/07-marketing-report-global

name: 07-marketing-report-global
description: "Marketing reports under 'read 5 minutes, know what to do next' principle — insights first, numbers as proof, recommendations with deadlines and owners. For global markets. Trigger: 'marketing report', 'monthly summary', 'weekly summary', 'monthly results', 'monthly report', 'performance report'."
metadata:
  version: 1.0.0
  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 | Numb