Monthly client reporting
A report helps customers review completed work, observed results, and the next steps. Explain the evidence and its limits rather than treating a report as proof of impact or retention.
The AI visibility score as the headline
Lead with the business question and a comparable audit summary. Show scope, coverage, score basis, and the date alongside the score; one number cannot establish whether a service is producing customer value.
Hypothetical formatting example, not a customer result: "The comparable audit score changed from 31 to 47, a 16-point increase. Scope, coverage, and score basis are shown alongside."
Use actual measured values when reporting to a customer, and explain uncertainty without implying causation.
What to include in a monthly GEO report
Section 1: score overview (1 page)
- Current AI Visibility Score with month-over-month change
- Pillar breakdown (5 scores with trend arrows)
- A short summary using actual values. Label any training example clearly and explain that timing alone does not establish cause.
Section 2: share of model detail (1 page)
- Overall SOM percentage with trend
- Model-by-model breakdown (ChatGPT, Perplexity, Gemini, etc.)
- Top 5 keywords where SOM improved
- Top 5 keywords where SOM declined or stayed flat
Section 3: actions taken (1 page)
- Citations seeded this month (count, platforms, top threads)
- Entity fixes completed
- Press coverage secured
- Reviews generated
- Connect each action to its expected impact
Section 4: competitive landscape (1 page)
- Your SOM vs focus competitors (trend chart)
- Notable competitor movements
- Opportunities identified from competitive shifts
Section 5: next month's plan (1 page)
- Prioritized actions for the coming month
- Specific targets (e.g., "Seed 15 threads targeting the 'CRM for agencies' keyword cluster")
- Any client actions needed (approvals, information, access)
Before/after comparisons
The most powerful element of any GEO report is the before/after:
Hypothetical example, not a customer result: "The comparable score was 18 at baseline and 54 at follow-up. Here is the work completed and the evidence available; this comparison does not establish the cause."
Hypothetical answer comparison: "The baseline sample did not mention the fictional brand; the follow-up did. Check the saved answers, prompt, engine, date, and coverage before describing the difference."
Include screenshots of actual AI responses mentioning the client. Nothing is more convincing than seeing their brand name in a ChatGPT answer.
Monthly vs quarterly reporting
- Monthly reports track progress and justify ongoing spend. Keep them tight and action-oriented.
- Quarterly reports are strategic reviews. Include the monthly data plus: competitive observations, strategy adjustments, measurement limitations, and results you can show.
For most clients, monthly reports are essential. Skip them, and the client starts wondering what they're paying for.
Reporting cadence
Best practice:
- Month-end: Review the available data and selected reporting period
- Day 1-3 of new month: Build the report
- Day 3-5: Send to client
- Day 5-10: Discuss on monthly strategy call
Don't let reports pile up. A late report signals disorganization and erodes trust.
Making reports shareable
Your report should be formatted so the client can forward it to their CEO or board. That means:
- Professional layout with your agency branding
- No jargon without context
- Clear executive summary at the top
- Specific numbers, not vague improvements
- Visual charts over walls of text
The client's boss doesn't care about your process. They care about: "Is this working? What's the number? How does it compare?"
In Outrigger
Reports saves branded reports with AI visibility, Share of Model and activity data for the period you choose. To send one to a client, open it and use your browser's Print or Save as PDF.