Day 20 – Monthly Reporting (Step-by-Step Guide)
Week 4: SEO & Google Ads Reporting
Day 20 – Monthly Reporting (Step-by-Step Guide)
The purpose of Day 20 is to prepare a professional monthly report that shows the client what work was completed, the results achieved, and the recommendations for improving performance in the next month. A clear report helps the client understand the value of your SEO and Google Ads services.
Step 1: Collect Website Analytics
What are you doing?
Reviewing the website's performance during the month.
Tool
Using Google Analytics 4 (GA4) – Analyze website traffic, visitor behavior, and conversions.
How to Access
Go to:
Log in using the client's Google account.
Free or Paid:
✅ Free.
Review
Total Users
New Users
Returning Users
Sessions
Engagement Rate
Average Engagement Time
Conversions
Top Landing Pages
Traffic Sources
Example
| Metric | This Month |
|---|---|
| Users | 2,150 |
| New Users | 1,780 |
| Sessions | 2,960 |
| Engagement Rate | 67% |
| Contact Forms | 42 |
| Lesson Bookings | 18 |
Step 2: Review Search Performance
What are you doing?
Checking how the website performed in Google Search results.
Tool
Using Google Search Console – Monitor search rankings, clicks, impressions, and indexing.
How to Access
Go to:
Free or Paid:
✅ Free.
Review
Total Clicks
Total Impressions
Average CTR
Average Position
Top Performing Pages
Top Keywords
Indexing Status
Website Errors
Example
| Metric | Result |
|---|---|
| Clicks | 1,050 |
| Impressions | 28,500 |
| Average CTR | 3.7% |
| Average Position | 14.2 |
Step 3: Review Google Ads Performance
What are you doing?
Checking whether the advertising campaign achieved its goals.
Tool
Using Google Ads – Review advertising performance.
How to Access
Go to:
Free or Paid:
✅ Free to review.
💰 Advertising costs apply only when campaigns run.
Review
Impressions
Clicks
CTR
Average CPC
Cost
Conversions
Cost Per Conversion
Best Keywords
Best Ad Groups
Example
| Metric | Result |
|---|---|
| Impressions | 18,400 |
| Clicks | 910 |
| CTR | 4.95% |
| Average CPC | $0.72 |
| Conversions | 58 |
| Cost per Conversion | $11.38 |
Step 4: Create a Professional Dashboard
What are you doing?
Building a visual report that combines SEO and Google Ads performance into one dashboard.
Tool
Using Google Looker Studio – Create interactive dashboards and reports.
How to Access
Go to:
Free or Paid:
✅ Free.
Connect Data Sources
Connect:
Google Analytics 4
Google Search Console
Google Ads
Google Sheets (optional)
Add Charts
Include:
Website Visitors
Organic Traffic
Google Ads Clicks
Conversions
Traffic Sources
Top Pages
Keyword Performance
Monthly Growth
Step 5: Organize Monthly Data
What are you doing?
Creating a spreadsheet containing all important monthly performance metrics.
Tool
Using Microsoft Excel or Google Sheets – Organize SEO and advertising data.
How to Access
Google Sheets:
Free or Paid:
✅ Free.
Example Spreadsheet
| Category | Metric | This Month |
|---|---|---|
| SEO | Organic Visitors | 1,250 |
| SEO | Google Clicks | 1,050 |
| SEO | Impressions | 28,500 |
| Ads | Clicks | 910 |
| Ads | Conversions | 58 |
| Website | Contact Forms | 42 |
| Website | Lesson Bookings | 18 |
Step 6: Compare Monthly Performance
What are you doing?
Comparing this month's results with the previous month to measure growth.
Why?
Comparisons show whether your SEO and advertising efforts are improving performance over time.
Example
| Metric | Last Month | This Month | Change |
|---|---|---|---|
| Website Users | 1,850 | 2,150 | +16.2% |
| Organic Traffic | 980 | 1,250 | +27.6% |
| Google Ads Clicks | 700 | 910 | +30.0% |
| Contact Forms | 30 | 42 | +40.0% |
| Lesson Bookings | 12 | 18 | +50.0% |
Step 7: Identify Wins
What are you doing?
Highlighting what worked well during the month.
Examples
Organic traffic increased.
Google Ads generated more enquiries.
More visitors completed the contact form.
Website speed improved.
New blog article ranked on Google.
Average CPC decreased while conversions increased.
Step 8: Identify Areas for Improvement
What are you doing?
Finding opportunities to improve performance next month.
Examples
SEO
Publish more blog articles.
Improve pages with low rankings.
Build more quality backlinks.
Update older content.
Google Ads
Add new keywords.
Remove poor-performing keywords.
Add more negative keywords.
Improve ad headlines.
Test different landing pages.
Increase budget for high-performing campaigns.
Website
Improve mobile speed.
Add more testimonials.
Simplify contact forms.
Improve call-to-action buttons.
Step 9: Prepare Client Recommendations
What are you doing?
Providing a clear action plan for the next month.
Example
SEO
Publish 4 new blog articles.
Build 10 quality backlinks.
Optimize 5 existing pages.
Target 15 new keywords.
Google Ads
Increase daily budget from $10 to $15 for the best-performing campaign.
Pause low-performing keywords.
Create two new Responsive Search Ads.
Improve conversion rate by testing different landing pages.
Website
Improve page speed.
Add a FAQ section.
Add more success stories from students.
Optimize images.
Step 10: Deliver the Monthly Report
What are you doing?
Presenting the completed report to the client in a professional format.
Delivery Options
PDF Report
Google Looker Studio Dashboard
Microsoft Excel Report
Google Sheets Report
Video Meeting (Google Meet or Zoom)
Suggested Report Structure
Executive Summary
SEO Performance
Google Ads Performance
Website Analytics
Goals Achieved
Challenges
Recommendations
Next Month's Plan
Best Practices
Keep Reports Simple
Use clear charts, graphs, and summaries so the client can quickly understand the results.
Focus on Business Outcomes
Instead of only reporting traffic and clicks, explain how your work helped the business, such as:
More enquiries
More lesson bookings
More student enrollments
Better return on advertising spend
Use Data to Support Recommendations
Every recommendation should be based on the performance data collected during the month.
Schedule a Monthly Review Meeting
Walk the client through the report, answer questions, and agree on priorities for the next month.
Deliverables for Day 20
By the end of Day 20, you should have:
✅ Google Analytics 4 report completed.
✅ Google Search Console report completed.
✅ Google Ads performance report completed.
✅ Google Looker Studio dashboard created.
✅ Monthly performance spreadsheet updated.
✅ Month-over-month comparison completed.
✅ Key successes identified.
✅ Improvement opportunities documented.
✅ Recommendations for the next month prepared.
✅ Professional report delivered to the client.
Final Goal
By the end of Day 20, you should provide the client with a professional monthly report that clearly answers:
How much website traffic increased.
Which SEO activities produced results.
How Google Ads performed.
How many leads, enquiries, bookings, or enrollments were generated.
What should be improved next month.
How your SEO and Google Ads work is contributing to the client's business growth.
This reporting process demonstrates the value of your work, builds client trust, and provides a roadmap for continuous improvement in future months.
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