Reporting

The report tells you the truth, up or down.

We agree the measures that matter at the start of the engagement and report them on the same basis every month. No metric swapped out because it had a bad month, no dashboard you cannot read, no change to your site without a reason attached.

The short answer

Every month you get one report that pulls from five places: Search Console for visibility, GA4 for traffic and conversion, rank tracking and Semrush for positions and competitors, answer monitoring for AI citation share, and a logged reason for every change we made. The measures are fixed up front and reported the same way each month, and the accounts stay yours.

What the report covers

Five sources, one honest picture.

The exact measures are set by your discipline mix, but the shape is always this. Each section names its source, so you can check any number against the tool it came from.

Search Console

Search visibility

The raw record of how Google is treating the site, straight from the source you can log into yourself.

Non-brand organic clicks

Demand you did not already own by name, so the growth is genuinely new.

Impressions and average position

Where you surface on the queries that matter, and which way they are moving.

Index coverage

The share of important pages indexed and rendering, and anything that has dropped out.

Query movement

What entered, climbed or slipped since last month, not just this month's snapshot.

GA4

Traffic and conversion

Sessions tied to what they became. We report pipeline, not pageviews, so the number means something to the business.

Organic and engaged sessions

Volume alongside quality, so a spike in traffic that does not convert is visible.

Enquiries and conversions

Tracked to the pages that produced them, rather than left as a site-wide total.

Top landing pages by pipeline

The pages actually earning enquiries, which is rarely the pages with the most visits.

Assisted conversions

Where more than one channel touched the sale, so nothing gets over-credited.

Rank tracking + Semrush

Rankings and competitors

Position tracked on the terms we agreed are worth money, in the context of the two or three rivals that actually compete.

Tracked keyword positions

The revenue terms, watched weekly, not a vanity list chosen to look good.

Share of voice

How much of the visible search real estate you hold against the competitors that matter.

Referring domains earned

New, relevant sources linking to you this month, and where they came from.

Competitor movement

Where a rival gained or lost ground, and what it changes for your plan.

Answer monitoring

AI answer share

Whether the assistants are naming you as the source, tracked question by question across the engines your buyers use.

Citation share

How often you are quoted across ChatGPT, Google AI Overviews, Perplexity and Gemini.

Answer-surface coverage

The share of your priority questions where you appear in the answer at all.

Question-by-question movement

The same set of questions every month, so the share of answer is comparable over time.

Structured-data health

Whether machines can still parse your entities cleanly, the foundation it all sits on.

Optimisation log

What we changed, and why

Every change to the site is logged with the reason it was made, reviewed by a person before it went live, and measured against the next cycle.

A reason for every change

Each title, meta, schema or content edit carries the rationale behind it, in writing.

Human-approved, not automated live

Our optimisation engine proposes; a person approves before anything publishes.

Before and after captured

The prior value is stored on every change, so nothing is a black box and edits are reversible.

Impact measured, not asserted

Each change is checked against rankings and Search Console in the following cycle.

Cadence

Watched weekly, reported monthly, re-modelled each quarter.

Weekly

Rankings and Search Console are watched, so an indexation drop or a ranking slide is caught between reports, not at month end.

Monthly

The full report, walked through on a call rather than emailed as a PDF to open alone. Questions get answered live.

Quarterly

The model is re-scored against reality. Budget moves from what is not working to what is, in writing on the call.

Reported the same way, up or down

The measures are fixed at the start of the engagement, so a metric cannot be quietly redefined to flatter a bad month. If a number went the wrong way, it is in the report, on the call and in writing. If a channel cannot be tied to revenue, we say so and we stop running it.

Common questions

What clients ask about reporting.

Do I get a live dashboard or a monthly report?

Both. You keep always-on access to GA4 and Search Console, and you get a monthly report that interprets the numbers and is walked through on a call. The report explains the dashboard rather than replacing it.

Can the reporting be reshaped to look better?

No, and that is the point of fixing the measures at the start. We report on the same basis every month, so a number cannot be quietly redefined to flatter a bad month. If it went the wrong way, it is in the report.

Who owns the data and the accounts?

You do. GA4, Search Console and the ad accounts are yours. We work inside them and you keep them, and the history, if you ever leave.

How do you track whether AI assistants cite us?

Question by question across the major assistants, using the same set every month so the share of answer is comparable over time. It is the same engine behind our answer monitoring.