E.g. lines with your own numbers.
Keep this to one page. If it runs longer, the extra content probably belongs in the monthly report instead. If nothing needs attention this week, fill in the summary and pacing, leave exceptions empty, and send it as-is; a short honest report is worth more than one padded out to look fuller.
Setup
Summary
Three sentences: what happened, the one thing worth knowing, and what you’re doing about it. E.g. Revenue landed at $103,000 against a $100,000 weekly target, driven by Meta running above its normal efficiency range. Google Search spend paced 15% under budget because of a bid strategy change that took two days to recover from. We’ve adjusted bids back and expect Google to catch up by Friday.Pacing
Month-to-date against target, using the pace formula: actual ÷ where you should be by now.Concept review: Pacing
Concept review: Pacing
Compare against the target and the normal range, not against last week. Week-over-week movement on weekly data is mostly noise, a single large order, a day-of-week effect, one campaign’s delivery pattern, and reacting to it teaches the report’s readers to expect drama that isn’t real. See report writing concepts for why cadence changes what a report should compare against.
Exceptions
Only metrics genuinely outside their normal range. Leave this empty in a normal week.Concept review: Exceptions
Concept review: Exceptions
This is the section that actually gets read. A metric moving inside its normal range is noise, and the right response is silence, not an invented explanation. Every exception needs a real cause or an honest “unknown, investigating”; a guess presented as a finding is worse than admitting you don’t know yet.
Shipped this week
- E.g. Launched two new Meta creative concepts in the summer collection ad set
- [add item]
Next week
- E.g. Testing a higher-margin bundle offer against the current one
- [add item]
Needs a decision
Data through: E.g. 2026-06-14 · Attribution: E.g. 7-day click, multi-touch · Definitions: Data dictionary