What a monthly marketing report should actually tell you
A useful report says what happened in your units, what it cost, and what could not be measured. The last one is the part almost every report gets wrong.
What should be in a monthly report?
Outcomes in your own units rather than platform metrics: calls answered, jobs booked, enquiries captured, what each cost, and an explicit statement of anything that could not be measured this period.
Impressions and reach describe the platform's activity, not your business. A number you cannot act on is decoration.
Why does unmeasured matter so much?
Because a report showing zero for something it simply could not read is worse than showing nothing at all. Zero says it did not happen; unavailable says we could not see it. Those lead to opposite decisions.
If an integration is not connected, the report should say the integration is not connected. We enforce that in our own reporting: a metric with no data source reports as unavailable with a reason, and cannot render as a zero.
What is a fair question to ask about any reported number?
Ask where it came from and what would make it wrong. Any number whose source cannot be named quickly is one nobody should be making decisions from.