Agency reporting is a regular report on the work carried out and the results achieved. Its most common weakness is a mass of figures without interpretation – the client receives charts but does not know what they mean. A usable report has three parts: what was done during the period, what results it produced in relation to the agreed indicators, and what will be done next, including the reasoning behind it. The figures should be linked to business results, not to the number of impressions and likes, and should include a comparison with the previous period as well as with the target. Credibility is also increased when the agency states what did not work. It is worth agreeing the frequency and content of the report in the contract itself, otherwise the format will simply settle according to the supplier's habits.
See also: Reporting cadence, KPIs for a marketer, Executive dashboard.
