The General Overview Report is one of eight InstaReport template categories for use within the InstaReports application. This document will walk you through an example report step-by-step so that you can effectively use the information to sell clients your products and services.

Quick Navigation


Before we dive into each section, take note of the quick navigation menu available within the left-hand column. Each row links to the described section within the InstaReport. You can also get a snapshot of your overall score as well as the grades for each marketing service.

Your company’s name will appear at the top of the report, while the client or prospect’s company name will appear along with the address just above the navigation links. Next to your company name, there is a button you can click to collapse this entire column.

Finally, the contact email of the assigned sales associate will appear at the bottom of this column, which encourages the recipient to contact you about their report with any questions.

A Note for Future Sections - Each category will contain a video that quickly summarizes what each section is for and how the score is calculated. Be sure to highlight this to your clients or prospects when sending a report.

Business Details

The top section of the report lists all of the recipient’s business details in one convenient place. This includes:

  • Name

  • Address (Street, City, State, Zip Code)

  • Country

  • Phone Number

  • Website Link

  • Business Category

The report will also populate with business photos found online for even more personalization. The bulleted points come from the information you provided when generating the report, while the photos generally come from an active Google Business listing.

A short video will be available at the top to provide the recipient with a brief overview of what’s in the report and how the scores are determined.

Finally, the Get Started button allows the recipient to quickly add their name, email, and a message to get in touch with you regarding the report.

Overall Score


The Overall Score is an aggregate of the scores received across each section. The business will receive their score in the form of a percentage on the left, with 100% being the best possible score and 0% being the lowest.

Each letter grade for each section places you into a percentile for that category. We then take the average of all categories, which yields the percentage you see as your Overall Score. The grading and percentile placement is as follows:

  • A - 90% - 100%

  • B - 75% - 89%

  • C - 50% - 74%

  • D - 30% - 49%

  • F - 29% and Lower

Note - Every section will have a link in the top right corner that reads “How We Calculated…” to give the recipient quick access to a score explanation.



The Listings category pulls any existing business information found on directory listings throughout the web. The number of listings analyzed depends upon the geographical location of the business. We will move through the Directory Listings Overview section from left to right.

Your Listings Accuracy is a score that is determined by taking the average of your scores within the Listings Accuracy Overview on the far right.

The Listings Found Overview details what our report was able to find for your business across all available directories.

  • Available Listings shows exactly how many listings are available in your location.

  • Found Listings shows exactly how many listings you are currently using.

  • Not Found Listings shows how many listings you are not using.

  • Listings with Errors shows how many active listings have errors.

The Listings Accuracy Overview mentioned above shows how accurate you are across three categories: Business Name, Address, and Phone Number. A score of 100% means that the field value matches across each active directory listing. A score that’s less than 100% indicates that the field value is inaccurate on certain directory listings.

Finally, the section at the bottom will generate a list of all the directory listings we were able to locate.


Each listing box contains a quick summary. This contains the business name, the address, the phone number, and whether or not it includes the hours of operation. If the listing contains the information and is accurate, it will receive a checkmark. If the information is missing or inaccurate, there will be an exclamation point indicating that this field needs to be corrected.

If you click the icon in the top-right corner of any listing box, you will navigate to the actual listing within another tab, so that you can analyze the listing as it appears live on the web.

Other listings that were not found or are not being used will show up with a message reading “Listing Not Found.” You can improve your Listings score and performance by adding your business to every available listing and ensuring your business information is accurate across all of them.

Finally, you can access more listings previews by clicking on the View More button if others are available.


In this section, we pull reviews for the business from three different locations: Yelp!, Google, and Facebook. This category is subdivided into different sections depending on what we can find:

  • Total Online Reviews Found

  • Google Reviews Found

  • Yelp Reviews Found

  • Facebook Reviews Found

Total Online Reviews Found

The Totals section breaks down your performance across four categories:

Reviews Found


This will show the exact total of how many business reviews we could find online. Just below this header, you will find the total for each platform.

