Executive Summary Report
The Executive Summary is a weekly AI-generated report that provides leadership with a clear picture of business performance without requiring them to log into the dashboard.
What's Included
Key Metrics Overview
📊 PERFORMANCE SNAPSHOT
Week of January 8-14, 2024
This Week vs Last Week vs Last Year
─────────────────────────────────────────────────────────────
Sessions 45,230 +12% +28%
Unique Users 38,420 +10% +25%
Conversions 892 +8% +45%
Revenue €44,600 +15% +52%
Conversion Rate 1.97% -0.07pp +0.3pp
Avg Order Value €50.00 +6% +5%
Trend Visualization
The report includes embedded charts showing:
- 12-week traffic and conversion trends
- Revenue vs. same period last year
- Conversion rate over time
Top Performers
🏆 TOP PERFORMING CHANNELS
Rank Channel Revenue ROAS Trend
────────────────────────────────────────────────────
1 Google Ads - Brand €12,400 5.2 ↑ +15%
2 Email Marketing €8,900 8.1 ↑ +22%
3 Organic Search €7,200 N/A → +2%
4 Facebook Retarget €6,100 3.1 ↓ -5%
5 Direct €5,400 N/A ↑ +8%
Issues & Alerts
⚠️ ATTENTION REQUIRED
1. Mobile Conversion Rate
Dropped 15% this week. Correlates with 200ms
increase in mobile page load time.
Impact: ~€2,100 estimated lost revenue
2. Cart Abandonment
Increased from 68% to 73%. Highest abandonment
on payment step.
Impact: ~45 lost orders
3. Google Ads - Prospecting
ROAS dropped below 1.0. Currently unprofitable.
Recommendation: Pause or restructure.
AI Insights
💡 AI-GENERATED INSIGHTS
Based on this week's data, here are key observations:
1. "Email marketing outperformed all paid channels
with 8.1 ROAS. Consider increasing email
frequency or list-building investment."
2. "The 15% mobile conversion drop accounts for
approximately €2,100 in lost revenue. With
mobile representing 62% of traffic, this
should be prioritized."
3. "Year-over-year growth of 52% in revenue
outpaces the 28% traffic growth, indicating
improved monetization efficiency."
Recommendations
📋 RECOMMENDED ACTIONS
Priority Action Impact
─────────────────────────────────────────────────────
HIGH Investigate mobile performance +€2K/week
HIGH Review cart abandonment flow +€1.5K/week
MEDIUM Scale email marketing +€1K/week
LOW Pause underperforming campaigns +€500/week
Setting Up Executive Summary
Create New Report
- Go to LENS → Reports
- Click Create Report
- Select Executive Summary template
Configure Recipients
Recipients
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Primary recipients (see full report):
+ ceo@company.com
+ cmo@company.com
Summary-only recipients (condensed version):
+ board@company.com
Delivery:
● Monday at 8:00 AM
○ Custom day and time
Include:
☑ PDF attachment
☑ Inline preview in email
☐ Raw data CSV
Customize Content
Sections to Include
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☑ Key Metrics Overview
☑ Trend Charts (12-week)
☑ Top Performing Channels
☑ Issues & Alerts
☑ AI Insights
☑ Recommendations
☐ Detailed Campaign Breakdown
☐ Geographic Performance
☐ Device Breakdown
Set Comparison Periods
Comparisons
──────────────────────────────
Compare to:
☑ Previous week
☑ Same week last year
☐ Same week last month
☐ Custom baseline period
Highlight changes greater than: 10%
Customization Options
Add Custom KPIs
Include business-specific metrics:
Custom Metrics
──────────────────────────────
+ Add Custom Metric
Metric Name: Customer Acquisition Cost
Calculation: Total Ad Spend / New Customers
Format: Currency (€)
Goal: < €25
Show trend: Yes
Add Annotations
Mark important events:
Annotations
──────────────────────────────
+ Add Annotation
Date: January 10, 2024
Event: New homepage launched
Impact: Expected traffic increase
[Save]
Annotations appear in the report to provide context for data changes.
Branding (Growth Plan)
Customize the report appearance:
Branding
──────────────────────────────
Company logo: [Upload]
Primary color: #00825C
Report title: Weekly Business Intelligence
Header text:
"Confidential - Internal Use Only"
Footer text:
"Generated by Sealmetrics LENS"
Understanding the AI Insights
How Insights Are Generated
- Data Analysis - LENS analyzes all metrics from the week
- Pattern Detection - Identifies significant changes and correlations
- Context Gathering - Considers historical patterns and seasonality
- Insight Generation - AI formulates actionable observations
- Prioritization - Ranks insights by potential business impact
Insight Types
| Type | Description | Example |
|---|---|---|
| Opportunity | Potential for improvement | "Email ROAS suggests scaling" |
| Risk | Issues requiring attention | "Mobile conversion declining" |
| Trend | Directional changes | "YoY growth accelerating" |
| Anomaly | Unusual patterns | "Traffic spike from unknown source" |
| Correlation | Related changes | "Page speed affecting conversion" |
Providing Feedback
Help improve insight quality:
- In the dashboard, view the report
- For each insight, click 👍 or 👎
- Optionally add comments
Your feedback trains the model for better future insights.
Delivery Options
Email
Subject: 📊 Weekly Executive Summary - January 8-14
Preview text: Revenue +15%, 3 items need attention
Slack
#executive-updates
📊 Weekly Executive Summary is ready
Key highlights:
• Revenue: €44,600 (+15%)
• Conversions: 892 (+8%)
• Items needing attention: 3
[View Full Report]
PDF Export
The PDF includes:
- All sections formatted for printing
- Charts as high-resolution images
- Table of contents for long reports
- Page numbers and date stamps
Best Practices
For Maximum Impact
- Keep recipient list focused - Only those who will act on insights
- Set appropriate delivery time - Before weekly meetings
- Review and refine - Adjust metrics shown based on feedback
- Add context - Use annotations for known events
For Busy Executives
- Use summary-only option - Condensed to key metrics
- Highlight thresholds - Only show significant changes
- Include recommendations - Actionable next steps
- Mobile-friendly - Readable on phone
Report Sections
A typical Executive Summary includes:
- Performance Overview - Key metrics vs previous period
- Traffic Analysis - Sources, channels, campaigns
- Conversion Summary - Goals, revenue, transactions
- LENS Insights - AI-detected patterns and anomalies
- Recommendations - Suggested actions for improvement