How do you report to the owner without jargon?

The note states spend, calls or messages, and how many became a table or an appointment, on a date. It does not state CTR, bid or quality if the owner cannot set it against the till. Agree the day of the note and the figure you both look at: that week's bookings. The rest of the panel stays out. A twelve-page PDF arrives and the owner asks whether anyone came in. Nobody had written it on the first line. A message with three numbers and one decision: continue, tighten the radius or pause. Carlota Fermín sends it on WhatsApp, not in a report that is never opened.