Meta AdsFixed sections, every week
- What moved: three to five numbers against the previous week and the same week last year, each with its source and period.
- What we did: changes made in the account, each linked to the change log with the date it went live.
- What we learned: one reading for each number that moved, marked as confirmed or still a guess.
- What is next: the actions for the coming week, each with a named owner.
- The decision needed: one question for the client, or the words 'no decision needed this week'.
Numbers that go in
- Use the same definitions every week. If a definition changes, mark it with the date, so no trend is read across two definitions.
- Put the period in the first line, such as 'week of 6 to 12 July', and say if the last days are still settling.
- Mark a number that cannot be measured this week as not measured, with the reason. Never show a gap in the data as zero.
Made-up scenario: a client sees a sharp drop in new customers and asks what happened. The first two lines answer it: the drop sits in one channel, its budget was cut on Tuesday, and the next check is planned for Monday. The table follows for anyone who wants the detail.
Timing and sending
- Pick a send day and time the client can plan around, and keep to it. A late update teaches the client to stop reading.
Checklist
- Five sections present, each with a number source or a plain statement that nothing changed.
- Every number has its period, definition and source, and gaps are marked as not measured.
