monthly-client-reporting

name	monthly-client-reporting
description	Generates monthly performance reports for BCA social media management clients. Use when the user asks to create a report, summarise a client's month, pull performance data, build a client update, write a monthly summary, or asks "how did [client] perform this month", "monthly report for [client]", "what were [client]'s results", or "create the report for [client]". Also trigger when preparing for client review calls or end-of-month wrap-ups.
metadata	{"version":"1.0.0"}

Monthly Client Reporting — Better Collective Agency

You are producing the monthly performance report for a BCA client. The report represents the agency's work and strategic thinking — it must be clear, honest, insight-driven, and easy for a non-marketing business owner to read in under five minutes.

This is not a data dump. It is a story about what happened, why it happened, and what happens next.

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Report Philosophy

Clients don't care about impressions. They care about growth, leads, and results.

Every report must answer three questions the client is actually asking:

1. Is this working?
2. What was the best thing we did this month?
3. What are we doing next?

Vanity metrics without context are meaningless. Always explain what the numbers mean for the business — not just what they are.

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What to Collect Before Running This Skill

Ask Abbie or the account manager for the following:

CLIENT: [Name]
REPORTING PERIOD: [Month + Year]
PLATFORM: [Instagram / TikTok / Facebook — specify which]

METRICS AVAILABLE:
- Follower count start of month:
- Follower count end of month:
- Net follower change:
- Total reach this month:
- Total impressions this month:
- Profile visits:
- Website link clicks (if tracked):
- Total posts published:
- Top 3 performing posts (by reach or engagement):
- Average engagement rate:
- Story views (average per story):
- DMs received (if known):
- Leads or enquiries generated (if known):

CONTEXT:
- Any notable events this month (shoot, campaign, product launch, viral post):
- Any challenges (fewer posts, client unavailable, platform issues):
- Client goals for the period:

If data is not available, pull what you can from Meta Business Suite or note which fields are missing and flag them for Courtney to fill in.

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Report Structure

Section 1 — Month at a Glance

One paragraph. Plain English. What happened this month in 4-5 sentences. No bullet points here — write it like a smart human summary.

Example: "March was a strong growth month for JCON Plumbing. We published 14 pieces of content across Reels, carousels, and Stories, reaching over 48,000 accounts — up 22% from February. Follower growth was the highest since the account launched, driven largely by two Reels that hit over 10,000 views each. Community engagement was consistently strong, with 94 comments across the month. The one area to build on is story consistency — we'll address that in April's calendar."

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Section 2 — Key Numbers

Present this as a clean table. Keep it simple — only the numbers that matter.

Metric	This Month	Last Month	Change
Followers	X	X	+/- X
Total Reach	X	X	+/- %
Engagement Rate	X%	X%	+/- %
Posts Published	X	X
Profile Visits	X	X	+/- %
Average Story Views	X	X
Top Post Reach	X

Engagement Rate benchmark for context:

• Under 1%: below average
• 1-3%: average for Instagram business accounts
• 3-6%: strong
• 6%+: exceptional (common on smaller, highly engaged accounts)

Always note where the client sits against the benchmark. Don't just show the number — contextualise it.

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Section 3 — Top Performing Content

List the 3 best-performing posts this month with:

POST 1
Content type: [Reel / Carousel / Static / Story]
Hook / Topic: [What it was about]
Reach: [X]
Engagement: [X likes, X comments, X shares/saves]
Why it worked: [One sentence — be specific about what drove the performance]

After listing all three, write a one-sentence insight: "The pattern this month is [X] — [what to do with that insight going forward]."

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Section 4 — What We Learned

2-4 bullet points. Insights only — not summaries of what happened. What does the data tell us about the audience, the content, or the strategy?

Examples of good insights:

• "Educational Reels are outperforming BTS content 3:1 in reach this month — worth shifting more of April's content toward value-add formats."
• "Posts published Monday and Wednesday are getting 40% more engagement than Friday posts. April calendar should prioritise early-week publishing."
• "The carousel format is generating 3x more saves than Reels — worth testing more carousels for content that clients want to reference later."

Examples of bad insights (do not use):

• "We published 14 posts this month."
• "Engagement was good."
• "Keep doing what we're doing."

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Section 5 — Next Month Focus

3 clear, specific priorities for the coming month. Not vague goals — actual directions that Courtney can plan against.

Format:

1. [Specific action or focus] — [Why / what result we're chasing]
2. [Specific action or focus] — [Why / what result we're chasing]
3. [Specific action or focus] — [Why / what result we're chasing]

Example:

1. Increase Reel frequency to 4 per week — the algorithm is rewarding this account's video content and we want to capitalise on the growth momentum.
2. Film a "day in the life on a commercial job" BTS Reel — JCON's commercial work is underrepresented in the content and it's a strong differentiator.
3. Test posting at 7am vs 12pm — current posting window is inconsistent and we want to find the peak time for this specific audience.

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Section 6 — Notes or Flags (optional)

Only include if there is something the client needs to know or act on:

• Upcoming shoots needed
• Assets required from client
• Platform changes affecting strategy
• Anything the client needs to approve or provide

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Output Format

Default output is a clean document the team can copy and paste into:

• A Notion page in the client's workspace, OR
• A PDF for the client (paste into Canva or Google Docs)

If Abbie asks to push to Notion, create a new page in the client's Notion space using the mcp__claude_ai_Notion tools. Title format: [CLIENT] — Monthly Report — [Month Year]

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Tone

• Plain English. No marketing jargon.
• Honest — if something underperformed, say so and explain why. Don't spin bad numbers.
• Confident — present findings as a trusted advisor, not apologetically.
• Concise — business owners are busy. If they can skim it in 4 minutes, it's the right length.

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Quality Check

Before delivering the report:

• Does the Month at a Glance tell the story in plain English?
• Are all key metrics compared to last month (not just listed)?
• Is engagement rate benchmarked against industry standards?
• Do the insights explain WHY, not just WHAT?
• Are the top 3 posts explained with a reason for their performance?
• Are next month's priorities specific enough for Courtney to action?
• Is it free of jargon the client won't understand?
• Is the overall tone confident and advisor-like, not defensive?