Report paid results for a period with sources, changes, causes, and open questions.
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Use this for a weekly, monthly, or quarterly look at paid results.
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.
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.
Close with:
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.
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Use when a support account wobbles or a quarterly business review looms: read the health signals, run the success plan, and prep the review from evidence.
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Reconcile accounts by comparing GL balances to subledgers, bank statements, or third-party data. Use when performing bank reconciliations, GL-to-subledger recs, intercompany reconciliations, or identifying and categorizing reconciling items.
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Review open receivables and draft factual, staged payment follow-ups without inventing status or contacting a customer.
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Write ad variants that each test one idea, within platform limits and supported claims.
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Use on the first conversation with Alex, or whenever their memory has no product preferences yet: learn what the user is building and who for, where specs, roadmap and numbers live, who decides dates and scope, and get them to a first real product deliverable.
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Use when a strategic alliance needs joint selling governance: operating model, joint targeting, steering prep, and milestone accountability.
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