Monthly business report · An example
Your business,
in plain English.
Our monthly business report turns your website figures, Google searches, sales, customer feedback and the IT we look after into a few pages you can read over a coffee: what happened, what it means, and what we’ll do next.
This example is for Thistle & Spoke, a made-up bike shop in Dunfermline. Yours uses your own figures, monthly or quarterly.
Business report
Visitors
4,212
Enquiries and bookings
146
Online sales
£14,980
Customer rating
4.7/ 5
In short
- Online bookings grew in their second month: 58, up from 41.
- Fewer visitors than August, as usual after the summer peak, but more of them got in touch.
- Customers love your staff. Saturday queues are the main thing to look at.
Three things that went well in September.
Every report starts with what’s working, with the numbers to show it, so you know what to keep doing.
58 services booked online
Up from 41 in August, online booking’s first month. Book a service is now your second most viewed page.
From your bookings
2nd on Google for “bike shop dunfermline”
And 2nd for bike repair Dunfermline, 3rd for e-bike service Fife. 64 people clicked through from that first search.
From Google Search Console
4.7/ 5 from 64 customers
Up from 4.5 in August, and more customers answered: 64, against 47.
From your feedback form
4,212 visitors, and one in three came back.
Who’s visiting your website, when and on what, so you know where your customers are and when to reach them.
Visitors each month
4,212
- Oct
- Nov
- Dec
- Jan
- Feb
- Mar
- Apr
- May
- Jun
- Jul
- Aug
- Sep
Visitors usually fall after the summer peak. Compared with last September, they were up 31%: 4,212 against 3,215.
Show the figures
| Month | Visitors |
|---|---|
| October 2025 | 2,540 |
| November 2025 | 2,310 |
| December 2025 | 2,880 |
| January 2026 | 2,260 |
| February 2026 | 2,470 |
| March 2026 | 3,050 |
| April 2026 | 3,620 |
| May 2026 | 4,010 |
| June 2026 | 4,350 |
| July 2026 | 4,720 |
| August 2026 | 4,480 |
| September 2026 | 4,212 |
From Google Analytics · visitors who accepted cookies
New and returning
One in three had been before
1,422 came back2,790 new
- In 7 out of 10 visits, people read or clicked something
- 1 min 52 s spent reading, per visitor
From Google Analytics
Phone or computer
71% of visits were on a phone
- Phone 71%
- Computer 25%
- Tablet 4%
So we design for phones first, and keep your pages quick on mobile data.
From Google Analytics
Busiest times
Sunday evening is your busiest time online
The best time to send your emails and post offers. Saturday morning is busy online as well as in the shop.
Show the figures
| Day | Morning | Afternoon | Evening | Night |
|---|---|---|---|---|
| Monday | 161 | 246 | 281 | 43 |
| Tuesday | 150 | 236 | 268 | 37 |
| Wednesday | 156 | 241 | 273 | 41 |
| Thursday | 161 | 253 | 289 | 43 |
| Friday | 173 | 246 | 259 | 48 |
| Saturday | 341 | 302 | 225 | 54 |
| Sunday | 261 | 323 | 454 | 65 |
From Google Analytics · visits by day and time
Where visitors are
Most visitors are local
38% from Dunfermline, and 14% from Edinburgh.
From Google Analytics · by town
Most people found you on Google.
Where your visitors came from and what they searched for, so you can see which marketing is working.
How visitors arrived
Google brought 38% of visits
Facebook and Instagram brought 15% of visits, and your emails 4%, 110 of them from the autumn service email.
From Google Analytics · 5,630 visits
Google searches
2,860 clicks from Google searches
Shown 61,200 times in Google’s results. Your top searches:
| Search | Clicks | Usually |
|---|---|---|
| thistle and spoke (your name) | 612 | 1st |
| bike shop dunfermline | 64 | 2nd |
| bike repair dunfermline | 31 | 2nd |
| used bikes dunfermline | 12 | 1st |
| e-bike service fife | 9 | 3rd |
Searches for bike lights doubled as the nights drew in, so next month we’ll feature lights on your homepage.
From Google Search Console · every search, not only visitors who accepted cookies
Google Business Profile
7,940 views of your Business Profile
3,870 on Google Search and 4,070 on Google Maps. Calls from the profile rose 21%.
From Google Business Profile
86
Calls
Up 21% on August241
Direction requests
Up 7% on August520
Website clicks
Up 6% on August
146 enquiries and bookings, and 121 online orders.
The calls, bookings, messages and sales your website brought in. These count for more than visitors.
