gabrielmoreira Marketing Report (Global)
Information gathering
Ask up to 4 questions before reporting:
- Reporting period? Week (which week, from-to dates) or month (month/year)?
- Available data? Provide: ad spend, messages, leads, bookings, customers, revenue. If incomplete, note what's missing to ask.
- Targets set? What KPIs were committed for this period? (revenue, leads, CPMess, ROAS). If none — use industry benchmarks.
- Channels running? Meta Ads, TikTok Ads, Google Ads, Organic (TikTok, Facebook, Email/SMS). List all.
Core principles
"Read 5 minutes, know what to do next"
Every report must answer these 4 questions in order:
- How were results? — Did we hit targets? (1 sentence)
- What's working? — Keep, scale up (2-3 points)
- What's not working? — Fix, root cause (2-3 points)
- What to do next? — Specific recs with deadlines and owners
Order of presentation
Insight FIRST -> Numbers AS PROOF -> Action RECOMMENDATIONS
Never list numbers and let reader draw conclusions. Always state insight first, numbers as evidence.
3 comparison frames
Each metric must compare against at least 1 of these 3 frames:
| Frame | Meaning | Example |
|---|---|---|
| vs Target | Hit or miss committed KPI | CPMess target $1.20 — actual $1.10 (hit) |
| vs Previous Period | Up/down vs prior month/week | CPMess last month $1.40 -> this month $1.10 (-21%) |
| vs Industry Benchmark | Better/worse than market average | Beauty industry CPMess $1.00-$1.60 — ours $1.10 (good) |
Output structure
Header
# Marketing Report — [Month X/YYYY] or [Week X: DD/MM-DD/MM]
Author: [Name]
Date: [YYYY-MM-DD]
Status: [Hit Target / Missed Target / Exceeded Target]
1. Executive Summary (read this section is enough)
## 1. Executive Summary
**Conclusion:** [1 sentence — hit/missed target, main reason]
**Key metrics:**
| Metric | Target | Actual | vs Target | vs Prior |
|--------|--------|--------|-----------|----------|
| Revenue | [X] | [X] | [+/-X%] | [+/-X%] |
| Total MKT spend | [X] | [X] | [+/-X%] | [+/-X%] |
| ROAS | [X] | [X] | [+/-X%] | [+/-X%] |
| New customers | [X] | [X] | [+/-X%] | [+/-X%] |
| Avg CPMess | [X] | [X] | [+/-X%] | [+/-X%] |
**3 highlights:**
1. [Best thing this period — with data]
2. [Biggest issue — with data]
3. [Opportunity/risk to watch]
2. Channel detail
2.1 Meta Ads
### Meta Ads
**Insight:** [1-2 sentences — channel doing well/poorly, reason]
| Metric | Wk 1 | Wk 2 | Wk 3 | Wk 4 | Total | vs Target | vs Prior Mo | vs Benchmark |
|--------|------|------|------|------|-------|-----------|-------------|--------------|
| Spend | | | | | | | | |
| Impressions | | | | | | | | |
| Clicks | | | | | | | | |
| CTR | | | | | | | | |
| Messages | | | | | | | | |
| CPMess | | | | | | | | |
| Leads | | | | | | | | |
| CPL | | | | | | | | |
**Top 3 high-performing ads:**
| # | Ad name / Creative | Spend | Messages | CPMess | CTR | Note |
|---|--------------------|-------|----------|--------|-----|------|
| 1 | | | | | | |
| 2 | | | | | | |
| 3 | | | | | | |
**Bottom 3 ads (turn off/fix):**
| # | Ad name / Creative | Spend | Messages | CPMess | CTR | Issue |
|---|--------------------|-------|----------|--------|-----|-------|
