For agencies
Creator campaign reports for clients: what to include beyond views
Clients renew agencies that can say what a campaign brought, not just how far it reached. A report that ends in a clear call on every creator is the easiest renewal you'll have.
The short answer
Lead with the paying customers the campaign brought above the client's normal level, with a range, and the cost per paying customer against the client's limit. Then one line per creator: rebook, test again or pause. Keep views, engagement and codes as supporting detail, flag any posts whose views looked bought, and close with next month's plan.
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Start with the outcome
Put the result the client pays for first: paying customers or subscribers above normal, with a range, and what each one cost. Views and reach go underneath. A range isn't a weakness to hide; it's what lets the client trust the number.
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One call per creator
Clients don't want twenty charts; they want to know who to keep. Give every creator a call and a one-line reason: under the cost limit, straddling it, over it, or no clear effect yet. Sort the list by call, rebooks first, so the client reads the good news and the decisions before the detail.
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Show the work, briefly
Say where the numbers come from, the dates, how many posts were measured, and anything else that could have moved sales, such as a price change, a launch or a sale. Flag posts whose views looked bought, and what you did about them: held the payment, asked for analytics, or left them out. Clients trust a report more when it shows what it can't tell.
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Recommend next month
End with a plan: which creators get more budget, which get one more test with a different hook, which stop, and the cost limit you'll judge against next month. Put a number on it, such as the share of next month's budget that moves to rebooked creators. That turns a report into the next order.
Worked example
The top of a monthly client report
Illustrative numbers for a client with a cost limit of US$55 per paying customer.
| Line | This month |
|---|---|
| Spent on creators | US$12,000 |
| Paying customers above normal, likely range | 240 至 330 |
| Cost per paying customer | US$36 至 US$50 |
| Creator calls | 4 rebook · 5 test again · 3 pause |
| Posts with views flagged | 2 |
Questions
Questions, answered.
How do I explain a range to a client?
The way you'd explain a forecast: likely between these two numbers. Show that a rebook or a pause holds anywhere inside the range, and that test again means the range is too wide to decide yet.
The client asks why sales don't match the codes. What do I say?
Codes count only the buyers who typed one. The measured result includes everyone the posts brought above normal, so it's usually higher, and the codes are its confirmed floor.
What do I need from the client?
Read-only access to their revenue in Stripe or RevenueCat, the post links and the campaign dates. Nothing in their app or checkout changes.
How often should I report?
Monthly suits most retainers. Weekly works for views and bought-view checks; customer results need time for trials and purchases to arrive.
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