ads-performance-analytics
Ads Performance Analytics
A data-team-mentor's playbook for interpreting paid media dashboards without fooling yourself.
The dashboard is the moment of truth for paid media decisions. The numbers on it determine whether you scale, hold, or kill. They also expose every platform's self-attribution bias, every modeled-conversion shortcut, every cross-platform double-count. Most "scale this campaign" decisions trace back to misreading the dashboard.
This skill is the discipline that prevents misreading. It assumes the campaign was strategically sound (see paid-media-strategy). It assumes the creative was tested properly (see ads-creative-development). The hard part is knowing what each number actually means, what it does not, and how to reconcile platform-reported metrics with the truth in your warehouse.
When to use this skill: any time you are about to scale, kill, or rebudget a campaign based on platform metrics; reconciling platform reports with revenue data; evaluating an agency's reporting; or building a paid media dashboard that will not lie to you.
What this skill is for
This skill spans paid media result interpretation. It does not cover paid media strategy (use paid-media-strategy), creative production (use ads-creative-development), or platform-specific tooling (covered in the integrations microsites). Pair this skill with the relevant integrations microsite for platform-specific MCP commands and example prompts.
The audience is a marketer, growth analyst, agency analyst, or founder evaluating paid media reports. The voice is patient and clinical. There is no "trust the platform's number" or "ignore the platform entirely." Both are wrong. The discipline is knowing which numbers from which platform mean what, and what to reconcile against to make the actual decision.
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