What is Reporting?
TL;DR
The process of compiling analytics data into understandable summaries for stakeholders. Good reporting translates numbers into business intelligence: what happened, why it matters, and what to do next. Reports should match audience needs, executive summaries differ from technical deep-dives. Establish reporting cadence: weekly for tactical metrics, monthly for strategic review, quarterly for trends. Include context with numbers, "conversions increased 15% because we launched the new landing page" is actionable; "conversions: 127" is not. Automate routine reports using Google Analytics 4 scheduled exports, Looker Studio, or other tools so analysis time goes to insights rather than data pulling. Save ad-hoc analysis for investigating anomalies or answering specific business questions.
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Frequently Asked Questions About Reporting
How often should I report on analytics?
Weekly for tactical metrics (traffic, conversions, campaign performance). Monthly for strategic review (trends, goal progress). Quarterly for big-picture analysis. Match frequency to how quickly you can act on insights.
What makes a good analytics report?
Context with numbers, 'conversions increased 15% because we launched the new landing page' is actionable; 'conversions: 127' is not. Include comparisons, explain why metrics changed, and recommend actions.
Should I automate my reports?
Yes, for routine reporting. Automated dashboards and scheduled email reports save time so you can focus on analysis and insights rather than pulling data. Manual work should go to investigating anomalies and answering strategic questions.
How do I make reports useful for different audiences?
Executive reports need high-level KPIs and bottom-line impact. Marketing needs channel and campaign details. Technical teams need performance metrics. One report rarely works for everyone, customize or create separate views.
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