Loading
Traffic and rankings are inputs. Enquiries, signups and revenue are what the report is for.
A report that stops at sessions leaves the reader to make the connection themselves, and they will make it less generously than the data supports.
Month on month is misleading for anything seasonal, and most businesses are seasonal. Year on year against the equivalent period is the honest comparison.
And include enough history to show a trend. Two data points make a line that can be drawn in whichever direction suits.
The outcome, then what changed and why. Positions belong further down, if at all.
Year on year for anything seasonal, which is most businesses.
Say so. A confident wrong explanation costs more credibility than an honest gap.
Half an hour with your own data usually saves reading three of these. The guides will still be here afterwards.