A dashboard shows what changed. Commentary should tell the client how to interpret that change and what the team will do next. The safest structure separates the observed number, a possible explanation and a proposed action.
Use a four-part note
- Observation: State the metric, date range, comparison period and source.
- Context: Explain relevant changes to tracking, spending, seasonality or campaign activity.
- Interpretation: Say what the evidence supports and where it is uncertain.
- Action: Propose a test or decision, with an owner and date.
Copyable examples
Traffic increased, conversions did not
Organic visits rose from [baseline] to [current] during [period], while recorded enquiries stayed at [value]. We changed [content or campaign], but have not established which change drove the extra visits. We will review landing pages and enquiry tracking by [date], then propose one test. Owner: [name].
The data source is incomplete
The ad platform disconnected on [date], so this month's spend and conversion figures are incomplete. We will reconnect it and validate the affected period by [date]. Until then, we cannot make a reliable month-on-month claim for this channel.
A metric declined
Qualified leads fell from [baseline] to [current] over comparable periods. Traffic, form completion and lead quality need separate checks before we assign a cause. We will inspect [specific sources] and report findings at [next review].
A target was met
The campaign met the agreed [target] for [period] according to [source]. This does not yet show whether those leads became customers. The client will confirm lead outcomes by [date], and we will review the next investment decision together.
All numbers in these examples are placeholders. Replace them with verified data and disclose any tracking changes.
Avoid weak statements
“Performance was great” gives no basis for a decision. “The algorithm caused the drop” states a cause without proof. “We will keep optimizing” names no action. Write one specific next step and its owner. If the agency cannot explain the change yet, say what it will investigate.
Make review part of delivery
Have a second person check dates, units, comparison periods and the strongest causal claim. Do not copy last month's commentary into a new report. Record the client's decision so next month's report can show whether the action happened.
Use the monthly reporting checklist to review the whole report and the reporting software guide to evaluate tools.
Editorial notes — remove before publication
Examples are fictional and contain placeholders. Confirm internal paths and do not present examples as client results.