Get Started with Insights Reports

Learn how to generate and customize fully automated media reports with key metrics powered by artificial intelligence

Whitney W. avatar
Written by Whitney W.
Updated over a week ago

The Insights Report is an add-on reporting tool which allows you to create your own executive report within a few minutes. Click here to see our example report

This article will walk you through the following:

How to Create a New Insights Report

Check out this product tutorial which will walk you through these steps on your screen!

  • Via Reports within the lefthand side toolbar, select Insights Reports

  • Select the purple + button (if you do not see this, check your user settings to make sure you are set up as an administrator)

  • Choose a report type and click Next. A standard Insight Report is best for competitor benchmarking while the Comparative Reports are best for reporting on multiple equal entities such as spokespeople or executives.

  • Choose your Settings.

Set the date range, select cover and logo images, and choose the searches or tags to report on.

Pro tip: Under advanced settings, you can change the date granularity, add or remove slides, and remove tonality. In the standard Insight Report, you can set your Key Messages.

  • Select Update Slides

  • Make any changes. Click the pencil icon next to any of the slides to edit and add custom summaries. Click Update Slides to reflect those changes. To change the master settings, such as adding slides or changing searches, click the back button.When the report has been finalized click Finish.


Settings Details

Report settings

  • Report Title: The report name will appear on the front page

  • Enter in your email to have the PDF sent to you

  • Select your date range


  • Brand Name: This is the name used throughout the report to label and creates slide titles. When possible, use abbreviations since long brand names cause the titles to shift the images and make the slides look sloppy.

  • Brand colors: Select the brand color you'd like. If you have a hex-code code to enter, you can have your account rep enter in the code wherever you see #ffffff. Using the hex-code is a good solution so that you are not constantly guessing for the correct color.

  • Brand Images: You can use Google for these images and then copy and paste the URL. The logo should be light with a transparent background as it will sit on a dark background.


Core Searches and Competitors

  • In the core searches, you can select the editorial search needed

  • For competitors, enter in each name, search and their associated color. These colors are used in charts and graphs.

  • If you would like to add additional slides on a competitor for social, media exposure or tonality, you can create individual slides at the bottom of the advanced settings. Note: you cannot create comparative slides for social.


Adding messages

You can add messages in the advanced settings. Make sure that the slide is checked, or else it won't show up in the report.


Advanced Settings

  • Hide any slides that look useless by unchecking the slide

  • Click update on the tonality slide, tick the box to hide neutral and click selected article tags and choose the tag you created in step 4.

  • If you selected Google Analytics to enter your GA information here.

  • Save and close, then click preview PDF to see the ‘finished’ copy, and save if necessary

  • Save the PDF

Editing Insights Reports

The purpose of the Insights Reports is to provide an easy way to show the efficacy of PR and communications efforts. The Insights Reports gives you a presentation report that is shareable. It doesn't take days to find the data, manage the spreadsheets and to create stunning reports. Since this is an automatic creation, there are some places where you might want to edit the PDF after the report is run.

Some parts of the report are easily editable with "Review and Update slides," from the main card layout. These include:

  • Editing the Title

  • Editing the narrative

  • Removing data call outs

  • Removing m-score

  • Adding key messages

  • Featured negative and positive articles

*NOTE: You will need to lock the edits if you chose to rerun the data and you want to keep your edits!


Some parts must be changed within the master settings. When going back to the master settings, you will see the same layout when creating the report. These items must be changed within the master settings:

  • Time Range

  • Competitor mix

The parts of the report that can not be edited include:

  • The data itself in the charts

What determines "Articles with most impact" on the Tonality Slide?


The Tonality slide calls out 2 articles in the bottom section. So how do they get there?

Default behavior

By default, the report generator will use the configured brand editorial search to get the top 25 articles, sorting by Reach. We will then try to find the first positive sentiment article with the highest reach and the first negative sentiment article with the highest reach and show those. If we could only find a positive article and no negative, we will only show that one article (and vice versa). We do not show any neutral articles.

Tag Override


You have the option to open the edit dialog for the Tonality slide and select a tag. Here, the report generator will show the 2 articles that have the selected tag applied, regardless of their sentiment (meaning, even if they are neutral, they are shown).

The articles publish date must be in the same date range that is configured for the report. If more than 2 articles have that tag applied, the most recent 2 articles will be used.

Key Messages

Where can I edit the Key Messages?

You can edit the key messages in a few locations. First, when creating the initial report, you can add them in the advanced settings.

Second, once you've created the report, you can add them in the slides via "Review and Update Slides." Here, you can update the key messages in the executive summary slide, at the bottom. You will need to check the last box and enter your messages in the space below.

NOTE: If you unchecked the Key messages slide and then added the key messages in "Review and Update Slides," it will not update the slide. You need to go into "Change Master Settings," check the slide box, save and run again.

What is the max number of key messages I can have?

3 to 5 key messages will work and display well for the spider/radar chart

How do the key messages work?

The Report Builder takes the word or phrases supplied and cross references it with the associated search to see how many times each phrase was mentioned. On the key messages slide, we also compare the key messages with the competitor searches so they can be displayed on a spider chart.

Update - As of September 15, 2022, custom key messages now support Explore searches!

What is a Spider Chart? And how do I read it?

A spider chart is a simple way to compare items that have multiple variables. For any given line there are a number of dots. Because each dot on this line comprises the share of voice, the numbers add up to 100. That means you can't have two scores of 100!

How do I hide key messages?

Check the box on the edit settings of the executive summary slide.


What is the M-Score?

The m-Score is a unique measurement developed for use within the Insight Reports. It is a simple, yet a comprehensive way for PR and Comms professionals to understand the health of their perception over time -- or in relation to competitors -- as selected in the Insight Report Builder.

We give equal weight to volume, reach, and tonality. The exact formula is based on each report that you run because it leverages the volume, reach, and tonality numbers from the searches used in the report. The best way to think of this is that for each metric (volume, reach and tonality) and for each competitor, a score between 0-100 is assigned, and then we average this for each competitor.

Each score relative to the competitors is provided and the average for each metric is 50 out of 100. Anything above 50 is above average for your set, and anything below 50 is below average.


My slides are not fully loading. How might I fix this?

When you create a report, it goes into a queue. If there is no queue your report should generate in about 45 seconds. If there is a queue it should give you a message of how long the report might take. If you get no message or progress bar just refresh your browser and come back to it in 10 minutes. During this time your report should have had a chance to automatically queue itself back up and complete. Additionally, if you supply an email address it will email you whenever an update has completed.

Advanced Settings

Here you can override the defaults for the report generation. In particular, you can change the default slides (or add them back in) while also adding new ones.....

One big opportunity is adding additional slides. The most common examples would be to add expanded slides about your competitors that aren't default in the automatic report. You can add a slide on media exposure, tonality or social media exposure. Next, select the related search.


💡 Tip

Need more help? Feel free to reach out to us via Live Chat or check out our Customer Community.

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