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07 marketing report global skill

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.

by minhnv0807·MIT license·★ 599 Stars on the repo·GitHub ↗

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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 | | | |
  • 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
1---
2name: 07-marketing-report-global
3description: "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`."
4metadata:
5 version: 1.0.1
6 category: operations
7license: MIT
8triggers:
9 - "marketing report"
10 - "monthly summary"
11 - "weekly summary"
12 - "monthly results"
13 - "monthly report"
14 - "performance report"
15related:
16 - 03-performance-review-global
17 - 10-reverse-kpi-global
18 - 00-marketing-plan-global
19 - 13-data-analysis-global
20---
21 
22# Marketing Report (Global)
23 
24## Information gathering
25 
26Ask up to 4 questions before reporting:
27 
281. **Reporting period?** Week (which week, from-to dates) or month (month/year)?
292. **Available data?** Provide: ad spend, messages, leads, bookings, customers, revenue. If incomplete, note what's missing to ask.
303. **Targets set?** What KPIs were committed for this period? (revenue, leads, CPMess, ROAS). If none — use industry benchmarks.
314. **Channels running?** Meta Ads, TikTok Ads, Google Ads, Organic (TikTok, Facebook, Email/SMS). List all.
32 
33---
34 
35## Core principles
36 
37### "Read 5 minutes, know what to do next"
38 
39Every report must answer these 4 questions in order:
40 
411. **How were results?** — Did we hit targets? (1 sentence)
422. **What's working?** — Keep, scale up (2-3 points)
433. **What's not working?** — Fix, root cause (2-3 points)
444. **What to do next?** — Specific recs with deadlines and owners
45 
46### Order of presentation
47 
48```
49Insight FIRST -> Numbers AS PROOF -> Action RECOMMENDATIONS
50```
51 
52Never list numbers and let reader draw conclusions. Always state insight first, numbers as evidence.
53 
54### 3 comparison frames
55 
56Each metric must compare against at least 1 of these 3 frames:
57 
58| Frame | Meaning | Example |
59|-------|---------|---------|
60| vs Target | Hit or miss committed KPI | CPMess target $1.20 — actual $1.10 (hit) |
61| vs Previous Period | Up/down vs prior month/week | CPMess last month $1.40 -> this month $1.10 (-21%) |
62| vs Industry Benchmark | Better/worse than market average | Beauty industry CPMess $1.00-$1.60 — ours $1.10 (good) |
63 
64---
65 
66## Output structure
67 
68### Header
69 
70```markdown
71# Marketing Report — [Month X/YYYY] or [Week X: DD/MM-DD/MM]
72Author: [Name]
73Date: [YYYY-MM-DD]
74Status: [Hit Target / Missed Target / Exceeded Target]
75```
76 
77---
78 
79### 1. Executive Summary (read this section is enough)
80 
81```markdown
82## 1. Executive Summary
83 
84**Conclusion:** [1 sentence — hit/missed target, main reason]
85 
86**Key metrics:**
87| Metric | Target | Actual | vs Target | vs Prior |
88|--------|--------|--------|-----------|----------|
89| Revenue | [X] | [X] | [+/-X%] | [+/-X%] |
90| Total MKT spend | [X] | [X] | [+/-X%] | [+/-X%] |
91| ROAS | [X] | [X] | [+/-X%] | [+/-X%] |
92| New customers | [X] | [X] | [+/-X%] | [+/-X%] |
93| Avg CPMess | [X] | [X] | [+/-X%] | [+/-X%] |
94 
95**3 highlights:**
961. [Best thing this period — with data]
972. [Biggest issue — with data]
983. [Opportunity/risk to watch]
99```
100 
101---
102 
103### 2. Channel detail
104 
105#### 2.1 Meta Ads
106 
107```markdown
108### Meta Ads
109 
110**Insight:** [1-2 sentences — channel doing well/poorly, reason]
111 
112| Metric | Wk 1 | Wk 2 | Wk 3 | Wk 4 | Total | vs Target | vs Prior Mo | vs Benchmark |
113|--------|------|------|------|------|-------|-----------|-------------|--------------|
114| Spend | | | | | | | | |
115| Impressions | | | | | | | | |
116| Clicks | | | | | | | | |
117| CTR | | | | | | | | |
118| Messages | | | | | | | | |
119| CPMess | | | | | | | | |
120| Leads | | | | | | | | |
121| CPL | | | | | | | | |
122 
123**Top 3 high-performing ads:**
