# Weekly Performance Digest

> Generate a structured weekly Google Ads performance report with trend analysis, anomaly flags, and prioritized next-week action items. Designed to be sent directly to stakeholders without editing. Use this skill when a user asks for a weekly report, weekly digest, weekly summary, performance recap, "what happened this week", week-over-week analysis, or any recurring weekly reporting need. Trigger on phrases like "weekly digest", "weekly report", "send me a recap", "this week vs last week", "weekly performance update", or any request to summarize Google Ads activity over the last week.

- Skill: `kochellenk-afk/weekly-performance-digest` (Agent Skill)
- Install (CLI): `npx skillmds@latest add kochellenk-afk/weekly-performance-digest`
- Raw SKILL.md: https://api.skillmd.com/api/skills/kochellenk-afk/weekly-performance-digest/raw
- Safety review: pending
- Works with: Claude Code, Claude.ai, OpenAI Codex
- Category: Docs & Writing
- Author: kochellenk-afk (https://skillmd.com/u/kochellenk-afk)
- Updated: 2026-09-17
- Page: https://skillmd.com/skills/kochellenk-afk/weekly-performance-digest

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# Weekly Performance Digest

A skill for producing publication-ready weekly Google Ads performance reports.

## What this skill does

Given two weeks of campaign data (this week vs. last week, plus same week last month for MoM context), produces a digest with:

1. Executive summary (3 sentences)
2. Key metrics table with WoW and MoM comparisons
3. Campaign highlights (top 3 + bottom 3)
4. Anomalies and flags
5. Prioritized action items for next week

Output is plain-language, non-technical - sendable directly to stakeholders.

## Required inputs

1. **This week's campaign data** (last 7 days)
2. **Last week's data** (the 7 days before that)
3. **Same week last month** (for MoM comparison; optional but recommended)
4. **Known changes context** - any new campaigns, paused ads, budget shifts, creative updates the user made

### Required columns

For each period:
- Campaign name
- Spend, Impressions, Clicks, CTR, CPC
- Conversions, CPA, Conv. rate
- Conv. value / Revenue (if tracked)
- ROAS (if tracked)

## Workflow

### Step 1: Validate data alignment

Both periods must have:
- Same set of campaigns (or note any added/removed)
- Same column structure
- Comparable date ranges (7 days each)

If a campaign was added or removed between periods, note it explicitly - comparisons across asymmetric periods are misleading.

### Step 2: Compute aggregates and deltas

Account-level totals (this week vs. last week):

| Metric | Formula |
|---|---|
| WoW change % | (this - last) / last × 100 |
| MoM change % | (this - same_week_last_mo) / same_week_last_mo × 100 |

Flag any metric where:
- WoW change > ±15% (notable)
- MoM change > ±25% (significant trend)

### Step 3: Identify campaign highlights

**Top 3 performers:** ranked by absolute conversion or revenue gain WoW
**Bottom 3 performers:** ranked by absolute drop in conversions OR CPA spike

For each, write a 1-sentence "what changed and why" - tied to the data, not speculation. If the cause isn't clear from the data, say so:

> "Generic Search lost 18 conversions WoW (down 22%). Cause unclear from current data - recommend checking search terms report."

### Step 4: Anomaly detection

Flag campaigns where:
- Spent >20% of weekly budget with zero conversions
- CPA jumped >25% WoW
- Conv. rate dropped >20% WoW
- IS lost to budget jumped >10 percentage points

For each anomaly, include:
- Campaign name
- The specific metric that moved
- Possible cause (if obvious from data)

### Step 5: Action items

3–5 specific, prioritized tasks for next week. Each item:
- Action: what to do (specific, not "review the account")
- Expected impact: estimated dollar/conversion result
- Owner: who should do it (PPC manager, designer, dev, client-side, etc.)

Examples:
- "Add 12 negative keywords to Generic Search campaign (saves est. $400/week)"
- "Investigate landing page conversion rate drop on Brand campaign - possible site change last week"
- "Increase Long Tail campaign budget from $500/day to $700/day - IS lost to budget = 35%, est. +18 conversions/week"

## Output format

Read `references/digest-template.md` for the full template.

A markdown response structured as:

```
# Google Ads Weekly Digest - [Date Range]

## Executive Summary
[3 sentences: spend, conversions, CPA, ROAS this week + biggest win + biggest concern]

## Key Metrics
[Table: Metric | This Week | Last Week | WoW Δ | Last Month Same Week | MoM Δ]

## Campaign Highlights

### Top performers
- [Campaign A]: [what changed]
- [Campaign B]: [what changed]
- [Campaign C]: [what changed]

### Bottom performers / concerns
- [Campaign X]: [what changed]
- [Campaign Y]: [what changed]
- [Campaign Z]: [what changed]

## Anomalies
[Bulleted list of campaigns + metric movements meeting flag thresholds]

## Action Items for Next Week
1. [Action] - Impact: [estimate] - Owner: [role]
2. ...
```

If the user says this is for a stakeholder presentation, generate a Word doc using the docx skill. If they say "for my dashboard," generate a markdown response and offer to also create an Excel workbook with the data tables.

## Output style requirements

This is the most reader-facing skill in the set. Style matters:

- **Use actual numbers, not vague descriptions.** Not "spend was up significantly" - say "$42,300, up 18% WoW."
- **Plain language, not PPC jargon.** Replace "CPA" → "cost per conversion" on first use, can use the abbreviation after.
- **Frame metrics in business impact.** "CPA dropped $8" → "We're acquiring customers $8 cheaper this week, saving ~$1,600 at current volume."
- **Don't editorialize beyond what the data supports.** "Strong week" is fine if numbers warrant it; "incredible breakthrough" is not.
- **Active voice.** "We launched a new campaign" beats "A new campaign was launched."

## What this skill must NOT do

- Don't use PPC jargon without translation. Recipients may not be PPC experts.
- Don't speculate about causes you can't substantiate. "CPA might have spiked because of seasonality" - only say this if you have data showing it. Otherwise, "CPA spiked; cause unclear, recommend investigation."
- Don't pad. If the week was uneventful, say so in 3 sentences and move on.
- Don't recommend more than 5 action items. Stakeholders won't read more than that.
- Don't invent metrics. If the user didn't include ROAS data, don't compute or report ROAS.
- Don't write headers or sections that have nothing to say. Better to skip a section than say "no anomalies this week" with bullet padding.

## Reference files

- `references/digest-template.md` - full reference template with example
- `references/style-guide.md` - language and framing rules with do/don't examples