Show a sponsor what was delivered, what the available data says and what you could not measure. This template keeps reach, clicks, credited orders and payments separate.
A report in four parts
Lead with the work you completed
A good results report starts with the project’s agreed goal and completed deliverables. A large view count cannot answer whether you delivered the promised video, met its publication window or used the correct link. Include the reporting period, time zone, channels, post URLs and any agreed changes.
Use a defined observation window, such as the first seven days after each post. Comparing a two-day result with a month-old post without saying so makes the comparison misleading.
Copy the report outline
| Section | What to include |
|---|---|
| Project and goal | Project name, agreed objective, reporting dates, time zone and report date. |
| Delivered work | Post or appearance list, dates, URLs and agreed scope changes. |
| Platform results | Metric names exactly as the platform labels them, reporting window and export date. |
| Link activity | Clicks reported by the link source, destination and known tracking limitations. |
| Credited outcomes | Orders or signups actually reported by the responsible system, with its attribution window and exclusions. |
| What is unknown | Unavailable metrics, missing tracking, expired content or an incomplete reporting window. |
| Next decision | One evidence-based improvement and the question the next project should answer. |
Share aggregate figures. Do not attach customer identities, private messages or payment details as proof of a campaign result.
Example: explain the gaps instead of filling them
Illustrative figures only: One video reports 2,400 views and 1,700 accounts reached. A link tool reports 45 clicks. The merchant reports three credited orders within its stated window, one of which was later refunded.
The honest summary is “45 reported link clicks and three merchant-credited orders, including one later refund.” It is not “45 buyers,” and the merchant’s attribution does not prove that the video alone caused every sale. The refund treatment should follow the report’s stated definition.
Do not add reach across posts and describe the sum as unique people unless the platform provides a deduplicated total. Do not add Google, Meta and merchant attributed order counts together as separate orders.
Different numbers. Different meanings.
Use a rate only when its denominator makes sense
If you divide 45 reported link clicks by 2,400 video views, the arithmetic is 1.875%. Label it “reported link clicks per video view” for the same window, and explain whether the link could also be reached elsewhere. Do not call it the platform’s click-through rate or a unique-person conversion rate.
If the merchant cannot provide matched outcomes, write “purchase attribution unavailable.” Zero means the measured count was zero; unavailable means you do not know. A payout also belongs in a separate payment record, because payment timing and campaign performance answer different questions.
Close with a useful next action
We completed [deliverables] during [window]. The attached platform exports show [observations]. [Metric] is unavailable because [reason]. For the next project, we recommend changing [one element] while keeping [comparison conditions] consistent.
Save the exports that support the report and the date each was retrieved. Label later revisions rather than silently replacing an earlier result. For a future pitch, the report can provide evidence for your athlete media kit without promising the same outcome to every brand.