| name | weekly-report |
| description | Generate weekly performance reports aggregating metrics across accounts and campaigns, highlighting winners and losers, calculating ROI/ROAS, and providing recommendations. Use for weekly review meetings, client updates, or tracking overall performance trends. |
Weekly Report Generator
Create comprehensive weekly performance summaries.
Process
Step 1: Aggregate Metrics
Gather Data From:
- All active ad accounts
- All campaigns
- Tracking platforms
- Network/offer dashboards
Key Metrics:
- Total spend
- Total revenue/conversions
- CPA/CPL by offer
- ROAS/ROI overall
- Click metrics (CTR, CPC)
- Conversion metrics (CVR)
Step 2: Highlight Winners and Losers
Winners:
- Top performing campaigns
- Best creative performers
- Offers exceeding targets
- Scaling successes
Losers:
- Underperforming campaigns
- Failing creatives
- Offers below target
- Budget drains
Step 3: Calculate Overall ROI/ROAS
Formulas:
- ROI = (Revenue - Spend) / Spend × 100
- ROAS = Revenue / Spend
- Profit = Revenue - Spend
- Margin = Profit / Revenue × 100
Segment By:
- Offer/vertical
- Traffic source
- Account
- Creative type
Step 4: Identify Trends and Anomalies
Trend Analysis:
- Week-over-week changes
- Month-over-month changes
- Seasonal patterns
- Platform changes impact
Anomaly Detection:
- Sudden performance drops
- Unexpected winners
- Cost spikes
- Volume changes
Step 5: Output Executive Summary
## WEEKLY REPORT: [Date Range]
### EXECUTIVE SUMMARY
**Overall Performance:**
- Total Spend: $[X]
- Total Revenue: $[X]
- Profit: $[X]
- ROI: [X]%
- ROAS: [X]x
**Week-over-Week:**
- Spend: [+/-X%]
- Revenue: [+/-X%]
- ROI: [+/-X pts]
**Key Wins:**
- [Win 1]
- [Win 2]
**Key Challenges:**
- [Challenge 1]
- [Challenge 2]
---
### PERFORMANCE BY OFFER
| Offer | Spend | Revenue | Profit | ROI | vs Target | Status |
|-------|-------|---------|--------|-----|-----------|--------|
| [Offer 1] | $X | $X | $X | X% | +/-X% | [G/Y/R] |
| [Offer 2] | $X | $X | $X | X% | +/-X% | [G/Y/R] |
| **TOTAL** | $X | $X | $X | X% | | |
---
### TOP PERFORMERS
**Best Campaigns:**
1. [Campaign] - ROI: X%, Spend: $X
2. [Campaign] - ROI: X%, Spend: $X
3. [Campaign] - ROI: X%, Spend: $X
**Best Creatives:**
1. [Creative] - CPA: $X, Spend: $X
2. [Creative] - CPA: $X, Spend: $X
3. [Creative] - CPA: $X, Spend: $X
**Scaling Successes:**
- [Description of what scaled well]
---
### UNDERPERFORMERS
**Struggling Campaigns:**
1. [Campaign] - Issue: [Problem], Action: [Fix]
2. [Campaign] - Issue: [Problem], Action: [Fix]
**Failed Creatives:**
- [Creative batch] - Why: [Analysis]
**Budget Drains:**
- [Where money was lost and why]
---
### TREND ANALYSIS
**Week-over-Week Comparison:**
| Metric | Last Week | This Week | Change |
|--------|-----------|-----------|--------|
| Spend | $X | $X | +/-X% |
| Revenue | $X | $X | +/-X% |
| CPA | $X | $X | +/-X% |
| CVR | X% | X% | +/-X pts |
**Notable Trends:**
- [Trend 1 with analysis]
- [Trend 2 with analysis]
**Anomalies:**
- [Unusual occurrence and explanation]
---
### ACCOUNT HEALTH
| Account | Status | Spend | Issues |
|---------|--------|-------|--------|
| [Acc 1] | Active | $X | None |
| [Acc 2] | Warning | $X | [Issue] |
| [Acc 3] | Scaling | $X | None |
---
### CREATIVE STATUS
**Production This Week:**
- New creatives launched: [#]
- Variations created: [#]
- Concepts tested: [#]
**Creative Inventory:**
- Active winners: [#]
- In testing: [#]
- In production: [#]
**Fatigue Alerts:**
- [Creatives showing fatigue]
---
### RECOMMENDATIONS
**Immediate Actions (This Week):**
1. [Action] - Priority: High - Owner: [Name]
2. [Action] - Priority: High - Owner: [Name]
**Strategic Initiatives (This Month):**
1. [Initiative] - Expected impact: [Result]
2. [Initiative] - Expected impact: [Result]
**Tests to Run:**
1. [Test hypothesis]
2. [Test hypothesis]
---
### NEXT WEEK GOALS
| Metric | Target | Stretch |
|--------|--------|---------|
| Spend | $X | $X |
| Revenue | $X | $X |
| ROI | X% | X% |
**Focus Areas:**
1. [Priority 1]
2. [Priority 2]
3. [Priority 3]
---
### APPENDIX
**Daily Breakdown:**
[Detailed daily metrics if needed]
**Campaign Details:**
[Expanded campaign-level data]
Reporting Best Practices
Frequency:
- Daily: Quick CPA/spend check
- Weekly: Full performance review
- Monthly: Strategic analysis
Audience Adaptation:
- Executive: Summary + recommendations
- Media buyer: Detailed metrics + actions
- Creative team: What's working/not working
Action Orientation:
- Every insight should have an action
- Prioritize recommendations
- Assign ownership
Source: General affiliate/agency best practices
