How to build a weekly qualified-engagement report for content clients

A weekly qualified-engagement report is a one-page list of people who fit a client's ICP and engaged with the client's LinkedIn posts, with the post behind each name, the evidence for the match and the person on the client's side who owns follow-up. A ghostwriter or content agency can build it in traxy from a saved lead view, an export and Insights, then add what the client's team did with last week's names. The report can show that fitting people noticed the content. Whether a post caused a deal stays unproven.

This guide is for ghostwriters and LinkedIn content agency owners who need to answer "is the content working?" without running outbound. It includes a template you can copy. If you want a monthly format or the Slack setup, read how LinkedIn content agencies use traxy and how to send a client's leads to Slack.

What does the report need to answer?

The report answers three questions for the client:

• Which people who fit the ICP engaged with the content?

• Which posts and topics brought them in?

• What happened with the names from last week?

Impressions and follower counts can stay in the report as context, because they describe how far the posts traveled. For a wider set of client metrics, see our guide to LinkedIn client reporting benchmarks.

When does weekly beat monthly?

The right cadence depends on how often the client publishes and whether someone on their team will act on the names. This table is our editorial guidance, so adjust it to the client.

A ghostwriter gets one extra use from the weekly version. The topics that drew fitting people can inform the next batch of posts while that batch is still being planned.

What do you set up first?

Four things need to be in place before the first report:

• A separate workspace for each client. Leads, targeting, campaigns and integrations belong to a workspace, so separate workspaces keep each client's targeting and lead data apart. Your account access determines whether you can create another one.

• Lead criteria and signals written for the client's buyers. A person qualifies with an ICP match of at least 50% against the workspace's criteria. Filtering for a higher score narrows what you see and leaves the threshold unchanged.

• The client's people added as sources. Add the executives you write for to the people, posts and companies you follow in traxy, and choose a relationship label. The built-in labels are Competitor, Teammate, Influencer, Investor and Custom.

• One named follow-up owner at the client. Agree on this person before the first report goes out. Without an owner, the names sit in a document nobody acts on.

Explain the monitoring limit to the client early. Ongoing monitoring covers a managed window of the five most recent posts published after a profile was added. To cover an older post, add it by its URL. The report lists what traxy recorded and qualified, so present it as a useful list and leave out any suggestion that it captures all engagement.

How do you build the report each week?

1. Open Leads and check the scope. Confirm you are in the right client's workspace and look at the active filters, since search and filters change which results you see.

2. Open a shared view for the report. Start with the Warm and Related signal labels. Warm means a direct signal relevant to the offer, and Related means contextual evidence. Activity has a weaker connection to the offer, and ICP match means fit information without a recorded signal of the other types. A saved view keeps its filters and holds no frozen list of people, so its contents can change between reports.

3. Export the view and keep the file. Choose the columns, confirm, then download the file when it is ready. Finished exports are tracked under Settings > Exports. Compare the file with last week's to find the new names, and keep each week's copy as your record of what you reported.

4. Review each new name. Open the lead's Signals tab to read the recorded observations and any available source links. Remove the peers, job seekers and other agencies your criteria let through, and mark wrong matches Bad fit with a reason. Bad fit records your judgment without directly changing the person's score, so review targeting changes separately.

5. Check Insights for sources. Insights shows lead volume, trends, audience breakdowns and top profiles or posts. Review the date range and keep the same workspace and scope you used in Leads. Several posts can include the same person, so post-level counts may add up to more than your unique lead total. Take the unique count from Leads.

6. Write the summary and ask for last week's results. Add two or three sentences on what changed, then ask the follow-up owner what happened with last week's names. Mark anything they have not answered as unknown.

The template below includes a post column. Check whether your export includes that detail. If it does not, copy the post from the lead's Signals tab, where a source link is available.

Copy the weekly report template

Replace each placeholder with information from your own records. Leave a field blank or mark it unknown when you have no source for it.

Client: {client}
Week of: {date}
Prepared by: {name}
Follow-up owner: {name at client}

1. SUMMARY
Posts published: {count}
New people who fit the ICP: {unique count from Leads}
What changed: {two or three sentences}

2. PEOPLE WORTH A CONVERSATION
Name | Role and company | Signal label | Post | Why they fit | Owner

3. POSTS AND TOPICS
Post | Topic | Fit people linked to this post | Note
Counts can overlap because one person can engage with several posts.

4. LAST WEEK'S NAMES (supplied by the client)
Name | Contacted? | Result | Recorded by

5. NEXT WEEK'S CONTENT
Topic to repeat, drop or test: {topic and the evidence behind the choice}

6. LIMITS OF THIS REPORT
This report lists people recorded engaging with monitored posts who met the
agreed criteria. It is not a list of every engager. Engagement does not show
budget, timing or permission to contact, and this report does not show that a
post caused a meeting or deal.

How do you keep leads, meetings and deals apart?

Give each measure its own line and source, because each one proves something different.

Connecting a calendar does not guarantee that each event will match, because matching depends on the attendee and lead information available. When a name from the report later books a meeting, write down the dates in order: the person engaged with a named post on one date, and the client recorded a meeting on another. Leave the causal claim out, since the person may have had other contact with the client.

What should you agree with the client in advance?

Three decisions are easier to make before the first report:

• Contact data. Export options can include available enrichment. Leave it out unless the client asks for it and the scope covers it, because having contact data does not establish permission to use it.

• Client access. The client can receive the report as a file. If you invite them to the workspace, remember that notes are shared with members, so keep agency-only comments somewhere else.

• Empty weeks. Send the report anyway, with the posts published and a line saying no new fit people were recorded. A missing signal does not mean a person has no interest, so avoid telling the client that nobody cared. If weak matches keep appearing, inspect individual leads and refine the targeting. If volume stays low, review source activity and discovery status.

Where do Slack alerts fit?

Slack alerts and the weekly report do separate jobs. Alerts put a new name in front of the sales owner, and the report summarizes the week and records what happened next.

The routes documentation covers sending a saved view to a Slack channel with Auto or Manual delivery. It does not describe a weekly digest, and the Slack settings describe daily summaries with no weekly option. Plan to assemble the weekly report yourself and send it through whichever channel the client prefers.

A repeat-engagement notification is new activity from a qualified lead, so leave it out of the new-people count. Our Slack guide has the full channel setup.

FAQ

Can a ghostwriter run this report without outbound? Yes. The weekly steps use Leads, an export and Insights, and none of them involve creating a campaign or sending a message.

Does the client need to log in to traxy? No. You can send the report as a file. You can also invite them as a workspace member if they want to review leads themselves.

Does this report prove content ROI? No. It shows which fitting people were recorded engaging with the client's posts. Use the client's own records for meetings and revenue, and report those as the client's numbers.

Will the report include everyone who engaged? No. It covers what traxy recorded from the sources you set up, within the monitoring window, and only the people who met the client's criteria.

What if most names are peers or other agencies? Mark the wrong matches Bad fit with a reason, then review the lead criteria and signals for that client. Bad fit feedback alone does not change the targeting.

Next step

If you want to deliver this report across several client accounts, book an agency demo to talk through the clients you serve and the workflows you want to deliver.