Monthly reporting info


Every account, regardless of spend, receives a written monthly report that is executed by the analysts who are running your client’s paid and organic media. Choose which topic best describes what you're looking for:


What's included

Recaps and analyses covering 3 major baselines:

  • KPA Performance: your analysts will discuss how many were driven that month, the trend direction, the CPA, and how all of this tracks against your client’s goal.

  • What’s Happening: this is the section where you’ll receive the behind-the-scenes insight from your analysts about optimizations that were made on the account, A/B tests, trend analysis (quarterly, yearly, etc.), and any additional insight.

  • Next Steps/Recommendations: based on the data provided in the first two sections, the analysts will articulate their upcoming plans for the next month as well as communicate recommendations along the lines of a creative swap or something actionable from your agency/your client.



Differences

Both follow that exact format above. The differences are that recaps are provided for accounts that are spending less than $4,000 per month while analyses are provided for accounts spending more than $4,000 per month, and given the larger amount of data that our team has to work with for >$4,000 accounts, analyses are able to provide a deeper level of insight.



Timelines

Both recaps and analyses are sent to your agency team via Teamwork by the 4th business day of the month.



Where to find them

Each of your monthly reports will be in the Notebooks section of the appropriate account's teamwork project. Your agency will be notified in a message via your agency teamwork project to let you know that all accounts’ recaps and analyses are ready for review.



Recap | Example 1

KPAs

  • We were able to drive 8 Form Fills (+60.00%) at a $211.61 CpKPA (-63.74%) that is still -57.78% below the $500 CpKPA Goal

What's Happening

  • We were able to increase Form Fills +60.00% month-over-month, primarily by optimizing our keyword bids to maximize traffic

Next Steps/Recommendations

  • We're planning on drafting new ad copy to A/B test and improve ad performance, while also analyzing our Landing Pages to make recommendations for testing to improve the Conversion Rate, both of which should help us increase Form Fills



Recap | Example 2

KPAs

  • TikTok drove a total of 6 purchases of January, leading to a $333.33 cost per purchase, which was 20% lower than the previous month, but still falls short of our $150 CPP goal.

What’s Happening

  • In an effort to drop the cost-per-purchase, we changed the campaign goal to optimize towards a more top-of-funnel conversion on January 21st, which ended up yielding 4 of the month's 6 conversions at a CPP of $175, which is much more in line with this campaign's goals.

Next Steps/Recommendations

  • With this positive trend, we're going to recommend keeping this campaign running at it's current structure while it's in the learning phase and will follow up with a campaign status and recommendations in the middle of the month when this new strategy receives more spend.



Analysis | Example 1

KPAs

  • 8 Form Fills (+60.00%) | $211.61 CpKPA (-63.74%) | Goal: $500 CpKPA (-57.78% below Goal)

    • Despite a -41.98% decrease in Spend for the account (due to the decreased February budget), we were able to actually increase Form Fills (8) by +60.00% at a -63.74% better CpKPA ($211.61) that is still -57.78% below the $500 CpKPA Goal

What's Happening

  • With the reduced February budget, we wanted to prioritize cutting any "waste" and doubling-down on best-performers

  • After analyzing our forecasted opportunity with Performance Planner, we gradually lowered Ad Group & Keyword bids by -25% each of the first 2 weeks of the month

  • We also analyzed the past 12 months of search terms data, and identified that most search terms that didn't include some variation of 'company' drove a 3x higher avg CpKPA, so we excluded any of these terms that weren't driving a close-to-average CpKPA

  • Lastly, we analyzed our Landing Page performance to determine that a previous LP drove a +55.12% higher Conversion Rate, so we updated the Ads to drive to that page

Next Steps/Recommendations

  • Test more gradual bid decreases (starting with -10%) to ensure we're still winning quality placements while also reducing CPC and increasing Click volume

  • Draft up new Ad Copy to A/B test with the goal of finding ways to improve our Ad Performance over time

  • Analyze Competitor landing pages to identify any new opportunities for positioning ourselves, as well as identifying structural/design/cta changes we can A/B test




Analysis | Example 2

KPAs

  • Meta drove a total of 117 signups over the course of January, leading to a $18.92 cost per signup, which was 21.8% lower than the previous month and is 24.32% lower than the goal of $25 cost per sign up.

What's Happening

  • This uptick in performance can mostly be attributed to the introduction of our new lookalike audience, which drove the lowest cost per signup of all audiences at $15.14 after being implemented as a test this past month. Additionally, since implementing this audience on January 15th, the cost per sign up of this campaign has dropped by an additional $3.02 compared to the beginning of the month.

  • In regards to ad performance, we've noticed that videos continue to outperform static images, with a 37% lower CPC and 41% higher CTR over the last 2 months. We recommend continuing to send over videos, particularly those highlighting 'x, y, z', as these have proven to be the top performers.

Next Steps/Recommendations

  • In February, we plan on continuing to shift budget to the lookalike audience until we see a rate of diminishing returns. This has already proved to be a positive step, with 10 signups to kick off the first 2 days of February at a cost per sign up of $13.

  • We'll also be testing a new ad copy of 'x, y, z' to assess engagement and the overall impact on signups.


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