Your sponsor has seen the race result. What their marketing contact may still need is evidence of what the partnership delivered: the content, where it appeared, how people responded and what should happen next.
Build the report around the agreed work and the buyer's objective. Start with completion, link to the evidence, then explain the results using named metrics and dates. A large total without context can leave the buyer with more questions than answers.
Open with delivery, then explain performance
Use a compact summary: what was agreed, what shipped, what is outstanding and the next decision. If an item is late, state the reason and proposed resolution. Do not bury it behind positive racing news.
| Report section | What belongs there |
|---|---|
| Delivery | Agreed item, publication date, link and status |
| Response | Platform metric, observation period and evidence |
| Business context | Tracked actions supplied by the brand, if available |
| Next action | What to repeat, change or complete, with an owner |
Put the report into practice
Illustrative report entry, not a real campaign:
| Field | Example entry |
|---|---|
| Agreed item | One driver-led product explanation on the agreed account |
| Delivery status | Published; insert the actual post link and date |
| Evidence still needed | Platform analytics capture at the agreed reporting date |
| Conversion evidence | Not supplied by the brand; no sales claim made |
| Next action | Account owner adds the analytics capture; commercial contact confirms whether tracked enquiry data is available |
Use the same fields for an unfinished deliverable, changing its status to outstanding and naming the completion action. A blank performance field is a task to resolve, not a number to estimate.
Keep the platform and metric attached to the number
Views, reach, impressions and followers answer different questions. Retain the platform's metric name rather than renaming all of them “people reached.” YouTube, for example, distinguishes views, engaged views and stayed-to-watch measures in its content analytics documentation. Check the definitions used by the actual report you export.
Record the date you captured the number. Compare pieces over equivalent observation windows when practical. Keep organic and paid distribution identifiable. If you add views from several posts, call the result a sum of reported views, not a count of different people.
Write an interpretation that changes the next decision
Illustrative report note: “The product explanation prompted questions about installation. Next month we propose answering those questions in a demonstration, subject to the brand confirming the technical details.” That gives the buyer a concrete next action without inventing a sales effect.
If the brand shares tracked enquiries or purchases, state where the data came from and how attribution was determined. A comment praising the video is audience feedback, not a confirmed sale. If conversion data is unavailable, say so once and report what you can actually observe.
Make the report easy to reuse internally
Include a clean image or link to each delivered item, a concise explanation and a short next-step note. The marketing contact should be able to pass it to a colleague without reconstructing the campaign from your messages. Avoid including private audience messages or customer details unnecessarily.
Before the next campaign, agree the reporting fields as part of the deliverables scope. If you want content delivery and commercial follow-through managed together, explore Partner.