Proof/Monthly report
The monthly report, including the part most agencies delete.
A redacted month for Northlane, a fictional B2B SaaS company. Same sections, same order, same honesty requirement every real report carries.
The short answer
Every Momentence monthly report has five sections: headline metrics against the prior month, what shipped, what did not work, ranked next actions, and open dependencies. The what-did-not-work section is not optional and it is written before you have to ask.
- Metrics are reported against the prior month, not cherry-picked windows
- Pipeline influence is reported separately from lead volume, never as pipeline created
- Failures are named with the decision we are making because of them
- Next actions are ranked with a stated reason, not listed as a wish list
Example data. Northlane is a fictional B2B SaaS company we use to show the exact format of our deliverables. Nothing on this page is a client result.
Section one
Headline metrics.
Monthly report, page 1
Example account: Northlane
| Metric | This month | Last month | Read |
|---|---|---|---|
| Organic sessions | 4,180 | 3,460 | Up 21 percent, driven by the comparison cluster |
| Tracked queries in top 10 | 34 | 27 | Seven net new, two lost to a competitor refresh |
| AI citation share, 40-prompt set | 22 percent | 15 percent | Gains concentrated in integration and alternatives prompts |
| Demo requests | 31 | 24 | Conversion rate flat, volume did the work |
| Qualified conversations | 12 | 11 | Two sourced by paid, ten by organic and direct |
| Pipeline influenced | $412,000 | $338,000 | Six opportunities touched at least one owned page |
Pipeline influenced means opportunities that touched at least one page or campaign we own. It is not pipeline we claim to have created, and we will say so on every report that includes it.
Section two
What shipped.
Monthly report, page 2
| Workstream | Volume | Detail |
|---|---|---|
| Published | 6 pages | Two alternatives pages, three integration pages, one use case page |
| Rebuilt | 2 pages | Pricing page structure and the primary product page hero and proof band |
| Refreshed | 4 pages | Page-two blog posts rewritten answer-first with schema added |
| Technical | 9 fixes | Canonical conflicts, orphaned pages, and three slow templates |
| Paid | 2 tests | New pain-led message beat the feature-led control on cost per qualified call |
Section three
What did not work.
This is the section that tells you whether a report is honest. Ours names the call we got wrong and what changes because of it.
Monthly report, page 3
- The buyer-guide gated asset drew 140 downloads and produced one qualified conversation. We are ungating it next month and converting it into two indexable pages instead.
- LinkedIn document ads underperformed single-image on cost per click by roughly 40 percent. Paused, not iterated, because the creative cost is not worth the delta.
- The category term we targeted in week two is dominated by three review aggregators. We were wrong to chase it head-on and are attacking the long-tail modifiers instead.
Section four
Ranked next actions.
Monthly report, page 4
| Rank | Action | Why it is ranked here |
|---|---|---|
| 1 | Ungate the buyer guide and split it into two indexable pages | Recovers the traffic the gate is currently blocking |
| 2 | Ship four more integration pages against the highest-volume connectors | This cluster is producing the best citation lift per page |
| 3 | Rebuild the demo request form to three fields | Form analytics show a 38 percent drop at the phone field |
| 4 | Scale the winning paid message to the second segment | Message is validated, segment is not |
| 5 | Publish the customer proof band on the pricing page | Highest-intent page with the thinnest proof |
Section five
Open dependencies.
Monthly report, page 5
- Two integration pages are blocked on a technical accuracy review that has been open nine business days. Publish date moves out one week per additional week of delay.
- CRM opportunity source field is still free text, which caps attribution confidence. Fix is 90 minutes of your admin time and we have offered to do it.
Keep reading the operating system
Every artifact lives in the proof library. The engagement itself is documented in our methodology, the commercial terms are on pricing, and the fastest paid entry point is the Growth System Diagnostic.
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