The short answer
What a Hugo Traffic Report actually contains, section by section
A Hugo Traffic Report is a plain-language summary of where a listing's ads ran, what kind of audience saw them, and how the activity moved over the run of the ads. It's built so a Compass agent can forward it straight to a seller without translating anything, and every section in it exists to answer a question a seller will actually ask.
What is in a Hugo Traffic Report
A Hugo Traffic Report opens with a short summary line that states the listing address and the run of the ads, so a seller knows immediately what window of time the report covers. Below that sits a section on where the ads ran, broken out across the websites ads were served. After that comes an audience section, which describes who the ads reached in plain terms. The report closes with a simple activity trend section that shows how engagement moved over the course of the run, so a seller can see whether attention built, held steady, or tapered as the listing aged.
Every section in the report maps to a question a seller actually asks. The placement section answers where did my money go. The audience section answers who actually saw this. The trend section answers is this working or fading. None of the sections are filler, and none of them require an agent to add commentary, because the report is already written at a level a seller can read cold.
Why each section exists
Each section of the Hugo Traffic Report exists because sellers ask a predictable set of questions once ads have run for a while, and the report is structured to answer them in the order they usually come up. The placement section exists so an agent never has to explain from memory which websites showcased their home, it's just there on the page. The audience section exists because sellers often want reassurance that the right kind of buyer saw the listing, not just a large volume of unrelated views. The trend section exists so a seller can see momentum at a glance instead of asking an agent to describe it in a call.
This structure also means an agent doesn't need to build anything themselves. The report is generated in the same format every time a listing has ads running through Hugo, so an agent forwarding it to one seller this month and a different seller next month can rely on the sections landing in the same order and answering the same questions each time.
What do I actually send a seller
What an agent sends a seller is the Hugo Traffic Report itself, forwarded as it comes, without needing to trim it down or annotate it first. The report is already anonymized of anything that shouldn't be shared and worded so a seller with no ad background can follow it top to bottom. If a seller asks a follow-up question that the report doesn't cover directly, like why a particular website was chosen for their listing over another, that's a conversation for the agent to have separately, but the report itself is complete for the questions sellers ask most: where the ads ran, who they reached, and whether attention moved in the right direction over time.
Does the Hugo Traffic Report include actual performance numbers for my listing?
Yes, a real Hugo Traffic Report shows the actual activity for that specific listing's ads. This guide is a walkthrough of the report's structure, so it explains what each section means without showing any live figures.
Why does the report break activity out by section instead of one summary number?
Hugo breaks the report into sections because a seller doesn't just want to know that ads ran, they want to know where the attention came from and what kind of audience it was. Splitting the report by channel and by audience type lets an agent point to the exact part of the report that answers whatever the seller asks first.
Is the Hugo Traffic Report something I edit before sending it to a seller?
No, the report is meant to be forwarded as is. It's written in seller-friendly language on purpose, so an agent doesn't need to add context or translate any of the sections before sending it along.