Month-End Report Generator
SKILL.md
HOW_TO_USE.md
sample_input.json
expected_output.json
skillsgoogle-adsSKILL.md
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# Month-End Report Generator
Turn a month of data into a story clients actually understand and act on.
## Core Philosophy
**Monthly reports are not data dumps, they're strategic conversations.**
**What Clients Actually Want to Know:**
1. Did we hit our goals? (Yes/No/Close)
2. What did we learn? (Insights that matter)
3. What's the plan? (Clear next steps)
4. Is this working? (ROI confidence)
**The Report Should:**
- Answer questions before they're asked
- Connect activity to outcomes
- Show you're thinking ahead
- Build confidence in the partnership
---
## Required Context
### Must Have
**1. Performance Data - This Month**
- Total spend
- Total conversions
- CPA or ROAS
- Clicks & CTR
- Impressions
**2. Performance Data - Comparison**
At minimum ONE of:
- Last month (MoM comparison)
- Same month last year (YoY comparison)
- Goal/target values
**3. Time Period**
- Month and year (e.g., January 2025)
- Number of days in period
### Strongly Recommended
**4. Goals & Targets**
- Monthly budget target
- Conversion goal
- CPA/ROAS target
- Any secondary KPIs
**5. Campaign Breakdown**
Top campaigns with:
- Spend
- Conversions
- CPA/ROAS
- MoM change
**6. Audience Context**
Who's reading this?
- C-Suite (high-level, ROI focused)
- Marketing Director (strategic + some tactical)
- Marketing Manager (more detail acceptable)
- Client (explain everything, no jargon)
### Nice to Have
- Top performing keywords/ads
- Device/geo/audience breakdowns
- Search term insights
- Competitor observations (auction insights)
- Actions taken during month
- External factors (seasonality, promos, market)
---
## Report Structure
### 1. Executive Summary (The First Thing They Read)
**Format:** 3-4 sentences maximum
**Must Answer:**
- How did we do vs. goals?
- What was the headline story?
- What's the outlook?
**Template:**
"[Month] delivered [X conversions] at [$X CPA / X.X ROAS], [hitting/missing/exceeding] our target of [goal]. [Key driver or headline insight]. [Outlook statement for next month]."
**Examples:**
ā
Good:
"January delivered 342 leads at $47 CPA, beating our $55 target by 15%. The new landing page drove a 23% improvement in conversion rate. February focus: scaling the winning campaigns while maintaining efficiency."
ā Bad:
"This month we had 342 conversions and spent $16,074. CTR was 3.2% and we got 48,291 impressions. CPA was $47."
---
### 2. Scorecard (Visual Performance Snapshot)
**Primary Metrics Table:**
```
METRIC THIS MONTH LAST MONTH CHANGE VS GOAL
āāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāā
Spend $XX,XXX $XX,XXX +X% ā On budget
Conversions XXX XXX +X% ā 115% of goal
CPA $XX.XX $XX.XX -X% ā Below target
ROAS X.XX X.XX +X% ā Above target
CTR X.X% X.X% +X% -
Conv Rate X.X% X.X% +X% -
```
**Traffic Light System:**
- š¢ Beating goal by 10%+
- š” Within 10% of goal
- š“ Missing goal by 10%+
**YoY Comparison (if available):**
```
VS SAME MONTH LAST YEAR:
