Report Overview
How ReportsMate reports are structured, what periods they cover, and how comparisons work.
Each ReportsMate report is a branded email with performance data from every connected platform, plus AI-generated summaries explaining what happened and why it matters.
Report structure
A report contains one section per connected platform that has data for the period. The order is always:
- Google Analytics
- Google Ads
- Meta Ads
- Google Search Console
- Google Business Profile
- Cross-Platform Summary (only when both Google Ads and Meta Ads have spend)
Sections are hidden if the platform has no data for the period — a paused campaign, zero traffic, or a platform with no spend will not generate a section.
Report periods
Every metric includes a comparison to a prior period:
| Frequency | Current period | Comparison period |
|---|---|---|
| Daily | Yesterday | Same day previous week |
| Weekly | Last 7 days | Previous 7 days |
| Monthly | Previous full calendar month | Same month last year |
All periods are calculated in the client's configured timezone.
Percentage changes
Each metric shows a percentage change versus the comparison period. Green typically indicates improvement, red indicates decline — but the direction depends on the metric. A decrease in bounce rate is positive; a decrease in ROAS is negative.
AI summaries
Each section includes an AI-generated text summary that highlights key takeaways and notable changes. These are generated fresh for each report using the actual data. If AI summaries are unavailable, the data tables and metrics are still shown.
Viewing past reports
Sent reports are logged under Email Logs in the sidebar. You can view the report content and delivery status for each sent email.