Definitions

Reach-based interaction rate: selected interactions ÷ reported reach × 100. State which interactions are included. This is not necessarily the platform’s native engagement-rate formula.
Link CTR: link clicks ÷ impressions × 100. Do not substitute all clicks without relabeling.
Associated inquiries: valid inquiries linked to a social source under your documented method. This is an attribution description, not a causal finding.
Booking rate: booked appointments ÷ valid inquiries × 100, using a defined cohort.
Show rate: attended appointments ÷ appointments due × 100, with cancellation/reschedule handling specified.
Month-over-month change: (current − prior) ÷ prior × 100. If prior is zero, report the counts and mark percentage change as not meaningful.

Synthetic post dataset

All rows below are fabricated for practice. “Interactions” includes a predefined combined count of likes/reactions, comments, saves, and shares. “Inquiries” uses an illustrative source-association method. These are not actual Cedar or client results.

ID	Format	Reach	Impressions	Interactions	Link clicks	Associated inquiries
C01	Carousel	1,200	1,600	84	16	2
C02	Short video	2,100	2,700	126	18	2
C03	Graphic	900	1,100	36	22	3
C04	Checklist	1,100	1,400	88	8	0
C05	Team feature	800	1,000	48	6	0
C06	FAQ carousel	1,300	1,700	91	24	2
C07	Tutorial	1,000	1,300	60	14	1
C08	Invitation	700	900	28	27	2
Totals		9,100*	11,700	561	135	12

*The sum of post reach is not a unique period audience. The same person may appear in several rows. Do not label 9,100 as deduplicated audience reach. Likewise, cross-platform audience totals generally cannot be deduplicated merely by adding them.

Worked calculations

C01 reach-based interaction rate: 84 ÷ 1,200 × 100 = 7%.
C03 link CTR: 22 ÷ 1,100 × 100 = 2%.
C08 link CTR: 27 ÷ 900 × 100 = 3%.
Aggregate link CTR for these defined rows: 135 ÷ 11,700 × 100 ≈ 1.15%.
If four of these twelve inquiries book, the current recorded booking rate is 4 ÷ 12 × 100 ≈ 33.3%. Open inquiries can still change the eventual cohort outcome.
If all four appointments have become due and three attended, show rate is 3 ÷ 4 × 100 = 75%, under that stated definition.

Do not infer that C08 caused the most sales. The dataset contains no sales, margin, or experiment evidence. The checklist’s lack of associated inquiries does not prove it was useless; its purpose may have been preparation and understanding. Investigate against the objective.

Spreadsheet formulas

For a row with Reach in C, Impressions in D, Interactions in E, Link Clicks in F, and Inquiries in G:

Reach-based interaction rate: =IF(C2=0,"N/A",E2/C2); format numeric values as percentages.
Link CTR: =IF(D2=0,"N/A",F2/D2).
Total impressions across rows 2–9: =SUM(D2:D9).
Aggregate link CTR: =IF(SUM(D2:D9)=0,"N/A",SUM(F2:F9)/SUM(D2:D9)).

Column references depend on your actual sheet layout. Keep raw data separate from commentary and record any manual corrections.

One-page report template

Period and scope: [Dates, time zone, channels, organic/paid inclusion]

Goal: [Business-relevant objective]

Delivered: [Approved/published items, exceptions, outstanding dependencies]

Observed response: [Defined metrics with sources and comparable period]

Inquiry outcomes: [Valid inquiries, qualification, bookings, attendance, open records]

What we learned: [Facts first; interpretations labeled]

Data limits: [Missing sources, small counts, changing metric definitions, delayed outcomes]

Next actions: [Action, reason, owner, due date, success measure]

Example recommendation: “Coverage questions recurred in the inquiry notes. Next period, clarify service-area information in the profile and invitation. Track out-of-area inquiries separately. This is a response to observed confusion, not proof that the creative alone caused poor qualification.”

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