Month End Report Generator
SKILL.md
HOW_TO_USE.md
sample_input.json
expected_output.json
skillsgoogle-adsSKILL.md
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
38
39
40
41
42
43
44
45
46
47
48
49
50
51
52
53
54
55
56
57
58
59
60
61
62
63
64
65
66
67
68
69
70
71
72
73
74
75
76
77
78
79
80
81
82
83
84
85
86
87
88
89
90
91
92
93
94
95
96
97
98
99
100
101
102
103
104
105
106
107
108
109
110
111
112
113
114
115
116
117
118
119
120
121
122
123
124
125
126
127
128
129
130
131
132
133
134
135
136
137
138
139
140
141
142
143
144
145
146
147
148
149
150
151
152
153
154
155
156
157
158
159
160
161
162
163
164
165
166
167
168
169
170
171
172
173
174
175
176
177
178
179
180
181
182
183
184
185
186
187
188
189
190
191
192
193
194
195
196
197
198
199
200
201
202
203
204
205
206
207
208
209
210
211
212
213
214
215
216
217
218
219
220
221
222
223
224
225
226
227
228
229
230
231
232
233
234
235
236
237
238
239
240
241
242
243
244
245
246
247
248
249
250
251
252
253
254
255
256
257
258
259
260
261
262
263
264
265
266
267
268
269
270
271
272
273
274
275
276
277
278
279
280
281
282
283
284
285
286
287
288
289
290
291
292
293
294
295
296
297
298
299
300
301
302
303
304
305
306
307
308
309
310
311
312
313
314
315
316
317
318
319
320
321
322
323
324
325
326
327
328
329
330
331
332
333
334
335
336
337
338
339
340
341
342
343
344
345
346
347
348
349
350
351
352
353
354
355
356
357
358
359
360
361
362
363
364
365
366
367
368
369
370
371
372
373
374
375
376
377
378
379
380
381
382
383
384
385
386
# Month-End Report Generator
Turn a month of data into a story clients actually understand and act on.
## Core Philosophy
**Monthly reports are not data dumps—they're strategic conversations.**
**What Clients Actually Want to Know:**
1. Did we hit our goals? (Yes/No/Close)
2. What did we learn? (Insights that matter)
3. What's the plan? (Clear next steps)
4. Is this working? (ROI confidence)
**The Report Should:**
- Answer questions before they're asked
- Connect activity to outcomes
- Show you're thinking ahead
- Build confidence in the partnership
---
## Required Context
### Must Have
**1. Performance Data - This Month**
- Total spend
- Total conversions
- CPA or ROAS
- Clicks & CTR
- Impressions
**2. Performance Data - Comparison**
At minimum ONE of:
- Last month (MoM comparison)
- Same month last year (YoY comparison)
- Goal/target values
**3. Time Period**
- Month and year (e.g., January 2025)
- Number of days in period
### Strongly Recommended
**4. Goals & Targets**
- Monthly budget target
- Conversion goal
- CPA/ROAS target
- Any secondary KPIs
**5. Campaign Breakdown**
Top campaigns with:
- Spend
- Conversions
- CPA/ROAS
- MoM change
**6. Audience Context**
Who's reading this?
- C-Suite (high-level, ROI focused)
- Marketing Director (strategic + some tactical)
- Marketing Manager (more detail acceptable)
- Client (explain everything, no jargon)
### Nice to Have
- Top performing keywords/ads
- Device/geo/audience breakdowns
- Search term insights
- Competitor observations (auction insights)
- Actions taken during month
- External factors (seasonality, promos, market)
---
## Report Structure
### 1. Executive Summary (The First Thing They Read)
**Format:** 3-4 sentences maximum
**Must Answer:**
- How did we do vs. goals?
- What was the headline story?
- What's the outlook?
**Template:**
"[Month] delivered [X conversions] at [$X CPA / X.X ROAS], [hitting/missing/exceeding] our target of [goal]. [Key driver or headline insight]. [Outlook statement for next month]."
