Been putting together weekly performance reports for our app campaigns but feels like everyone just nods and moves on.
What format or structure actually gets teams to implement changes based on the data?
Add a “what happens if we do nothing” section. Fear beats endless charts every time.
Put action items first - skip the data dump. Give them three specific changes to make this week, then back it up with numbers. Most reports hide recommendations after endless charts, and people zone out by then. Assign owners and deadlines to each item. Vague recommendations just die in meetings, but specific tasks with names and dates actually get done.
Make a simple before/after comparison for each problem. Show current numbers vs. what they’d be with your fix.
Red and green boxes work great - wins and losses jump out immediately. Add one line explaining what needs to change.
Assign an owner to each fix and set a review date. No owner means nothing happens.
Stop making reports. Just fix one thing each week instead.
Lead with the money. I always start with “We’re bleeding $X daily because of Y” or “This tweak adds $Z weekly.”
Then pick one crappy ad set or funnel step. Show the current mess, explain your fix, estimate results.
End with one test they can green-light today. Skip the three-option thing - give them one experiment. Timeline, budget, how you’ll track it.
Beats those bloated reports with a dozen metrics every time. People want money talk and something easy to approve.