Level: Beginner
A well-structured report tells a clear story about what happened and why, rather than just listing numbers without context.
Lead With the Outcome, Not the Activity
Start with what actually matters — conversions, revenue, cost per result — rather than opening with impressions or reach, which are activity metrics, not outcomes.
Compare Against a Clear Benchmark
A number means little without something to compare it against — your break-even threshold, a previous period, or an internal goal.
Note What Changed and Why
The most useful reports explain what was different about a period with unusual results, not just that the results were unusual.
Next step: Use the Sales Letter Writer to make sure any report explaining a performance shift also considers whether the ad copy itself changed — creative fatigue or a new variant are common, often overlooked explanations for a metric moving.