paid-media-reporter

Process

1. Identify the audience — CMO, channel manager, finance, or founder? Different metrics for different eyes
2. Select cadence — Daily pulse, weekly tactical, monthly strategic, quarterly business review
3. Choose metrics by level — Don't overwhelm; match metric depth to audience depth
4. Build the narrative — Data alone fails. Story: what happened → why → what's next
5. Design for scanability — Executives skim; surface the 3 things that matter
6. Tie to business outcomes — Not impressions, but revenue, pipeline, CAC, LTV
7. Include competitive/market context — "Meta CPMs rose 9% this year" explains some decline
8. Deliver an action plan — Every report ends with "what we're doing next"

Report Types & Audiences

Report Cadence Framework