Calls, bookings and messages
146 enquiries and bookings from your website
- 121 bought online (see the shop below)
- 39 asked for directions from the website
Bookings rose 41%, and taps on your phone number 13%. Messages dipped slightly, probably because more people booked online instead.
From Google Analytics and your bookings
Most viewed pages
Book a service is now your second most viewed page
From Google Analytics · page views
£14,980 in online sales, up 9%.
Straight from your shop: what sold, what people booked, and where they dropped out before paying.
Included when your website has a shop
This month in your shop
Online sales
£14,980
Orders
121
Average order
£123.80
Visits that bought
1.6%
From your shop · visits that bought, from Google Analytics
Best sellers
Lights and tyres sold best
E-bikes brought in the most: £6,370 from 3 sales.
From your shop
Services booked online
Standard services were the most booked
E-bike health checks were 16 of the 58: worth promoting before winter.
From your bookings
From looking to paying
Two in three who reach the checkout pay
Each percentage is how many carried on from the step before.
The biggest drop is between looking at a product and adding it to the basket, as most people browse before they buy. Free click-and-collect could help, and we can show it on every product.
From Google Analytics · it counts the 88 of your 121 orders placed by visitors who accepted cookies
Basket reminders
£1,612 won back by basket reminder emails
14 orders from people who had left something in their basket.
From your shop
Bought together
1 in 4 light-set buyers added a lock
A lights-and-lock winter bundle could lift your average order. It’s in next month’s plan.
From your shop
Customers love your staff. Saturdays are the main thing to look at.
Every response to your feedback form, grouped by theme and summed up in plain English: what customers love, what to look at, and what to do about it.
Included when we run your feedback form
Customer rating
4.7/ 5
★★★★★
From 64 customers, up from 47.
From your feedback form
What customers love
Friendly, knowledgeable staff, again
“Easy to book online” is new on the list this month.
From your feedback form · mentions in comments
How the comments felt
44 of 52 comments were happy
- Happy 85%
- Mixed 11%
- Unhappy 4%
52 customers left a comment. The 2 unhappy ones were both about the Saturday wait.
From your feedback form
Getting better
9 → 2 mentions of “hard to get through on the phone”
Last quarter’s top concern, down from 9 mentions in June to 2 in September, since online booking started in August.
From your feedback form
Worth a look
Three things customers mentioned, and what we suggest
7 mentions
Waiting to hand bikes in on a Saturday
What we suggest: Offer Saturday drop-off slots that customers book online, so bikes are booked in before the rush. We can add them for you.
5 mentions
A text when the bike is ready
What we suggest: Send a text or email automatically when a repair is marked ready. We can link it to your bookings.
4 mentions
Parking nearby
What we suggest: Agree a nearby drop-off spot, and we’ll add parking tips to your booking emails.
From your feedback form · mentions in comments
In their words
A few of this month’s comments
“Brilliant service. They explained everything, and the bike rides like new.”
“Booked online in two minutes and it was ready the same afternoon.”
“Great job on the bike, but a bit of a queue to hand it in on Saturday.”
Made-up comments, to show the format
Your website and IT, looked after.
What kept your website, internet, cameras and data safe this month, and how your team did on the phishing test.
Covers what we look after for you
Website
Online every minute of September
100%
Online
30 of 30 days, monitored 24/7
23
Updates
WordPress and plugins, tested on a copy first
30
Backups
One a day, kept off-site
Good
Speed on phones
Passes Google’s speed checks
418
Blocked
Suspicious sign-in attempts
23 updates, each tested on a copy of your site first, and a fresh backup every night.
From our website monitoring
Internet and Wi-Fi
99.98% of the month online
- Online all day
- Short drop
One short drop, under 10 minutes, just after 6am on Sunday 13 September, before you opened. Your provider’s line came back by itself.
- 73 Mbps down and 18 Mbps up, on average
- 5 of 5 network devices online and up to date
- Busiest Wi-Fi moment: 41 devices, Saturday 12 September at 12:30pm
From your UniFi network
Backups
30 of 30 nightly backups succeeded
- Your shared files on the NAS, copied off-site every night
- NAS 29% full (2.3 of 8 TB), both drives healthy
From UniFi Drive
CCTV
4 of 4 cameras online and recording
Storage 61% used30 days of footage kept
- Shop floor: online and recording
- Counter: online and recording
- Workshop: online and recording
- Back door: online and recording
2 motion alerts after closing time, both from the workshop camera.
