What a Weekly Reddit Marketing Report Should Contain

A weekly Reddit marketing report should tell you two things: whether your brand's share of the category conversation moved, and whether the AI answers built from that conversation moved with it. Most reports in this industry tell you neither. They tell you how busy the agency was.

Posts shipped, karma earned, impressions reached, upvotes collected. All of these measure effort, and effort is the easiest thing in this industry to manufacture. A report built from activity counts is the agency grading its own homework. The test of a real metric is whether it has a denominator, because a denominator is what turns a number into a share of something you actually want.

Here is the report structure we use, one page, five numbers, every seven days, each covering a rolling 14-day window. Take it and demand it from whoever you work with, including us.

The five numbers

Reddit URL retrievals. How many times AI engines pulled your category's tracked Reddit threads as sources during the window. This is the size of the surface you are competing on. In a sample week for one client this was 232 retrievals across 79 tracked URLs. If this number is zero, either the category truly has no Reddit footprint, which is rare, or the tracking is not real.

Tracked URLs. The current count of Reddit threads that Google ranks and AI engines retrieve for buyer-intent queries in the category. Typically 40 to 80 at any time, and the set changes: new threads gain traction, old ones decay. A static list that never changes is a sign nobody is re-measuring.

Brand presence, with the denominator attached. The share of tracked URLs where your brand appears, through an AI mention or a comment placed by the program. In the same sample week: 14 of 79, or 18%. Brands almost always baseline between 4 and 10% before any work starts. This is the number that should climb steadily, and its movement is the clearest signal the program is working.

AI answers naming the brand. From a fixed prompt set run daily across ChatGPT, Gemini, and Google AI Overviews, the count of answers that named the brand during the window, and, separately, how many of those cited a thread the program is active in. Sample week: 29 answers, 14 citing our threads. That second figure is the attribution line. Without it, any AI-visibility gain could be coincidence.

Actions delivered. Comments and posts shipped, all client-approved. Sample week: 13, made up of 9 comments and 4 posts. Note the size of that number. Real programs in this channel deliver dozens of careful actions per window, not hundreds of sprayed ones. If a vendor's headline metric is volume, ask what the other four numbers are. If they cannot produce them, you have learned what you needed to.

What the report should refuse to contain

No follower counts, no engagement rate, no reach estimates, no sentiment gauges with no methodology behind them. And no quiet deletions: when a moderator removes a comment, that belongs in the report as a removal, with what was learned about that community's rules. An agency that never reports a removal is either perfect or editing.

One more structural point. Weekly reporting over rolling 14-day windows means every number appears twice as its window slides, which smooths daily noise without hiding trend changes. Monthly reporting is too slow for a channel where a single thread can start ranking within days, and daily reporting is theater.

We built our whole reporting stack around these five numbers because they are the ones we would demand as a client. If you want to see a live example against your own category, book 30 minutes: cal.com/aodhan-upvote/30min.