Demo data. Synthetic exports for a fictional client. This shows what the workflow produces each month: numbers pulled from the exports, commentary drafted in the agency's template, then reviewed by the account manager before sending. Agency and client names are fictional.

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Summit Lane Marketing

Monthly performance report

Northwind Heating & Air

September 2026 · vs August 2026

Template draft · for review

Summary

In September 2026, website sessions were 4,059 (down 10% from August 2026) and service requests were 170 (up 1%). Search clicks were 993 (down 17%), with an average search position of 6.5 (6.0 the month before; lower is better). On the Google Business Profile, calls were 214 (down 20%), direction requests 84 (down 4%) and website clicks 371 (down 8%).

The biggest gain in visits was /furnace-tune-up/ (0 to 265 sessions). The biggest drop was /ac-repair/ (980 to 610 sessions). 2 new search queries started showing; the largest is “furnace tune up near me” with 1,300 impressions.

Key numbers

Metric	Sep	Aug	Change	Source
Website sessions	4,059	4,496	−10%	GA4
Service requests (GA4 key events)	170	168	+1%	GA4
Search clicks	993	1,196	−17%	Search Console
Search impressions	28,426	34,395	−17%	Search Console
Avg. search position (lower is better)	6.5	6.0	+0.5	Search Console
Calls from Google profile	214	268	−20%	Business Profile
Direction requests	84	88	−4%	Business Profile
Website clicks from Google profile	371	402	−8%	Business Profile

Search Console totals from Dates.csv (includes anonymized queries). GA4 key events = service requests.

What changed and why

More visits to /furnace-tune-up/. New page this month: 265 sessions and 21 service requests. Agency work on this page in the same month: launched a new furnace tune-up landing page (Sep 8). Likely related, not proven.
More visits to /furnace-repair/. Sessions went from 210 to 340 and service requests went from 9 to 17. The data alone does not show why; account manager to add context if known.
Fewer visits to /ac-repair/. Sessions went from 980 to 610 and service requests went from 44 to 26. The data alone does not show why; account manager to add context if known.
Fewer visits to /blog/why-is-my-ac-blowing-warm-air/. Sessions went from 760 to 430 and service requests went from 2 to 1. The data alone does not show why; account manager to add context if known.
Google Business Profile. Calls 268 to 214, direction requests 88 to 84, website clicks 402 to 371. Profile work in the same month: published 3 Google profile posts (fall maintenance checklist, furnace tune-up, financing); uploaded 12 new job photos to the Google profile. Any connection to these numbers is not proven.
New search queries. Started showing this month: “furnace tune up near me” (1,300 impressions, avg. position 10.6); “furnace tune up cost” (480 impressions, avg. position 12.4).
Better average position for “hvac company oak hollow”. Average position moved from 9.7 to 7.4 (lower is better); clicks went from 12 to 19.

Next month we recommend

Check which page shows for “furnace tune up near me” in Search Console and make sure it answers that search clearly and links to the booking or contact page.
Review /ac-repair/: confirm tracking, internal links and indexing are fine before deciding on content changes.
Google profile: check hours, photos, services and unanswered reviews, since calls were lower than last month.
[Account manager: add or remove priorities agreed with the client before sending.]

Work completed this month

Launched a new furnace tune-up landing page (Sep 8)
Updated the service area page for Riverbend and Oak Hollow (Sep 15)
Published 3 Google profile posts (fall maintenance checklist, furnace tune-up, financing) (Sep 22)
Uploaded 12 new job photos to the Google profile (Sep 26)

Detail behind the numbers

Landing pages with the biggest change (GA4)

Page	Sep	Aug	Change	Key events Sep / Aug
/furnace-tune-up/	265	0	new	21 / 0
/furnace-repair/	340	210	+62%	17 / 9
/service-areas/	171	150	+14%	3 / 2
/ac-repair/	610	980	−38%	26 / 44
/blog/why-is-my-ac-blowing-warm-air/	430	760	−43%	1 / 2

Search queries with the biggest change (Search Console)

Query	Clicks Sep	Clicks Aug	Impr. Sep	Position Sep / Aug
furnace repair riverbend	61	34	1,450	5.2 / 6.4
furnace tune up near me	22	0	1,300	10.6 / –
furnace tune up cost	9	0	480	12.4 / –
why is my ac blowing warm air	131	240	11,200	6.0 / 5.5
ac repair riverbend	88	150	2,100	4.3 / 4.1
ac repair near me	51	96	4,100	9.2 / 8.8

Account manager review: numbers checked commentary edited approved to send Nothing is sent to the client automatically.

Automatic checks run before review:

✓ sections present (summary, what changed, next month)
✓ numbers trace to the data (every number appears in the facts file)
✓ no promise / ranking / revenue language (none found)
✓ causal links marked 'likely related, not proven' (ok)
✓ totals reconcile with source (demo expected_totals.json) (16/16 values match)

Data notes: Business Profile: 1 non-numeric row(s) skipped (usually the column-description row) (both months)

Draft generated 2026-10-02 18:06 · offline template (no API call) · facts file: northwind-heating-air-2026-09.facts.json