State the outcome before engagement
Start with the business goal and outcome: leads, purchases, bookings, or revenue. Then use reach, frequency, CPM, and CTR to explain the delivery conditions behind that result.
Group creative learning into clear themes
Identify the strongest and weakest creative angle, format, or message. Avoid claiming a single creative caused a result unless the test design supports that conclusion; describe it as a learning signal.
Review audiences with sufficient context
Compare audiences using the same date range and optimization event. Consider frequency, audience size, and budget distribution before deciding that an audience has truly exhausted or underperformed.
Turn findings into controlled tests
Recommend specific next actions: refresh an angle, isolate a winning audience, adjust budget, test a landing-page message, or pause a weak combination. State the CPA, ROAS, or conversion-rate signal you will review next month.
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