---
name: monthly-goal-vs-actual
description: Monthly goal-versus-actual tracker for media objectives. Use when comparing planned targets against realized Google Ads outcomes.
---

# monthly-goal-vs-actual

## Cadence
Monthly

## Objective
Measure attainment accuracy and explain variance clearly.

## Workflow
- Collect monthly actuals for spend, leads/sales, CPA/ROAS, and key volume metrics.
- Compare against agreed targets and compute variance.
- Attribute major variances to controllable and external factors.
- Recommend corrective plan for next month.

## Core MCP Tools
- run_gaql_query
- list_campaigns
- list_campaign_budgets
- get_change_history

## Expected Outputs
- Goal vs actual scorecard
- Variance explanation matrix
- Corrective action plan

## Guardrails
- Use consistent target definitions and attribution scope.
- Call out data latency limitations explicitly.
- Avoid post-hoc metric changes.