Reports and Snapshots

Open Reports. Start From a Template offers two reports, each with its sections already in order. See a Sample opens a finished report with invented figures, so you can read one before making your own.

1. 1Choose Use Template, or New Report and a type.
2. 2Give it a name, and choose the site: a report covers one site.
3. 3Choose the period: the last 7 or 28 days, this month, this quarter or your own dates. Then choose what to compare it with: the period before, the same period last year, or nothing.
4. 4Choose the audience. Team shows each reader everything they may see at their revenue view; Client summary shows summary-level figures only.
5. 5Choose Create and Generate to freeze its figures for the period, or Create Without Generating to do it later. A sample preview beside the form shows how the report will read as you choose.

A Founder or an SEO Manager creates reports; a Specialist creates them for the sites assigned to them. Other roles read the reports that cover the sites they see.

Generating a report computes its figures once and stores them as a snapshot. A snapshot never changes afterwards, even when the data behind it does, so the figures you sent last month still read the same today. Generate Now again for a new snapshot; Snapshots lists every earlier one, and each opens as it was.

Each snapshot is checked when it is opened. If its stored figures no longer match their check, it is not shown at all, and the report asks you to generate a new one, rather than showing figures that cannot be trusted.

Every money figure carries its kind, and the kinds are never added together:

• Known: the revenue of orders your store recorded, each with the visit that brought it.
• Influenced: the revenue of orders where organic search was an earlier visit, not the last.
• Modeled: a forecast or an estimate, shown as a range.
• Incremental: the verified difference a change made against what would have happened anyway.

GA4-reported revenue is labelled as GA4’s, and quality flags travel with the figures they touch. The kind label, the flags and the confidence show on the page and in the PDF alike, so a figure means the same wherever it is read.

On This Report lists the sections, with At a Glance first and a mark where bad news is. Download PDF saves the snapshot as a file to send or print, with the same figures, kinds and flags as the page.

Figures are generated at the revenue view of the person who generates them, and the report says which view that is. Verification and Outcomes explains where each verified result comes from.