**Examples:**
✅ Good:
"January delivered 342 leads at $47 CPA, beating our $55 target by 15%. The new landing page drove a 23% improvement in conversion rate. February focus: scaling the winning campaigns while maintaining efficiency."
❌ Bad:
"This month we had 342 conversions and spent $16,074. CTR was 3.2% and we got 48,291 impressions. CPA was $47."
---
### 2. Scorecard (Visual Performance Snapshot)
**Primary Metrics Table:**
```
METRIC THIS MONTH LAST MONTH CHANGE VS GOAL
────────────────────────────────────────────────────────────────
Spend $XX,XXX $XX,XXX +X% ✓ On budget
Conversions XXX XXX +X% ✓ 115% of goal
CPA $XX.XX $XX.XX -X% ✓ Below target
ROAS X.XX X.XX +X% ✓ Above target
CTR X.X% X.X% +X% —
Conv Rate X.X% X.X% +X% —
```
**Traffic Light System:**
- 🟢 Beating goal by 10%+
- 🟡 Within 10% of goal
- 🔴 Missing goal by 10%+
**YoY Comparison (if available):**
```
VS SAME MONTH LAST YEAR:
Conversions: +XX% | CPA: -XX% | Spend: +XX%
```
---
### 3. Goal Performance (Did We Win?)
**For Each Major Goal:**
```
GOAL: [Conversion Target]
Target: XXX conversions
Actual: XXX conversions
Result: ✓ ACHIEVED (+X%) / ✗ MISSED (-X%)
[One sentence on why we hit/missed]
```
**Monthly Budget Utilization:**
```
Budget: $XX,XXX
Spent: $XX,XXX (XX%)
Assessment: [On track / Underspent / Overspent]
[Context if not 100%]
```
---
### 4. Campaign Performance (Where the Money Went)
**Top Performers:**
| Campaign | Spend | Conv | CPA | MoM | Assessment |
|----------|-------|------|-----|-----|------------|
| [Name] | $X,XXX | XX | $XX | +X% | ⭐ Star |
| [Name] | $X,XXX | XX | $XX | +X% | ✅ Solid |
**Needs Attention:**
| Campaign | Spend | Conv | CPA | MoM | Issue |
|----------|-------|------|-----|-----|-------|
| [Name] | $X,XXX | XX | $XX | +X% | [Problem] |
**Campaign Insights:**
- [Campaign]: [What's working and why]
- [Campaign]: [What's struggling and what we're doing]
---
### 5. Key Insights (What We Learned)
**Format:** 3-5 bullets, insight + implication
**Template:**
"[Observation with data] → [What this means] → [What we're doing about it]"
**Examples:**
✅ Good:
"Mobile conversion rate increased 34% after landing page optimization → Mobile now drives 45% of conversions vs 31% last month → Shifting 10% more budget to mobile campaigns"
❌ Bad:
"Mobile did well this month"
**Categories to Cover:**
- **What Worked:** Wins worth repeating
- **What We Learned:** New insights about audience/market
- **What Changed:** Significant shifts from last month
- **What to Watch:** Emerging trends (positive or concerning)
---
### 6. Actions & Optimizations (What We Did)
**Completed This Month:**
| Action | Date | Result |
|--------|------|--------|
| [Specific action] | [Date] | [Measurable outcome] |
| [Specific action] | [Date] | [Measurable outcome] |
**Example:**
| Launched new RSA variations | Jan 12 | +18% CTR, -12% CPA |
| Added 45 negative keywords | Jan 8 | Blocked ~$400 waste |
---
### 7. Next Month Plan (What's Coming)
**Strategic Priorities:**
1. [Priority] - [Why it matters] - [Expected impact]
2. [Priority] - [Why it matters] - [Expected impact]
3. [Priority] - [Why it matters] - [Expected impact]
**Planned Tests:**
- [Test description] - Hypothesis: [Expected outcome]
**Budget/Goal Recommendations:**
- [Any suggested changes with rationale]
**Key Dates:**
- [Any relevant dates: seasonality, promos, events]
---
### 8. Appendix (For Those Who Want More)
**Optional sections based on data available:**
- Device Performance Breakdown
- Geographic Performance
- Day/Hour Performance
- Top Keywords
- Search Term Highlights
- Audience Performance
- Competitor Observations
---
## Tone & Style by Audience
### C-Suite / Executive
- Lead with business outcomes (revenue, ROI)
- 1 page max for main report
- Skip tactical details entirely
- Focus: "Is our investment paying off?"