| 1 | | | | | | |
| 2 | | | | | | |
| 3 | | | | | | |
2.2 TikTok Ads
(Same structure as Meta Ads — replace CPMess with CPV if traffic, add Video Completion Rate)
2.3 Google Ads
(Same structure — replace Messages with Conversions, add Quality Score)
2.4 Organic (Natural content)
### Organic
**Insight:** [1-2 sentences]
| Metric | Wk 1 | Wk 2 | Wk 3 | Wk 4 | Total | vs Prior Mo |
|--------|------|------|------|------|-------|-------------|
| Posts published | | | | | | |
| Total reach | | | | | | |
| Total engagement | | | | | | |
| Avg ER | | | | | | |
| New followers | | | | | | |
| Top content (reach) | | | | | | |
**Top 3 posts/videos:**
| # | Content | Platform | Reach | ER | Saves | Shares | Note |
|---|---------|----------|-------|-----|-------|--------|------|
| 1 | | | | | | | |
| 2 | | | | | | | |
| 3 | | | | | | | |
2.5 Email / SMS
### Email / SMS
| Metric | Actual | vs Benchmark |
|--------|--------|--------------|
| Campaigns sent | | |
| Open rate | | [Industry avg: 15-25%] |
| Click rate | | [Industry avg: 1-3%] |
| Unsubscribe rate | | [<1% is good] |
| Email revenue | | |
3. Conversion funnel
## 3. Conversion Funnel
| Step | Volume | Conv rate | vs Prior | vs Benchmark | Rating |
|------|--------|-----------|----------|--------------|--------|
| Impression | [X] | — | [+/-X%] | — | |
| Click | [X] | [X%] | [+/-X%] | [Avg: 1-2%] | [Good/Bad/Avg] |
| Message / Lead | [X] | [X%] | [+/-X%] | [Avg: 15-25%] | |
| Qualified Lead | [X] | [X%] | [+/-X%] | [Avg: 50-60%] | |
| Booking | [X] | [X%] | [+/-X%] | [Avg: 50-60%] | |
| Customer | [X] | [X%] | [+/-X%] | [Avg: 30-40%] | |
| Revenue | [X] | — | [+/-X%] | — | |
**Bottleneck:** [Identify which step has lowest conversion — that's the issue to fix]
4. Auto diagnosis
## 4. Diagnosis: What's good — What's bad — Why
### Working well (KEEP + SCALE)
| # | Finding | Numbers | Reason | Action |
|---|---------|---------|--------|--------|
| 1 | [e.g., UGC video creative low CPMess] | [CPMess $0.90 vs avg $1.20] | [Natural format, strong hook] | Scale: +30% budget, shoot 5 more UGC |
| 2 | | | | |
| 3 | | | | |
### Not working (FIX URGENTLY)
| # | Issue | Numbers | Root cause | Severity | Action |
|---|-------|---------|------------|----------|--------|
| 1 | [e.g., Booking->Show low] | [28% vs target 40%] | [No 24h reminder, no deposit] | High | Auto reminder + collect $5 deposit |
| 2 | | | | | |
| 3 | | | | | |
### Unclear (MONITOR FURTHER)
| # | Observation | Numbers | Hypothesis | Validation method | Timeline |
|---|-------------|---------|------------|-------------------|----------|
| 1 | [e.g., CTR dropping over 4 weeks] | [2.1% -> 1.4%] | [Ad fatigue] | Swap creative, monitor 1 week | 7 days |
5. Action recommendations
## 5. Action Recommendations
| # | Action | Goal | Deadline | Owner | Status |
|---|--------|------|----------|-------|--------|
| 1 | [e.g., Shoot 5 new UGC for Meta Ads] | CPMess <$1.00 | [DD/MM] | [Name] | Not started |
| 2 | [e.g., Set up auto reminder 24h] | Booking->Show >40% | [DD/MM] | [Name] | Not started |
| 3 | [e.g., Test TikTok Ads $200/wk] | New channel, CPMess <$1.40 | [DD/MM] | [Name] | Not started |
