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In such a service, there is no standard reporting protocol, across the board - simply because every client has a different expectation from their website. Still, on a generic level, this what I will do, to get the results that you want:-
Website Traffic Data - Divided into Total Traffic, Traffic from Search Engines, Social Media and Other Sources
Conversion Rate - Define Goals for the website, Set them up, and report them regularly.
Custom Reports - Understand where the client business lies, and report relevant metrics accordingly.moreless