Past 7 Days

1. Report Scope

Pull campaign‑level metrics for the last 7 days, compared to the 7 days before when prior data exists. Granularity is per active campaign — never aggregate across campaigns. Inactive campaigns are skipped. The goal is to show momentum: is performance improving or declining, and is the account getting more or less efficient?

Under each campaign, also surface the top‑performing ad (or top 1–3 if the campaign has several active creatives) so the reader can see what's actually driving the numbers. For each ad, show:

• Ad name (as set in the ad platform)
• Copy snippet — headline + first line of primary text, truncated to ~120 chars total
• Ad‑level metrics — Spend · CTR · CPC (and CPA if conversions > 0)

2. Metrics to Report

| Metric          | Always / Conditional | Notes                          |
| :-------------- | :------------------- | :----------------------------- |
| **Spend**       | Always               | Account currency               |
| **Impressions** | Always               |                                |
| **Clicks**      | Always               |                                |
| **CTR**         | Always               | Shown as %                     |
| **CPC**         | Always               |                                |
| **CPA**         | If conversions > 0   | Compare to target CPA when set |

3. Week‑over‑Week Trend Rules

For every metric, show the delta vs. the prior 7‑day window:

| Metric type | Delta format | Example |
| :--- | :--- | :--- |
| **Spend / Impressions / Clicks / CPC** | `↑` or `↓` with **% change** | `↑12%` |
| **CTR** | `↑` or `↓` with **percentage‑point** change | `↓0.2pp` |
| **CPA** | `↑` or `↓` with **absolute $** change | `↑$2.40` |

Omit the delta when prior‑week data is unavailable (e.g. brand‑new campaign).

4. Performance Flags

| Flag | Trigger                                                                   |
| :--- | :------------------------------------------------------------------------ |
| 🏆   | CPA < target CPA                                                          |
| ⚠️   | CPA > 1.5× target CPA **or** CTR drop > 0.5pp WoW **or** CPC up > 25% WoW |
| 🆕   | Campaign < 7 days old — no prior window to compare                        |

5. Operational Output: Weekly Briefing

Last 7 Days Performance

Summer Launch — Traffic

• Spend: $1,050 (↑12% vs. prior week) · CTR: 1.8% (↓0.2pp) · CPC: $1.22 (↑$0.15)
• Top ad: Summer_Launch_UGC_v2 — "The fastest way to hit $10K/mo — 2,400 founders already did." · Spend $620 · CTR 2.1% · CPC $1.08

Retargeting — Conversions

• Spend: $1,400 (↑8%) · CTR: 2.4% (↑0.3pp) · CPA: $18.50 (target: $25) 🏆
• Top ad: Retargeting_Testimonial_Sarah — "Sarah scaled from $2K to $40K in 90 days. Here's the exact playbook." · Spend $890 · CTR 3.1% · CPA $15.20 🏆
• Ad #2: Retargeting_ProductDemo_v3 — "See how it works in 90 seconds." · Spend $510 · CTR 1.8% · CPA $24.40

Evergreen Prospecting — Awareness 🆕

• Spend: $320 · CTR: 1.1% · CPC: $0.78
• Top ad: Evergreen_Hook_Notes_v1 — "Things my agency does that my CFO hates." · Spend $320 · CTR 1.1% · CPC $0.78
• (launched 3 days ago — no prior window to compare)