Everything you need to understand your monthly report — what's in it, what the numbers mean, how targets are set, and how to use it.
Every month, Scroll Media sends you a performance report covering the prior month's Instagram activity. It's built from real platform data and shows you what happened, how it performed against your targets, and what we're focusing on next.
Reports arrive in the first week of each month with a short plain-English summary. You don't need a separate meeting to read it — any questions you have are addressed at your next biweekly check-in.
This guide is your permanent reference. Bookmark it. Come back any time something in the report isn't clear.
Every monthly report follows the same structure:
| Section | What it covers |
|---|---|
| Executive Summary | A short plain-English summary of the month — what moved, what to watch, and the strategic takeaway |
| Monthly Score | A single number out of 10 summarizing overall account performance for the month |
| Performance Dashboard | 11 key metrics organized by funnel level — each with your actual result, target range, and status label |
| Performance Insights | 4–6 insight cards explaining the story behind the data — what's working, what isn't, and why |
| Top 3 Posts | Best-performing content from the month with context on why it worked |
| Format Analysis | Which content formats are driving results vs. underperforming |
| Month Ahead Strategy | What we're doubling down on, what we're testing, and any strategy adjustments — max 3 per month |
Each metric in the Performance Dashboard carries one of three status labels:
One month of Watch is normal. It becomes a focus item when it persists for two or more months — at which point you'll see it addressed directly in the Month Ahead Strategy section.
Your Performance Dashboard tracks 11 metrics across the full funnel. Not all metrics carry equal weight in your score — more on that in the Monthly Score section.
| Metric | What it measures | Why it matters |
|---|---|---|
| Awareness — Top of Funnel | ||
| Avg Reach / Day | Average unique accounts reached per day across the month | Shows how consistently your content spreads beyond existing followers |
| Total Views | Total views across all content in the month | Measures raw content consumption — how much your content is actually being watched |
| New Followers | Net new followers gained in the month | Shows whether content is converting viewers into followers |
| Engagement — Middle of Funnel | ||
| Saves | Times users saved content to revisit later | One of the strongest platform signals — tells the algorithm your content has lasting value and drives distribution |
| Shares | Times content was shared to Stories or DMs | Organic distribution — shares put your content in front of new audiences without paid spend |
| Retention % | Average percentage of a Reel watched before dropping off | Higher retention signals to the algorithm the content is worth pushing further. Under 30% is a cue to tighten hooks and pacing. |
| Comments | Total comments on feed posts | Indicates content is sparking conversation. Volume varies by content type — treated as a supporting signal, not a primary one. |
| Conversion — Bottom of Funnel | ||
| Profile Visits | How many times your profile was viewed | Signals that content created enough curiosity to drive a profile click — the first step toward a follow or inquiry |
| Link Taps | Clicks on the link in your bio or Stories | Measures whether Instagram is driving traffic to your website, booking page, or product |
| CTR | Percentage of viewers who clicked through to your profile or link | Measures how effectively content drives the next action |
| Profile Conversion Rate | Percentage of profile visitors who followed | Shows how compelling your profile is at converting curiosity into followers |
Your monthly score is a single number out of 10. It's a weighted composite of all 11 metrics — not a simple average. Metrics that most directly predict buying decisions carry more weight than volume metrics.
| Score | Label | What it means |
|---|---|---|
| 9.5 – 10.0 | Breakthrough Month | Extraordinary performance across all tiers. Rare — happens 1–2× per year per account. |
| 9.0 – 9.4 | Exceptional Month | High performance across the board. Multiple quality signals exceeding. |
| 8.5 – 8.9 | Strong Month | Majority of metrics exceeding or on track. Clear momentum. |
| 8.0 – 8.4 | Solid Month | Clear wins with manageable gaps. Positive direction. |
| 7.5 – 7.9 | Building Month | Clear positives alongside gaps. Progress visible. |
| 7.0 – 7.4 | Progressing Month | Wins and gaps balanced. Normal for testing phases. |
| 6.5 – 6.9 | Mixed Month | More gaps than wins but momentum is there. |
| 6.0 – 6.4 | Foundation Month | Early-stage execution. Strategy forming. Normal for first months. |
The score is a trend tool, not a grade. One month's number means less than how it moves over 3–6 months. Consistent improvement is the goal — not perfection in any single month. The score also factors in month-over-month momentum: consistent improvement across metrics is rewarded even when you haven't hit every target yet.
Your performance targets are specific to your account stage — not generic benchmarks pulled from a social media blog. Here's exactly how they're built.
Every Scroll Media account is assigned a maturity stage. Follower count is the starting point, but your actual stage is determined by engagement quality, content system maturity, and how your key metrics compare to what's expected at each level.
Stage assignment is a protection mechanism. If we measured you against the wrong stage's targets, we'd be setting expectations you can't realistically reach yet — or setting the bar so low the data tells you nothing. Your stage is validated against your actual engagement signals and reviewed every 60–90 days. When your account is ready to advance, we'll reach out directly before anything changes in your report.
Your content is intentionally distributed across three funnel levels. The target mix is:
The Format Analysis section of your report shows how last month's content performed across each level — and whether any adjustments to the mix are recommended.
Every Watch metric comes with a response. Strategy adjustments are documented at the end of the Month Ahead Strategy section — always a maximum of three per month.
Three is the limit by design. More than that is unrealistic to execute well in a single month. We prioritize the highest-leverage adjustments and address everything else in subsequent cycles.
If something is materially underperforming — not just Watch, but significantly below expectations — we'll reach out directly rather than waiting for the monthly report. That kind of signal warrants a dedicated conversation, not a footnote.
Your Account Manager is your first call. For anything beyond that: