Most weekly reports are a wall of numbers that changed. You read them, nothing follows, and after a month you stop opening them.
The Weekly Digest is built to fail differently: it's action-first, and every line carries a link to the surface where you'd do something about it.
The four sections
What moved. Real changes in your own numbers, week on week.
What's rising. Emerging patterns, in your content and in your watchlist.
What you haven't actioned. The uncomfortable one. Briefs generated and never opened, experiments set up and never measured, replies waiting.
What's measurable now. Tests that have accumulated enough data to read.
The order is deliberate. Two sections of information, then two sections of your unfinished work, which is where most of the value actually is.
Read section three first
Counter-intuitive, and it's the right habit.
Sections one and two tell you about the world. Section three tells you about the gap between what you started and what you finished, which is nearly always the biggest available improvement to your content operation.
A brief that was generated and never read cost you a credit and produced nothing. An experiment set up and never measured means you changed something and will never learn whether it worked. That's worse than not having tested at all, because you'll assume it worked.
What the digest is doing under the hood
Worth knowing, because it explains the shape:
The composer selects, caps, orders and links. It doesn't invent. Every item comes from something observed (your fetched content, your connected analytics, your watchlist), and the composer's whole job is to choose the few that matter and attach the right next action to each.
That's why the digest is short. A complete list would be a database dump; the value is in the caps.
It's also deterministic given the week. Two people on the same brand see the same digest, which matters when you're forwarding it.
The week in numbers
Beneath the actions sits the recap: posts per platform this week versus last, your best and lagging post against each platform's own 90-day median, and the real format-mix shift.
Two things to notice about how that's constructed.
Each platform is compared against itself. A Reel isn't ranked against a long-form video. Cross-platform comparison produces a number and not information, for the reasons in outliers, not virality.
It's a median, not an average. One runaway post drags a mean far enough to make an ordinary week look exceptional: precisely the error a benchmark exists to prevent.
Every figure here is computed from your stored corpus. Nothing is estimated.
What to actually do with it
Fifteen minutes, once a week. Not more. The digest is designed to be read on a schedule, and a report you read thoroughly once a month is worth less than one you skim weekly.
Act on exactly one thing. The digest will usually offer three or four. Pick the one with the clearest next step and do it before closing the tab. A digest that produces no action is entertainment.
Watch the "haven't actioned" list over time. If the same item is there four weeks running, the honest read isn't that you're behind. It's that you're not going to do it. Delete it and stop carrying it.
The honest limits
It only knows what's connected. A platform you haven't connected doesn't appear in "what moved", because there's nothing observed to move. See connecting your accounts.
A quiet week produces a quiet digest. The recap is the always-useful floor. The sections above it can legitimately be near-empty, and padding them would mean inventing.
Paid results aren't in it yet. Meta's read-only connection is rolling out, pending app review. Until it lands you'll read ad results in Meta's own reporting.
How to use this tomorrow
Open your latest digest and go straight to "what you haven't actioned".
Do the top item, or delete it. Both are fine. Carrying it for another four weeks isn't.
Related: Setting up watchlists and the Morning Brief is the daily counterpart. Running your first experiment is what fills the "measurable now" section.