Marketing reporting: explain what changed and why
A good report does more than show numbers: it says what changed in the period and why results moved. These articles cover what to include, how to write the "what changed" section and how to keep it fast every month.
Articles
ReportingPower BI annotations: how to mark events on your charts, and where each method falls shortPower BI has no native chart annotations. Compare constant lines, event tables, comments and PowerPoint notes, and see which change moved the metric. · 7 min read
ReportingConversion lag in Google Ads: why recent days look worse and how to judge changesConversion lag makes the latest Google Ads days look worse. Measure your delay, judge changes fairly and report results without false alarms. · 8 min read
ReportingLooker Studio annotations: how to mark changes on your chartsLooker Studio (now Data Studio) has no native annotations. Mark changes on charts with reference lines, an event sheet blend or a change table. · 7 min read
ReportingAgency client reporting: what to include and how to explain what changedAgency client reporting clients actually read: what to include each month, how to explain what changed and why, and which tools automate the rest. · 8 min read
ReportingMarketing change report: how to show what changed in a period and whyBuild a marketing change report that shows what changed in ads, site, tracking and CRM in any period, with dates, owners and before/after values. · 8 min read
Answer “what changed?” before the client asks
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