07-marketing-report-global

name	07-marketing-report-global
description	Use when the user needs to WRITE a marketing report someone else will read — a one-page weekly for a CEO, a full monthly, or a quarterly strategy report with TL;DR, results versus target, insight, decisions needed, and next actions with owners. Trigger on 'marketing report', 'monthly report', 'weekly update for my boss', 'report for the client', 'quarterly summary', 'turn these numbers into a report'. Also use when the user says a stakeholder is asking how marketing is doing. Not for — diagnosing why the numbers are bad, see `03-performance-eval-global`; turning a raw export into insight, see `13-data-analysis-global`; a closed campaign retrospective, see `63-campaign-retrospective-global`.
metadata	{"version":"1.0.1","category":"operations"}
license	MIT
triggers	["marketing report","monthly summary","weekly summary","monthly results","monthly report","performance report"]
related	["03-performance-review-global","10-reverse-kpi-global","00-marketing-plan-global","13-data-analysis-global"]

Marketing Report (Global)

Information gathering

Ask up to 4 questions before reporting:

1. Reporting period? Week (which week, from-to dates) or month (month/year)?
2. Available data? Provide: ad spend, messages, leads, bookings, customers, revenue. If incomplete, note what's missing to ask.
3. Targets set? What KPIs were committed for this period? (revenue, leads, CPMess, ROAS). If none — use industry benchmarks.
4. Channels running? Meta Ads, TikTok Ads, Google Ads, Organic (TikTok, Facebook, Email/SMS). List all.

---

Core principles

"Read 5 minutes, know what to do next"

Every report must answer these 4 questions in order:

1. How were results? — Did we hit targets? (1 sentence)
2. What's working? — Keep, scale up (2-3 points)
3. What's not working? — Fix, root cause (2-3 points)
4. What to do next? — Specific recs with deadlines and owners

Order of presentation

Insight FIRST -> Numbers AS PROOF -> Action RECOMMENDATIONS

Never list numbers and let reader draw conclusions. Always state insight first, numbers as evidence.

3 comparison frames

Each metric must compare against at least 1 of these 3 frames:

Frame	Meaning	Example
vs Target	Hit or miss committed KPI	CPMess target $1.20 — actual $1.10 (hit)
vs Previous Period	Up/down vs prior month/week	CPMess last month $1.40 -> this month $1.10 (-21%)
vs Industry Benchmark	Better/worse than market average	Beauty industry CPMess $1.00-$1.60 — ours $1.10 (good)

---

Output structure

Header

# Marketing Report — [Month X/YYYY] or [Week X: DD/MM-DD/MM]
Author: [Name]
Date: [YYYY-MM-DD]
Status: [Hit Target / Missed Target / Exceeded Target]

---

1. Executive Summary (read this section is enough)

## 1. Executive Summary

**Conclusion:** [1 sentence — hit/missed target, main reason]

**Key metrics:**
| Metric | Target | Actual | vs Target | vs Prior |
|--------|--------|--------|-----------|----------|
| Revenue | [X] | [X] | [+/-X%] | [+/-X%] |
| Total MKT spend | [X] | [X] | [+/-X%] | [+/-X%] |
| ROAS | [X] | [X] | [+/-X%] | [+/-X%] |
| New customers | [X] | [X] | [+/-X%] | [+/-X%] |
| Avg CPMess | [X] | [X] | [+/-X%] | [+/-X%] |

**3 highlights:**
1. [Best thing this period — with data]
2. [Biggest issue — with data]
3. [Opportunity/risk to watch]

---

2. Channel detail

2.1 Meta Ads

### Meta Ads

**Insight:** [1-2 sentences — channel doing well/poorly, reason]

| Metric | Wk 1 | Wk 2 | Wk 3 | Wk 4 | Total | vs Target | vs Prior Mo | vs Benchmark |
|--------|------|------|------|------|-------|-----------|-------------|--------------|
| Spend | | | | | | | | |
| Impressions | | | | | | | | |
| Clicks | | | | | | | | |
| CTR | | | | | | | | |
| Messages | | | | | | | | |
| CPMess | | | | | | | | |
| Leads | | | | | | | | |
| CPL | | | | | | | | |