| 4 | | | | | |
| 5 | | | | | |
**Priority:** Number by impact level — do 1 + 2 first, 3 + 4 + 5 next week.
6. Next month plan
## 6. Plan for [Month X+1]
### Targets
| Metric | This Mo (actual) | Next Mo (target) | Increase | Basis |
|--------|------------------|------------------|----------|-------|
| Revenue | [X] | [X] | [+X%] | [Why this is achievable] |
| MKT spend | [X] | [X] | [+/-X%] | |
| ROAS | [X] | [X] | [+X] | |
| New customers | [X] | [X] | [+X%] | |
| CPMess | [X] | [X] | [-X%] | |
### Weekly plan
| Week | Focus | Budget | Main KPI |
|------|-------|--------|----------|
| Week 1 | [e.g., Launch new creative + A/B test] | [X] | [CPMess <$1.20] |
| Week 2 | [e.g., Scale winners + cut losers] | [X] | [ROAS >3x] |
| Week 3 | [e.g., Push BOFU + retarget] | [X] | [Close rate >40%] |
| Week 4 | [e.g., Wrap up + prep next month] | [X] | [Hit revenue target] |
### Budget allocation
| Category | Amount | % | Note |
|----------|--------|---|------|
| Meta Ads | [X] | [X%] | |
| TikTok Ads | [X] | [X%] | |
| Google Ads | [X] | [X%] | |
| Content production | [X] | [X%] | UGC, video shoot, design |
| Tools & software | [X] | [X%] | |
| **Total** | **[X]** | **100%** | |
7. Chart specs (for design team)
If report needs presentation to stakeholders (boss, client), create charts:
| # | Chart | Type | X-axis | Y-axis | Note |
|---|---|---|---|---|---|
| 1 | Revenue vs Spend by week | Line chart (2 lines) | Wk 1-4 | USD | 2 colors: green (revenue), red (spend) |
| 2 | Conversion funnel | Funnel chart | Funnel step | Volume | Impression -> Customer |
| 3 | CPMess by week | Bar chart | Wk 1-4 | USD | Add target line (dashed) |
| 4 | Budget allocation | Pie chart | — | % | By channel (Meta, TikTok, Google, Content) |
| 5 | This Mo vs Last Mo | Grouped bar chart | Metric | Value | 2 colors: green (this), gray (last) |
Recommended tools: Google Sheets/Looker Studio (free), Canva (presentation).
Weekly report template (compact)
Weekly report shorter than monthly — keep parts 1, 4, 5 only:
# Weekly Report [X]: [DD/MM-DD/MM/YYYY]
## Quick results
| Metric | Wk Target | Actual | vs Last Wk | Rating |
|--------|-----------|--------|------------|--------|
| Spend | | | | |
| Messages | | | | |
| CPMess | | | | |
| Leads | | | | |
| Bookings | | | | |
| Customers | | | | |
| Revenue | | | | |
## Good / Bad
- GOOD: [1-2 points]
- BAD: [1-2 points]
## Next week actions
| # | Task | Owner | Deadline |
|---|------|-------|----------|
| 1 | | | |
| 2 | | | |
| 3 | | | |
Related skills
- 03-performance-review-global — Deep analysis per channel before aggregating into report
- 10-reverse-kpi-global — Recalculate next month targets based on this month results
- 00-marketing-plan-global — Next month plan is updated version of master plan
- 13-data-analysis-global — When need to dig deep into data for root cause
Quality checklist
Check before delivering report:
- Has executive summary — 1 minute read = full picture
- Insight FIRST, numbers AS PROOF — no listing numbers without conclusion
- Each metric has at least 1 comparison frame (vs target / vs prior / vs benchmark)
- Has weekly data (not just monthly totals)
- Has top 3 best ads + bottom 3 ads (with specific numbers)
- Has conversion funnel — points out bottleneck
- Diagnosis has root cause, not just description
- Action recs have deadline and owner — not generic
- Has next month plan with targets and budget
- No unsourced numbers (every number from dashboard or specific report)
- Charts (if any) have clear specs for design team
- Total report length: read in 5 minutes — cut excess