Measurement / Accountability
SEO reporting: a campaign report example.
What changed. What we delivered. What happens next. Our SEO reporting connects search visibility with the visits, enquiries and revenue that matter to your business.
Agree the starting point
A baseline you can compare against.
Before the campaign starts, we agree the goals, priority pages, markets and conversion actions. The reporting scope and review cadence are set alongside the work, so you know what you will receive.
The starting position
Record current search performance, organic visits, conversion tracking, technical issues and backlink coverage. Separate confirmed measurements from gaps that need fixing.
Comparable periods
Show the current period, the previous comparable period and the campaign baseline. Add year-on-year comparisons where history is available, with seasonal peaks and major changes called out.
Consistent definitions
Record the property, channel, date range, market, device filters and conversion definitions. A channel-rule or tracking change belongs in the notes, rather than disappearing into a trend line.
A report you can explore
SEO campaign report example
This example uses the anonymised BigCommerce case study. It follows the campaign from baseline to month 12; regular reviews use the agreed reporting period.
BigCommerce SEO & AI search
Campaign baseline Month 12
- Monthly organic sessions
- ~3,610+214%From ~1,150 at baseline
- Monthly organic revenue
- ~$56k+180%From ~$20k at baseline · 2.8×
Supporting evidence
| Measure | Baseline | Month 12 |
|---|---|---|
| Referring domains | 84 | 218 |
| Keywords in Top 3 | 6 | 67 |
| AI referral sessions / month | <10 | ~130 |
What the movement means
The first four months were flat. Growth accelerated from month 5 as consolidation and rewritten content strengthened the retained pages, supported by editorial links.
AI referrals grew to around 130 monthly sessions and remained a separate, smaller channel.
Work completed
- ~340 product pages consolidated into ~90.
- 120+ legacy redirects fixed; 14 chains resolved.
- Three-level categories, original copy and structured data implemented.
- Editorial outreach and AI search restructuring delivered.
Recommended next priorities
- Check the consolidated pages and redirect destinations.SEO team / development partner
- Build on the strongest category and buying-guide opportunities.SEO team / content lead
- Review retained links and the quality of referral visits.SEO team / eCommerce manager
Revenue uses an approximate $20k monthly baseline from an $18–22k range. The next priorities above demonstrate the action-plan format. Read the full case study results
Prioritise the commercial scorecard
Start with traffic, qualified enquiries and revenue.
The headline measures follow your business model: useful organic visits, qualified enquiries for a sales-led business, or purchases and revenue for an online store.
01 / Acquisition
Organic traffic
GA4 Organic Search sessions and the landing pages attracting your priority audience, compared with the agreed baseline and reporting period.
02 / Conversion
Qualified enquiries & purchases
Verified enquiries and their sales qualification where CRM records are connected. For eCommerce, track completed purchases and the conversion path.
03 / Commercial return
Revenue
Recorded revenue and connected pipeline outcomes, with the source, currency and attribution method identified. The reporting scope shows which records are available.
We record the attribution method and conversion window alongside revenue. GA4 attribution models describe how credit is assigned across touchpoints.
Supporting signals explain the movement.
| Supporting signal | Evidence | The decision it supports |
|---|---|---|
| Search visibility | Search Console impressions, clicks, click-through rate and query/page performance. Agreed keyword positions add context. | Which pages and search opportunities deserve attention? |
| Authority & editorial links | Referring domains, live placement URLs, target pages, link attributes and retained or lost links. | Are useful pages earning relevant references? |
| Technical health | Search Console findings, crawl checks and verified implementation records. | Which barriers are resolved, and which still need an owner? |
Search Console's performance documentation explains the search metrics used here.
Brand demand / Discovery
Separate branded and non-branded search.
Review clicks, impressions and click-through rate for each query segment. This helps distinguish demand for a known company from discovery through broader services and categories.
- Branded queries
- Searches for your company, brand variants or closely associated products.
- Non-branded queries
- Searches for relevant services, products, categories or problems without the brand reference.
How we define the segments
We review the classification and keep brand-name variants consistent between periods. Search Console can omit anonymised queries, so filtered segments may not sum to the full-property total. These are query-performance segments, rather than a keyword label for every GA4 session. See Google's query grouping documentation.
AI search, measured clearly
AI visibility and AI referrals are different measures.
Visits from AI assistants
We inspect identifiable AI-assistant visits by source, landing page and recorded outcomes. GA4's channel definitions distinguish AI Assistant traffic from Organic Search. We document any custom grouping used for the campaign.
Visibility inside Google Search
Google classifies visits from AI Overviews and AI Mode within Organic Search. Search Console's generative AI reports provide a separate view of impressions in AI features. We distinguish those impressions from visits and conversions.
Sampled answer checks
Where AI-answer monitoring is part of the scope, we record the platform, prompts, market and date of each check. These checks show what appeared in the sampled answers, rather than a complete count of everyone who encountered your brand.
From report to action
What you receive at each review.
- 01 / The summary
The changes that matter
A concise explanation of progress against the agreed goals, the most important gains or losses and the decisions your team needs to make.
- 02 / The evidence
A scorecard you can trace
Metrics with named sources and comparison periods, page-level findings, and relevant exports or report links. Unavailable measurements are identified explicitly.
- 03 / The delivery
Work completed and dependencies
Content, technical changes and outreach completed during the period, with implementation status, verification evidence and items awaiting approval or development.
- 04 / The plan
Priorities with owners
The next actions, why they matter, who owns them and the approvals or inputs required. Your report becomes the agenda for the next working conversation.
Before the first review
Questions about your SEO report.
How often will we receive an SEO report?
We agree the cadence at kickoff. A monthly review is a practical starting point for ongoing campaigns, with the reporting period, deliverables and meeting schedule set out in the scope. Implementation updates can follow the working rhythm of your team.
Which tools supply the reporting data?
Search Console supplies search-performance data. GA4 provides tracked website activity. Ahrefs and crawl tools support backlink and technical analysis. Store or CRM records add commercial context where available. Each measure names its source, so a third-party estimate is distinguishable from a recorded website event.
Will you report revenue and lead quality?
Yes, when the tracking and source records support it. We agree the conversion definitions, check that key actions are recorded, and use store or CRM information where connected. Where those records are missing, we report verified actions and identify the measurement work still required.
Are AI referrals included in organic traffic growth?
We keep identifiable AI Assistant traffic separate from Organic Search. Google's AI Overviews and AI Mode belong to Organic Search under GA4's channel definitions. The report explains the grouping, so AI visibility, assistant referrals and organic visits remain distinguishable.
What happens when performance drops?
We show the decline, identify the affected pages or segments, and investigate changes in tracking, demand, technical health and implementation. The review sets out what is known, what still needs checking and the next corrective actions, with owners.
Start with your baseline
Know where your next SEO opportunity sits.
Share your website and priorities. We can review your search footprint and identify the gaps worth investigating before shaping the campaign and its reporting.