> ## Documentation Index
> Fetch the complete documentation index at: https://docs.snowdoughnut.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Weekly report template

> A one-page fill-in template for the weekly report: pacing against target, exceptions worth a note, and what needs a decision. Built to take about an hour to produce from the flat file.

*Fill in each section below. Examples use Doughnut Labs, an invented company that sells Doughnut Technology. Replace the greyed* `E.g. `*lines with your own numbers.*

<Note>
  Keep this to one page. If it runs longer, the extra content probably belongs in the [monthly report](/monthly-report-template) 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.
</Note>

## Setup

| Field                                                        | Fill in              |
| :----------------------------------------------------------- | :------------------- |
| Account / brand                                              | *E.g. Doughnut Labs* |
| Week ending                                                  | *E.g. 2026-06-14*    |
| Prepared by                                                  | *E.g. Marco Silva*   |
| [Data dictionary](/marketing-reporting-data-dictionary) link |                      |
| Flat file link                                               |                      |

## 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](/data-quality-and-rollup-concepts): actual ÷ where you should be by now.**

| Metric                                     | Month-to-date   | Target          | Pace        | Status               |
| :----------------------------------------- | :-------------- | :-------------- | :---------- | :------------------- |
| *E.g. Contribution margin (north star)*    | *E.g. \$56,200* | *E.g. \$58,000* | *E.g. 97%*  | *E.g. On track*      |
| *E.g. New customer count (counter-metric)* | *E.g. 1,120*    | *E.g. 1,150*    | *E.g. 97%*  | *E.g. On track*      |
| *E.g. Total marketing spend*               | *E.g. \$61,400* | *E.g. \$60,000* | *E.g. 102%* | *E.g. Slightly over* |
| \[add KPI]                                 |                 |                 |             |                      |

<Accordion title="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](/report-writing-concepts) for why cadence changes what a report should compare against.
</Accordion>

## Exceptions

**Only metrics genuinely outside their normal range. Leave this empty in a normal week.**

| Metric           | Value       | Normal range       | What happened                                                   | Doing what                            |
| :--------------- | :---------- | :----------------- | :-------------------------------------------------------------- | :------------------------------------ |
| *E.g. Meta ROAS* | *E.g. 4.8x* | *E.g. 3.2 to 3.8x* | *E.g. New creative outperforming; small audience, may not hold* | *E.g. Watching before scaling budget* |
| \[add exception] |             |                    |                                                                 |                                       |

<Accordion title="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.
</Accordion>

## 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

| What                                                       | Who                   | By when       |
| :--------------------------------------------------------- | :-------------------- | :------------ |
| *E.g. Approve 20% budget shift from Google Search to Meta* | *E.g. Head of Growth* | *E.g. Monday* |
| \[add decision]                                            |                       |               |

***

**Data through:** *E.g. 2026-06-14* · **Attribution:** *E.g. 7-day click, multi-touch* · **Definitions:** [Data dictionary](/marketing-reporting-data-dictionary)

## Related resources

* [Report writing concepts](/report-writing-concepts)
* [Monthly report template](/monthly-report-template)
* [Data dictionary](/marketing-reporting-data-dictionary)
* [Flat file template](/flat-file-template)
* [Weekly report archive](/weekly-report-archive)