What should a weekly report accomplish?
The report should help a defined group make decisions at the cadence where work can still change. Executives may need outcome and risk; channel owners need diagnostic detail; analysts need data-quality context. Use one shared summary with linked detail rather than forcing every metric into one view.
Choose a comparable period that fits the business cycle and note seasonality, promotions, outages, budget changes, and tracking releases. A week-over-week percentage without context can encourage reaction to normal variation.
Which layers belong in the report?
Order the report from trust to action. If data health is unclear, later conclusions should be qualified. If no decision can change, the metric may belong in reference detail rather than the meeting summary.
| Layer | Content | Decision supported |
|---|---|---|
| Data health | Freshness, connector status, tracking changes, and known gaps | Can the team trust this period? |
| Business outcomes | Qualified demand, customers, revenue, retention, or agreed proxy | Are we moving toward the objective? |
| Channel drivers | Spend, reach, traffic, key events, search, and local data | Where should we investigate? |
| Decisions | Prioritized proposals with evidence and approval need | What changes this week? |
| Learning | Experiment status, results, limitations, and next hypothesis | What did we learn and reuse? |
How should metrics and commentary be written?
For every material movement, write an observation, context, interpretation, and next step. Label interpretations as hypotheses when causality is not established. Link to the source report and include the definition, scope, and reporting window for non-obvious metrics.
- Observation: a neutral statement of what changed.
- Context: campaign, product, market, tracking, or operational events.
- Interpretation: plausible explanation with confidence and alternatives.
- Decision: approve, investigate, test, hold, or stop.
- Owner: accountable person and next review date.
What is the weekly review meeting workflow?
Prepare the report before the meeting and reserve discussion for exceptions and decisions. Avoid live dashboard tours unless the team needs to diagnose a specific item. Record decisions in the same system as the evidence so later reviews can reconstruct the reasoning.
- 1
Confirm data health and acknowledge any blocked interpretation.
- 2
Review business outcomes and material changes only.
- 3
Discuss the highest-priority observations and alternative explanations.
- 4
Approve, reject, narrow, or convert proposed actions into experiments.
- 5
Review active experiments, guardrails, and expected decision dates.
- 6
Assign owners and publish the decision log.
Review the outcome, then return to the evidence.
What makes a report trustworthy over time?
Keep definitions versioned, annotate changes, and avoid rewriting historical commentary. Reconcile important totals, preserve source links, and distinguish corrections from new data. Review the report itself quarterly: remove measures that no longer influence decisions and add missing context before adding more charts.
Evidence
Official sources
These primary references support the platform-specific definitions used in this Guide. Growomo commentary and workflows remain distinct from provider documentation.