Facebook Ads Monthly Report
SKILL.md
HOW_TO_USE.md
sample_input.json
expected_output.json
skillsfacebook-adsSKILL.md
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# Facebook Ads Monthly Report
Reports aren't data dumps. They're strategic conversations.
## Core Philosophy
**Nobody wants to read a spreadsheet. They want to understand what happened and what to do next.**
A great monthly report does three things:
1. **Answers the first question:** "Did we hit our goals?"
2. **Explains the why:** "What drove the results?"
3. **Guides the next steps:** "What should we do differently?"
**Data without context is noise.** CPA went up 15%—is that bad? Depends. Did you scale budget? Launch new audiences? Hit a holiday lull? The numbers tell you *what* happened. The narrative tells you *why* and *what to do about it*.
**Reports build trust.** When results are good, reports prove your value. When results are bad, reports show you understand the problem and have a plan. Either way, you're demonstrating strategic thinking.
---
## Required Context
### Must Have
1. **Performance Data - This Month**
- Total spend
- Total conversions (purchases, leads, etc.)
- CPA or CPL
- ROAS (if e-commerce)
- CTR and CPM
- Impressions and reach
2. **Performance Data - Last Month (for comparison)**
- Same metrics as above
- Or: MoM percentage changes
3. **Goals**
- Target CPA or ROAS
- Target conversion volume
- Budget target/limit
### Strongly Recommended
4. **Campaign-Level Breakdown**
- Performance by campaign
- Performance by audience type
- Top/bottom performers
5. **Key Events & Changes**
- What changed this month?
- New campaigns/creatives launched?
- Budget changes?
- External factors (holidays, events)?
### Nice to Have
6. **Creative Performance**
- Top performing ads
- Creative tests run
- Learnings from tests
7. **Historical Context**
- Year-over-year comparison
- Quarterly trends
- Seasonal benchmarks
---
## Report Framework
### Section 1: Executive Summary
**Purpose:** Answer the big questions in 30 seconds.
**Structure:**
1. **Headline Result** - One sentence: did we win or lose?
2. **Key Metrics vs Goals** - 3-4 numbers that matter
3. **Main Driver** - What caused the result?
4. **Outlook** - What to expect next month
**Tone Guidelines:**
| Result | Tone | Example |
|--------|------|---------|
| Beat goals | Confident, forward-looking | "Strong month—exceeded targets across the board. Scaling plan on track." |
| Met goals | Balanced, focus on improvements | "Solid performance hitting targets. Identified opportunities for next month." |
| Missed goals | Honest, solution-focused | "Challenging month due to [reason]. Here's the recovery plan." |
---
### Section 2: Goal Tracking
**Goal Status Framework:**
| Status | Definition | Visual |
|--------|------------|--------|
| Exceeded | >110% of target | 🟢 |
| On Target | 90-110% of target | 🟢 |
| Slightly Below | 75-90% of target | 🟡 |
| Missed | <75% of target | 🔴 |
**Goal Tracking Table:**
| Goal | Target | Actual | % of Target | Status |
|------|--------|--------|-------------|--------|
| CPA | $X | $X | X% | [🟢/🟡/🔴] |
| Conversions | X | X | X% | [🟢/🟡/🔴] |
| ROAS | X.Xx | X.Xx | X% | [🟢/🟡/🔴] |
| Spend | $X | $X | X% | [🟢/🟡/🔴] |
---
### Section 3: Performance Analysis
**Month-over-Month Comparison:**
| Metric | Last Month | This Month | Change | Assessment |
|--------|------------|------------|--------|------------|
| Spend | $X | $X | +/-X% | [Good/Neutral/Concern] |
| Conversions | X | X | +/-X% | [Good/Neutral/Concern] |
| CPA | $X | $X | +/-X% | [Good/Neutral/Concern] |
| CTR | X% | X% | +/-X% | [Good/Neutral/Concern] |
| CPM | $X | $X | +/-X% | [Good/Neutral/Concern] |
**Performance Narrative Questions:**
- What drove the biggest changes?
