You can't improve what you don't measure, and you can't measure what you don't write down. This is the sheet that turns a week of content into a decision.

Five layers, each answering one question. Report all five. Make decisions on the bottom two.

• Output: did we actually ship? This is the input you control.
• Attention: did people see it?
• Engagement: did they care?
• Lead generation: did it create contactable demand?
• Conversion: did it make money?

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Report all five, decide on two. Most brands stop at attention and engagement. That's the vanity end. Lead generation and conversion are the layers that pay salaries. Track the top three so you understand the story. Judge the week on the bottom two.

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The weekly reporting sheet

This is your blank sheet. Copy it and fill it every week.

Content performance this week

The written log

• Top-performing content: [ what won and why ]
• Lowest-performing content: [ what flopped and why ]
• Best-performing hooks: [ the openers that earned the stop ]
• Best-performing topics: [ the subjects that pulled ]
• Audience questions and objections: [ what they asked or pushed back on ]
• Lessons learned: [ what you now know ]