How We Report
Every update follows the same four blocks, every time. No data dumps. No jargon. Just: what happened, what it means, and what we're doing about it.
The Four Blocks
Block 1: Overall Performance (1 min)
State the headline numbers and whether we're on track.
- Revenue this period vs previous period
- Key metric vs target (MER, ROAS, cost per revenue)
- CM3 trend - up, down, flat
- One sentence verdict: "Good week because..." or "Soft week because..."
If no target exists yet, flag it: "We don't have an agreed target. I'll add it to the next client call agenda."
Block 2: Channel Performance (2 min)
Break it down by channel. Google and Meta separately.
- Spend change - up/down X%
- Revenue change - up/down X%
- ROAS change - up/down
- Winning campaign - which one, and one sentence on why
Block 3: One Key Insight (1 min)
One specific thing you spotted, tested, or learned this week.
Good examples:
- "The ski drop ads hit 9x ROAS. Best performing creative this quarter."
- "We increased Shopping budget 15% and ROAS improved. Demand is there."
Bad examples:
- "Andromeda is finding new audiences." (Jargon, no result)
- "We need to optimize more." (Vague)
Rule: If you can't connect it to a number or a result, don't say it.
Block 4: Next Actions (1 min)
What are you doing this week? Maximum 2-3 bullets. Be specific.
Good:
- "Push Shopping budget from 65 to 150/day"
- "Launch 2 new video creatives on Meta"
- "Hold budgets. Wait for trend confirmation"
Bad:
- "Optimize campaigns" (What specifically?)
- "Monitor performance" (That's your job)
- "Look into things" (What things?)
Prep Template
[Client Name] — Week of [date] 1. Overall: Revenue €[X] ([+/-]% vs last week), [ROAS/MER] [X] vs target [Y], CM3 [up/down/flat]. [Good/soft] week because [constraint sentence]. 2. Channels: Google [spend €X / revenue €X / ROAS X]. Meta [spend €X / revenue €X / ROAS X]. Winner: [campaign name] because [one sentence]. 3. Insight: [One specific finding, connected to a number]. 4. Next: [2-3 actions addressing the binding constraint].
Send to the internal channel before the meeting. Present from it. Don't freestyle.
Common Mistakes
| Mistake | Fix |
|---|---|
| Going too deep into ad-level data | Stay at campaign level unless asked |
| Dropping jargon without results | Say what happened in plain numbers first |
| Presenting without a recommendation | Always end with what you'd do next |
| Comparing only to last week | Compare to target first, then last week |
| Talking 10+ min per client | Prep tighter, cut the detail |
The CMO Lens
Most agencies send reports. We send decisions. The difference is that every number in our update connects back to the binding constraint and forward to the next action. A founder shouldn't need to interpret data. They should read the update and know exactly what's happening and why. That's what CMO-level reporting looks like. Not more dashboards. Better decisions.
See How We Report for Real Accounts
We'll walk through your numbers using this exact framework. See how clear reporting drives better decisions. 30 minutes. No pitch.