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.