What a white-label client report should include

A client report has one job: help the client understand what happened with their money and attention, and what you will do next. Most reports fail that job in the same way. They show every number the platforms offer and explain none of them.

This guide covers what to put in a report, what to leave out, and how to send it so it looks like it came from your agency, because it did.

Start with the period and the comparison

Every figure in a report means something only next to another figure. Before any chart, state:

The period: "Monday 20 October to Sunday 26 October" is clearer than "last week". For monthly reports, use the last full calendar month.
The comparison: usually the previous period of the same length. If the client cares about seasonality, add the same period last year, but say which one you use.
The time zone: the brand's, not the agency's. A campaign that ran in Istanbul should be reported in Istanbul time.

For each channel, four figures tell most of the story:

Followers at the end of the period, and the change.
Reach or views.
Engagement (reactions, comments, shares, saves), as a total.
The best posts of the period, with a small preview.

Show the posts themselves. Clients remember a post they saw far better than a percentage.

Paid ads: spend first, then what it bought

The order matters. Start with what the client paid, then what they got for it:

Spend, impressions, clicks, click-through rate.
Conversions and cost per conversion (CPA).
Return on ad spend (ROAS) only when the platforms report conversion values. Do not estimate it.
The campaigns that spent the most, with their results.

Never add up different currencies. If one account bills in Turkish lira and another in euros, a single "total spend" line is wrong, whatever exchange rate you pick. Report the main currency and list the others separately.

Search: only the client's own sites

If you report Google Search Console figures, include clicks, impressions, average position and the queries that moved. One trap: an agency often holds Search Console access to many sites. Make sure the report only counts properties that belong to the brand being reported. Mixing in another client's site, even by accident, is both wrong and a confidentiality problem.

Google's Search Console data also arrives with a delay of a few days. Say which days the report covers rather than silently showing a shorter period.

Tracking health: one honest line

A short section that says whether the brand's tags are working — the pixel fired, the conversion action is recording, the consent banner is in place — saves arguments later. If tracking broke during the period, the numbers above it are incomplete. Say so in the report, not when the client asks.

Commentary: the part only you can write

The figures come from the platforms. The value of an agency report is the paragraph that explains them:

What changed and why you think it changed.
What did not work, stated plainly.
What you will do next period.

Keep it to a few short paragraphs. If an AI tool drafts it, make sure it can only use the figures in the report, and have a person read and approve it before it goes out. A confident sentence about a number that is not in the report is worse than no sentence.

Mistakes that make clients stop reading

Forty pages of charts. If the report does not fit on a few screens, the client reads the first page and nothing else.
Numbers that change after sending. Platforms revise data for days. Freeze the figures when you prepare the report, so the PDF, the e-mail and the web version always agree.
Vanity metrics without context. "Impressions up 40 %" means little if spend doubled.
Silence about problems. The client will find out. Better from you.

White label: your name, your logo, your reply address

A white-label report carries the agency's name, logo and colour, with no mention of the software behind it. Details that matter:

The sender name the client sees in their inbox.
Where replies go: to the account manager, not to a no-reply address.
The link the client opens and how long it works.
Who can see past reports on the client side.

How Reachio handles this

Client reports in Reachio follow this structure today:

A report belongs to one brand, with a weekly (last full week), monthly (last full month) or custom period, in the brand's time zone, and sections for organic, ads, search, tracking and highlights.
When an issue is prepared, its figures are frozen; the PDF, e-mail and web view are all printed from that snapshot.
Ads are reported in the brand's main currency only; currencies are never summed. Search Console counts only the brand's own properties.
The commentary is written by hand or drafted by AI from the frozen figures only. A manager or above approves before sending, and changing the comment after approval voids the approval.
Each recipient gets their own e-mail with the PDF. The client link is signed and works for 90 days.
On white-label plans (Agency Pro and above, see pricing) the report shows only the agency's name, logo and colour. Lower plans add a small "Prepared with Reachio" line.

Not there yet: serving reports from the agency's own domain, a client approval step for reports, and one report that covers several brands.