/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%] | [+/