Agent 08 · Reporting
The Client Revenue Report
Reports are where agency hours go to die — and for an agency billing on results instead of hours, the report is not overhead, it is the product. This agent drafts it from the aggregator’s reconciled numbers: what happened, why, and what we are doing about it, in language a store owner reads on a phone.
Get this skill — free in the packTalk to Paul about reporting
At a Klaviyo email marketing workshop in the UK
What it takes off your team’s plate
The reporting cycle, compressed from hours to a review pass:
How a run works
Built in the MAA discipline — Metrics, Analysis, Action:
- The headline in three sentences. Result versus target versus last period, money first, ratios second. Bad periods stated plainly — burying a miss under charts destroys trust exactly once, permanently.
- The scorecard. Revenue, spend, primary metric, orders, AOV, new-versus-returning — with brand and non-brand shown separately, always.
- What drove it. Three to five paragraphs, each one driver with its evidence, including the outside world: stock-outs, competitor promos, seasonality.
- The receipts and the plan. What the team shipped and why, then next period’s tests and the decisions needed from the client — with deadlines.
- Draft to the human. Delivered to the account manager with review notes: what surprised the agent, what to verify, the two sentences worth personalizing. The AM’s edit pass is mandatory — the report carries their name.
✋ The approval gate
Reporting rules:
- Never client-direct — always drafted for the account manager’s review and voice
- Built only from reconciled aggregator numbers, never one platform’s claims
- Money before ratios; acronyms expanded or cut
- Weekly = one page; monthly = three pages maximum — past that nobody is reading
What you get
REPORT-[client]-[period].md — convertible to PDF or email
Clients renew when the work is visible and the numbers are honest. I visit clients in person — Avenue 85, Where Saints Go, A&E Leisure — because the relationship is the agency. The report is that relationship in written form, fifty-two times a year.
I have written about this from the trenches:
Works together with
Run it yourself, or bring my team in
The skill is free in the pack — install it and start this week. If your store does seven figures and you want this running inside a full revenue-optimization engagement, my team at MageCloud handles it end to end.
