What to put in an automated email report, and who should get it
Match the frequency to the decision the reader makes. A daily report suits someone who acts on yesterday's numbers, such as a person running a campaign or watching a launch. A weekly report suits most owners and marketers, because a week smooths out weekday and weekend swings and still arrives in time to change plans. A monthly report is for people who judge direction rather than detail: a manager, a client, an investor. Sending everyone everything is the fastest way to get reports ignored.
In EuroMetrics each website has three report types. The Daily Pulse covers yesterday's visitors, views, top pages and top sources. The Weekly Digest compares the week with the previous one and adds a channel breakdown and top content. The Monthly Report shows month-over-month trends, geography and a more detailed source analysis. Each recipient can switch every report type on or off separately, so one address list can serve very different readers.
Set the delivery hour and timezone to the reader's working day, not to the server's. A weekly digest that lands on Monday at 09:00 in the reader's own timezone gets read in the planning meeting; one that lands on Sunday night gets buried. Use the preview before saving to check that the report looks the way you expect and that the website name is the one the reader recognises.
Here is an example setup for a small agency with one client site. The account manager gets the Daily Pulse during an active campaign and turns it off afterwards. The agency's marketing lead gets the Weekly Digest every Monday morning. The client gets only the Monthly Report on the first of the month, which gives them trends and top sources without a dashboard login. When a number in any email looks odd, open the dashboard for that period and filter by source or page before reacting, since a single referral spike or bot-like burst can move a small site's totals on its own. Weekly and monthly reports work on the free Hobby plan; daily reports need Pro or above.