- Were changes expected or unexpected?
- What external factors influenced results?
- How did changes compound (e.g., higher CPM + lower CTR = much higher CPA)?
---
### Section 4: Campaign Performance
**Campaign Breakdown:**
| Campaign | Spend | Conv. | CPA | ROAS | vs Last Month | Status |
|----------|-------|-------|-----|------|---------------|--------|
| [Name] | $X | X | $X | X.Xx | +/-X% CPA | [🟢/🟡/🔴] |
**Campaign Insights:**
1. **Winners:** Which campaigns drove best results?
2. **Underperformers:** Which need attention?
3. **Changes:** What was added/removed/scaled?
4. **Learnings:** What did we learn about each?
---
### Section 5: Audience Insights
**Audience Performance:**
| Audience Type | Spend | Conv. | CPA | % of Total | Notes |
|---------------|-------|-------|-----|------------|-------|
| Prospecting - LAL | $X | X | $X | X% | [Notes] |
| Prospecting - Interest | $X | X | $X | X% | [Notes] |
| Retargeting | $X | X | $X | X% | [Notes] |
**Funnel Health Check:**
- Prospecting → Retargeting flow healthy?
- Any audience saturation?
- New audiences tested?
---
### Section 6: Creative Performance
**Top Performing Ads:**
| Rank | Ad Name | Spend | Conv. | CPA | CTR | What Made It Work |
|------|---------|-------|-------|-----|-----|-------------------|
| 1 | [Name] | $X | X | $X | X% | [Insight] |
| 2 | [Name] | $X | X | $X | X% | [Insight] |
| 3 | [Name] | $X | X | $X | X% | [Insight] |
**Creative Tests Run:**
| Test | Hypothesis | Result | Learning |
|------|------------|--------|----------|
| [Test name] | [Hypothesis] | [Winner/No winner] | [What we learned] |
**Creative Health:**
- Oldest active ad age
- New creative added this month
- Fatigue indicators (frequency, CTR trends)
---
### Section 7: What Worked & What Didn't
**What Worked:**
- Specific tactics, campaigns, or creatives that drove results
- Why they worked (hypothesis)
- How to capitalize going forward
**What Didn't Work:**
- Specific underperformers or failed tests
- Why they didn't work (diagnosis)
- What we're doing about it
**Unexpected Findings:**
- Surprises—good or bad
- What they might mean
- How we'll investigate further
---
### Section 8: Next Month Plan
**Priorities:**
1. [Priority 1 with specific action]
2. [Priority 2 with specific action]
3. [Priority 3 with specific action]
**Planned Changes:**
- Budget adjustments
- New campaigns or audiences
- Creative tests planned
- Optimizations to make
**Goals for Next Month:**
| Goal | Target | Rationale |
|------|--------|-----------|
| CPA | $X | [Why this target] |
| Conversions | X | [Why this target] |
| Spend | $X | [Why this target] |
---
## Output Format
```
═══════════════════════════════════════════════════════════════════
FACEBOOK ADS MONTHLY PERFORMANCE REPORT
[Client/Account Name]
[Month Year]
Prepared: [Date]
═══════════════════════════════════════════════════════════════════
📋 EXECUTIVE SUMMARY
────────────────────────────────────────────────────────────────────
**Headline:** [One sentence summary of the month]
**Key Results:**
| Metric | Target | Actual | Status |
|--------|--------|--------|--------|
| [Metric] | [Target] | [Actual] | [🟢/🟡/🔴] |
**What Drove Results:**
[2-3 sentence explanation of main factors]
**Outlook:**
[1-2 sentence forward-looking statement]
═══════════════════════════════════════════════════════════════════
🎯 GOAL TRACKING
────────────────────────────────────────────────────────────────────
| Goal | Target | Actual | % of Target | Status |
|------|--------|--------|-------------|--------|
