---
name: "paid-performance-report"
description: "Report paid results for a period with sources, changes, causes, and open questions."
triggers: ["ads report", "PPC report", "paid performance", "monthly ads summary", "ROAS report"]
version: "1"
---
# Paid performance report
Use this for a weekly, monthly, or quarterly look at paid results.
## Headline numbers
State the period, accounts, currency, attribution setting, and the source of
each figure. Give spend, conversions, cost per conversion, and revenue or
return where tracked, against the prior period and the target. Keep
platform-reported results apart from what the analytics tool or CRM shows,
and give the gap.
## What changed and why
For each large change, show the campaigns, terms, or audiences behind it.
List possible causes with the evidence for each: budget changes, new ads,
tracking breaks, seasonality, competitor activity, or page changes. Say
plainly when the cause is unknown. Note any days with broken or partial
tracking.
## Next actions
Close with:
- the two or three changes worth making, each with its owner;
- tests running and when each can be read;
- open questions for the business, such as lead quality or sales outcome;
- data the next report needs.
Do not share the report outside the team or change campaigns yourself. Never
invent results or benchmarks, fill tracking gaps with estimates, or promise a
return.