Measurement scope
A useful SEO report
A report should help someone decide what to do next.
Separate the layers
Show completed work, observed website activity and accepted business outcomes as distinct evidence. Do not label an unverified form event as a customer.
Show the context
Keep dates, definitions, sources and missing data close to the numbers. Annotate changes in tracking, offers or advertising.
End with an accountable decision
Name the next priority and the evidence that would change it. This page describes a reporting scope; it is not a working connected dashboard.