# Paid media report: [client] | [period]

Prepared by [owner]. Updated [date/time]. Status: [draft / reviewed / approved].

## Reporting scope

- Accounts and IDs: [list only this client's accounts]
- Period: [start through end, inclusive]
- Comparison: [start through end, same length]
- Account time zone: [zone]
- Currency: [currency; conversion method if applicable]
- Conversion definition: [purchase / qualified lead / other exact action]
- Attribution window and model: [per platform]
- Sources and export times: [links or file names]
- Data still subject to conversion lag: [dates and expected review date]

## Executive note

[Two or three sentences: the business result, the strongest supporting evidence,
and the decision needed. Separate observation from hypothesis.]

## Results

| Metric | Previous | Current | Change | Source / definition |
| --- | ---: | ---: | ---: | --- |
| Ad spend | [amount] | [amount] | [%] | [source] |
| Conversions | [count] | [count] | [%] | [exact action] |
| Cost per conversion | [amount] | [amount] | [%] | Spend / conversions |
| Attributed revenue | [amount] | [amount] | [%] | [platform and attribution] |
| Platform ROAS | [ratio] | [ratio] | [%] | Attributed revenue / spend |
| Reconciled business revenue | [amount] | [amount] | [%] | [commerce/finance source] |

Change % = (current - previous) / previous * 100. Use "not available" when the
previous value is zero. Calculate aggregate CPA and ROAS from compatible totals,
not an average of ratios. Keep incompatible currencies and conversions separate.
Do not sum Meta and Google attributed revenue as if it were deduplicated revenue.

## Findings and open questions

| Observation | Evidence and source | Possible explanation | What would confirm it | Owner |
| --- | --- | --- | --- | --- |
| [measured change] | [account, dates, figure] | [hypothesis] | [next check] | [name] |

## Completed work

| Date | Account / campaign | Change made | Approval reference | Result observed |
| --- | --- | --- | --- | --- |
| [date] | [ID] | [before and after] | [reference] | [figure or too early] |

## Proposed decisions

| Account / campaign | Evidence | Current setting | Proposed action | Owner | Approval needed | Review date |
| --- | --- | --- | --- | --- | --- | --- |
| [ID] | [source] | [value] | [specific change or investigation] | [name] | [person] | [date] |

## Next review

[What will be checked, when, by whom, and what result would change the decision.]

## Before sharing

- [ ] All placeholders are replaced; every figure has a source.
- [ ] Dates, currency, time zone and conversion definitions are comparable.
- [ ] Platform attribution is distinct from reconciled business revenue.
- [ ] The narrative matches the numbers; hypotheses are labelled.
- [ ] Completed actions and proposed actions are distinct.
- [ ] Only this client's information is included; internal notes are removed.
- [ ] Shared evidence links have the intended access and expiration.

Template by Adrails: https://adrails.ai/blog/client-reporting-template