The booking report you send a client: which numbers belong in it
by CIA updated 21/09/2026 3 min read
Also available in: Tiếng Việt
A good booking report is not one with many numbers. It is one where the reader knows what each number measures and where it came from, and knows what could not be measured. The structure below fits on one page and works for a single-channel campaign or a multi-channel one.
Six numbers worth including
| Number | Where from | Why it matters |
|---|---|---|
| Views per post | the post's public data | the baseline anybody can verify |
| Interactions per post | public data | likes + comments + shares + saves |
| Engagement rate by views | calculated | comparable across channels |
| Median views before the campaign | channel report | tells you whether your post was above or below the channel's normal |
| Themes in the comments | comments analysis | the qualitative part numbers miss |
| Discount codes redeemed | your own sales system | the only number that connects to revenue |
The fourth number is what separates a serious report from a copy-paste table. A post with 400,000 views sounds big, but if the channel's normal is 600,000 then the post was below normal — and that is the most important thing in the report.
Three numbers to leave out
"Earned media value". No widely accepted calculation exists, and every such figure is an arbitrary multiplication.
Revenue attributed from views. If you had no unique discount code or link, you do not know. Say you do not know.
Demographics of the people who saw your post. Public data does not have them. If the creator supplied them, label them as creator-supplied.
A one-page structure
- One sentence of conclusion. Did the campaign meet the objective set beforehand.
- The six-number table, one row per post.
- Against the channel's normal — one sentence per channel.
- Three real comments, quoted verbatim. This is the part clients read most closely.
- What could not be measured, stated plainly. It increases trust in what was measured.
- What to do next.
Data cost for one report
For a three-channel campaign: 3 × 5 credits of channel report to establish normals, plus 3 × 12 credits of comments analysis. Total 51 credits. If you need audience verification, add audience analysis at 12 credits per channel.
Every figure in the report is an estimate from public data the platform displays. Put that sentence in the report; it protects you when the client compares against creator-supplied numbers and finds a gap.
Frequently asked questions
The client wants revenue figures. Only measurable with a unique discount code or link per channel. Agree that before the campaign runs, not at reporting time.
Is there automatic report export? CIA returns the data for each run. Assembling it into a client report is yours to do, or use the API to build it.
How long after the campaign should I report? At least seven days after the last post, because TikTok views keep climbing for a few days.
More on this topic: Creators & KOLs