Conversions: +XX% | CPA: -XX% | Spend: +XX%
```
---
### 3. Goal Performance (Did We Win?)
**For Each Major Goal:**
```
GOAL: [Conversion Target]
Target: XXX conversions
Actual: XXX conversions
Result: ā ACHIEVED (+X%) / ā MISSED (-X%)
[One sentence on why we hit/missed]
```
**Monthly Budget Utilization:**
```
Budget: $XX,XXX
Spent: $XX,XXX (XX%)
Assessment: [On track / Underspent / Overspent]
[Context if not 100%]
```
---
### 4. Campaign Performance (Where the Money Went)
**Top Performers:**
| Campaign | Spend | Conv | CPA | MoM | Assessment |
|----------|-------|------|-----|-----|------------|
| [Name] | $X,XXX | XX | $XX | +X% | ā Star |
| [Name] | $X,XXX | XX | $XX | +X% | ā
Solid |
**Needs Attention:**
| Campaign | Spend | Conv | CPA | MoM | Issue |
|----------|-------|------|-----|-----|-------|
| [Name] | $X,XXX | XX | $XX | +X% | [Problem] |
**Campaign Insights:**
- [Campaign]: [What's working and why]
- [Campaign]: [What's struggling and what we're doing]
---
### 5. Key Insights (What We Learned)
**Format:** 3-5 bullets, insight + implication
**Template:**
"[Observation with data] ā [What this means] ā [What we're doing about it]"
**Examples:**
ā
Good:
"Mobile conversion rate increased 34% after landing page optimization ā Mobile now drives 45% of conversions vs 31% last month ā Shifting 10% more budget to mobile campaigns"
ā Bad:
"Mobile did well this month"
**Categories to Cover:**
- **What Worked:** Wins worth repeating
- **What We Learned:** New insights about audience/market
- **What Changed:** Significant shifts from last month
- **What to Watch:** Emerging trends (positive or concerning)
---
### 6. Actions & Optimizations (What We Did)
**Completed This Month:**
| Action | Date | Result |
|--------|------|--------|
| [Specific action] | [Date] | [Measurable outcome] |
| [Specific action] | [Date] | [Measurable outcome] |
**Example:**
| Launched new RSA variations | Jan 12 | +18% CTR, -12% CPA |
| Added 45 negative keywords | Jan 8 | Blocked ~$400 waste |
---
### 7. Next Month Plan (What's Coming)
**Strategic Priorities:**
1. [Priority] - [Why it matters] - [Expected impact]
2. [Priority] - [Why it matters] - [Expected impact]
3. [Priority] - [Why it matters] - [Expected impact]
**Planned Tests:**
- [Test description] - Hypothesis: [Expected outcome]
**Budget/Goal Recommendations:**
- [Any suggested changes with rationale]
**Key Dates:**
- [Any relevant dates: seasonality, promos, events]
---
### 8. Appendix (For Those Who Want More)
**Optional sections based on data available:**
- Device Performance Breakdown
- Geographic Performance
- Day/Hour Performance
- Top Keywords
- Search Term Highlights
- Audience Performance
- Competitor Observations
---
## Tone & Style by Audience
### C-Suite / Executive
- Lead with business outcomes (revenue, ROI)
- 1 page max for main report
- Skip tactical details entirely
- Focus: "Is our investment paying off?"
### Marketing Director
- Balance strategy and results
- Include campaign-level insights
- Show you're thinking ahead
- Focus: "Are we on track? What's the plan?"
### Marketing Manager
- More tactical detail acceptable
- Include test results and learnings
- Specific optimization notes
- Focus: "What happened? What's next?"
### Client (Non-Expert)
- Explain every metric in plain language
- Use analogies for complex concepts
- More context, less jargon
- Focus: "What does this mean for my business?"
---
## Writing Guidelines
### Numbers
- Always show direction AND magnitude
- Round appropriately ($47.23 ā $47)
- Compare to something (last month, goal, benchmark)
- Percentages for changes, absolutes for totals
### Headlines
- Lead with the insight, not the data
- Active voice, strong verbs
- No weak language ("slightly," "somewhat")
### Recommendations
- Specific and actionable
- Include expected impact
- Prioritized (what's most important)
- Realistic timeline
### Honesty
- Don't hide bad news, contextualize it
- Own misses, explain the plan
- Avoid defensive language
- Show you're in control
---
## Handling Different Scenarios
### Strong Month (Beat Goals)
- Celebrate appropriately, not excessively
- Explain WHY it went well (not just luck)
- Set expectations for next month
- Identify scaling opportunities
### Weak Month (Missed Goals)
- Acknowledge clearly, don't bury
- Explain contributing factors
- Show the recovery plan
- Put in context (one month ā trend)
### Flat Month (Met Goals, No Growth)
- Stability is sometimes the win
- Identify optimization opportunities
- Look for early indicators of change
- Set growth targets for next month
### Incomplete Data
- Note what's missing
- Work with what you have
- Flag limitations in analysis
- Recommend how to get better data
---
## Output Formats
### Full Report (Default)
Complete sections 1-7, formatted for PDF/document
### Slide Deck Format
- 1 slide per section
- Visual-heavy
- Minimal text
- Speaker notes included
### Email Format
- Condensed to 3-4 paragraphs
- Scorecard as simple table
- Key insights as bullets
- Next steps clearly listed
### Executive One-Pager
- Executive summary
- Scorecard
- 3 key insights
- 3 priorities for next month
- Fits on one page
---
## Quality Checklist
Before delivering report:
- [ ] Executive summary answers "how did we do?"
