How to report LinkedIn results to a client every week

A client who pays you to grow their LinkedIn presence wants to know three things every week: what happened, whether it is better than before, and what you will do next. Most reports answer none of these clearly. They paste a screenshot of the analytics page, add a few numbers, and leave the client to work out the rest.

This post is a plan for a weekly report that a client will actually read. It is deliberately small. A short report sent every week beats a long one sent when you remember.

Why weekly, and why the same shape every time

Weekly is a good rhythm for LinkedIn: frequent enough that a slipping habit does not go unnoticed for long, and light enough to keep up when you have several clients. A fixed shape matters more than the length. When the report looks the same each week, the client learns where to look, and any change in the numbers is the first thing they see.

If you are reporting on a personal profile and a company page for the same client, report them as two clear sections, not one blended total. They are different assets with different audiences.

What goes in the report

Keep it to five parts.

The headline. One sentence a busy person can read in ten seconds. For example: "Followers grew steadily and one post carried most of the reach."

The numbers. A small table, the same rows every week, with the period each number covers and the previous period beside it.

The best and the weakest post. Link both, say what they had in common with the numbers around them, and avoid guessing at reasons you cannot see.

What you did. Posts published, comments and outreach done, work that does not show in a chart.

What happens next week. Planned posts, anything you need from the client, and any approval that is waiting.

The numbers worth recording

Pick a short list and keep it. A reasonable starting set, depending on what LinkedIn shows for that profile or page:

The table above is a structure, not a benchmark. We are not suggesting any target figure, because what is good depends on the client, the market and where they started.

Write down what period each number covers

This is the habit that separates a report you can trust from one you cannot. LinkedIn shows different numbers over different windows. Some figures cover the last seven days, some the last ninety, and company pages let you pick a range. The windows can also change over time, so check what your own screen says rather than relying on memory.

So for every number, record two dates: where the period starts and where it ends. Then you can compare like with like, and you never add two windows that overlap. Adding a seven-day figure to the next seven-day figure is fine. Adding a ninety-day figure to anything is how a total ends up wrong.

A routine that takes under an hour

Step 1. Pick the same day and time each week to read the numbers.

Step 2. Record each number with its start and end date, and the date you read it.

Step 3. Compare with the previous period and write the headline last, once you know the story.

Step 4. Note the best and weakest post, and add the work you did.

Step 5. Send it the same day. A report that arrives late has already lost most of its value.

Mistakes that make clients stop reading

Too many metrics. Ten numbers hide the one that matters. Start with five.

No comparison. A number on its own says nothing. Always show the previous period.

Explaining what you cannot know. If a post did well, say that it did well. Do not invent a reason.

Changing the format. A new layout every month makes the client re-learn the report.

Reporting only the good weeks. Clients notice. A flat week reported honestly builds more trust than a spun one.

Making the routine easier

Most of the weekly effort is not the writing, it is collecting numbers into one place with their dates. A spreadsheet works while you have a handful of clients. When you have many, tools built for the job save real time. InsightUno, for one, stores weekly LinkedIn numbers for each profile and page along with the period they cover, and builds a report from what you entered. Whatever you use, the rule stays the same: same shape, same day, dates on every number.