Module 2 · Measuring anything at all Lesson 6 of 15
The report a manager reads
A weekly report is four lines: what we spent, what we got, what changed, what we do next. Anything longer is not read.
The concept
A marketing report is one page: what we set out to do, what happened, what changed, what we do next. Numbers with a comparison — this month against last, or against the target — because a number on its own tells nobody whether it is good.
Put the goal at the top, the result immediately under it, then two or three charts that explain the gap, and finish with three sentences of recommendation. If a chart does not change the recommendation, delete it — a report read in ninety seconds is a report that gets acted on.
GOAL 200 subscribers . RESULT 180 (90% of target)
[ 180 / 200 ====== 90% ]
Chart 1: subscribers by source
Chart 2: this month vs last
Recommendation: double the email cadence, drop the paid test.
A report read in 90 seconds gets acted on.Common mistakes
The mistake is reporting activity instead of outcome: "posted 20 times" instead of "20 posts brought 180 visits and 12 tool completions". Activity reports feel safe and change nothing, which is exactly why they go unread.
Worked example
"₹1,200 spent, 18 sign-ups, cost per sign-up fell from ₹80 to ₹67, doubling spend on the winning ad" is a complete report.
Your practice task
Write a weekly report in four lines from your own numbers, with no jargon in it.
Do this before moving on. Reading a solution teaches the shape of it; typing it teaches you.
Key takeaway
A marketing report is one page: what we set out to do, what happened, what changed, what we do next.
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