Simply review the account’s performance metrics, add a comparison date range and note any significant trends. All your reports should start by highlighting conversion-oriented metrics, such as form submissions, cost per conversion, conversion rate, etc. Secondary metrics (for any account) might include click-through rate, cost per click, cost per thousand impressions (CPM), or search impression share. Are you seeing a jump in conversion rate after updating your landing pages? If you’ve seen a drop in conversions, conversion rate, and impressions (i.e., search volume) for seemingly no reason, you might be experiencing seasonality.