Every client report I build has the same 3 layers. 1๏ธโฃ ๐ง๐ต๐ฒ ๐ฏ๐ถ๐ด ๐ฝ๐ถ๐ฐ๐๐๏ฟฝ
By Andrew Bailiff ยท October 31, 2026 ยท Curated by George's Blog
Every client report I build has the same 3 layers.
1๏ธโฃ ๐ง๐ต๐ฒ ๐ฏ๐ถ๐ด ๐ฝ๐ถ๐ฐ๐๐๐ฟ๐ฒ: performance over time, in more than one date range. Year to date, month to date, against last year.
2๏ธโฃ ๐ง๐ต๐ฒ ๐ฝ๐ฟ๐ผ๐ฑ๐๐ฐ๐๐: each product on its own, so you can see which ones are carrying the account and which ones aren't.
3๏ธโฃ ๐ง๐ต๐ฒ ๐๐๐ฟ๐ฎ๐๐ฒ๐ด๐: brand vs non-brand, ranking campaigns, key events. Where the money went, and why.
The first layer tells a client what happened.
The third one tells them how you're pivoting.
I walk through all three in 35 seconds below.