A report with 20 charts does not renew a contract. The client opens it on their phone, looks for one answer and closes it. If the answer is not at the top, they conclude it is not working.
The three questions the report must answer
- How much did I invest in this period?
- How many people reached out (WhatsApp, call, form, directions)?
- Did it get better or worse compared with the previous period?
What to take off the first screen
Impressions, reach, CPM and CTR are diagnostic metrics for the manager. They can be in the report, but after the three answers above. The same goes for the platform's "conversions", which sometimes count things the client does not recognize as a contact.
Show the cost per contact
Dividing the spend by the contacts that came from the ads gives a number the business owner understands immediately: "each WhatsApp conversation cost US$ 4". They compare it with what a customer is worth and decide on their own whether it pays off.
Send it on the channel they use
For most local businesses, that is WhatsApp. A link that opens on the phone and can be saved as a PDF works better than a heavy email attachment. In MyXet, each client has a fixed link with your branding, which you send on WhatsApp or have emailed every Monday.