Create a monthly marketing report people can act on
Combine search, analytics and advertising findings without blending incompatible metrics into a misleading total.
A monthly report should explain what changed, why it might matter and what the team will do next. Organise it around business questions, with source-specific evidence under each. More charts do not compensate for an unclear decision.
Work through it, step by step.
State the reporting period, account scope and business priorities. Keep account currencies and conversion definitions visible.
Summarise search discovery, website behaviour and paid delivery separately. Use comparable segments to connect observations without adding overlapping outcomes.
Select the few findings that change a decision. For each, record confidence, an alternative explanation and the next evidence or action required.
Make it concrete.
Organic landing pages gain visits while a paid campaign’s reported lead cost rises. These findings can sit in one report without claiming that organic growth caused the paid change.
What to keep in mind.
Google and Meta may credit the same business outcome. Their attributed conversions should not become a combined “total sales” number.
Your next useful step.
Publish a concise narrative with links to reproducible reports. Keep detailed tables available for investigation while giving each recommended action a clear owner.
Working with this in Liftaven
Choose a single business question before requesting data. Write down the accounts, dates and definitions that make the answer reproducible. Liftaven provides the reporting workspace and authenticated MCP access; decisions and changes remain with you.
Explore the AI workflowSources & context
This note combines original practical guidance with the reporting references below. Follow provider documentation for current definitions and availability; suggested investigations are not guarantees of a particular result.