Client reports

A client report is a one-page, read-only summary of one website for one month. You send your client a single address. They open it without an account and see four headline numbers, three sentences about what changes next, and a table that follows each tracked link from the click to the visit and the conversion. It carries your agency name, logo and colour.

Client reports are on the Growth plan and above, because they show conversions from your goals. They are built for agencies and freelancers who report on client websites every month.

Before you start

• The client's website is added in Website analytics and the tracking script is installed.
• A goal exists for the outcome that counts, such as a signup or an order. Without one the report still works, and the Conversions number shows 0 with a note that no goal is set up.
• The campaign links are short links in your account whose destination is on the client's domain. They are matched by the destination's domain, so go.client.com/webinar pointing at client.com/webinar belongs to the website client.com.

Create a report

1. Open Website analytics, open the site, and click Client report next to Share stats.
2. Click New report.
3. Fill in the Report title, the Client name and Your agency name.
4. Choose the Period: Last full month or Last 30 days.
5. Add your Logo address (a public https:// address) and an Accent colour.
6. Under What changes next, write up to three sentences for your client, or leave them empty to show suggested steps.
7. Optionally set a day when the address stops working, then click Create report.

The report appears in the list with its address. Click the copy button to copy it, or the open button to see exactly what your client sees.

What your client sees

A click, a visit and a conversion are different things. One person can click twice, and a visit counts only when the visitor arrived through the short link. The page says so in its footer, so a client does not compare a click total with a sales number. The same split is explained in why link clicks and GA4 sessions differ.

Suggested next steps

If you leave the three sentences empty, the report writes three from the numbers on the page. They are simple rules, not an AI, so you can predict them:

• Repeat what worked: the link with the most conversions.
• Test a variant: the link with the lowest conversion rate against the highest, only among links with at least 30 visits.
• Check the redirect and page load: the link where clicks and visits are furthest apart, only among links with at least 30 clicks and a gap of 20% or more.

When there is too little data for a rule, a general step takes its place, for example adding a goal or creating one tracked link per channel. Write your own sentences whenever you know more than the numbers do.

Periods

• Last full month is the last complete calendar month in UTC, compared with the month before. A report opened on November 3 shows October against September.
• Last 30 days is the 30 days up to now, compared with the 30 days before.

The report always shows the latest period when it is opened, so the same address works every month. The numbers are refreshed at most every five minutes. Data older than your plan's retention window is never shown.

Sharing and privacy

• The address is the key. It is a random 32-character code. Anyone who has the address can read the report, so send it only to your client.
• No account, no changes. The page is read-only and shows nothing about your other websites or links. It is not indexed by search engines.
• Turn off stops the address at once. Turn on brings it back.
• New address creates a new code and the old one stops working. Use it when the address went to the wrong person.
• Delete removes the report. An optional end day makes the address stop on its own.
• The logo is loaded from the address you give, by your client's browser. Use a logo you host yourself.
• The report contains no personal data: no IP addresses and no individual visitors.

Limits

• Up to 10 reports per website.
• If your plan drops below Growth, the addresses stop working until you upgrade again. Turning a report off stays possible on any plan.
• Conversions need a goal. Revenue is not shown on the report yet.
• Links are matched by their destination's domain. A short link that points to another domain does not appear.

Troubleshooting

Every number is 0

The period may have no data yet, or the tracking script is not installed. Open the website in Website analytics and check that visits arrive.

Conversions stay at 0

Create a goal under the site's conversion goals, and check that your site sends the event with window.useclick('signup') or a thank-you page.

A link is missing from the table

Check that the short link's destination is on the client's domain and that it had clicks or conversions in the period. Only the top eight links are shown.

My client sees "not found"

The report may be turned off or past its end day, or the address was replaced with a new one. Open Client report and copy the current address.

Related guides

• Public dashboards: a live stats page without goals or branding
• Website analytics reports: goals and the click-to-conversion view
• Plans and limits
• How to build a monthly client marketing report without Google Analytics