A Matomo Monthly Report Your Boss Will Actually Read

A useful Matomo report answers three questions: what changed, why it might matter, and what someone should do next. It also states the website, reporting dates and metric definitions so a colleague can check the answer.

Download the free Matomo monthly report template. It is an editable Markdown file you can copy into a document editor. It contains placeholders, not invented analytics figures, and requires no registration.

Start with the reporting contract

Record the website name and ID, the website timezone, the current period and its comparison period. Name the audience and the person responsible for review.

For a monthly report, completed calendar months are usually easiest to communicate. Different month lengths can affect totals; include that context when interpreting a change. If you report month to date, compare equivalent elapsed dates and label both periods clearly.

1. Write a short executive summary

Use three sentences: one for the main observed change, one for its business context and one for the next action. Avoid a claim such as “the campaign worked” when you only have visits. That conclusion needs evidence tied to the campaign’s objective.

A useful structure is: “Visits changed from [previous] to [current]. The largest channel change was [channel and absolute change]. We will check [specific question] before deciding [action].”

2. Include a small set of metrics

Begin with visits, the leading acquisition channels, the leading landing or content pages available in your reports, and relevant referral sources. Add unique visitors only when the metric is available for that period and useful to the audience.

Keep visits and unique visitors separate. Do not add daily unique visitors to produce monthly unique visitors: a person can appear on several days.

If goals, ecommerce or events matter to the business, add their original Matomo reports. Savigny’s current MCP tools do not retrieve those reports. The template deliberately gives you a separate place to add them rather than implying that traffic is a substitute for outcomes.

3. Separate observations from explanations

An observation is “search visits decreased.” An explanation is “a search ranking change caused the decrease.” The first can come from the report; the second may need Search Console, a deployment history or a tracking investigation.

For each significant movement, record the figure, a possible explanation and the evidence needed to test it. Use the traffic-drop checklist when a decline looks suspicious.

4. Turn the report into a short action list

Give each action an owner and a review date. “Improve SEO” is too broad. “Check whether the three affected pages lost search impressions before Friday” can be completed and assessed.

Generate a first draft with Savigny

After connecting Matomo, ask your assistant:

Fill the traffic sections of my monthly report using the selected
website and the last two completed calendar months. Retrieve the
reports separately. State dates and timezone, show source figures,
and leave unavailable metrics blank with an explanation. Draft three
observations and three follow-up actions. Do not invent causes.

Use explicit dates or completed-month queries. Savigny’s convenience month-comparison tool compares the current, unfinished month with the previous completed month, so it is not a substitute for this instruction.

Review the output against Matomo, then export it using your document editor. For a dashboard-style alternative, Matomo also provides a Looker Studio template.