| data | No | Optional: a pasted CSV/TSV table instead of metrics. Either a daily or weekly export with a Date column and metric columns (e.g. "Date,Sessions,Clicks,Impressions\n2026-10-01,410,22,1900"), or a Metric | This month | Last month table. | |
| file | No | Optional: an uploaded CSV or Excel (.xlsx) export, e.g. ga4-sessions.csv, search-console-dates.csv, meta-ads.xlsx or shopify-sales.csv. A Date column plus metric columns, or a Metric | This period | Previous period table. | |
| notes | No | Optional: your own commentary for the client, printed word for word under Notes, e.g. "We launched the new landing page on Oct 14." Never invented by the tool. | |
| paper | No | Optional: letter (default) or A4. | |
| period | No | Optional for exports with dates: week, month, quarter or auto (default). auto compares calendar months when the data covers whole months, otherwise the latest half of the dates against the half before. Example: month. | |
| metrics | No | The metrics, this period and the previous period. Any of: a list like [{"name":"Sessions","current":12400,"previous":10900},{"name":"Revenue","current":"$8,450","previous":"$7,900"}]; an object like {"Sessions":[12400,10900]}; or text like "Sessions: 12,400 vs 10,900; Clicks 1,180 vs 1,010". Values may be strings with $, %, k or commas. Optional fields per metric: format (number, money, percent, ratio, duration), higher_is_better (false for cost per click, bounce rate). | |
| currency | No | Optional: currency for money metrics without a symbol, e.g. USD, EUR, GBP. Default USD. | |
| date_order | No | Optional: MDY (US, default) or DMY for dates such as 03/10/2026. | |
| pair_order | No | Optional: current_first (default: "Sessions 1200 1000" means 1,200 now, 1,000 before) or previous_first. Words such as vs, from ... to, or column headers like This month / Last month always win. | |
| client_name | No | Optional: the client's name for the report title, e.g. "Northwind Dental". Default: Client. | |
| prepared_by | No | Optional: your name or agency name shown in the header, e.g. "Brightside Marketing". | |
| accent_color | No | Optional: brand colour for the header bar, hex like #1F3A5F or a name like navy, teal. Default navy. | |
| report_title | No | Optional: report title, e.g. "Monthly SEO report". Default: Weekly report, Monthly report or Performance report from the period. | |
| current_period | No | Optional: dates of this period, e.g. "2026-10-01 to 2026-10-31" or "Oct 2026". Used to split a dated export and as the label in the report. | |
| lower_is_better | No | Optional: metric names where a decrease is good, beyond the built-in ones (cost per click, CPA, CPM, bounce rate, position, churn), e.g. ["Refund requests"]. | |
| previous_period | No | Optional: dates or label of the previous period, e.g. "Sep 2026". Default: the same length right before current_period. | |