CLIENT REPORTING BRIEF
Chirply editorial - reviewed October 28, 2026
Companion: https://chirply.io/blog/client-reporting-best-practices-for-marketing-agencies

HOW TO USE
Save one copy per client and period. Replace all bracketed fields. Complete counts
before rates and remove the illustrative example before sharing the final report.
This file connects no data and sends or schedules no client report.

REPORT SCOPE
Client / report owner: [client] / [owner]
Client objective and decision: [question this report supports]
Period / timezone: [start-end] / [timezone]
Population: [one cohort through time OR events during the period]
Data extraction date: [date]
Comparison period and definition changes: [details]

METRIC RECORD - repeat per metric
Metric / definition: [name and counting rule]
Source / evidence reference: [system and record or report]
Numerator / denominator / units: [counts and units]
Result: [value; unavailable/not applicable if denominator is zero]
Duplicates and test-record check: [result]
Known data limitation: [specific scope]

DECISION SUMMARY
Observed outcome: [what the records show]
Explanation supported by evidence: [evidence and conclusion]
Question still being investigated: [question and owner]
Next action / owner / due date: [action] / [person] / [date]
Completion evidence: [observable acceptance result]
Next review date: [date]
Final report version / source references: [locations]

ILLUSTRATIVE EXAMPLE - replace with verified client data
One completed cohort: 40 inquiries, 12 qualified, 9 booked, 7 attended.
Inquiry to qualified: 12 / 40 * 100 = 30%.
Qualified to booked: 9 / 12 * 100 = 75%.
Booked to attended: 7 / 9 * 100 = 77.8% (rounded).
Inquiry to attended: 7 / 40 * 100 = 17.5%.
Investigation: inspect the three qualified inquiries without bookings and the two
booked appointments without attendance. Determine the cause from their records.

You may adapt this blank planning record for your own operating process.