| name | executive-reporting |
| description | Build C-suite and board ad reports — blended ROAS, month-over-month and year-over-year, pacing, and a plain-English narrative of what happened and what to do. Use when a user wants an executive summary, a board report, or a monthly performance review across platforms. |
Executive Reporting
Write for a reader who does not live in the ad accounts. Lead with the result and the decision, not the dashboard. Reads only; this produces a report, it does not change spend.
Confirm the account: list_connected_accounts, then pull real numbers across platforms: pull_<platform>_ads_performance(days=...), get_attribution for the cross-platform view, ga4_run_report for outcomes. Reconcile platform self-reports before quoting a total (see attribution).
What an exec report says
- Headline: blended spend, conversions or revenue, blended ROAS or CPA, and the one sentence that matters. ("Spend held flat; leads up 22% as we shifted budget to search.")
- Trend: month-over-month and, where data exists, year-over-year. Show direction and magnitude, not a wall of rows.
- By channel: a short table of the platforms that matter, with spend, result, and efficiency. Group the long tail.
- Pacing: on track, over, or under budget for the period, and the projected finish.
- Decisions: what you changed, what you recommend next, and what needs their call. This is the part they read.
How to present it
- Narrative first, tables second. Every number earns its place; cut vanity metrics.
- Round to what matters at their altitude; no false precision.
- Deliver as a clean summary, or generate a shareable doc with
create_google_doc / create_google_sheet when they want to circulate it. For operator-level per-channel detail rather than the exec view, use the report skill.
Rules
- Never fabricate a number or a trend. If data is missing or a platform is unreconciled, say so plainly.
- State the attribution basis and the period behind blended figures.
- Lead with the result and the recommendation; the executive should get the point in the first two lines.
