A monthly report should explain what changed, what the evidence shows and what the team should do next. Keep delivery status separate from performance so completed tasks are not presented as measured growth.
Report scope
Record the business, locations included, reporting dates, comparison period and source systems. List missing datasets and tracking changes. A report with unknown conversions should say unknown, not zero.
Work delivered
List the affected asset, problem, change, publication date and verification. Attach the evidence needed to check completion. “Corrected Branch B's booking link and verified the selected branch” is more useful than “optimised website.”
Search and customer outcomes
Record website impressions and clicks, profile interactions, repeatable rank observations and qualified enquiries where available. Use the source's definitions. Do not add direction requests to form submissions and label the result customers.
Interpretation
Explain relevant holidays, closures, promotions and portfolio changes. Show comparable branches separately from new openings. Identify whether a movement is an observation, a supported explanation or a hypothesis requiring more work.
Next decision
Choose the next actions, owners and review dates. Link each to a business consequence and a check for completion. If a result is inconclusive, define what additional evidence would resolve it instead of claiming success prematurely.
Download the monthly report CSV. Combine it with the measurement guide and Search Console workflow.
Sources and further reading
Official documentation explains platform rules. Examples and workflows are editorial guidance; illustrative businesses are fictional. See our editorial policy.
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