124| # | Ad name / Creative | Spend | Messages | CPMess | CTR | Note |
125|---|--------------------|-------|----------|--------|-----|------|
126| 1 | | | | | | |
127| 2 | | | | | | |
128| 3 | | | | | | |
129 
130**Bottom 3 ads (turn off/fix):**
131| # | Ad name / Creative | Spend | Messages | CPMess | CTR | Issue |
132|---|--------------------|-------|----------|--------|-----|-------|
133| 1 | | | | | | |
134| 2 | | | | | | |
135| 3 | | | | | | |
136```
137 
138#### 2.2 TikTok Ads
139 
140_(Same structure as Meta Ads — replace CPMess with CPV if traffic, add Video Completion Rate)_
141 
142#### 2.3 Google Ads
143 
144_(Same structure — replace Messages with Conversions, add Quality Score)_
145 
146#### 2.4 Organic (Natural content)
147 
148```markdown
149### Organic
150 
151**Insight:** [1-2 sentences]
152 
153| Metric | Wk 1 | Wk 2 | Wk 3 | Wk 4 | Total | vs Prior Mo |
154|--------|------|------|------|------|-------|-------------|
155| Posts published | | | | | | |
156| Total reach | | | | | | |
157| Total engagement | | | | | | |
158| Avg ER | | | | | | |
159| New followers | | | | | | |
160| Top content (reach) | | | | | | |
161 
162**Top 3 posts/videos:**
163| # | Content | Platform | Reach | ER | Saves | Shares | Note |
164|---|---------|----------|-------|-----|-------|--------|------|
165| 1 | | | | | | | |
166| 2 | | | | | | | |
167| 3 | | | | | | | |
168```
169 
170#### 2.5 Email / SMS
171 
172```markdown
173### Email / SMS
174 
175| Metric | Actual | vs Benchmark |
176|--------|--------|--------------|
177| Campaigns sent | | |
178| Open rate | | [Industry avg: 15-25%] |
179| Click rate | | [Industry avg: 1-3%] |
180| Unsubscribe rate | | [<1% is good] |
181| Email revenue | | |
182```
183 
184---
185 
186### 3. Conversion funnel
187 
188```markdown
189## 3. Conversion Funnel
190 
191| Step | Volume | Conv rate | vs Prior | vs Benchmark | Rating |
192|------|--------|-----------|----------|--------------|--------|
193| Impression | [X] | — | [+/-X%] | — | |
194| Click | [X] | [X%] | [+/-X%] | [Avg: 1-2%] | [Good/Bad/Avg] |
195| Message / Lead | [X] | [X%] | [+/-X%] | [Avg: 15-25%] | |
196| Qualified Lead | [X] | [X%] | [+/-X%] | [Avg: 50-60%] | |
197| Booking | [X] | [X%] | [+/-X%] | [Avg: 50-60%] | |
198| Customer | [X] | [X%] | [+/-X%] | [Avg: 30-40%] | |
199| Revenue | [X] | — | [+/-X%] | — | |
200 
201**Bottleneck:** [Identify which step has lowest conversion — that's the issue to fix]
202```
203 
204---
205 
206### 4. Auto diagnosis
207 
208```markdown
209## 4. Diagnosis: What's good — What's bad — Why
210 
211### Working well (KEEP + SCALE)
212| # | Finding | Numbers | Reason | Action |
213|---|---------|---------|--------|--------|
214| 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 |
215| 2 | | | | |
216| 3 | | | | |
217 
218### Not working (FIX URGENTLY)
219| # | Issue | Numbers | Root cause | Severity | Action |
220|---|-------|---------|------------|----------|--------|
221| 1 | [e.g., Booking->Show low] | [28% vs target 40%] | [No 24h reminder, no deposit] | High | Auto reminder + collect $5 deposit |
222| 2 | | | | | |
223| 3 | | | | | |
224 
225### Unclear (MONITOR FURTHER)
226| # | Observation | Numbers | Hypothesis | Validation method | Timeline |
227|---|-------------|---------|------------|-------------------|----------|
228| 1 | [e.g., CTR dropping over 4 weeks] | [2.1% -> 1.4%] | [Ad fatigue] | Swap creative, monitor 1 week | 7 days |
229```
230 
231---
232 
233### 5. Action recommendations
234 
235```markdown
236## 5. Action Recommendations
237 
238| # | Action | Goal | Deadline | Owner | Status |
239|---|--------|------|----------|-------|--------|
240| 1 | [e.g., Shoot 5 new UGC for Meta Ads] | CPMess <$1.00 | [DD/MM] | [Name] | Not started |
241| 2 | [e.g., Set up auto reminder 24h] | Booking->Show >40% | [DD/MM] | [Name] | Not started |
242| 3 | [e.g., Test TikTok Ads $200/wk] | New channel, CPMess <$1.40 | [DD/MM] | [Name] | Not started |
243| 4 | | | | | |
244| 5 | | | | | |
245 
246**Priority:** Number by impact level — do 1 + 2 first, 3 + 4 + 5 next week.
247```
248 
249---
250 
