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Daily, weekly, monthly: what to look at when

Most bad ad decisions are reactions to a number that is only noise at that time scale. Match the number to the cadence.

Daily: is anything broken?

  • Spend against the day's budget cap, and whether any campaign stopped or was rejected.
  • Orders in the store against yesterday, to catch tracking or checkout failures.
  • Do not judge performance on one day. Daily results are mostly noise.

Weekly: are we on track?

  • MER for the week and the trend of the last four weeks.
  • Platform ROAS and cost per result by campaign, with the attribution window written beside them.
  • Creative signals: frequency, hook rate and cost per result for the main ads.

Monthly: did it pay?

  • MER and blended CAC for the month against the break-even lines and last month.
  • Contribution margin by product group, because the mix can change profit without changing ROAS.
  • New against returning customers, and the repeat rate of recent cohorts.

Quarterly: should the plan change?

  • Channel mix, product margins, and any test that deserves a proper holdout.

Put it in writing

Write the cadence into the client agreement: which numbers, how often and who looks. It stops arguments about a single bad day.

The budget pacing calculator helps with the daily and weekly spend checks.

7 min read. Last updated 2026-10-07. Examples use made-up numbers.

This guide in numbers

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3terms explained
5sections
13related guides

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Terms in this guide

MERCPMConversion rate

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Operations

A weekly client review agenda that stays short

A weekly review earns its place when it ends with decisions. Without an agenda it turns into a tour of dashboards.

6 min read Measurement

MER vs ROAS: which number an agency should report

Platform ROAS tells you how an ad platform scores itself. MER tells you how the business did. A client review needs both, clearly labelled.

6 min read Measurement

Break-even MER vs break-even ROAS

Both numbers answer the same question, how much revenue each unit of spend must bring to avoid a loss, but at two different levels.

6 min read Measurement

Budget pacing for ecommerce ad accounts

A budget can fail in two directions: it runs out on the 20th, or a third of it is left on the 30th. Pacing is how you notice early.

6 min read Measurement

UTM troubleshooting: why traffic shows as direct

When paid traffic shows up as direct, the ads usually did their job and the tags were lost on the way.

6 min read Operations

The data definitions sheet every client needs

Most arguments about numbers are arguments about definitions nobody wrote down.

5 min read Measurement

A quality check before a client report goes out

A report with one wrong number costs more trust than ten right numbers earn.

5 min read Measurement

Cohort analysis for ecommerce: a practical setup

A cohort is a group of customers who made their first order in the same period. Comparing cohorts shows whether newer customers buy the way older ones did.

6 min read Measurement

Subscription and one-time orders in MER: keep them apart

A subscription store can see its MER rise every month without acquiring anyone new. Splitting renewals from first orders keeps the number honest.

6 min read Measurement

Seasonality in client reports: compare like with like

A November that beats October is not proof that the work worked. Most of the ecommerce calendar moves on its own, and the report has to say how much.

5 min read Operations

Running a quarterly business review with an ecommerce client

A quarterly review asks whether the plan still fits the business. It is a different meeting from the weekly review and should be run as one.

6 min read Measurement

A weekly metric tree: find which driver moved the number

A weekly number that moves for no clear reason is usually a sum of smaller moves. A metric tree shows which small move added up to it.

5 min read Measurement

A promo calendar that makes every report easier to read

A promo that is not in the calendar is a number nobody can explain. The calendar turns a messy month into a list of events that each have a start, an end and a purpose.

5 min read
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