My reporting methodology

Two reporting rhythms. One decision system.

Weekly reporting helps teams monitor and react. Monthly reporting creates the perspective needed to understand and prioritize.

DataKPITrendSegmentInsightAction

01 / Weekly reporting

Weekly Performance

A quick view of business performance, key movements and signals requiring attention.

Core questionWhat changed this week, and where should I investigate?

Revenue$128K 8.4% Increase

Users84K 12.1% Increase

Sessions106K 10.8% Increase

Transactions4,120 6.2% Increase

Conversion Rate3.89% 5.0% Decrease

Avg. Order Value$31.07 2.1% Increase

Revenue / Buyer$34.80 3.4% Increase

Revenue & Transactions

Daily Trend

Are we generating more business?

RevenueTransactions

$14KMon

$16KTue

$18KWed

$23KThu

$20KFri

$28KSat

$24KSun

Campaign launchWeekend peak

Traffic vs Conversion

Efficiency Check

Is additional traffic converting?

Sessions+10.8%

Conversion Rate-5.0%

Traffic increased this week, but conversion efficiency declined. The next step is to identify which traffic segments are responsible.

Channel Performance

Acquisition contribution

Where is performance coming from?

Organic Search

34.8K

1,5204.37%$46.2KStrong

Paid Search

28.1K

9103.24%$28.6KWatch

Direct

19.4K

7804.02%$24.1KStable

Email

13.2K

6204.70%$19.8KEfficient

Referral

10.5K

2902.76%$9.3KStable

Strength

Organic Search

Traffic and transactions increased while conversion remained stable.

Watch

Paid Search

Sessions increased but Conversion Rate declined.

Next action

Investigate Paid Search

Device Campaign Landing Page

Why weekly?

Weekly reporting helps me detect changes quickly without overreacting to daily fluctuations. I use it to locate unusual movements and decide whether deeper analysis or immediate action is required.

KPIs Trend Channel Signal Investigation

02 / Monthly reporting

Monthly Performance Review

A deeper view of performance, trends and customer segments.

Core questionWhy is performance changing, and what should we prioritize?

Revenue$512K 6.8% MoM+14.2% YoY

Users326K 8.1% MoM+11.7% YoY

Sessions418K 7.4% MoM+12.5% YoY

Transactions15.9K 4.9% MoM+9.8% YoY

Conversion Rate3.80% 2.3% MoM-1.1% YoY

Avg. Order Value$32.20 1.8% MoM+4.0% YoY

Revenue / Buyer$36.10 2.4% MoM+5.2% YoY

Performance Trend

Last 6 Months

Is momentum strengthening or slowing?

$382KApr

$401KMay

$428KJun

$463KJul

$447KAug

$512KSep

Momentum recovered in September. Revenue reached a six-month high after a temporary slowdown in August.

Where is performance coming from?

Segment Explorer

Which acquisition channels drive performance?

View by:

Channel contributionOrganic Search leads revenue growth while Paid Search efficiency requires attention.

Performance Matrix

Priority signals

Which movements deserve attention first?

SegmentTrafficConversionRevenueSignal

Organic↑ Up→ Stable↑ UpStrong

Paid↑ Up↓ Down→ StableWatch

Mobile↑ Up↓ Down↓ DownInvestigate

Returning→ Stable↑ Up↑ UpStrong

What worked

Organic Search

Contributed strongly to monthly growth while maintaining conversion efficiency.

Needs attention

Mobile efficiency

Traffic increased but generated weaker conversion performance.

Opportunity

Returning users

Stronger conversion and customer value suggest a retention opportunity.

From Reporting to Recommendations

Prioritized action plan

What should happen next, and how will success be measured?

01High priority

Mobile Conversion

Finding: Mobile traffic is growing but CVR remains below desktop.
Recommendation: Investigate mobile funnel pages with the highest drop-off.

02Medium priority

Paid Search Quality

Finding: Traffic growth is not producing proportional revenue growth.
Recommendation: Review campaign intent, device mix and landing-page relevance.

03Growth opportunity

Customer Retention

Finding: Returning users generate stronger conversion and buyer value.
Recommendation: Test a targeted re-engagement journey for recent buyers.

Weekly vs Monthly

Different cadence. Different decisions.

WeeklyMonitor

KPIsDaily trendsChannel signalsAnomaliesImmediate actions

What changed and do we need to react?

MonthlyUnderstand

KPIsLong-term trendsSegmentsKey findingsPrioritized actions

Why is performance changing and what should we prioritize?

Weekly: Monitor → Detect → Investigate → React
Monthly: Compare → Segment → Understand → Prioritize → Recommend