251### 6. Next month plan
252 
253```markdown
254## 6. Plan for [Month X+1]
255 
256### Targets
257 
258| Metric | This Mo (actual) | Next Mo (target) | Increase | Basis |
259|--------|------------------|------------------|----------|-------|
260| Revenue | [X] | [X] | [+X%] | [Why this is achievable] |
261| MKT spend | [X] | [X] | [+/-X%] | |
262| ROAS | [X] | [X] | [+X] | |
263| New customers | [X] | [X] | [+X%] | |
264| CPMess | [X] | [X] | [-X%] | |
265 
266### Weekly plan
267 
268| Week | Focus | Budget | Main KPI |
269|------|-------|--------|----------|
270| Week 1 | [e.g., Launch new creative + A/B test] | [X] | [CPMess <$1.20] |
271| Week 2 | [e.g., Scale winners + cut losers] | [X] | [ROAS >3x] |
272| Week 3 | [e.g., Push BOFU + retarget] | [X] | [Close rate >40%] |
273| Week 4 | [e.g., Wrap up + prep next month] | [X] | [Hit revenue target] |
274 
275### Budget allocation
276 
277| Category | Amount | % | Note |
278|----------|--------|---|------|
279| Meta Ads | [X] | [X%] | |
280| TikTok Ads | [X] | [X%] | |
281| Google Ads | [X] | [X%] | |
282| Content production | [X] | [X%] | UGC, video shoot, design |
283| Tools & software | [X] | [X%] | |
284| **Total** | **[X]** | **100%** | |
285```
286 
287---
288 
289### 7. Chart specs (for design team)
290 
291If report needs presentation to stakeholders (boss, client), create charts:
292 
293| # | Chart | Type | X-axis | Y-axis | Note |
294|---|-------|------|--------|--------|------|
295| 1 | Revenue vs Spend by week | Line chart (2 lines) | Wk 1-4 | USD | 2 colors: green (revenue), red (spend) |
296| 2 | Conversion funnel | Funnel chart | Funnel step | Volume | Impression -> Customer |
297| 3 | CPMess by week | Bar chart | Wk 1-4 | USD | Add target line (dashed) |
298| 4 | Budget allocation | Pie chart | — | % | By channel (Meta, TikTok, Google, Content) |
299| 5 | This Mo vs Last Mo | Grouped bar chart | Metric | Value | 2 colors: green (this), gray (last) |
300 
301**Recommended tools:** Google Sheets/Looker Studio (free), Canva (presentation).
302 
303---
304 
305## Weekly report template (compact)
306 
307Weekly report shorter than monthly — keep parts 1, 4, 5 only:
308 
309```markdown
310# Weekly Report [X]: [DD/MM-DD/MM/YYYY]
311 
312## Quick results
313| Metric | Wk Target | Actual | vs Last Wk | Rating |
314|--------|-----------|--------|------------|--------|
315| Spend | | | | |
316| Messages | | | | |
317| CPMess | | | | |
318| Leads | | | | |
319| Bookings | | | | |
320| Customers | | | | |
321| Revenue | | | | |
322 
323## Good / Bad
324- GOOD: [1-2 points]
325- BAD: [1-2 points]
326 
327## Next week actions
328| # | Task | Owner | Deadline |
329|---|------|-------|----------|
330| 1 | | | |
331| 2 | | | |
332| 3 | | | |
333```
334 
335---
336 
337## Related skills
338 
339- **03-performance-review-global** — Deep analysis per channel before aggregating into report
340- **10-reverse-kpi-global** — Recalculate next month targets based on this month results
341- **00-marketing-plan-global** — Next month plan is updated version of master plan
342- **13-data-analysis-global** — When need to dig deep into data for root cause
343 
344---
345 
346## Quality checklist
347 
348Check before delivering report:
349 
350- [ ] Has executive summary — 1 minute read = full picture
351- [ ] Insight FIRST, numbers AS PROOF — no listing numbers without conclusion
352- [ ] Each metric has at least 1 comparison frame (vs target / vs prior / vs benchmark)
353- [ ] Has weekly data (not just monthly totals)
354- [ ] Has top 3 best ads + bottom 3 ads (with specific numbers)
355- [ ] Has conversion funnel — points out bottleneck
356- [ ] Diagnosis has root cause, not just description
357- [ ] Action recs have deadline and owner — not generic
358- [ ] Has next month plan with targets and budget
359- [ ] No unsourced numbers (every number from dashboard or specific report)
360- [ ] Charts (if any) have clear specs for design team
361- [ ] Total report length: read in 5 minutes — cut excess
362 

Discussion

Alternatives

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