When creating an SEO report, you should include three levels of analysis. The first one is tactical. It summarises what has been done. It should consist of on-page SEO, keywords, organic traffic, content marketing and link-building activities. The second one is about results (aka conversions) and what marketing has achieved. It should include direct and assisted (micro/macro) conversions, and especially the marketing's ROI. The last one is the strategic level. What still needs to be done and what should be done based on prior results.