- [ ] All metrics have comparison context
- [ ] Goals clearly shown as hit/miss
- [ ] Campaign insights are specific, not generic
- [ ] Actions taken are documented with results
- [ ] Next month plan is concrete and prioritized
- [ ] Tone matches audience
- [ ] No unexplained jargon
- [ ] Visually scannable (headers, bullets, tables)
- [ ] Would client feel confident sharing with their boss?
---
## Limitations
**I can provide:**
- Clear narrative from performance data
- Professional formatting for any audience
- Trend analysis and insights
- Strategic recommendations
**I cannot provide:**
- Conversion quality analysis (need backend data)
- Revenue/ROI calculations (need value data)
- Competitive analysis (need auction insights)
- Attribution insights (need cross-channel data)
**For richer reports, also provide:**
- Revenue/value data for ROI calculations
- Auction insights for competitive context
- Backend lead quality metrics
- Cross-channel performance data
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# How to Use This Skill
Hey Claude, I just added the "month-end-report-generator" skill. Can you create a monthly performance report for my client?
## Example Invocations
**Example 1: Full Client Report**
Hey Claude, I just added the "month-end-report-generator" skill. Here's my January data and December comparison. Target CPA is $50, monthly goal is 300 conversions. Create a client-ready monthly report.
**Example 2: Executive Summary Only**
Hey Claude, I just added the "month-end-report-generator" skill. I need a one-page executive summary for my CMO. Just the highlights and key decisions needed.
**Example 3: Slide Deck Format**
Hey Claude, I just added the "month-end-report-generator" skill. I have a monthly review meeting tomorrow. Can you format this as a slide deck outline?
**Example 4: Tough Month Report**
Hey Claude, I just added the "month-end-report-generator" skill. We missed our targets this month. Help me write an honest but professional report that shows we have a recovery plan.
**Example 5: YoY Comparison**
Hey Claude, I just added the "month-end-report-generator" skill. Here's this January vs last January. I want to show year-over-year progress to justify budget increase.
## What to Provide
**Required:**
- This month's metrics: spend, conversions, CPA/ROAS, clicks
- Comparison data: last month OR same month last year OR goals
- Month and year
**Recommended:**
- Goals/targets (budget, conversions, CPA)
- Campaign-level breakdown
- Audience type (executive, marketing director, client)
- Actions taken during the month
**Optional:**
- Top keywords/ads
- Device/geo breakdowns
- Search term insights
- External factors (seasonality, promos)
## What You'll Get
1. **Executive Summary** - 3-4 sentence overview
2. **Scorecard** - Visual metrics with traffic lights
3. **Goal Performance** - Clear hit/miss status
4. **Campaign Analysis** - Top performers and concerns
5. **Key Insights** - What we learned with implications
6. **Actions Taken** - What was done and results
7. **Next Month Plan** - Priorities and recommendations
## Output Format Options
- **Full Report** (default) - Complete PDF-ready document
- **Slide Deck** - Outline with speaker notes
- **Email** - Condensed 3-4 paragraph version
- **Executive One-Pager** - Single page summary
Specify which format when you ask!
