Read Your Client Report

Every client has a live report built from their Google data. This guide walks through the report from top to bottom, so you know what each part means before you share it.

Open a report

Go to Clients. Your dashboard lists every client as a card.
Click Open report. Click Open report on the client's card, or click the client's name. The report loads for the last 28 days, compared with the previous period. To pick other dates, see Change dates and comparisons.

A client report with the toolbar, a dark cover showing the reporting and comparison periods, the agency-only note about connected sources and the start of the executive summary — The top of a client report, as your team sees it

The cover

The cover shows the client's logo (when you added a logo URL), their name and website, the Reporting period and, when you compare, the period it's Compared with. On the right, Prepared by shows your agency's logo or name.

Under the cover you may see a line such as "Showing Search Console data. Not connected: Google Analytics 4." It lists the sources this client hasn't connected, with a Connect more link. Only your team sees this note. If Google returns an error for a source, the message also shows here for your team only, and clients simply don't see that section.

The sections, in order

Sections are numbered and appear in this order unless you've moved them. A section only shows when it has data: Search Console sections need Search Console, website sections need GA4.

Executive summary: a headline, key points, Highlights and Focus for next period, written from the numbers, plus your Notes & next steps box.
Goals: progress toward the client's monthly targets, when you've set any.
Work completed this period: what your team did. Clients only see it when it has items.
Key metrics: tiles for Search Console (Clicks, Impressions, Average CTR, Average position, keyword counts, Pages with impressions) and GA4 (Sessions, Organic search sessions, Users, Page views, Engagement rate, Key events and more). Each tile shows the change and the previous value. For average position, lower is better.
Site health: a summary of the latest site audit, once one has finished. See Site health in reports.
Search trends: the Search visibility trend chart (tabs for Impressions, Clicks, CTR and Avg. position), Pages with search visibility and Keyword ranking distribution.
Website traffic: a traffic chart (Sessions, Organic sessions, Users, Page views), Sessions by channel and a Channel breakdown table.
Top performing keywords and Top performing pages: sorted by clicks, with the change in clicks, impressions and position.
Top pages by traffic: page views per page, split into Google, Bing, AI assistants, Direct and Other.
Keyword movement: Biggest gains, Keywords to recover, New keywords and Keywords to win back. It only appears when you compare with another period.
Growth opportunities: Striking-distance keywords in positions 4 to 20, with the extra clicks they could earn at position 3, and Click-through quick wins.
Organic landing pages & AI search: where search visitors entered the site, plus visits referred by AI assistants such as ChatGPT, Perplexity, Gemini, Copilot and Claude.
Search audience: devices, top countries, and branded vs non-branded searches.

The Key metrics section with Google Search tiles and Website tiles, each showing a value, a coloured change pill and the previous value

Read the charts

The solid line is the current period and the dashed grey line is the comparison period. Hover over a chart to see a tooltip with the exact date and value, next to the matching date from the comparison period. On Sessions by channel, the tooltip lists every channel and a total. Numbered markers on the charts are chart notes your team added.

The Search trends section with the Search visibility trend chart, its metric tabs, a numbered chart note marker and the comparison line

Filter branded and non-branded keywords

When the client has brand terms, Top performing keywords shows three buttons: All keywords, Non-branded and Branded. Non-branded shows searches that don't contain the brand, which is the traffic SEO work wins from new people. Clients can use the filter on their links too. Brand terms live in Edit client; see Add a client.

The Top performing keywords table with All keywords, Non-branded and Branded filter buttons and columns for clicks, impressions, CTR, position and their changes

See every row and re-sort tables

Long tables show the top rows first. Click the link under a table, such as Show all 15 rows, to see every row, and Show fewer rows to fold it again. In the top keywords and top pages tables, click a column heading to sort by it, and click again to reverse the order.

Good to know

You can switch any section off or move it up and down for this client. See Show, hide and reorder sections.