A short, honest report is often what makes a client renew. It shows that you are paying attention, that you understand their business and that their money is being used carefully. Adverts for marketing and communications roles in Ghana, from agencies to think tanks, ask for performance tracking and reporting. Managers inside a company want the same thing.
What goes in a monthly report
Keep it to one or two pages, or a short set of slides. Cover:
- The goal. Remind the client what you agreed to work toward.
- What we did. Posts, videos, campaigns, emails, profile updates. Keep it brief.
- What happened. The numbers that connect to the goal, compared with last month. Messages, orders, sign ups, calls, cost per result.
- What worked and what did not. One or two examples of each, with a reason if you know it.
- What we will try next. Specific actions for the coming month.
- Spend. Ad spend and any other costs, matching the client's records.
Add a few screenshots so the client can see the evidence for themselves.
Write for the owner, not for marketers
Many owners are busy and not interested in jargon. Instead of "CTR improved", write "More people who saw the ad tapped it". Instead of a table of twenty numbers, pick the four that matter. Use the language the owner prefers, and offer to explain in person or on a call.