Read the report against your agreed goals and reporting period.

Check the context

Look at the date range, the tracked website, and the definitions used for each metric. Different reporting tools can measure things differently.

Separate delivery from outcomes

Completed deliverables, indexed pages, rankings, and website traffic describe different parts of a campaign. A completed activity does not guarantee an immediate ranking change.

Ask a focused question

Include the report period, the relevant metric or section, and what you would like clarified.

Avoid comparing reports with different date ranges or tracking definitions without noting the difference.