**Top 3 high-performing ads:**
| # | Ad name / Creative | Spend | Messages | CPMess | CTR | Note |
|---|--------------------|-------|----------|--------|-----|------|
| 1 | | | | | | |
| 2 | | | | | | |
| 3 | | | | | | |

**Bottom 3 ads (turn off/fix):**
| # | Ad name / Creative | Spend | Messages | CPMess | CTR | Issue |
|---|--------------------|-------|----------|--------|-----|-------|
| 1 | | | | | | |
| 2 | | | | | | |
| 3 | | | | | | |

2.2 TikTok Ads

(Same structure as Meta Ads — replace CPMess with CPV if traffic, add Video Completion Rate)

2.3 Google Ads

(Same structure — replace Messages with Conversions, add Quality Score)

2.4 Organic (Natural content)

### Organic

**Insight:** [1-2 sentences]

| Metric | Wk 1 | Wk 2 | Wk 3 | Wk 4 | Total | vs Prior Mo |
|--------|------|------|------|------|-------|-------------|
| Posts published | | | | | | |
| Total reach | | | | | | |
| Total engagement | | | | | | |
| Avg ER | | | | | | |
| New followers | | | | | | |
| Top content (reach) | | | | | | |

**Top 3 posts/videos:**
| # | Content | Platform | Reach | ER | Saves | Shares | Note |
|---|---------|----------|-------|-----|-------|--------|------|
| 1 | | | | | | | |
| 2 | | | | | | | |
| 3 | | | | | | | |

2.5 Email / SMS

### Email / SMS

| Metric | Actual | vs Benchmark |
|--------|--------|--------------|
| Campaigns sent | | |
| Open rate | | [Industry avg: 15-25%] |
| Click rate | | [Industry avg: 1-3%] |
| Unsubscribe rate | | [<1% is good] |
| Email revenue | | |

---

3. Conversion funnel

## 3. Conversion Funnel

| Step | Volume | Conv rate | vs Prior | vs Benchmark | Rating |
|------|--------|-----------|----------|--------------|--------|
| Impression | [X] | — | [+/-X%] | — | |
| Click | [X] | [X%] | [+/-X%] | [Avg: 1-2%] | [Good/Bad/Avg] |
| Message / Lead | [X] | [X%] | [+/-X%] | [Avg: 15-25%] | |
| Qualified Lead | [X] | [X%] | [+/-X%] | [Avg: 50-60%] | |
| Booking | [X] | [X%] | [+/-X%] | [Avg: 50-60%] | |
| Customer | [X] | [X%] | [+/-X%] | [Avg: 30-40%] | |
| Revenue | [X] | — | [+/-X%] | — | |

**Bottleneck:** [Identify which step has lowest conversion — that's the issue to fix]

---

4. Auto diagnosis

## 4. Diagnosis: What's good — What's bad — Why

### Working well (KEEP + SCALE)
| # | Finding | Numbers | Reason | Action |
|---|---------|---------|--------|--------|
| 1 | [e.g., UGC video creative low CPMess] | [CPMess $0.90 vs avg $1.20] | [Natural format, strong hook] | Scale: +30% budget, shoot 5 more UGC |
| 2 | | | | |
| 3 | | | | |

### Not working (FIX URGENTLY)
| # | Issue | Numbers | Root cause | Severity | Action |
|---|-------|---------|------------|----------|--------|
| 1 | [e.g., Booking->Show low] | [28% vs target 40%] | [No 24h reminder, no deposit] | High | Auto reminder + collect $5 deposit |
| 2 | | | | | |
| 3 | | | | | |

### Unclear (MONITOR FURTHER)
| # | Observation | Numbers | Hypothesis | Validation method | Timeline |
|---|-------------|---------|------------|-------------------|----------|
| 1 | [e.g., CTR dropping over 4 weeks] | [2.1% -> 1.4%] | [Ad fatigue] | Swap creative, monitor 1 week | 7 days |

---

5. Action recommendations

## 5. Action Recommendations

| # | Action | Goal | Deadline | Owner | Status |
|---|--------|------|----------|-------|--------|
| 1 | [e.g., Shoot 5 new UGC for Meta Ads] | CPMess <$1.00 | [DD/MM] | [Name] | Not started |
| 2 | [e.g., Set up auto reminder 24h] | Booking->Show >40% | [DD/MM] | [Name] | Not started |
| 3 | [e.g., Test TikTok Ads $200/wk] | New channel, CPMess <$1.40 | [DD/MM] | [Name] | Not started |
| 4 | | | | | |
| 5 | | | | | |

