---
title: "Executive Summary"
description: "What the LENS Executive Summary includes: an AI-written narrative, key takeaways, key metrics versus the previous period, and channel performance."
canonical_url: "https://docs.sealmetrics.com/lens/reports/executive-summary"
lang: "en"
date_generated: "2026-08-09T18:18:16.203Z"
source_hash: "61313dd772612cac67ad43ae1f6884f44bf30a09ec8ff57a7f8aa7753661818e"
content_type: "documentation"
owner: "docs"
llm_priority: "useful"
source_file: "lens/reports/executive-summary.mdx"
publisher: "Sealmetrics"
---

# Executive Summary

Canonical page: https://docs.sealmetrics.com/lens/reports/executive-summary

The Executive Summary is the opening section of every LENS report. It gives a clear, narrative picture of how the period performed, followed by structured sections that back up the summary with data.

Reports are generated for a **weekly** or **monthly** period. See [LENS Reports](/lens/reports) for how to generate them.

## What's Included

A LENS report is built from the following sections. Each is populated when data is available for the period.

### Executive Summary

A short AI-written narrative of the period, followed by a list of **key takeaways** — the most important points distilled into a few lines.

### Key Metrics

```
KEY METRICS
Week of January 8-14, 2024

                    Current      vs Previous
──────────────────────────────────────────────
Revenue             €44,600         +15%
Conversions             892          +8%
Entrances            45,230         +12%
Pageviews           148,500         +12%
Conversion Rate       1.97%       -0.07pp
Bounce Rate           42.0%        -1.2pp
Avg Order Value      €50.00          +6%
```

Each metric shows the current value and the change versus the previous period.

### Channel Performance

```
CHANNEL PERFORMANCE

Channel              Revenue    Conv.   Rev. Share   Trend
──────────────────────────────────────────────────────────
Google Ads - Brand   €12,400     210       28%       ↑ +15%
Email Marketing       €8,900     180       20%       ↑ +22%
Organic Search        €7,200     150       16%       → +2%
Facebook Retarget     €6,100      95       14%       ↓ -5%
Direct                €5,400      85       12%       ↑ +8%
```

LENS highlights the **top performer** and the **biggest decline** for the period.

### Funnel Health

```
FUNNEL HEALTH

Stage              Count    Drop-off   vs Previous
──────────────────────────────────────────────────
Entrances        148,500       -          +12%
Product Views     89,100      40%         +15%
Add to Cart       22,275      75%         +10%
Checkout Start     8,910      60%          +8%
Purchase           3,564      60%         +12%
──────────────────────────────────────────────────
Overall conversion rate: 2.40%
```

The section identifies the **biggest leak** in the funnel and includes a recommendation.

### Audience Insights

Breakdowns of the period's audience by **device**, **country**, and **browser**, each with its share and change. LENS also flags notable **audience shifts** — for example, a meaningful move toward mobile traffic.

### Top Insights

```
TOP INSIGHTS

🔴 Mobile conversion rate dropped 15%
   Estimated impact: ~€2,100

🟡 Cart abandonment increased from 68% to 73%

🟢 Email marketing revenue up 22%
```

Insights are grouped by severity (🔴 red, 🟡 yellow, 🟢 green) and the section reports the total economic impact across them.

### Action Items

```
ACTION ITEMS

Priority  Owner       Action
──────────────────────────────────────────────────────
HIGH      Tech        Investigate mobile performance
HIGH      Marketing   Review cart abandonment flow
MEDIUM    Marketing   Scale email marketing
LOW       Marketing   Pause underperforming campaigns
```

Each action item has a **priority** (high, medium, low) and a suggested **owner** (marketing, tech, product, or leadership).

## Insight Types

The insights surfaced in a report can be of several types:

| Type | Description |
|------|-------------|
| **Anomaly** | An unusual change versus expected behavior |
| **Opportunity** | A potential area for improvement |
| **Trend** | A directional change over time |
| **Alert** | A condition that crossed a defined threshold |
| **Health** | A check on the overall health of tracking or performance |

## How Reports Are Generated

When you generate a report for a period, LENS:

1. **Analyzes the period's data** across metrics, channels, funnel, and audience.
2. **Compares to the previous period** (previous week for weekly reports, previous month for monthly reports).
3. **Surfaces insights**, grouped by severity.
4. **Writes the executive summary and key takeaways** based on the analysis.
5. **Proposes action items**, prioritized and assigned to a suggested owner.

## Email Delivery

LENS can deliver a **weekly digest** by email summarizing the week's highlights, concerns, opportunities, and recommended actions. Email is the only delivery channel. See [Email Alerts](./email-alerts) for details and for how to configure recipients in **Settings → LENS**.