## Pro Tips
- Export data on the 1st of the month for clean comparisons
- Include actions you took so I can connect them to results
- Mention any external factors (promos, seasonality, market changes)
- Share previous month's report so I can maintain consistent format
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{
"account_name": "TechStart SaaS",
"month": "January 2025",
"audience": "client",
"goals": {
"monthly_budget": 25000,
"conversion_target": 300,
"target_cpa": 75
},
"this_month": {
"spend": 23847.56,
"conversions": 342,
"cpa": 69.73,
"clicks": 8945,
"impressions": 156780,
"ctr": 5.7,
"conversion_rate": 3.82
},
"last_month": {
"spend": 22156.34,
"conversions": 278,
"cpa": 79.7,
"clicks": 7823,
"impressions": 142560,
"ctr": 5.49,
"conversion_rate": 3.55
},
"same_month_last_year": {
"spend": 18500,
"conversions": 215,
"cpa": 86.05
},
"campaigns": [
{
"name": "Brand - Exact Match",
"spend": 4250,
"conversions": 98,
"cpa": 43.37,
"mom_change": "+12%"
},
{
"name": "Non-Brand - Product Features",
"spend": 8920,
"conversions": 124,
"cpa": 71.94,
"mom_change": "+28%"
},
{
"name": "Non-Brand - Competitor",
"spend": 3450,
"conversions": 34,
"cpa": 101.47,
"mom_change": "-5%"
},
{
"name": "Non-Brand - Problem/Solution",
"spend": 5127,
"conversions": 68,
"cpa": 75.4,
"mom_change": "+18%"
},
{
"name": "Remarketing - Website Visitors",
"spend": 2100,
"conversions": 18,
"cpa": 116.67,
"mom_change": "-22%"
}
],
"actions_taken": [
{
"action": "Launched new landing page for Product Features campaign",
"date": "Jan 8",
"result": "CVR improved 23%"
},
{
"action": "Added 67 negative keywords from search term review",
"date": "Jan 15",
"result": "Blocked ~$800/month irrelevant spend"
},
{
"action": "Tested 4 new RSA variations",
"date": "Jan 12",
"result": "2 winners identified, rolled out Jan 22"
}
],
"insights": [
"Mobile conversion rate up 34% after landing page optimization",
"Product Features campaign showing strong momentum",
"Remarketing efficiency declining - audience may be saturated"
]
}
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{
"format": "full_report",
"report": {
"executive_summary": "January delivered 342 demo requests at $70 CPA, exceeding our 300 conversion goal by 14% while beating our $75 CPA target. The new landing page launched mid-month drove a significant improvement in conversion rate, particularly on mobile. Year-over-year, we're up 59% in conversions at 19% lower CPA. February focus: scaling the Product Features campaign while addressing declining remarketing efficiency.",
"scorecard": {
"metrics": [
{
"metric": "Spend",
"this_month": "$23,848",
"last_month": "$22,156",
"change": "+7.6%",
"vs_goal": "95% of $25K budget",
"status": "green"
},
{
"metric": "Conversions",
"this_month": "342",
"last_month": "278",
"change": "+23%",
"vs_goal": "114% of goal",
"status": "green"
},
{
"metric": "CPA",
"this_month": "$69.73",
"last_month": "$79.70",
"change": "-12.5%",
"vs_goal": "Below $75 target",
"status": "green"
},
{
"metric": "CTR",
"this_month": "5.7%",
"last_month": "5.49%",
"change": "+3.8%",
"vs_goal": "-",
"status": "green"
},
{
"metric": "Conv Rate",
"this_month": "3.82%",
"last_month": "3.55%",
"change": "+7.6%",
"vs_goal": "-",
"status": "green"
}
],
"yoy_comparison": {
"conversions": "+59%",
"cpa": "-19%",
"spend": "+29%",
"summary": "Significantly outpacing last January across all metrics"
}
},
"goal_performance": [
{
"goal": "Monthly Conversions",
"target": 300,
"actual": 342,
"status": "ACHIEVED",
"variance": "+14%",
"note": "Exceeded target driven by landing page improvements and strong Product Features performance"
},
{
"goal": "Target CPA",
"target": "$75",
"actual": "$69.73",
"status": "ACHIEVED",
"variance": "-7%",
"note": "Best CPA in 6 months, improving efficiency while scaling"
},
{
"goal": "Monthly Budget",
"target": "$25,000",
"actual": "$23,848",
"status": "95% utilized",
"variance": "-5%",
"note": "Slight underspend due to pausing underperforming ad variations mid-month"
}
],
"campaign_performance": {
"top_performers": [
{
"name": "Non-Brand - Product Features",
"spend": "$8,920",
"conversions": 124,
"cpa": "$71.94",
"mom_change": "+28%",
"assessment": "Star",
"insight": "Biggest growth driver. New landing page increased CVR from 3.1% to 4.2%. Strong candidate for budget increase."
