The person you dealt with is rarely the person who decides whether to do it again. Your message goes to a marketing coordinator; the renewal is decided by someone who was not watching, does not know your channel, and is looking at a spreadsheet of activations next to nine others. What you send has to survive that hop with nobody there to explain it — which is a different job from the message you send the person you actually talked to.
Why a screenshot is not enough
A cropped dashboard reads as a claim about yourself. It has no date on it, no definition of what the numbers mean, and no way for a stranger to tell whether "412" is people, views or entries. It is also, awkwardly, trivially editable, and everyone in marketing knows that.
The fix is not design. It is that the document should state what each number is, when it was measured, and where it came from — and should be complete enough that nobody has to come back and ask a question you could have answered.
What belongs in it
Five things. What they bought, in one line — the prize, the date, the segment. What arrived: how many people opened the entry page, how many entered, how many of those were new to your channel. Who won, by name. When it happened, in a timeline they can put next to their own numbers. And something that proves the draw was real.
That last one is unusual and it is the one that gets remembered. A giveaway is a promotion decided by chance, and the brand has no way of knowing you did not simply hand the prize to a friend. A published receipt — the winning index derived from a seed committed before entries opened, checkable by anyone from the results page — turns "trust me" into a link.
Put the awkward numbers in
If the reach was not measured, say it was not measured. If the entry rate was poor, it is in there. The instinct is to send the flattering subset, and it is the wrong instinct twice over: a brand that has run activations before can tell when a report has been curated, and a report with a hole in it invites exactly the question you were avoiding.
This is also why a zero is dangerous. "0 views" is a claim that nobody looked; "not measured for this giveaway" is a fact about the measurement. They are wildly different sentences and only one of them is true when the data simply is not there.
What to leave out
Entrant email addresses, and any other way of contacting the people who entered. The relationship is yours, the addresses were given to you rather than to the brand, and a sponsor has no claim on them. This is the single most casual leak in the genre — a spreadsheet of entrants pasted into a recap email — and it is worth being firm about even when asked directly.
Names of winners are different, and are usually the point: the brand wants to know who to congratulate or ship to. A display name is what they chose to be known by; a real name, an address or an email is not. If the prize is physical and the brand is shipping it, hand over the address for that one winner directly rather than putting it in a document that will be forwarded three times.
Send it fast, in a format they can forward
A day or two, and a PDF rather than a link to something that needs an account. Marketing teams forward attachments; they do not create logins to look at a dashboard, and a link that expires is worse than useless three months later when someone is assembling a year-end review. Two pages is plenty — the summary on the first, the detail on the second, so the person deciding can read one page and the person checking can read both.
In Kloot this is a button on the finished giveaway: the same numbers the panel shows, laid out as a two-page document with the winner and the fairness receipt in it. It is a Pro feature, and every other plan can open a watermarked sample to see what it looks like before deciding whether that is worth paying for.
Write the one-line summary yourself
Whatever the document contains, somebody is going to compress it into a sentence for the person above them. If you do not write that sentence, they will — and theirs will be whichever number was largest or most confusing. "Four hundred people opened the entry page, a hundred and forty entered, and just over half had never entered one of our giveaways" is a summary you can live with.
Put it at the top, in words rather than figures, and make it the thing a skim-reader takes away. The detail below is for the person who checks; the sentence is for the person who decides, and those are almost never the same person.
It is also where to be careful with comparisons. Saying this activation did better than the last one invites a request for the last one’s figures, which you may not want to hand over. Describing what happened, without ranking it, keeps the conversation about this campaign.
The follow-up matters more than the report
Send it with one line about what you would do differently. A shorter entry window, a different slot in the stream, a prize that suited the audience better. It costs nothing, it is the thing an agency never hears from a creator, and it is what turns a report into the beginning of the next conversation rather than the end of this one.