From UniFi Protect
Staff training
4 of 6 staff reported this month’s test email
- ✓
- ✓
- ✓
- ✓
- –
- ×
- Reported it
- Ignored it
- Clicked
The test was a fake parcel-delivery email. One person clicked, then did a short refresher straight away, and nobody entered a password. When training started in April, 3 clicked and 1 reported it.
From your cyber security training · we never name anyone
What we did, and what’s next.
Every report ends with a short plan: what we’ll do next month, and the one or two things that need you.
Done in September
What we did
- Sent the autumn service email to 1,140 subscribers (43% opened it)
- Wrote “How often should you service an e-bike?”, now on Google’s first page for e-bike service Fife
- Added sizes and better photos to 24 products
- Replied to 6 new Google reviews
Planned for October
What we’ll do next
- UsAdd bookable Saturday drop-off slots to online booking, so bikes are booked in before the rush.
- UsSwitch on a “your bike is ready” text when a repair is marked ready.
- UsPut a lights-and-lock winter bundle on the homepage, ready for the darker evenings.
- UsSend the winter service email on a Sunday evening, your busiest time online.
- YouAsk every customer for a Google review when they collect. We’ll make you a QR code card for the counter.
About these figures
- Website figures only count visitors who accept cookies (about 7 in 10 here), so read them as trends rather than exact totals.
- Sales and orders come straight from your shop, so they’re exact.
- Feedback comes from your feedback form. We group every comment by theme and check the summary ourselves.
- Google searches and your Business Profile come from Google Search Console and Google Business Profile.
- Internet, Wi-Fi, camera and backup figures come from your UniFi system, and staff training from the training platform. We never name anyone in your report.
- Thistle & Spoke is a made-up business, and every figure on this page is an example.
From your accounts to a report you’ll actually read.
We do the gathering and the checking. You get the answers, in the words you’d use yourself.
We connect your accounts
Google Analytics, Search Console and your Google Business Profile, your shop and your feedback form, and the network, cameras and backups we look after. Anything missing, we set up first.
We check the figures
Every figure is worked out from where it came from and checked. When something changes, we say why, and we never spin it.
We write it in plain English
What happened, what it means and what we’ll do next. Visitors, not “users”. Visits, not “sessions”.
You get it monthly or quarterly
A link you can open on your phone, with a PDF or Word copy to keep or share with your team.
Every month
With our digital marketing plans
For businesses running ads, social media or SEO, where a month makes a difference.
Digital marketing →Every three months
With the Website Care Plan
The big picture each quarter: your visitors, Google and your website’s health.
Website hosting and care →Alongside managed IT
Your network, cameras and staff training
Internet, Wi-Fi, CCTV, backups and phishing tests, in the same report. What’s in it depends on what we look after for you.
Managed IT services →No jargon
We translate the analytics for you
Analytics tools have their own language. Your report uses yours, so you never need a glossary.
- Google Analytics saysYour report says
- Usersvisitors
- Sessionsvisits
- Engagement ratevisits where people read or clicked
- Organic searchfound you on Google
- Directtyped your address or used a bookmark
- Key eventsgot in touch, booked or bought
Your monthly business report, explained.
Can’t see your question? Call 01383 840808, Monday to Friday, 9am to 5pm.
What’s in a monthly business report?
How many people visited your website and how they found you, the calls, bookings and sales it brought in, what your customers said, how your website and IT were looked after, and what we’ll do next. Each part is a few lines and a simple chart, and it starts with what went well.
Monthly or quarterly: which is right for me?
Monthly suits businesses running ads, social media or SEO, where a month makes a difference. Quarterly suits steadier businesses that want the big picture. Our digital marketing plans include monthly reporting, and the Website Care Plan includes a quarterly report. See our digital marketing plans.
Where do the figures come from?
Google Analytics, Google Search Console and your Google Business Profile for your website and Google, your shop for sales, and your feedback form for customer comments. If we look after your IT, we add your UniFi network, cameras, backups and staff training. We check every figure against where it came from.
How do you collect customer feedback?
With a short feedback form on your website, a link in your booking or receipt emails, or a QR code at the counter. We group every comment by theme and check the summary ourselves, so you see what customers love and what to look at, not a pile of comments.
Do I need Google Analytics set up already?
No. If you don’t have Google Analytics, Search Console or a cookie banner, we set them up first. Your first full report follows your first full month.
Who sees my report?
You, and anyone you share it with. We never name your staff in it. The example on this page is for a made-up business, so none of its figures are real.
Want a report like this for your business?
Start with a free Business Technology Review. We’ll look at what you have now and show you what your report would cover.