I recently read a post on /r/bigseo that centered around what KPIs should be included for end-of-month reporting. I then discussed this article with an important person from a reputable agency and he told me that there is actually a very thin line when it comes to reporting. You can either show selected metrics that the client can understand easily and is therefore happy about the report or you can choose to show metrics that the client may not necessarily understand ( but is important ) and maybe disgruntle the client in the process. What's your take on the matter? How do you structure your monthly KPI reports? I'd love to make a case study on this issue quoting useful tips. Thanks!