| CPA | $[X] | $[X] | [X]% | [🟢/🟡/🔴] |
| Conversions | [X] | [X] | [X]% | [🟢/🟡/🔴] |
| ROAS | [X.Xx] | [X.Xx] | [X]% | [🟢/🟡/🔴] |
| Spend | $[X] | $[X] | [X]% | [🟢/🟡/🔴] |
**Goal Commentary:**
[Brief explanation of goal performance]
═══════════════════════════════════════════════════════════════════
📊 MONTH-OVER-MONTH PERFORMANCE
────────────────────────────────────────────────────────────────────
| Metric | [Last Month] | [This Month] | Change | Assessment |
|--------|--------------|--------------|--------|------------|
| Spend | $[X] | $[X] | [+/-X]% | [Assessment] |
| Conversions | [X] | [X] | [+/-X]% | [Assessment] |
| CPA | $[X] | $[X] | [+/-X]% | [Assessment] |
| ROAS | [X.Xx] | [X.Xx] | [+/-X]% | [Assessment] |
| CTR | [X]% | [X]% | [+/-X]% | [Assessment] |
| CPM | $[X] | $[X] | [+/-X]% | [Assessment] |
| Impressions | [X] | [X] | [+/-X]% | [Assessment] |
**Performance Narrative:**
[Paragraph explaining the story behind the numbers]
═══════════════════════════════════════════════════════════════════
📈 CAMPAIGN BREAKDOWN
────────────────────────────────────────────────────────────────────
| Campaign | Spend | Conv. | CPA | ROAS | MoM Change | Status |
|----------|-------|-------|-----|------|------------|--------|
| [Name] | $[X] | [X] | $[X] | [X.Xx] | [+/-X]% | [🟢/🟡/🔴] |
**Campaign Insights:**
**🏆 Top Performer: [Campaign Name]**
[Why it performed well, what we learned]
**⚠️ Needs Attention: [Campaign Name]**
[What went wrong, what we're doing about it]
═══════════════════════════════════════════════════════════════════
👥 AUDIENCE INSIGHTS
────────────────────────────────────────────────────────────────────
**Performance by Audience Type:**
| Audience | Spend | % of Total | Conv. | CPA | Performance |
|----------|-------|------------|-------|-----|-------------|
| Prospecting - LAL | $[X] | [X]% | [X] | $[X] | [Assessment] |
| Prospecting - Broad | $[X] | [X]% | [X] | $[X] | [Assessment] |
| Retargeting | $[X] | [X]% | [X] | $[X] | [Assessment] |
**Audience Notes:**
[Key observations about audience performance]
═══════════════════════════════════════════════════════════════════
🎨 CREATIVE PERFORMANCE
────────────────────────────────────────────────────────────────────
**Top 3 Ads This Month:**
| Rank | Ad | Spend | Conv. | CPA | CTR | Why It Worked |
|------|----|----|-------|-----|-----|---------------|
| 1 | [Name] | $[X] | [X] | $[X] | [X]% | [Insight] |
| 2 | [Name] | $[X] | [X] | $[X] | [X]% | [Insight] |
| 3 | [Name] | $[X] | [X] | $[X] | [X]% | [Insight] |
**Creative Tests:**
| Test | Result | Learning |
|------|--------|----------|
| [Test] | [Outcome] | [What we learned] |
**Creative Health:**
- New creative added: [X ads]
- Oldest active ad: [X days]
- Creative refresh needed: [Yes/No]
═══════════════════════════════════════════════════════════════════
✅ WHAT WORKED
────────────────────────────────────────────────────────────────────
1. **[Success 1]**
- What: [Description]
- Impact: [Quantified impact]
- Next Step: [How to capitalize]
2. **[Success 2]**
- What: [Description]
- Impact: [Quantified impact]
- Next Step: [How to capitalize]
═══════════════════════════════════════════════════════════════════
⚠️ WHAT DIDN'T WORK
────────────────────────────────────────────────────────────────────
1. **[Challenge 1]**
- What: [Description]
- Impact: [Quantified impact]
- Fix: [What we're doing about it]
2. **[Challenge 2]**
- What: [Description]
- Impact: [Quantified impact]
- Fix: [What we're doing about it]
═══════════════════════════════════════════════════════════════════
