A client in Austin told me my reports were useless, and she was right
Back in March, a retail client sent me a 2 page email tearing apart my monthly reporting. She said, and I quote, "These numbers tell me nothing about whether my ads are actually working." I was defensive at first. Then I looked at what I was sending. It was just a wall of metrics. Clicks, impressions, CTR, all that stuff that looks busy but says nothing. She wanted to know one thing: did the campaign make money, and what should we do next week? So I rebuilt everything. Now every report starts with revenue and cost per acquisition. Then I add 3 bullets on what I changed and why. That's it. The client loved the new format. Other clients asked for the same thing. Has anyone else had a client basically force them to simplify their reporting? What does your report structure look like for your biggest accounts?