A forty-slide monthly report is a record of what already happened. By the time it arrives, the money is spent. A weekly one-page report is a tool for deciding what to do next.
What goes on the page
- Five numbers, no more. Usually spend, leads, cost per lead, customers and cost per customer, each against target and last week.
- One line per channel. What it cost and what it produced.
- A short note. What worked, what did not, and why we think so.
- Next week's changes. The tests and budget moves we will make, in plain language.
What to leave out
Vanity metrics with no link to revenue, screenshots of platform dashboards and anything you would not act on. If a number never changes a decision, it does not belong on the page.
A report should end with a decision, not a chart.
Make it automatic
Pull the numbers from ad platforms, analytics and your CRM into one live dashboard. The weekly page then takes minutes to write, and the time goes on the note, which is the part that matters.