What to include in a marketing report (and how LUME Hub builds yours)
Updated
Quick answer
A good marketing report includes the period and how it compares with the previous one, the key numbers for each channel, what went well, what needs attention, prioritized recommendations and next steps, in a format that's easy to share. The LUME Hub Results report builds all of this for you, with an AI-written analysis and a PDF.
A marketing report is the document that explains, with numbers, what happened in a period and what to do next. Business owners use it to decide where to put their time and money; agencies and marketers use it to show the results of their work. The most common mistake is handing over a pile of dashboard screenshots with no interpretation. A good report is short, compares, explains and ends with a plan.
The parts of a good marketing report
A useful marketing report has six parts, in this order:
- Period and comparison: the date range you're reporting on and the previous period of the same length. Without a comparison, nobody can tell whether a number is good or bad.
- Key numbers by channel: a few KPIs per channel, such as Google profile views, search clicks, website visits, ad spend and post reach.
- What went well: the results that improved and the likely reason.
- What needs attention: what dropped, stalled or fell short.
- Prioritized recommendations: what to do, starting with what has the most impact.
- Next steps: a concrete plan for the next period.
Format matters too: a PDF that's easy to send and a version you can explore channel by channel.
How LUME Hub builds your report
The LUME Hub Results report, in the Results app, follows this structure without any template. You choose the period and click Gerar relatório (Generate report); the Hub reads your connected channels and the AI writes the analysis. The report screens still show Portuguese even with English selected, so here's how each part maps:
| Report part | In LUME Hub |
|---|---|
| Period and comparison | Your chosen period compared with the previous one of the same length, with the change on each number |
| Numbers by channel | The key numbers at the top and Canais analisados (Channels analyzed); in the Panorama (Overview), Cada canal num olhar (Every channel at a glance) |
| Summary | Resumo do período (Period summary) and the highlights |
| What went well | O que está indo bem (What's going well) |
| What needs attention | O que pede atenção (What needs attention) |
| Recommendations | Recomendações (Recommendations), each with Prioridade alta, média or baixa (high, medium or low priority) |
| Next steps | O plano para o próximo mês (Next month's plan) |
| Format | Interactive page and Baixar PDF (Download PDF) |
The analysis appears in the block O que vai bem e o que fazer agora (What's working and what to do now). The channels that can be included are Google Business Profile, Google Search, Website and Google Analytics, Ads, Instagram, LinkedIn and content production, whenever they're connected.
Tips for a report people actually read
- Close the period: a report on a month still in progress is confusing. In the Hub, the period always ends yesterday at the latest.
- Compare like with like: 30 days against 30 days, month against month.
- Connect everything first: an unconnected channel is left out and leaves gaps in the story. Connections are covered in Presence and Ads.
- End with action: the recommendations and next month's plan are the part clients use most.
To create yours now, follow How to create a marketing results report. To share it, see How to download or delete a marketing report.
Frequently asked questions
What period should a monthly marketing report cover?
The last full month, compared with the month before it. In LUME Hub, the Mês passado (Last month) option does exactly that, and the comparison with the previous period of the same length is automatic.
Which marketing KPIs go into the report?
Whatever each connected channel measures: views and actions on Google Business Profile, impressions, clicks and position in search, website visits, ad spend and results, and posts and audience response on Instagram and LinkedIn.
Do I need a marketing report template?
Not in LUME Hub. The Results report comes with the structure built in: numbers by channel, analysis, recommendations and next month's plan, plus the PDF.
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