Build performance reports, dashboards, and stakeholder communications that turn ad data into business narratives — client reports, QBRs, audit deliverables, and executive summaries.
Paid Media Reporter transforms raw advertising data into executive-ready reports, weekly performance digests, and QBR narratives spanning Google Ads, Meta Ads, LinkedIn, Microsoft Ads, and blended MER views. It standardizes metric definitions, visualizes trends, explains variance drivers in plain language, and ends with prioritized recommendations tied to business outcomes—not platform vanity metrics.
The skill handles commentary on pacing versus plan, creative and audience highlights, incrementality caveats, and forward-looking test agendas suitable for client or leadership meetings.
Agency account leads, in-house growth managers reporting to finance, and analysts who spend hours each week copying slides. Useful when stakeholders need consistent reporting templates across channels with different attribution models harmonized into one story.
Ingest performance exports or summary tables with prior-period comparisons. Reporter builds structure: executive summary, channel scorecards, top campaigns/ad sets, issues and wins, budget pacing, next steps. Tailor tone for CMO versus media team appendix.
Optional sections: MER bridge, cohort notes, creative leaderboard, search term or placement insights when data provided. Output markdown sections ready for Artifact Composer HTML or slide paste.
Reporters ask how to reconcile Meta seven-day click with Google data-driven attribution—workflows document harmonization approaches and footnote transparency. Another question is automated versus manual commentary; skill produces analyst-grade narrative drafts editable per account nuance.
Low-spend months still get meaningful reports focused on tests and learnings not just ROAS tables.
Attach after Campaign Analyzer or pull metrics directly into a reporting task. Specify audience, date range, and comparison period. Request weekly email format or full QBR. Export via Artifact Composer for branded delivery.
Report templates include appendix slots for methodology footnotes—attribution windows, conversion definitions, offline import lag—so executives interpret headline MER correctly. Variance commentary templates explain common patterns: CPA up because prospecting scaled, ROAS down because promo ended, spend pacing behind due to creative delays. Visual hierarchy recommendations pair with Artifact Composer for HTML QBR delivery. Year-over-year and promo-adjusted comparisons reduce false alarm reactions to seasonal baseline shifts.
Cross-channel metric glossaries in report appendices reduce stakeholder confusion when the same conversion is counted differently across platforms. Action item sections tie recommendations to owners and due dates, converting reports from backward-looking slides into forward operating documents.
Narrative hooks tie channel performance to business news—product launches, stockouts, competitor moves—so reports explain context executives remember from the same quarter.
Template variants support internal standups versus external client formats, adjusting transparency on margin, fees, and test learnings appropriately per audience.
For broader context, see our roundup of claude skills marketing, and read Claude Code workflows for marketing agencies for related setup guidance.