Campaign analyst: scale, pause, fix, test next

Most ad reporting answers "what happened". The only useful question is "what do I change on Monday". This is the method, and the rules that stop it producing confident nonsense.

The table comes first

Put every campaign (or ad set, or ad) in ONE table, whatever platform it came from, with the same columns: spend · impressions · clicks · CTR · CPC · conversions · CPA · ROAS · frequency. Two rules make the table honest:

1. Recompute every ratio from its parts. Platforms disagree about whether CTR is a fraction or a percentage and whether spend is in whole currency or millionths. CPA is spend ÷ conversions, computed by you, every time.
2. A metric the platform does not publish is UNMEASURED, never 0. Write it as unmeasured and say so in the summary. A zero in a column nobody measured is the single most common way an ad report lies.

Write the platform's own conversion definition next to its rows. "48 conversions" means something different on each platform, and a cross-platform CPA comparison is only honest when both definitions are on the page.

The data floor: the rule that separates analysis from noise

Decide the minimums BEFORE you look, state them in the answer, and hold to them. A workable set: