---
name: weekly-report
description: Generate weekly performance reports aggregating metrics across accounts and campaigns, highlighting winners and losers, calculating ROI/ROAS, and providing recommendations. Use for weekly review meetings, client updates, or tracking overall performance trends.
---

# Weekly Report Generator

Create comprehensive weekly performance summaries.

## Process

### Step 1: Aggregate Metrics

**Gather Data From:**
- All active ad accounts
- All campaigns
- Tracking platforms
- Network/offer dashboards

**Key Metrics:**
- Total spend
- Total revenue/conversions
- CPA/CPL by offer
- ROAS/ROI overall
- Click metrics (CTR, CPC)
- Conversion metrics (CVR)

### Step 2: Highlight Winners and Losers

**Winners:**
- Top performing campaigns
- Best creative performers
- Offers exceeding targets
- Scaling successes

**Losers:**
- Underperforming campaigns
- Failing creatives
- Offers below target
- Budget drains

### Step 3: Calculate Overall ROI/ROAS

**Formulas:**
- ROI = (Revenue - Spend) / Spend × 100
- ROAS = Revenue / Spend
- Profit = Revenue - Spend
- Margin = Profit / Revenue × 100

**Segment By:**
- Offer/vertical
- Traffic source
- Account
- Creative type

### Step 4: Identify Trends and Anomalies

**Trend Analysis:**
- Week-over-week changes
- Month-over-month changes
- Seasonal patterns
- Platform changes impact

**Anomaly Detection:**
- Sudden performance drops
- Unexpected winners
- Cost spikes
- Volume changes

### Step 5: Output Executive Summary

```
## WEEKLY REPORT: [Date Range]

### EXECUTIVE SUMMARY

**Overall Performance:**
- Total Spend: $[X]
- Total Revenue: $[X]
- Profit: $[X]
- ROI: [X]%
- ROAS: [X]x

**Week-over-Week:**
- Spend: [+/-X%]
- Revenue: [+/-X%]
- ROI: [+/-X pts]

**Key Wins:**
- [Win 1]
- [Win 2]

**Key Challenges:**
- [Challenge 1]
- [Challenge 2]

---

### PERFORMANCE BY OFFER

| Offer | Spend | Revenue | Profit | ROI | vs Target | Status |
|-------|-------|---------|--------|-----|-----------|--------|
| [Offer 1] | $X | $X | $X | X% | +/-X% | [G/Y/R] |
| [Offer 2] | $X | $X | $X | X% | +/-X% | [G/Y/R] |
| **TOTAL** | $X | $X | $X | X% | | |

---

### TOP PERFORMERS

**Best Campaigns:**
1. [Campaign] - ROI: X%, Spend: $X
2. [Campaign] - ROI: X%, Spend: $X
3. [Campaign] - ROI: X%, Spend: $X

**Best Creatives:**
1. [Creative] - CPA: $X, Spend: $X
2. [Creative] - CPA: $X, Spend: $X
3. [Creative] - CPA: $X, Spend: $X

**Scaling Successes:**
- [Description of what scaled well]

---

### UNDERPERFORMERS

**Struggling Campaigns:**
1. [Campaign] - Issue: [Problem], Action: [Fix]
2. [Campaign] - Issue: [Problem], Action: [Fix]

**Failed Creatives:**
- [Creative batch] - Why: [Analysis]

**Budget Drains:**
- [Where money was lost and why]

---

### TREND ANALYSIS

**Week-over-Week Comparison:**
| Metric | Last Week | This Week | Change |
|--------|-----------|-----------|--------|
| Spend | $X | $X | +/-X% |
| Revenue | $X | $X | +/-X% |
| CPA | $X | $X | +/-X% |
| CVR | X% | X% | +/-X pts |

**Notable Trends:**
- [Trend 1 with analysis]
- [Trend 2 with analysis]

**Anomalies:**
- [Unusual occurrence and explanation]

---

### ACCOUNT HEALTH

| Account | Status | Spend | Issues |
|---------|--------|-------|--------|
| [Acc 1] | Active | $X | None |
| [Acc 2] | Warning | $X | [Issue] |
| [Acc 3] | Scaling | $X | None |

---

### CREATIVE STATUS

**Production This Week:**
- New creatives launched: [#]
- Variations created: [#]
- Concepts tested: [#]

**Creative Inventory:**
- Active winners: [#]
- In testing: [#]
- In production: [#]

**Fatigue Alerts:**
- [Creatives showing fatigue]

---

### RECOMMENDATIONS

**Immediate Actions (This Week):**
1. [Action] - Priority: High - Owner: [Name]
2. [Action] - Priority: High - Owner: [Name]

**Strategic Initiatives (This Month):**
1. [Initiative] - Expected impact: [Result]
2. [Initiative] - Expected impact: [Result]

**Tests to Run:**
1. [Test hypothesis]
2. [Test hypothesis]

---

### NEXT WEEK GOALS

| Metric | Target | Stretch |
|--------|--------|---------|
| Spend | $X | $X |
| Revenue | $X | $X |
| ROI | X% | X% |

**Focus Areas:**
1. [Priority 1]
2. [Priority 2]
3. [Priority 3]

---

### APPENDIX

**Daily Breakdown:**
[Detailed daily metrics if needed]

**Campaign Details:**
[Expanded campaign-level data]
```

## Reporting Best Practices

**Frequency:**
- Daily: Quick CPA/spend check
- Weekly: Full performance review
- Monthly: Strategic analysis

**Audience Adaptation:**
- Executive: Summary + recommendations
- Media buyer: Detailed metrics + actions
- Creative team: What's working/not working

**Action Orientation:**
- Every insight should have an action
- Prioritize recommendations
- Assign ownership

Source: General affiliate/agency best practices