Anchor the report in agreed key events
Choose the events that represent the client goal, such as lead form completion, booking, checkout, or qualified enquiry. Confirm the event definition before comparing months so the report remains trustworthy.
Show channel quality, not only traffic volume
Compare sessions with engaged sessions, engagement rate, key events, and conversion rate. A channel with fewer sessions may deserve more attention when it produces stronger intent or better downstream quality.
Explain the conversion journey
Use landing pages, device mix, and high-level path observations to identify where people progress or drop off. Do not overstate causality when the evidence only shows a correlation.
Keep attribution language clear
Describe GA4 as the website-outcome source and keep platform-attributed conversion figures separate. This prevents totals from being double counted and gives stakeholders a clearer explanation of why numbers differ.
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