Ads Report

Ads Report

Create decision-ready paid advertising reports. Treat this as a reporting and synthesis skill, not a data connector; if live API access is needed, pair with ads-api-connectors or platform-specific reporting skills.

Workflow

1. Confirm report scope: date range, platforms, account/client, business model, target CPA/ROAS/LTV, and audience.
2. Collect data: ad platform exports, dashboard screenshots, API outputs, GA4/Mixpanel revenue, CRM/offline conversions, previous-period data, and change history.
3. Normalize metrics: spend, impressions, clicks, CTR, CPC, CPM, conversions, conversion value, CPA/CAC, ROAS, CVR, lead quality, revenue, LTV:CAC, MER.
4. Validate data quality before interpretation:
   • Date ranges and time zones match.
   • Spend, conversions, and revenue use the same attribution window.
   • Currency is explicit.
   • Purchase value is not mixed with registration or checkout events.
   • Platform totals reconcile with row-level tables within a reasonable tolerance.
5. Build the narrative: what changed, why it likely changed, whether the change matters, and what to do next.
6. If creative/ad-level data is available, build a creative intelligence section:
   • winning and losing creative clusters.
   • fatigue watchlist.
   • top hooks, angles, offers, formats, products/use cases, CTAs, proof types.
   • next creative tests and production briefs.
7. Output a client-ready report and a separate operator action list when useful.

Report Structure

Use this order unless the user asks for another format:

1. Executive Summary
   • Overall status: scaling, stable, inefficient, or data-not-trustworthy.
   • Top 3 wins, top 3 risks, top 3 actions.
2. KPI Scorecard
   • Current period, previous period, delta, target, status.
3. Platform Breakdown
   • Google, Meta, TikTok, LinkedIn, Microsoft, Apple, YouTube, or other active platforms.
4. Budget and Efficiency
   • Budget allocation, CPA/CAC, ROAS, LTV:CAC, MER, wasted spend, scaling readiness.
5. Creative and Audience Notes
   • Creative fatigue, winning angles, audience/geo/device patterns.
6. Creative Intelligence Board when creative-level data exists
   • Winner/loser clusters, fatigue, missing formats/angles, next brief queue.
7. Tracking and Data Quality
   • Attribution caveats, missing values, event issues, offline lag.
8. Action Plan
   • Owner, priority, expected impact, evidence, next review date.

Creative Intelligence Reporting

Use this section for weekly/monthly reports when ad-level, creative-level, or asset-level data exists. The goal is to explain creative performance in a way a media buyer, creative strategist, designer, and client can all act on.

Creative Board

### Creative Intelligence Board
| Cluster | Platform | Spend | CTR | CVR | CPA/ROAS | Status | Evidence | Next Action |
|---------|----------|-------|-----|-----|----------|--------|----------|-------------|

Statuses:

• scale: strong efficiency and enough volume.
• adapt: strong on one platform/format and worth translating to another.
• refresh: formerly strong but showing fatigue.
• diagnose: high attention but weak conversion, or strong conversion with low reach.
• pause: enough spend with weak results.
• inconclusive: not enough volume to judge.

Creative Narrative Rules

• Separate creative fact from creative inference.
• Do not call an asset bad only because it has low spend; check delivery limits and learning status.
• Do not call a hook winning from CTR alone; verify CVR, CPA/ROAS, lead quality, or retention when available.
• If Google/Meta/TikTok/LinkedIn use different attribution windows, avoid cross-platform winner claims unless the caveat is explicit.
• When performance shifts after a landing page, offer, pricing, or tracking change, flag that the creative may not be the root cause.
• For client-facing reports, turn raw patterns into production decisions: keep, resize, translate, refresh, retire, brief, or test.

Scheduled Recap Format

For recurring creative updates, keep the recap short:

1. Creative status: scaling, stable, fatigued, inconclusive, or data-not-trustworthy.
2. Top 3 winners: why they worked and how to adapt them.
3. Top 3 risks: fatigue, weak conversion, policy risk, low volume, or tracking caveat.
4. Next 5 tests: hook, angle, format, proof, CTA, audience/funnel stage, and expected learning.
5. Production queue: owner, asset type, priority, due date, source evidence.

Interpretation Rules

• Never present a metric as current if it came from a stale export.
• Flag data-quality issues before strategy recommendations.
• Separate observed fact from inference.
• Do not recommend aggressive scaling from one good day; require enough conversion volume and stable CPA/ROAS.
• If revenue is missing, report CPA/CAC honestly and state that ROAS cannot be judged.
• If conversion value is low or flat while purchase count rises, flag value tracking, promo pricing, or low-value conversion mix before calling it a performance win.

Output

For a full report, include:

## Paid Ads Report

### Executive Summary
...

### KPI Scorecard
| Metric | Current | Previous | Delta | Target | Status |

### Findings
| Finding | Evidence | Impact | Recommendation |

### Creative Intelligence Board
| Cluster | Platform | Spend | CTR | CVR | CPA/ROAS | Status | Next Action |

### Action Plan
| Priority | Action | Owner | Due | Evidence |

### Data Quality Notes
...

For quick executive updates, keep it to: status, 3 findings, 3 actions, and caveats.