“Good operators don’t just run ads. They run systems that spot what’s working—and fix what’s not—before it costs them scale.”

Introduction: The Difference Between Agency Reports and Operator Reports

Most paid media reports are built for clients—not operators. They’re filled with surface-level metrics: impressions, clicks, ROAS, CPM.

But operators need reports that lead to actions, not just dashboards that look nice.

If you’re running an e-commerce brand and managing your paid media internally, this post will walk you through:

  • What real operators track weekly

  • How to structure a template for action

  • Why certain metrics matter more than others

  • And how to keep your reporting lightweight—but powerful

What Makes a Good Weekly Paid Media Report for Operators?

Before we jump into the structure, here’s what not to do:

  • Don’t track every metric possible (data bloat = decision fatigue)

  • Don’t measure performance without context (is a 2.5x ROAS good?)

  • Don’t report for vanity (your team isn’t a client)

Instead, your weekly paid media report should be:
✓ Focused on what impacts business goals
✓ Designed to surface problems early
✓ Built for fast review + action
✓ Easy to replicate and automate

1. Top-Level Summary (The Executive View)

This section is your 10-second snapshot.

Example table:

Metric This Week Last Week WoW Change Notes
Total Ad Spend $9,750 $9,200 +6% Scaling into new cold audience
Total Revenue $28,100 $30,250 -7.1% Lower performance from FB prospecting
Blended ROAS 2.88x 3.29x -12.4% Watch trend if continues next week

2. Channel Breakdown (Efficiency by Platform)

Track performance by platform:

Channel Spend Revenue ROAS CPA CTR CPM
Meta Ads $6,000 $15,600 2.6x $24.50 1.35% $14.20
Google Ads $2,800 $9,200 3.29x $18.00 2.4% $9.00
TikTok Ads $950 $3,300 3.47x $12.80 1.1% $7.30

3. Campaign-Level Highlights (The Optimization Layer)

Spot opportunities and issues at the campaign level:

Campaign Spend ROAS Notes
Meta – Cold Broad $2,200 1.89x Weak CTR, needs new creative
Meta – Retargeting $1,100 6.9x Strong performance, hold spend steady
Google – Brand $800 7.4x Max impression share
TikTok – UGC #3 $550 3.2x Video fatigue starting, refresh needed

4. Creative Performance (Because Creative Is the Variable)

Monitor what creative is performing best:

Creative Name Platform Hook CPA ROAS Notes
“Before/After #1” Meta Problem-Solution $19.80 3.4x Best this week
“Testimonial #2” TikTok Voiceover $14.60 2.9x Test more hooks
“Explainer #4” Meta How-to $28.00 1.8x Consider cutting

📹 Insight:
Tracking creative weekly helps you avoid ad fatigue, double down on top performers, and guide your video team on what’s working.

💡 Want help with high-performing creative briefs?
Check out https://commonthreadco.com/blogs/coachs-corner ad libraries for inspiration.

5. Action Items + Next Steps (What You’ll Actually Do)

Convert insight into action:

Item Owner Deadline
Launch 2 new hooks for cold campaigns Sarah Monday
Pause Meta UGC #4 Brian Today
Shift $500 from Meta cold to Google Ahmed Monday AM

Tips to Make Weekly Reporting Stick

  • Automate data collection using Google Sheets + Supermetrics or Looker Studio

  • Limit to one report owner

  • Review it at the same time each week

  • Use conditional formatting or mini charts to highlight trends

  • Archive old reports to analyze trends quarterly

Final Thought: Reporting Is a Tool, Not a Trophy

Weekly reporting isn’t a performance review. It’s a mirror.

You’re not tracking numbers to prove anything. You’re tracking to:

  • Make faster decisions

  • Catch leaks before they grow

  • Align the team without meetings

  • Scale what’s working with confidence

So build your report with this mindset: “Does this help me act faster next week?”

🧠 Want to Go Further?

• Automate Your Weekly Ad Report with Google Sheets + GA4: https://modonix.com/blog/automate-your-weekly-ad-report
• Contact Modonix for custom reporting flows: https://modonix.com/contact-us