Reporting that survives the CFO — eight rules

The moment your client's CFO opens your monthly report, every marketing metric in it ages a decade. Rules that survive that read-through are the rules we write into every PixelPro reporting pack.

Rule 1: Lead with commercial, not activity. The first number is revenue-attributable, never "campaigns launched". Rule 2: Every number has a trend line next to it, at least 6 months long. A single monthly number without a trend is gossip. Rule 3: Attribution window is stated on every page, in plain English. "7-day click, 1-day view" appears next to every paid-social number. Rule 4: Where marketing-attributable revenue is debatable, we give a range, not a point estimate. Ranges survive cross-examination; point estimates don't.

Rule 5: We reconcile platform-reported spend to client bank-outflow every month, and show the reconciliation. Rule 6: We name every test that failed that month. A report with no failed tests is a report nobody is running. Rule 7: We state what we are not measuring, in the appendix. Rule 8: The recommendations section always has a "do less of this" line, not just a "do more of this" line.