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Direct answer

Start with the decisions the report should support. Select a small set of product metrics, traffic observations, and qualitative findings; document every filter and denominator; then use Exports, Looker Studio, or Shared Links to present a reproducible view.

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Data required

Use a fixed reporting period, stable prompt cohort, providers and models, topics or tags, SELF/DIRECT classifications, stored answers and citations, any connected traffic data, and the previous comparable period. Record the source and formula for every metric.

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Workflow

1

Define the audience and decision

State whether the report supports brand monitoring, content prioritization, technical work, or commercial measurement. Exclude metrics that do not inform that decision.
2

Freeze the cohort

Record prompts, providers, models, topics, geography, and period. Note changes from the comparison period.
3

Build the evidence set

Combine product metrics with representative answers and separate traffic observations. Use Exports or documented Looker Studio sources.
4

Write the narrative

Report what changed, where it changed, material limitations, and a short list of owners and testable next actions.

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Interpretation

Product metrics must retain their exact numerator, denominator, filters, and unit. Mentions, citations, Share of Voice, Coverage, sentiment, crawler occurrences, and referral sessions answer different questions. A change in one should not be described as causing a change in another.

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Possible next actions

  • If one metric moves sharply, test whether the prompt, provider, model, or competitor mix changed before assigning an owner.
  • If an executive question lacks a valid measure, label it as an open question instead of substituting a proxy.
  • If recurring reporting is needed, test a Looker Studio or API workflow with documented field mappings.

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Limitations

Qwairy observes configured prompts and stored provider outputs. Results are not exhaustive and can change with models, sources, and monitoring configuration. The REST API is a separate contract; verify endpoint fields and formulas before combining API and product data.

Looker Studio setup

Connect documented data sources for reporting.

REST API

Review API authentication, resources, and contracts.

Shared Links

Share a filtered product view.

KPIs for GEO

Choose metrics with explicit definitions.

ROI comparison

Build an assumption-led commercial view.