🔮 NEXT MONTH PLAN
────────────────────────────────────────────────────────────────────
**Top 3 Priorities:**
1. [Priority with specific action]
2. [Priority with specific action]
3. [Priority with specific action]
**Planned Changes:**
- [ ] [Change 1]
- [ ] [Change 2]
- [ ] [Change 3]
**Next Month Goals:**
| Goal | Target | Rationale |
|------|--------|-----------|
| CPA | $[X] | [Why] |
| Conversions | [X] | [Why] |
| Spend | $[X] | [Why] |
═══════════════════════════════════════════════════════════════════
📝 APPENDIX (Optional)
────────────────────────────────────────────────────────────────────
[Additional detailed data, charts, or breakdowns as needed]
═══════════════════════════════════════════════════════════════════
```
---
## Common Scenarios
### Scenario 1: "Great month, everything is up"
**Approach:**
- Lead with wins, but stay humble
- Explain what drove success (don't take credit for luck)
- Set realistic expectations for continuation
- Identify risks (can this be sustained?)
**Verdict:** Celebrate, but anchor in specifics. "CPA improved 20% because we scaled winning creative X" > "Great month overall!"
### Scenario 2: "Bad month, CPA way up"
**Approach:**
- Acknowledge the miss directly (don't hide it)
- Explain what happened (external factors, internal decisions)
- Present the recovery plan with specifics
- Set realistic expectations for turnaround time
**Verdict:** Honesty builds trust. "CPA increased 25% due to creative fatigue. Here's our 2-week refresh plan."
### Scenario 3: "Mixed results—some good, some bad"
**Approach:**
- Lead with the overall picture
- Highlight wins to establish competence
- Address misses with clear explanations
- Show how wins inform fixes for the misses
**Verdict:** Balance is key. Don't over-index on either wins or losses.
### Scenario 4: "Client only cares about ROAS"
**Approach:**
- Lead with ROAS in executive summary
- Connect all other metrics back to ROAS
- Explain trade-offs (e.g., "we could improve ROAS by cutting spend, but...")
- Frame recommendations in ROAS terms
**Verdict:** Speak their language. If ROAS is the goal, make it the protagonist.
### Scenario 5: "First month of running ads"
**Approach:**
- Set expectations: this is baseline establishment
- Focus on learnings over absolute performance
- Highlight what's working to scale
- Identify what to fix before scaling
**Verdict:** Frame as "learning month." The goal wasn't to crush it—it was to learn.
---
## Limitations
1. **Cannot access actual ad data** - Relies on user-provided metrics
2. **Cannot predict future performance** - Provides projections, not guarantees
3. **Cannot account for all external factors** - Market conditions, competitors unknown
4. **Report quality depends on input quality** - Garbage in, garbage out
5. **Cannot replace strategic judgment** - Framework, not autopilot
6. **One report format** - May need customization for specific clients
---
## Quality Checklist
Before delivering report:
- [ ] Executive summary answers "did we hit goals?"
- [ ] All goals tracked with clear status
- [ ] Month-over-month comparison included
- [ ] Campaign breakdown with insights
- [ ] What worked AND what didn't addressed
- [ ] Next month plan is specific and actionable
- [ ] Tone appropriate for results (not overly positive or negative)
- [ ] Data is accurate and consistent throughout
- [ ] Client's priority metrics are prominently featured
ReadyFacebook Ads Monthly Report
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