Total Reviews will tally up your total, while the Industry Average will indicate the average number of reviews that other businesses have within the same industry.

Reviews Found (Last 6 Months)


This section is the same as the above but only focuses on more recent reviews within the last six months. Businesses want their reviews to be accurate and up-to-date to improve their online presence. Older reviews are not necessarily an accurate reflection of the business as it is now, and search engines will be aware of this.

Review Score


This section generates your average rating across all of your review scores. You will find Your Rating compared to the Industry Average review score and see exactly where the business falls among the competition.

Sources for Reviews


This section simply counts how many of the scanned platforms have reviews for your business. Because we scan three platforms, you want Your Rating to have a score of 3. Industry Average will show where you stack up against the competition.

Finally, you can find a snapshot of your reviews on the far right. This will show the review itself, the score out of 5 stars, and where the review was found.

Google / Yelp / Facebook Reviews Found


These additional sections look and function the same as your Total Online Reviews Found. We generate a report of how well you are performing on each of the three platforms so that you can better identify where the pain points are for this business regarding its online reviews.

How Do We Calculate Your Grade?

After compiling all of this information, we generate a letter grade for your Reviews performance and place you into a percentile.



This section analyzes your level of engagement with your audience on social media platforms.

Each subsection shows a type of engagement. For example, this business has 111 Likes on their Facebook posts and content. It also shows where other businesses stand by comparison with the Industry Average. Finally, it shows where the absolute top performers fall within your industry under Industry Leaders.

We do this for Likes, Average Posts per Month, Average Likes per Post, and Average Shares per Post. You are looking to meet or beat the industry average while aspiring to compete with your industry leaders.

How Do We Calculate Your Grade?

We determine your social score by taking the average of all four metrics. We also then take the average of all four metrics for the Industry Average. Finally, we divide your average by the industry average.


This next section provides you with a score for both the desktop and mobile versions of the business website. Your Mobile summary is on the left, while the Desktop summary is on the right.

Both will contain a page speed summary that looks like this:


The report will run a speed test on both versions of the site to determine if any errors need fixing. Passed indicates that your site passed one of the specific tests. Consider Fixing explains how many problems exist, but are not necessarily an immediate priority. Should Fix represents errors that are a major issue and are greatly impacting your score.

We then list each of these errors below the summary. Each error will fall under one of the categories above and will explain what the error is and what you can do to remedy it.


If you are curious about the tests your website passes, those are also listed beneath all of your errors.

How Do We Calculate Your Grade?

Your Website score is pulled directly from Google’s PageSpeed Insights (PSI). PSI provides a score that summarizes the page’s performance. This score is determined by running Lighthouse to collect and analyze lab data about the page. A score of 90 or above is considered fast, and 50 to 90 is considered average. Below 50 is considered to be slow.


In the SEO section, our reporting software goes out and locates all of your immediate competitors to see how you stack up against others in your industry. We break our findings up into three different sections.

Organic Competitor Analysis


This section shows a general overview of how you stack up against the competitor websites that are most similar to yours.

Below, we’ll go over each of these columns, so that you can understand the data found in the report:


This is the website name for both you and your competitors. Your website domain is at the top of the list.


This shows how similar your website is to a competitor. We determine this by comparing the number of SEO keywords your website shares in common with theirs throughout the site. The higher the overlap percentage, the more likely you will need to increase your efforts to outperform their SEO efforts.


This shows how many keywords users can search to find you or your competitors in the top 5 search results on Google.


This is the estimated number of clicks that you and your competitors receive from organic keywords. Organic results come from an everyday web search. This is as opposed to a paid ad within search results for your business.


This is the estimated value that you and your competitors get from all of your organic keywords.

Every keyword within Google Ads has a cost-per-click. Google uses that CPC and compares it to the average number of clicks you receive per month, and then generates an estimated value you are receiving from organic clicks. We generate a value for every keyword, then provide an overall value for all of them.

Organic Keyword Ranking


This section breaks down our findings based upon specific keywords you’re trying to rank for with your SEO efforts.


