Commentary should connect an observation to a decision
Explain the material change, supporting evidence and next action in plain language. A table of percentage changes leaves business owners to guess which movements deserve attention.
A monthly narrative adds value when it identifies what changed, what can be verified and what the team will do next. Repeating graph labels or inventing causes makes a report longer without improving its usefulness.
A worked example
A hypothetical month shows lower organic inquiries. The commentary notes that clicks were stable, a form failed testing and the failure period is uncertain. It recommends repairing and testing the form, while reserving judgment about the exact number of lost inquiries.
How to apply it
- Name the completed period and the material change in relevant evidence.
- Distinguish verified causes from plausible explanations and missing information.
- Assign one specific action, owner and review measure for each priority.
What the result can establish
A useful next review checks completed work and the related KPI, not just whether the report was delivered. Keep hypothetical examples distinct from real outcomes. Fin can help organize an investigation, but important claims and calculations still need verification.
Reference: Google: Search Console performance report.
Supporting documentation
Google: Search Console performance reportGoogle Analytics: recommended eventsNIST: AI Risk Management Framework