07 — Reporting & Optimization
Purpose
This SOP defines analytics, KPIs, reporting frequency, format, timelines, deliverables, and the review/optimization process. It ensures we report on outcomes that matter and improve via PDCA.
Scope
| Context |
Applies to |
| Client engagement |
All social media engagements |
| Own channels |
Ganguly Consulting's channels |
Definitions
| Term |
Definition |
| KPI |
Key performance indicator; metric tied to objective |
| PDCA |
Plan-Do-Check-Act; see Frameworks & Principles |
| One-number focus |
Primary metric to act on; avoid report noise |
Context: Client vs Own Channels
| Aspect |
Client engagement |
Own channels |
| Report recipient |
Client |
Internal |
| KPIs |
Per SOW; tied to client goals |
Per PRODUCT-CONTEXT |
| Format |
Client-facing report |
Internal dashboard or brief |
Analytics & KPIs
Social-specific metrics
| Metric |
Use when |
| Reach / impressions |
Awareness objective |
| Engagement rate |
Content resonance |
| Saves / shares |
Content value |
| Profile visits |
Interest |
| Link clicks |
Lead gen / conversion path |
| Follower growth |
Long-term reach |
Ganguly Consulting metrics (aligned to PRODUCT-CONTEXT)
| Metric |
Priority |
| CAC |
Primary |
| Cost per qualified opportunity |
Primary |
| Click-to-qualified conversion |
Primary |
| Saves, shares, DMs |
Leading indicators |
Social feeds into the full path: spend → click → lead → qualified → closed.
What we avoid
- Vanity metrics as primary goal (likes without outcome)
- Activity for its own sake
- 47-page reports; focus on one number you can act on
Frequency
| Report type |
Frequency |
| Weekly |
Quick metrics (optional; for high-touch) |
| Monthly |
Standard: performance, highlights, next month |
| Quarterly |
Strategy review; pillar mix; PDCA |
| Section |
Content |
| Executive summary |
One slide or paragraph; key number; one action |
| Performance |
KPIs vs target or prior period |
| Highlights |
Top posts; what worked |
| Lowlights |
What didn't; hypothesis for fix |
| Next period |
Plan; experiments |
Principles
- One number you can act on beats forty-seven pages of noise.
- Visual where helpful; minimal text.
- Compare to prior period or target.
Timelines & Deliverables
| Deliverable |
Timing |
| Monthly report |
5 business days after month end |
| Quarterly report |
10 business days after quarter end |
| Ad-hoc analysis |
Per agreement |
Review & Optimization Process
PDCA cycle
| Phase |
Action |
| Plan |
Set objective; hypothesis; metrics for period |
| Do |
Execute content plan; collect data |
| Check |
Compare to plan; identify gaps; what worked/didn't |
| Act |
Adjust pillar mix, timing, format; update SOP if needed |
Optimization levers
| Lever |
Example |
| Pillar mix |
Shift % from proof to educational if saves improve |
| Posting time |
Test and stick to best times |
| Format |
More Reels if they outperform carousels |
| Hooks |
Iterate on top-performing hooks |
Review cadence
| Review |
When |
Owner |
| Weekly |
End of week |
Content Lead |
| Monthly |
With monthly report |
Content Lead + Client Lead |
| Quarterly |
Strategy + PDCA |
Client Lead + Client |
Roles & Responsibilities (RACI)
| Deliverable |
Content Lead |
Project Lead |
Client Lead |
Client |
| Pull data |
R |
I |
I |
I |
| Draft report |
R |
C |
I |
I |
| Present report |
R |
C |
A |
I |
| Approve insights |
I |
I |
A |
A |
| Act on recommendations |
I |
R |
A |
A |
Confidentiality & Data Access
- Reports are client-confidential (or internal-only for own channels).
- Data access and storage per 08 Governance.
Version & Approval
| Field |
Value |
| Last updated |
February 2025 |
| Approver |
— |