This lists the keyword that users can search to find your website.

Keyword Difficulty

This provides you with an estimated percentage that describes how difficult it will be to rank high for this keyword. The higher the percentage, the more intense the competition will be. When a keyword difficulty is high, you may wish to change up your strategy to avoid wasting time, effort, and budget.


This indicates where you rank on Google search results whenever a user performs a search with this keyword.

Search Volume

This is the estimated number of website clicks you get per month as a result of searches using this keyword.


This is the estimated number of times that users perform a search on Google using this keyword.



Finally, the third section details your SEO performance regarding links pointing to your website. When someone links to your site, they are backlinking you. If you link to someone else’s site, you are backlinking them. Backlinks not only provide users with new ways to discover your business but also factor into your Authority score on search engines.

Total Backlinks

This shows the count for how many backlinks lead users to your website domain. We only take backlinks that appeared within the last few months into account.

Referring Domains

This is the total number of referring domains that have at least one link pointing to your domain. Only referring domains that we found from the last few months are taken into account.

Referring IPs

This shows the number of unique IP addresses that point to your domain. You can have more referring IPs than domains because one domain can use multiple IP addresses. We only take new IPs from the last few months into account.

Authority Score

Every domain has an authority score. This is a metric that measures the strength and popularity of your website. Authority is calculated by search engines based upon organic search data, traffic data, and backlink data. The higher your authority, the more confident the search engine is in choosing your website as a priority result.

Backlink Types

This basic bar graph shows what types of backlinks are pointing to your domain. Each backlink will fall into one of four categories: Text, Image, Forms, and Frames.

A text backlink lists your domain name outright on the webpage.

An image backlink links to your site whenever a user clicks on an image.

A form backlink occurs when the referring page sends data to your site via some element that allows a user to enter text on the webpage.

A frame backlink indicates when your webpage is directly inserted into another site via an <iframe> or <frame>.

Follow vs Nofollow

This bar shows your ratio of Follow to Nofollow backlinks that point to your domain. The left side details your Follow count along with the percentage, while the right side details your Nofollow links.

You want more follow links as these are what pass SEO value to your domain. However, someone may link to your site and specify it as a nofollow link to avoid passing any SEO value to your domain. This is done to prevent spam and other blackhat SEO tactics from affecting their website.

How Do We Calculate Your Grade?

Your SEO score is determined by weighing you against your closest competitors only. Our software takes the average of several key metrics from your competitors and compares those to the data reported in this section. A higher grade means that you are outperforming your closest competitors.

Google Ads

This section analyzes the performance of your Google Ads campaigns. We break this up by providing you with a general overview of your performance followed by an in-depth competitor analysis.

Google Ads Overview


Keywords indicates the total number of keywords used in search results that bring them to your domain via paid ad campaigns on Google.

Traffic projects the estimated number of users they expect to visit your domain the following month on the condition that the average amount of monthly paid traffic stays the same based on previous results.

Traffic Cost shows what it costs you on average monthly to rank for your keywords within Google Ads.

Google Ads Competitor Analysis


The latter section shows you how your Google Ads campaign performance stacks up against your top competitors. Here’s a breakdown of the information you can find within the table:


The website that belongs to your competitor.

Competition Level

This generates a percentage based on the number of common keywords that you and the other business are using in your Google Ads campaigns. The more keywords you are competing for, the higher your competition level percentage will be.

Common Keywords

This shows the number of keywords that you and a given competitor share on your respective domains.

Paid Keywords

This is the number of keywords the business is buying in Google Ads to help their domain appear in paid search results.

Paid Traffic Price

This is the amount that this business is paying for its paid keyword traffic (in USD).

Paid Traffic

The amount of traffic the domain is receiving as a result of a Google Ads campaign.

SE Keywords

This is the number of keywords that bring users to the domain via Google’s top 100 organic search results.

How Do We Calculate Your Grade?

We calculate your Google Ads score by diving your total ad traffic by the total traffic cost. We use the same formula for your competitors. Then, we compare the result to arrive at your final average score.

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