because a broken tag or a stock-out looks the same as a weak ad in a dashboard.

5 min read Measurement

A plain-language glossary for client reports

Clients who guess what a number means ask the same questions every month. A short glossary, kept next to the numbers, answers them before they are asked.