Client Reporting Best Practices: How to Present PPC Performance Data - Ott - Ott
Client Reporting Best Practices: How to Present PPC Performance Data
Learn how to create effective client reports that communicate PPC performance clearly. Discover reporting frameworks, visualization techniques, and storytelling strategies.
Client reporting is where agencies prove their value. A great report doesn't just show numbers—it tells a story, demonstrates ROI, and builds trust. A poor report confuses clients, raises questions, and can cost you accounts.
This guide covers everything you need to know about creating effective PPC client reports: what to include, how to present data, visualization best practices, and frameworks for telling compelling performance stories.
Why Client Reporting Matters
Effective reporting:
Builds trust: Shows transparency and accountability
Demonstrates value: Proves ROI and results
Facilitates communication: Keeps clients informed
Enables optimization: Helps make data-driven decisions
Retains clients: Clients who see value stay longer
The cost of poor reporting: Confused clients, lost accounts, reduced budgets, damaged relationships.
Reporting Frequency and Types
Weekly Reports
Purpose: Quick performance updates, early issue detection
Complication: CPA increased 30% due to increased competition
Resolution: Paused underperforming ad sets, increased budget on winners, refreshed creative
Framework 2: The What-So What-Now What
Structure:
What: What happened (data)
So What: Why it matters (insights)
Now What: What to do next (actions)
Example:
What: Conversions increased 25% month-over-month
So What: New creative and audience testing drove better performance
Now What: Scale winning creative, test similar audiences, increase budget
Framework 3: The Good-Bad-Ugly
Structure:
Good: What's working well
Bad: What needs improvement
Ugly: Critical issues or concerns
Example:
Good: Campaign A performing 40% above target ROAS
Bad: Campaign B CPA 20% above target, needs optimization
Ugly: Campaign C paused due to technical issues, investigating
Telling the Performance Story
Start with Context
Set the stage:
Reporting period
Key goals or objectives
Budget and constraints
Market conditions (if relevant)
Highlight Key Wins
Celebrate successes:
Top-performing campaigns
Exceeded goals
Improvements over previous period
Efficiency gains
Use specific numbers: "Campaign A drove 150 conversions at $15 CPA, 25% below target"
Address Challenges Honestly
Be transparent about issues:
What went wrong
Why it happened
What you're doing about it
Expected timeline for resolution
Don't hide problems: Clients appreciate honesty and proactive communication.
Connect Data to Business Impact
Link metrics to business goals:
Conversions → Revenue
CPA → Profitability
ROAS → Marketing efficiency
Leads → Business growth
Example: "Lower CPA means we can acquire 33% more customers with the same budget"
Report Customization
Know Your Audience
Executive-level reports:
High-level metrics
Business impact
Strategic recommendations
Less technical detail
Marketing manager reports:
Detailed performance data
Campaign-level insights
Optimization recommendations
More technical depth
Finance team reports:
Budget and spend
ROI and efficiency
Cost analysis
Financial impact
Industry-Specific Metrics
E-commerce:
Revenue, ROAS, AOV
Product performance
Shopping behavior
Lead generation:
Leads, cost per lead
Lead quality scores
Conversion rates
SaaS:
Sign-ups, trial conversions
Customer acquisition cost
Lifetime value
B2B:
MQLs, SQLs
Pipeline value
Sales cycle impact
Automation and Tools
Dashboard Tools
Use centralized dashboards:
Real-time data access
Automated updates
Client self-service
Reduced manual work
Benefits:
Clients can check performance anytime
Reduces reporting time
Increases transparency
Improves client satisfaction
Report Templates
Create reusable templates:
Standard structure
Consistent formatting
Branded design
Saves time
Customize per client:
Add client-specific metrics
Adjust detail level
Include relevant insights
Automation Opportunities
Automate where possible:
Data collection
Report generation
Email delivery
Dashboard updates
Manual for value-add:
Insights and analysis
Strategic recommendations
Custom commentary
Relationship building
Common Reporting Mistakes
Mistake 1: Data Dump
Problem: Just showing numbers without context or insights.
Solution: Add context, insights, and recommendations to every metric.
Mistake 2: Too Technical
Problem: Using jargon clients don't understand.
Solution: Use plain language, explain technical terms, focus on business impact.
Mistake 3: Hiding Problems
Problem: Only showing good news, hiding issues.
Solution: Be transparent, address problems proactively, show how you're fixing them.
Mistake 4: Inconsistent Formatting
Problem: Different report format each time confuses clients.
Solution: Use consistent templates, maintain structure, brand consistently.
Mistake 5: No Clear Action Items
Problem: Showing data but no recommendations.
Solution: Always include actionable recommendations and next steps.
Report Delivery Best Practices
Timing
Deliver reports consistently:
Same day each week/month
Same time of day
Set expectations upfront
Best practices:
Weekly: End of week or Monday morning
Monthly: First week of month
Quarterly: Within first two weeks
Format
Choose format based on client preference:
PDF reports
Email summaries
Dashboard links
Presentations
Video walkthroughs
Follow-Up
Don't just send and forget:
Schedule review calls
Answer questions promptly
Discuss recommendations
Get feedback
Build relationship: Reporting is relationship-building opportunity.
Advanced Reporting Techniques
Benchmarking
Compare to:
Previous periods
Industry benchmarks
Competitors (if available)
Goals and targets
Context matters: Show how performance compares to expectations.
Forecasting
Predict future performance:
Budget forecasts
Conversion projections
Trend predictions
Scenario planning
Use data: Base forecasts on historical performance and trends.
Attribution
Show full customer journey:
First-touch attribution
Last-touch attribution
Multi-touch attribution
Full-funnel view
Help clients understand: How different touchpoints contribute to conversions.
Conclusion
Effective client reporting is essential for agency success. By:
Including the right metrics
Using clear visualizations
Telling compelling stories
Providing actionable insights
Customizing for your audience
You'll create reports that:
Build trust and transparency
Demonstrate value and ROI
Facilitate communication
Retain clients longer
Enable better decision-making
Remember, reporting isn't just about data—it's about communication, relationship-building, and proving value. Invest time in creating great reports, and your clients will reward you with loyalty and growth.
Ready to improve your client reporting? Connect your accounts to our dashboard and see how automated reporting and centralized data can help you create better client reports in less time.
