Choose the question
Before exporting, define the question the report must answer. Is the brand's presence more consistent? Which content sparks interaction? Does the audience reach the link destinations? Each question calls for different indicators.
Compare with care
Use periods of equivalent length and note campaigns, holidays or changes in posting frequency. Don't compare indicators from different networks as if they had the same definition. Check the availability of each integration.
Connect it to the content
Select examples of posts to explain the results. Separate what was observed from a hypothesis: an engagement spike next to a video does not, on its own, prove that every video will get the same result.
- Observation: what the data shows
- Context: what happened in the period
- Hypothesis: what is worth testing next
End with an action
Choose a few changes you can carry out in the next cycle. Generate the PDF with the brand's identity to share the reading, and keep the CSV when you need to dig deeper. Record the reference period so you can compare the next result.
