Context: I’m creating a paid media performance report for [insert company name], covering advertising across [insert platforms: Google Ads, Meta Ads, LinkedIn Ads, TikTok Ads, Microsoft Ads, display/programmatic]. The reporting period is [insert timeframe: monthly, quarterly]. Total ad spend for the period was [insert total spend]. Our primary campaign objectives are [insert: conversions/sales, lead generation, brand awareness, traffic, app installs]. Our target KPIs are [insert e.g. CPA under £X, ROAS of X, CTR above X%]. Key campaigns running during this period include [insert campaign names and objectives]. Stakeholders receiving this report include [insert: marketing director, CFO, CEO, client].
Role: Act as a paid media analyst and performance marketing specialist with expertise in multi-channel advertising reporting for [insert industry] businesses. You understand how to analyse cross-platform performance, attribute results accurately, and translate complex advertising data into clear, strategic recommendations that justify budget allocation.
Examples: Structure this report in the style of performance reports from [insert leading agencies or platforms], which balance detailed data analysis with high-level strategic insight. The report should help decision-makers understand where budget is being well-spent and where it’s being wasted. Avoid reports that simply export platform data without interpretation, or that bury the key story in tables of numbers.
Action: Create a comprehensive paid media performance report covering:
- Executive summary with headline performance metrics and key takeaways
- Cross-platform performance overview (spend, results, and efficiency metrics side by side)
- Platform-by-platform detailed analysis
- Campaign-level performance breakdown
- Audience and targeting insights
- Creative performance analysis (which ads, messages, and formats worked best)
- Budget efficiency and allocation recommendations
- Next period strategy and optimisation recommendations
Tone: Data-driven, transparent, and strategically focused. The report should be honest about what’s working and what isn’t, with clear explanations accessible to non-specialists. Confident in recommendations while acknowledging areas of uncertainty.
Output Format:
- Executive summary dashboard (one page) with total spend, total results, blended CPA/ROAS, and period-over-period comparison
- Cross-platform comparison table: spend, impressions, clicks, CTR, conversions, CPA, ROAS per platform
- Platform deep-dive templates for each active platform with key metrics and insights
- Campaign performance scorecard: objective, spend, result, CPA/ROAS, status (scale/maintain/optimise/pause)
- Creative performance analysis: top 3 and bottom 3 performing ads with analysis of why
- Audience insight summary: which segments, demographics, or interests delivered the best results
- Budget reallocation recommendation: where to increase, maintain, or decrease spend with reasoning
- Optimisation action plan for the next reporting period (specific changes to make)
- Glossary of metrics for non-specialist stakeholders
Refinement:
- Lead with business outcomes (revenue, leads, sign-ups) before platform metrics (impressions, clicks)
- Include period-over-period comparisons to show trajectory, not just current performance
- Account for attribution challenges — acknowledge where data may be incomplete (especially post-iOS privacy changes)
- Separate brand campaigns from performance campaigns in the analysis — they serve different purposes and should be evaluated differently
- Include creative fatigue analysis — are any ads declining in performance due to overexposure?
- Provide context for any anomalies (seasonal effects, budget changes, market events)
- Make budget recommendations specific: ‘shift £X from [platform A campaign B] to [platform C campaign D]’ rather than vague ‘increase budget on Google’
