Custom reports in Brand24: what they prove, and what they can't

Every guide on this walks you through the same checkboxes. Here is the walkthrough too, but with the part nobody says out loud: a custom report is a measurement of reach you already earned. It is an honest mirror. It is not an engine.

Matthew Diakonov, Written with AI

Published June 17, 20266 min read

Direct answer · verified 2026-06-17

A Brand24 custom report works like this: open a project, pick a date range, tick the sections you want (mentions, reach, sentiment, top influencers, charts), then export to PDF, Excel, or PowerPoint or share a live link. Upload your logo and set the language to white-label it, and optionally schedule daily or weekly delivery by email. Confirmed against Brand24's comprehensive reports documentation.

The five-minute version of building one

If you just landed here to make the report and leave, this is the whole flow. It really is a few clicks.

1
Open the project
Pick the project you track for the brand. The report is scoped to that project's mentions.
2
Choose the date range
A preset (last 7 / 30 days) or a custom window. The window defines everything the report counts.
3
Tick the sections
Mentions, reach, sentiment, top influencers, charts. Leave out what the audience does not need.
4
Brand and export
Add your logo and language, then export to PDF, Excel, or PowerPoint, or share a live link.

One detail worth knowing before you send it to a client: per Brand24's PDF report docs, a PDF includes up to 100 mentions with links (social media links excluded), and the Excel export carries links to news and blog posts but not to social platforms. If your stakeholder wants to click through to every mention, that cap matters.

What you can put in the report

The customization is genuinely good. You are choosing which slices of monitoring data to surface for a given audience.

Sections a Brand24 custom report can carry

Mentions across web, news, blogs, and social
Estimated reach over the chosen window
Sentiment breakdown (positive / neutral / negative)
Top influencers driving the conversation
Charts, tagged mentions, and geographic filters
AI-generated trends and weekly / monthly insights
Your logo, your colors, your language (white-label)

Read that list again and notice what every item has in common: each one describes conversation that already happened. The report is a camera pointed at the past month. A very good camera. Brand24's own comprehensive report page frames it as keeping stakeholders informed with results from a given period. Informed. Not increased.

A monitoring report and an outcome ledger are different documents

This is the part that the existing playbooks on this topic leave on the table. There are two completely different documents people both call "a report," and confusing them is how a marketing team ends up presenting a beautiful PDF that proves nothing about its own work.

Same word, two jobs

Measures the reach, mentions, and sentiment that already exist around your brand. It is true whether or not you lifted a finger this month. It cannot tell you which line you caused.

Counts conversation that already happened
Reach is observed, not attributed to an action you took
Great for tracking; silent on whether your spend moved it

Brand24 produces the document on the left, and it is the right tool for that job. The mistake is expecting the document on the left to answer a question only the document on the right can: did the effort we paid for this month actually create reach, and how much?

What an outcome ledger looks like in the open

S4L is the self-serve Reddit and X workflow side of this. Because the plugin is where your team acts on the openings it finds, its reporting is built the other way around from a monitoring tool: not "what is being said" but "which thread picks, drafts, approvals, and posts actually moved something." You do not have to take that on faith. The page-scoring logic is in the public repo.

From seo/pick_top_pages.py

score = pageviews        * 1
      + email_signups    * 100
      + schedule_clicks  * 500
      + get_started_clicks * 300
      + bookings         * 1000

That is the actual weighting S4L uses to rank which distribution work paid off. A booking is worth a thousand pageviews because a booking is an outcome and a pageview is a signal. Bookings get attributed to the exact page that produced them through cal_bookings.utm_campaign, a value written at click time by a helper called withBookingAttribution. Nothing about that is a marketing claim; it is a function you can read on GitHub.

The current pricing follows a simpler shape. S4L is a $99/month desktop plugin for running the workflow from your own machine. The report is a ledger of thread picks, drafted replies, approvals, and results from the posts you choose to publish.

So which one do you actually need?

Both, for different questions, and they sit happily next to each other.

Use a Brand24 custom report when you need to track share of voice, catch sentiment shifts, hand a branded monitoring PDF to a stakeholder, or watch a launch unfold in real time. It is the mirror.
Use S4L's desktop workflow when the share of voice you are monitoring is too low and you need a repeatable way to find the right conversations, draft replies, and keep the result attached to the action that caused it.

The honest case where the monitoring tool wins outright: if your only job is to watch, you do not need a reply workflow yet. Buy the camera, skip the engine.

Want a report tied to the work your team did?

Walk through what a Reddit and X workflow ledger looks like for your product: thread picks, drafts, approvals, and results in one place.

Frequently asked questions

How do you create a custom report in Brand24?

Open the project you want to report on, go to the PDF report (or comprehensive report) view, pick a predefined or custom date range, then tick which sections to include: mentions, reach, sentiment, top influencers, and charts. You can add your own logo and pick the language to white-label it, then export to PDF, Excel, or PowerPoint, or generate a shareable live link. Reports can also be scheduled to arrive daily or weekly by email.

What file formats can a Brand24 report export to?

PDF, PowerPoint, and Excel, plus a shareable online dashboard link. Per Brand24's help center, a PDF report includes up to 100 mentions with links (excluding social media), and the Excel export carries links to news and blog posts but not to social platforms.

Can you white-label a Brand24 report with a client logo?

Yes. When you customize the PDF report settings you can upload your own or your client's logo, set the language, and adjust the look. That is the feature agencies lean on to hand a branded report to a client.

What does a Brand24 custom report actually measure?

Mentions of the keywords you track, their estimated reach, sentiment, the influencers driving them, and aggregate charts over a date range. It is a measurement of conversation that already happened. It records reach; it does not create reach.

How is S4L's reporting different from a Brand24 report?

Brand24 reports on mentions you are monitoring. S4L is now a self-serve desktop plugin, so its reporting is a workflow ledger: thread picks, drafted replies, approval status, and results from the posts you approve. The page-level scoring formula that ranks which work paid off is open-source in the repo.

Do the two tools compete?

Not really. Brand24 is social listening: it tells you what is being said. S4L is the reply workflow for acting on those openings: find relevant threads, draft useful replies, approve what belongs, and track the result. A team can run Brand24 to monitor share of voice and S4L to work on it.