Understanding Reports
Learn how to read each section of a ReportsMate report, what the metrics mean, and how comparisons work.
Each ReportsMate report is a branded email containing performance data from every platform connected to the client, along with AI-generated summaries that explain what happened and why it matters.
Report structure
A report contains one section per connected platform. Sections only appear when that platform has data for the report period. The order is always:
- Google Analytics (if connected and has data)
- Google Ads (if connected and has spend)
- Meta Ads (if connected and has spend)
- Google Search Console (if connected and has data)
- Google Business Profile (if connected and has data)
- Cross-Platform Summary (appears only when both Google Ads and Meta Ads have spend data)
Period and comparison
Every metric in the report includes a percentage change versus a comparison period:
| Report frequency | Current period | Comparison period |
|---|---|---|
| Daily | Yesterday | Same day previous week |
| Weekly | Last 7 days | Previous 7 days |
| Monthly | Previous calendar month | Same month last year |
The percentage change is shown as a green (positive) or red (negative) indicator next to each metric. Whether a change is good or bad depends on the metric — a drop in bounce rate is good, a drop in ROAS is bad.
AI summaries
Each section includes an AI-generated text summary that highlights key takeaways, notable changes, and anything worth investigating. These summaries are generated fresh for each report using the actual data from the period.
If AI summaries are unavailable for a section, the data tables and metrics will still be shown.
Guides for each section
Select a section below to learn what each metric means and how to interpret it.