Reading your monthly report.

When it arrives

• 1stweekof the month, a PDF on its own thread
• 1check-in a weekwhile ads run: what is live, what changed
• 10minutesto read it

Not there by the end of the first week? Check last month's thread, then email Stephen with "report" in the subject.

The six sections

1. Executive summary. The conclusion. Read this if nothing else.
2. KPIs vs targets. Tick on track, warning needs attention, cross off track.
3. Work completed. Everything that ran, mapped to your Schedule A.
4. Key wins. What to do more of.
5. Issues and blockers. Every red mark explained, and anything waiting on you.
6. Next month. Three to five priorities. Silence means we go ahead.

Which period, and why red

• Like for like: same month last year, otherwise last month.
• Dates on every table, Malta time. Partial months are labelled partial.
• Red means it moved the wrong way, not that it broke. Section 5 explains each one.

The six terms people ask about

• CPL: cost per lead. Ad spend divided by leads.
• CTR: share of viewers who clicked. Falling means the ad is tired.
• Frequency: how often one person saw the ad. Climbing means rotate creative.
• ROAS: revenue back per euro of ad spend. Blended ROAS adds our fee: judge us on that.
• Learning phase: the first week after a change. Do not judge costs yet.
• Attribution window: how long after an ad a sale still counts. The platform number is a floor.

Ads Manager vs your CRM

They count different things. The CRM counts real people; Ads Manager counts what it can attribute. We lead with the number we can prove.

Want in-store or phone sales in the report? Send the month's totals by the 5th. Budget steps are on Scope.

What we need back

• Every deal marked Closed Won with its value, or Lost with a reason. For your sales team.
• Off leads: one line each.
• Anything that changed your side: a price, stock, a closure week.

Ask on the thread

Reply on the report thread→Quote the number→Stephen answers in writing

A review call only if your Schedule A includes one. Ask for it in the same reply.

When a month is down

1. We say so in section 1.
2. Section 5 names the cause: ours, the market's or waiting on you.
3. Section 6 lists the fixes and when they should show.
4. We ask you for the one thing that helps most.

Two months off target with the causes fixed: we rethink the plan together.

Common questions

• What is ROAS, and what is a good one?
• Which period does the report compare against, and why is a number red?
• Why do Ads Manager and the CRM show different lead counts?

All report questions

Stuck? Email stephen@thegrowthbully.com with a screenshot of the whole window.