Creating a monthly analytics report for stakeholders
How to build a recurring report that keeps stakeholders informed without overwhelming them
Stakeholders need signal, not noise
Monthly reports for stakeholders—investors, board members, partners, or leadership teams—should communicate what matters without drowning readers in data. Stakeholders don’t need every metric you track. They need to understand business health, trajectory, and any issues requiring attention. A good monthly report is concise, consistent, and actionable.
Who are your stakeholders?
Different audiences need different information.
Investors and board:
Focus on growth, unit economics, and capital efficiency. Strategic view.
Leadership team:
More operational detail. Department-level performance and cross-functional issues.
External partners:
Relevant metrics for the partnership. Usually narrower scope.
Tailor appropriately:
One report doesn’t fit all. Consider separate versions for different audiences.
Core sections of a monthly report
Standard structure for consistency.
Executive summary:
2-3 sentences capturing the month. What’s the headline? Good month, concerning trends, or business as usual?
Key metrics:
The critical numbers. Revenue, orders, customers, and primary KPIs.
Performance versus targets:
How did actual performance compare to goals?
Trends and analysis:
What’s changing? What explains the numbers?
Issues and risks:
What’s concerning? What needs attention?
Wins and highlights:
What went well? Accomplishments worth noting.
Next month outlook:
What do you expect? Any planned changes or events?
Key metrics to include
The essential numbers for most e-commerce businesses.
Revenue:
This month, previous month, same month last year. Growth percentages.
Orders:
Transaction count shows volume independent of AOV changes.
Average order value:
Transaction size and trend.
Traffic:
Visitors this month versus previous periods.
Conversion rate:
Percentage of visitors who buy.
Customer acquisition cost:
Marketing efficiency measure.
Gross margin:
Profitability indicator.
Comparison frameworks
Numbers need context.
Month-over-month:
Change from previous month. Shows recent trajectory.
Year-over-year:
Change from same month last year. Controls for seasonality.
Versus target:
Actual versus planned. Shows execution against goals.
Versus forecast:
If you make forecasts, compare to them. Shows prediction accuracy.
Visual presentation
Charts communicate better than tables.
Trend lines:
Show 6-12 months of data. Visual trajectory is immediately understandable.
Comparison bars:
This month versus last month or last year. Easy visual comparison.
Progress indicators:
Percentage to goal. Visual showing how close you are to targets.
Consistent formatting:
Same chart styles, colors, and layouts each month. Familiarity speeds comprehension.
Narrative and analysis
Don’t just present numbers—explain them.
Why did this happen:
Explain significant changes. Revenue up 20%? Why? New campaign, seasonal effect, or product launch?
What it means:
Interpret implications. Is this trend sustainable? Concerning? Expected?
What we’re doing:
If action is needed, state what you’re doing about it.
Issues and risks section
Don’t hide problems.
Be proactive:
Stakeholders respect transparency. Flag issues before they become crises.
Quantify impact:
How significant is the issue? Revenue at risk, timeline, or severity.
State mitigation:
What’s being done to address it?
Ask for help if needed:
If you need stakeholder input or resources, ask clearly.
Wins and highlights
Balance issues with successes.
Celebrate achievements:
What went well? Record-breaking metrics, successful launches, or goals achieved.
Recognize contributors:
Call out team members or initiatives that drove success.
Connect to strategy:
Show how wins align with strategic goals.
Forward-looking section
What’s coming next month.
Expectations:
What do you expect performance to look like? Any seasonal factors?
Planned initiatives:
Major activities planned. Product launches, campaigns, or changes.
Key dates:
Important events or milestones coming up.
Report length and format
Keep it digestible.
Length:
2-4 pages is usually sufficient. Longer reports don’t get read.
Format:
PDF or slide deck for formal stakeholders. Email summary for informal updates.
Consistency:
Same format every month. Stakeholders know where to find information.
Timing and distribution
Establish reliable cadence.
Timing:
Send within first week of the new month while data is fresh and relevant.
Consistency:
Same time each month. Build expectation and trust.
Distribution:
Clear recipient list. Don’t forget anyone who should see it.
Building the report efficiently
Make creation sustainable.
Templates:
Use a template you update each month. Don’t recreate from scratch.
Data automation:
Automate data pulls where possible. Manual data gathering is time-consuming and error-prone.
Drafting process:
Start with numbers, add analysis, then executive summary. Summary comes last but appears first.
Common mistakes to avoid
Don’t make these errors.
Too much data:
Overwhelming reports get skimmed or ignored. Edit ruthlessly.
Inconsistent metrics:
Changing what you report or how you calculate it confuses stakeholders.
No analysis:
Numbers without explanation leave stakeholders to guess what they mean.
Hiding bad news:
Omitting problems damages trust when they eventually surface.
Irregular timing:
Late or skipped reports suggest disorganization.
Monthly report checklist
Include these elements:
Executive summary (2-3 sentences). Key metrics with comparisons (MoM, YoY, vs target). Revenue, orders, AOV, traffic, conversion. Customer acquisition and retention metrics. Gross margin and profitability indicators. Trend visualizations (6-12 months). Analysis explaining significant changes. Issues and risks with mitigation plans. Wins and highlights. Next month outlook and planned initiatives. Consistent format and timing.
A good monthly report builds stakeholder confidence through clarity, consistency, and honesty. It shows you understand your business and are in control of its direction.
