Social Media Report for Clients: Write the Summary Page

What a client report summary should say

Four short blocks cover almost every client:

1. Results: posts published, reach or views, engagements and the engagement rate, each against the previous period.
2. What worked: the best post and why it may have worked, the strongest format and network, a standout day.
3. Keep an eye on: the weakest post, failed or missed posts, a drop in frequency.
4. Next three actions: specific, testable, tied to a number above.

Write numbers exactly as they appear in your data, round consistently, and avoid words like proves or caused. Use may point to and worth testing instead.

Get the summary written from your own numbers

In the Scheduler's Analytics view, with your client's accounts connected, the Summary card writes these blocks for the selected period. The standard summary uses no AI: it is built from the numbers, and every sentence carries small numbered references. For the café's September it read: You published 38 posts, up 52% on the previous period. They earned 16,894 engagements at a 10.1% engagement rate (up 84.1%). It then listed what worked (an Instagram carousel at 16.6%, reels averaging 1,344 engagements per post), what to watch (4 scheduled posts that failed or missed their time) and three next actions.

• Open Numbers used to see every fact a sentence cites, with the previous period next to it.
• Best posting windows appear only when there are at least 20 measured posts, and they come from your own data.
• With fewer than 5 posts in the period there is no summary, because there is nothing reliable to say.
• Write with AI is optional. It rephrases the same facts on your device or with your own key first; any sentence with a number that isn't in the facts, or a claim of cause, is removed and replaced with the standard text.

The analytics come from what each network reports through its API; metrics a network doesn't provide show as missing, never as zero.

Build the full report around the summary

Press Write client report on the Summary card. The report builder opens with the same period and the Summary page right after the cover. The café's report opened with September performance, Oat & Crumb, the reporting period, the comparison period and a short note to the client, then the summary.

• Start from a built-in template: Monthly client report, Weekly performance or Campaign report, or save your own.
• Turn sections on or off, pick A4 or Letter and English or Vietnamese.
• White label per workspace: your client's or your agency's name, colour and logo, and hide Prepared with GrabCast.
• Refreshing the numbers drops any saved summary text, so an old narrative never sits next to new data.

If your client's accounts aren't connected, the Social Media Analytics dashboard works from the networks' own export files instead.

Share, schedule and explain the report

Save the report, then share it the way the client prefers:

1. Share link: read-only, not indexed by search engines, valid for 1 to 365 days, with an optional password. You can turn a link off at any time.
2. PDF, CSV or Excel download; the summary is the first page of the PDF and the first sheet of the spreadsheets.
3. Scheduled e-mails: weekly or monthly, to up to five recipients, with a summary and a fresh link.

In shared workspaces, a Client role can open and download reports without seeing or changing anything else. In the review call, read the summary aloud, agree on the three actions and put them in next month's content plan. The UTM Builder helps when one of those actions is to measure clicks to the client's website.

Step-by-step

Common mistakes to avoid

Pro tips

Frequently asked questions