# Ads Report

> Multi-platform paid ads reporting for client-ready weekly, monthly, audit, and executive reports. Use when the user needs an ads report, client summary, PDF/HTML report, weekly performance recap, monthly business review, QBR, action plan, platform scorecard, or needs to turn Google/Meta/TikTok/LinkedIn/Microsoft/Apple Ads exports into a clear narrative with metrics, causes, risks, and next actions.

- Skill: `elinking-111/ads-report` (Agent Skill, multi-file: 2 files)
- Install (CLI): `npx skillmds@latest add elinking-111/ads-report`
- Raw SKILL.md: https://api.skillmd.com/api/skills/elinking-111/ads-report/raw
- Safety review: pending
- Works with: Claude Code, Claude.ai, OpenAI Codex
- Category: Web & Frontend
- Author: elinking-111 (https://skillmd.com/u/elinking-111)
- Updated: 2026-09-21
- Page: https://skillmd.com/skills/elinking-111/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

```markdown
### 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:

```markdown
## 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.