**Priority:** Number by impact level — do 1 + 2 first, 3 + 4 + 5 next week.

---

6. Next month plan

## 6. Plan for [Month X+1]

### Targets

| Metric | This Mo (actual) | Next Mo (target) | Increase | Basis |
|--------|------------------|------------------|----------|-------|
| Revenue | [X] | [X] | [+X%] | [Why this is achievable] |
| MKT spend | [X] | [X] | [+/-X%] | |
| ROAS | [X] | [X] | [+X] | |
| New customers | [X] | [X] | [+X%] | |
| CPMess | [X] | [X] | [-X%] | |

### Weekly plan

| Week | Focus | Budget | Main KPI |
|------|-------|--------|----------|
| Week 1 | [e.g., Launch new creative + A/B test] | [X] | [CPMess <$1.20] |
| Week 2 | [e.g., Scale winners + cut losers] | [X] | [ROAS >3x] |
| Week 3 | [e.g., Push BOFU + retarget] | [X] | [Close rate >40%] |
| Week 4 | [e.g., Wrap up + prep next month] | [X] | [Hit revenue target] |

### Budget allocation

| Category | Amount | % | Note |
|----------|--------|---|------|
| Meta Ads | [X] | [X%] | |
| TikTok Ads | [X] | [X%] | |
| Google Ads | [X] | [X%] | |
| Content production | [X] | [X%] | UGC, video shoot, design |
| Tools & software | [X] | [X%] | |
| **Total** | **[X]** | **100%** | |

---

7. Chart specs (for design team)

If report needs presentation to stakeholders (boss, client), create charts:

#	Chart	Type	X-axis	Y-axis	Note
1	Revenue vs Spend by week	Line chart (2 lines)	Wk 1-4	USD	2 colors: green (revenue), red (spend)
2	Conversion funnel	Funnel chart	Funnel step	Volume	Impression -> Customer
3	CPMess by week	Bar chart	Wk 1-4	USD	Add target line (dashed)
4	Budget allocation	Pie chart	—	%	By channel (Meta, TikTok, Google, Content)
5	This Mo vs Last Mo	Grouped bar chart	Metric	Value	2 colors: green (this), gray (last)

Recommended tools: Google Sheets/Looker Studio (free), Canva (presentation).

---

Weekly report template (compact)

Weekly report shorter than monthly — keep parts 1, 4, 5 only:

# Weekly Report [X]: [DD/MM-DD/MM/YYYY]

## Quick results
| Metric | Wk Target | Actual | vs Last Wk | Rating |
|--------|-----------|--------|------------|--------|
| Spend | | | | |
| Messages | | | | |
| CPMess | | | | |
| Leads | | | | |
| Bookings | | | | |
| Customers | | | | |
| Revenue | | | | |

## Good / Bad
- GOOD: [1-2 points]
- BAD: [1-2 points]

## Next week actions
| # | Task | Owner | Deadline |
|---|------|-------|----------|
| 1 | | | |
| 2 | | | |
| 3 | | | |

---

Related skills

• 03-performance-review-global — Deep analysis per channel before aggregating into report
• 10-reverse-kpi-global — Recalculate next month targets based on this month results
• 00-marketing-plan-global — Next month plan is updated version of master plan
• 13-data-analysis-global — When need to dig deep into data for root cause

---

Quality checklist

Check before delivering report:

• Has executive summary — 1 minute read = full picture
• Insight FIRST, numbers AS PROOF — no listing numbers without conclusion
• Each metric has at least 1 comparison frame (vs target / vs prior / vs benchmark)
• Has weekly data (not just monthly totals)
• Has top 3 best ads + bottom 3 ads (with specific numbers)
• Has conversion funnel — points out bottleneck
• Diagnosis has root cause, not just description
• Action recs have deadline and owner — not generic
• Has next month plan with targets and budget
• No unsourced numbers (every number from dashboard or specific report)
• Charts (if any) have clear specs for design team
• Total report length: read in 5 minutes — cut excess