},
{
"name": "Brand - Exact Match",
"spend": "$4,250",
"conversions": 98,
"cpa": "$43.37",
"mom_change": "+12%",
"assessment": "Star",
"insight": "Consistent performer at lowest CPA. Brand search volume increasing, likely driven by content marketing efforts."
},
{
"name": "Non-Brand - Problem/Solution",
"spend": "$5,127",
"conversions": 68,
"cpa": "$75.40",
"mom_change": "+18%",
"assessment": "Solid",
"insight": "Right at target CPA with solid growth. Testing new ad copy to improve further."
}
],
"needs_attention": [
{
"name": "Remarketing - Website Visitors",
"spend": "$2,100",
"conversions": 18,
"cpa": "$116.67",
"mom_change": "-22%",
"issue": "CPA 56% above target",
"insight": "Audience appears saturated. Frequency data shows average user seeing ads 8+ times. Recommend refreshing creative and testing new audience segments."
},
{
"name": "Non-Brand - Competitor",
"spend": "$3,450",
"conversions": 34,
"cpa": "$101.47",
"mom_change": "-5%",
"issue": "CPA 35% above target",
"insight": "Competitor conquesting historically challenging. Conversions declining despite stable spend. Recommend reducing budget and reallocating to Product Features."
}
]
},
"key_insights": [
{
"insight": "Landing page optimization drove 23% CVR improvement",
"implication": "The new page launched Jan 8 is converting significantly better, especially on mobile (34% improvement)",
"action": "Rolling out similar optimization to Problem/Solution campaign landing page in February"
},
{
"insight": "Product Features campaign ready to scale",
"implication": "With CPA below target and strong momentum, there's room to capture more volume",
"action": "Recommending 20% budget increase ($1,800/month) for February"
},
{
"insight": "Remarketing efficiency declining",
"implication": "Audience saturation causing diminishing returns, same users seeing ads repeatedly without converting",
"action": "Refreshing creative, testing shorter remarketing windows, and adding new audience segments"
},
{
"insight": "Mobile now 45% of conversions (up from 31%)",
"implication": "Landing page optimization particularly effective on mobile, shifting channel mix",
"action": "Ensuring all campaigns are mobile-optimized, considering mobile bid adjustments"
}
],
"actions_completed": [
{
"action": "Launched new landing page for Product Features campaign",
"date": "Jan 8",
"result": "CVR improved 23%, CPA dropped from $89 to $72"
},
{
"action": "Added 67 negative keywords from search term review",
"date": "Jan 15",
"result": "Blocked approximately $800/month in irrelevant spend"
},
{
"action": "Tested 4 new RSA variations",
"date": "Jan 12",
"result": "2 winners identified with +18% CTR, rolled out account-wide Jan 22"
}
],
"next_month_plan": {
"priorities": [
{
"priority": "Scale Product Features campaign",
"why": "Best performing non-brand campaign with room to grow",
"expected_impact": "+25-30 additional conversions at similar CPA",
"action": "Increase budget by $1,800 (20%)"
},
{
"priority": "Fix remarketing efficiency",
"why": "Currently above target CPA and declining",
"expected_impact": "Reduce CPA from $117 to <$90",
"action": "New creative, shorter windows, audience refresh"
},
{
"priority": "Optimize Problem/Solution landing page",
"why": "Apply learnings from Product Features success",
"expected_impact": "15-20% CVR improvement potential",
"action": "Launch updated page by Feb 15"
}
],
"planned_tests": [
"Test video ads in remarketing (hypothesis: higher engagement will improve efficiency)",
"Test new Problem/Solution landing page design",
"A/B test aggressive vs. conservative bid strategy on Brand campaign"
],
"budget_recommendation": "Recommend increasing total budget to $27,000 (+8%) to capture scaling opportunity in Product Features while maintaining other campaigns.",
"key_dates": [
"Feb 15: New Problem/Solution landing page launch",
"Feb 20: Q1 pipeline review, will inform March budget"
]
},
"closing": "January was a strong month, we exceeded conversion goals while improving efficiency. The landing page optimization is paying dividends, and we have a clear path to scale the winning campaigns. Main focus for February is capturing the growth opportunity in Product Features while fixing remarketing before it becomes a bigger drag.\n\nLet me know if you'd like to discuss the budget increase recommendation or have questions about any of the insights."
}
}
ReadyMonth-End Report Generator
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