My best post this month got 40k views and zero bookings. What do you actually put in a client report?

Agree on one number with the client before you post anything (calls, DMs asking about price, form fills) and build the report around that, with reach as context. Also add a "how did you hear about us" question at booking. A rough tally of that beats 40k views.

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Lead the report with business outcomes and put reach underneath as context. What I'd include, in this order:

1. Enquiries and bookings tied to social: DMs asking about pricing, form fills, calls, link clicks. Even a rough count is fine if you say how you counted.
2. A simple "how did you hear about us" question on the booking form or intake call. It's messy but it catches the people who saw a post and searched later.
3. Per-post notes: which posts led to DMs or enquiries, not just which got views.
4. Supporting signals: saves, shares, profile visits, and replies from real prospects.
5. One page of what you're changing next month based on the above.

Also set expectations early: a 40k view post that never asked for anything won't book anyone. Every post should have a clear next step, like "DM me the word X" or a pinned comment with the way to enquire. Then you can compare posts with a call to action against ones without. That comparison is usually the most useful thing clients see.