// Creates ad performance reporting templates with ROAS analysis, creative insights, and optimization recommendations. Use when you need structured ad campaign reports.
Writes high-converting ad copy for Facebook, Google, and LinkedIn with multiple creative variations, audience targeting suggestions, and optional ad graphics via Canva. Use when a user needs paid advertising copy, wants to launch ad campaigns, or needs creative variations for A/B testing across ad platforms.
Creates detailed ad creative briefs with visual direction, copy variants, dimensions, and platform specifications. Use when producing ads for any paid media channel.
Calculates ad spend budgets based on revenue goals, conversion rates, and cost-per-acquisition targets. Use when planning how much to spend on ads to hit revenue targets.
Sets up affiliate and referral program structures with commission tiers, terms and conditions, affiliate onboarding materials, and promotional asset guidelines. Use when a user wants to launch an affiliate program, needs to recruit partners to promote their product, or wants to create a referral incentive system for existing customers.
Writes affiliate recruitment emails, landing pages, and onboarding materials to attract partners. Use when building or growing an affiliate program.
Creates affiliate program terms and conditions with commission rules, prohibited methods, and termination clauses. Use when launching or documenting an affiliate program.
| name | ad-performance-report |
| description | Creates ad performance reporting templates with ROAS analysis, creative insights, and optimization recommendations. Use when you need structured ad campaign reports. |
| allowed-tools | Read Write Glob |
| metadata | {"author":"matthewhitcham","version":"1.0"} |
Use this skill when you need to:
DO NOT use this skill for organic social media analytics, SEO reports, or general business dashboards. This is specifically for paid advertising performance reporting.
EVERY METRIC IN THE REPORT MUST LEAD TO AN ACTION — IF A NUMBER DOES NOT INFORM A DECISION, REMOVE IT.
| Input | What to Ask | Default |
|---|---|---|
| Ad platforms | "Which platforms? (Meta, Google, TikTok, LinkedIn, all)" | Meta + Google |
| Reporting period | "What date range? (weekly, monthly, custom)" | Last 30 days |
| Campaign goals | "Primary KPI? (ROAS, CPA, leads, traffic)" | ROAS |
| Budget spent | "What was the total spend this period?" | No default — must be provided |
| Revenue or conversions | "What revenue or conversion count resulted?" | No default — must be provided |
| Comparison period | "Compare against what? (previous period, same period last year)" | Previous period |
GATE: Do not proceed without spend and conversion/revenue data.
Calculate and present core metrics with context.
## Core Metrics
| Metric | This Period | Last Period | Change |
|--------|------------|-------------|--------|
| Total Spend | $X | $X | +/-X% |
| Revenue | $X | $X | +/-X% |
| ROAS | X.Xx | X.Xx | +/-X% |
| CPA/CPL | $X | $X | +/-X% |
| Impressions | X | X | +/-X% |
| Clicks | X | X | +/-X% |
| CTR | X.X% | X.X% | +/-X% |
| CPC | $X.XX | $X.XX | +/-X% |
| Conversions | X | X | +/-X% |
| Conversion Rate | X.X% | X.X% | +/-X% |
If running on multiple platforms, break metrics down per platform:
## Platform Performance
| Platform | Spend | Revenue | ROAS | CPA | CTR |
|----------|-------|---------|------|-----|-----|
| Meta | $X | $X | X.Xx | $X | X.X% |
| Google | $X | $X | X.Xx | $X | X.X% |
Compare against industry benchmarks and the account's historical averages. Flag any metric that is significantly above or below benchmark.
## Top Performing Creatives
1. [Creative name/ID] — ROAS: X.Xx, Spend: $X, CPA: $X
Why it works: [Analysis of hook, format, messaging]
2. [Creative name/ID] — ROAS: X.Xx, Spend: $X, CPA: $X
Why it works: [Analysis]
## Underperforming Creatives
1. [Creative name/ID] — ROAS: X.Xx, Spend: $X, CPA: $X
Recommendation: [Pause / revise hook / change audience]
Provide 3-5 specific, prioritized actions:
## Recommended Actions
1. **[Action]** — [Rationale] — Expected impact: [High/Med/Low]
2. **[Action]** — [Rationale] — Expected impact: [High/Med/Low]
3. **[Action]** — [Rationale] — Expected impact: [High/Med/Low]
Write a 3-5 sentence summary for stakeholders who will not read the full report.
## Executive Summary
[1-2 sentences on overall performance vs. goal]
[1 sentence on the biggest win]
[1 sentence on the biggest concern or opportunity]
[1 sentence on next steps]
report/
└── ad-performance-[YYYY-MM].md
Include: Executive summary, core metrics table, platform breakdown, creative analysis, recommendations, and raw data appendix.
Executive Summary: "Total ad spend of $8,400 generated $29,400 in revenue for a blended ROAS of 3.5x — up from 2.8x last month. The top-performing Meta creative (UGC testimonial video) drove 42% of all conversions at a $12 CPA. Google Search CPA increased 18% due to rising keyword competition — recommend expanding to branded terms and adding negative keywords. Priority for next month: scale the UGC creative format on Meta and audit Google keyword match types."