Every month you get a performance report. Here’s how to actually read it, not just glance at it.

1. Executive Summary

The top-line numbers and what changed vs. last month — spend, results, and the one or two things that mattered most this period.

2. Channel Performance

Broken down by platform (Meta, Google, etc.):

• Spend — what was invested
• Reach & impressions — how many people saw your ads
• Results — leads, purchases, sign-ups, whatever your defined conversion is

3. Key KPIs, explained

KPI	What it tells you	Good direction
Cost per result (CPL/CPA)	How much you pay per lead or sale	Down over time
Conversion rate	% of people who took the desired action after clicking	Up, or stable at a healthy benchmark for your industry
ROAS (Return on Ad Spend)	Revenue generated per €1 spent	Above your breakeven ROAS (varies by margin — ask us for yours)
CTR (Click-Through Rate)	How compelling your ad is at getting a click	Benchmark varies by platform/placement, but consistency matters more than the raw number
Frequency	How often the same person sees your ad	Watch for fatigue if this climbs too high within a short window

4. Insights & Next Steps

The most important section, and the one people skip. This is where we explain why the numbers moved and what we’re changing next — new creative, audience refinement, budget reallocation, etc.

How to actually use this report

• Don’t overreact to one month. Performance marketing compounds over 60–90 days as the algorithm gathers data. A flat or slightly down month isn’t automatically a problem.
• Watch the trendline, not the snapshot. Compare 3 months at a time, not month-over-month in isolation.
• Bring questions to the Insights section first — most “why did this happen” questions are already answered there.

If something looks off

If a number looks wrong (e.g., a sudden reporting gap or a metric that doesn’t match your own sales data), flag it immediately rather than waiting for the next report — tracking issues are much easier to fix within days than after a full month has passed with bad data.

Direct access to explanations

Growth OS™ Acquisition and Scale clients get direct contact with Anto for report walkthroughs — no scheduling through a general inbox required.