The report types explained

What each report covers, so you pick the right one for the question you're answering.

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Each report type focuses the Brain on a different slice of your marketing. Pick the one that matches the question you're trying to answer.

Core reports

  • Monthly performance - the all-rounder. A blended summary of the period across every connected channel, with the headline wins, misses and what to do next. Great for a regular check-in or a stakeholder update.
  • Paid media - a deep dive on your advertising: spend, conversions, ROAS and campaign-level performance across Google, Meta and TikTok. Use it to decide where the budget should go.
  • SEO & search opportunity - organic search performance and the keyword/content opportunities to chase, drawing on Search Console and market research.
  • Social performance - how your organic social channels are doing - reach, engagement and what's resonating.

Revenue & CRM reports

  • Attributed revenue - the full-funnel, true-ROAS story: which channels actually sourced revenue once CRM deals are taken into account.
  • CRM / pipeline performance - deal flow, win rates, average deal size and pipeline health.

Online shop

  • Online shop performance - net sales, orders, refunds and discounts, new vs returning customers, your best-selling products, and the return your advertising earns in real orders (set against what each ad platform claims). Needs a connected online shop.

Owned channels

  • Email performance - campaign results, deliverability and owned-channel ROI from your connected email platform. With an online shop connected, it also checks your email tool's attributed revenue against the orders your shop credits to email.

What each report needs

Every report is about something, and that something has to be connected and have returned data for the period - a platform you have only just connected needs its first sync. Beyond that, a report uses whatever else you have and notes what's missing.

  • Monthly performance - at least one connected platform (ads, analytics, search, social, CRM, email or shop)
  • Paid media - Google Ads or Meta Ads
  • SEO & search opportunity - Google Search Console
  • Social performance - a Facebook Page, Instagram or TikTok
  • CRM / pipeline performance - a CRM (e.g. HubSpot, Salesforce or GoHighLevel)
  • Email performance - an email platform (e.g. Klaviyo or Mailchimp)
  • Online shop performance - an online shop

Without it, the report doesn't run - nothing is written and nothing is used from your allowance - and you're told what to connect instead. A scheduled report in the same position waits and tries again the next day.

Revenue in every report

Every report states revenue the way your dashboard does. If you have an online shop and a CRM and haven't yet told us whether your CRM also records your shop's orders, the report shows the two side by side and never adds them together - so no sale is counted twice. Figures the dashboard holds back are held back in reports too: average order value from 5 orders upwards, and the new vs returning split only when your shop could identify most of its customers.

Choosing well

  • Reporting to a client or boss each month? Monthly performance.
  • Deciding ad budget? Paid media or Attributed revenue - or Online shop performance if you sell online.
  • Planning content? SEO & search opportunity.

See Generating reports to create one.