Report
In a Nutshell
A report is a regular document showing the results, performance, and evaluation of the work done. In theory: measurement. In practice: a document describing how the work looks.
What It Really Means
The report is the regular accountability zone in the agency-client relationship. It's expected to answer questions like: what was done, what results were achieved, what changed, what's recommended.
But some reports don't actually provide analysis. They just display numbers neatly. There are charts, there are tables, but there's no interpretation.
A good report explains not just what happened, but why it happened. A bad report lines up metrics side by side and presents them as strategy.
A report can be the work's report card. But if not read correctly, it's just a decorated archive file.