Evidence-first reporting
Build an evidence register for a recurring agency report
A reusable structure for tracking report claims, metric sources, periods, limitations, ownership, and client decisions.
Target outcome
A compact register that makes report review faster and unsupported claims easier to find.
Work through the evidence
before the final claim.
- 01
Give each claim an identifier
Use a stable ID so comments, evidence, and revisions continue to refer to the same claim even when slides or sections move.
- 02
Capture the evidence tuple
Record source, metric definition, date range, segment, comparison basis, retrieval time, and any transformation applied.
- 03
Type the confidence
Distinguish observed facts, calculations, assumptions, hypotheses, forecasts, and unknowns. Do not let wording erase those boundaries.
- 04
Close the loop
Attach the client decision or requested follow-up to the claim so next month starts from an auditable handoff rather than memory.
Example input
A concrete first pass
A statement that paid search generated the strongest leads, supported only by platform conversion counts.
Reviewable output
A claim marked provisional, linked to platform conversions, missing CRM qualification, and assigned to an owner for reconciliation.
The register preserves useful progress without overstating what the available sources prove.
Important boundaries
What this workflow does not prove
- A register improves traceability but does not validate the underlying analytics system.
- Client-specific definitions must come from the client or authoritative contract.
- Keep personal and confidential data out of shared examples.
Independent agencies · $49 once
Use Agency Report Finisher for the structured first pass.
Convert an incomplete client report into a structured, handoff-ready review package without uploading it to a service desk.