Share reports with your team

Define the audience and decision

Decide who needs the report and what they should do after reading it. A leadership summary may focus on progress, risks and the next priority; a working team needs the questions, answer examples and pages behind those findings. Begin with the decision the report supports instead of including every available metric.

State the measurement scope

Record the reporting period, prompt set, market, language, competitor set and platforms covered. State whether the comparison uses the same sample as the previous period. If coverage changed, call that out beside the result so readers do not confuse a methodology change with a gain or loss in visibility.

Separate the metrics

Keep brand mentions, recommendations, citations and website referral sessions distinct. A mention is not a visit, and a visit is not a conversion. Explain what each number measures and show the sample size where available. Pair the trend with a small number of concrete answer examples so stakeholders can see the customer experience behind the figures.

Connect findings to completed and planned work

List the most important changes completed during the period, then identify the next action, its owner and the intended outcome. Distinguish work that is recommended, under review and already published. Include limitations or unresolved questions rather than presenting every movement as proof of impact.

Share only what the audience needs

Before distributing a report, review it for private customer information, internal prompts and confidential commercial details. Use the reporting and sharing options available in your workspace and plan; if a required format or permission is unavailable, contact the Citera team. Keep a dated copy of the scope and conclusions so the next report has a reliable comparison point.