### Marketing Director
- Balance strategy and results
- Include campaign-level insights
- Show you're thinking ahead
- Focus: "Are we on track? What's the plan?"
### Marketing Manager
- More tactical detail acceptable
- Include test results and learnings
- Specific optimization notes
- Focus: "What happened? What's next?"
### Client (Non-Expert)
- Explain every metric in plain language
- Use analogies for complex concepts
- More context, less jargon
- Focus: "What does this mean for my business?"
---
## Writing Guidelines
### Numbers
- Always show direction AND magnitude
- Round appropriately ($47.23 → $47)
- Compare to something (last month, goal, benchmark)
- Percentages for changes, absolutes for totals
### Headlines
- Lead with the insight, not the data
- Active voice, strong verbs
- No weak language ("slightly," "somewhat")
### Recommendations
- Specific and actionable
- Include expected impact
- Prioritized (what's most important)
- Realistic timeline
### Honesty
- Don't hide bad news—contextualize it
- Own misses, explain the plan
- Avoid defensive language
- Show you're in control
---
## Handling Different Scenarios
### Strong Month (Beat Goals)
- Celebrate appropriately, not excessively
- Explain WHY it went well (not just luck)
- Set expectations for next month
- Identify scaling opportunities
### Weak Month (Missed Goals)
- Acknowledge clearly, don't bury
- Explain contributing factors
- Show the recovery plan
- Put in context (one month ≠ trend)
### Flat Month (Met Goals, No Growth)
- Stability is sometimes the win
- Identify optimization opportunities
- Look for early indicators of change
- Set growth targets for next month
### Incomplete Data
- Note what's missing
- Work with what you have
- Flag limitations in analysis
- Recommend how to get better data
---
## Output Formats
### Full Report (Default)
Complete sections 1-7, formatted for PDF/document
### Slide Deck Format
- 1 slide per section
- Visual-heavy
- Minimal text
- Speaker notes included
### Email Format
- Condensed to 3-4 paragraphs
- Scorecard as simple table
- Key insights as bullets
- Next steps clearly listed
### Executive One-Pager
- Executive summary
- Scorecard
- 3 key insights
- 3 priorities for next month
- Fits on one page
---
## Quality Checklist
Before delivering report:
- [ ] Executive summary answers "how did we do?"
- [ ] All metrics have comparison context
- [ ] Goals clearly shown as hit/miss
- [ ] Campaign insights are specific, not generic
- [ ] Actions taken are documented with results
- [ ] Next month plan is concrete and prioritized
- [ ] Tone matches audience
- [ ] No unexplained jargon
- [ ] Visually scannable (headers, bullets, tables)
- [ ] Would client feel confident sharing with their boss?
---
## Limitations
**I can provide:**
- Clear narrative from performance data
- Professional formatting for any audience
- Trend analysis and insights
- Strategic recommendations
**I cannot provide:**
- Conversion quality analysis (need backend data)
- Revenue/ROI calculations (need value data)
- Competitive analysis (need auction insights)
- Attribution insights (need cross-channel data)
**For richer reports, also provide:**
- Revenue/value data for ROI calculations
- Auction insights for competitive context
- Backend lead quality metrics
- Cross-channel performance data
ReadyMonth End Report Generator
MarkdownUTF-8Verified