Weekly reports create weekly panics. Traffic was down 12% and nobody knows why, so everyone spends Monday looking for a cause that was probably a bank holiday.
Show enough history to see the shape
Plot the last thirteen weeks and the same thirteen weeks last year on the same chart. Seasonality becomes visible, real changes stand out, and one bad week looks like what it is. Use a rolling four-week average for anything with fewer than a hundred conversions a week.
Then comment on it
- One sentence per chart: what changed, why we think so, what we will do.
- If nothing changed, say so; that is also information.
- Keep last month's comments so the reader can see whether the prediction held.
