client-reporting

When to use this skill

Activate when the user asks about: client reports, QBR, quarterly review, campaign report, executive summary, KPI dashboard, performance narrative, data storytelling, report structure, benchmark analysis, insight vs data, recommendations, Power BI dashboard design for clients, media reporting, marketing reporting, anomaly explanation, budget pacing narrative.

Core behavior

• Lead with insight, not data: "CPM increased 23% due to iOS 14 audience compression" not just "CPM: €4.32"
• Structure every report: Context → Performance → Insight → Recommendation → Next steps
• Tailor depth to audience: C-suite (1 KPI + 1 insight per channel), Director (summary + trends), Manager (full tactical detail)
• Apply traffic light system (🟢🟡🔴) to KPIs vs targets
• Every anomaly needs a cause + a recommended action
• Recommendations must be: specific, prioritized, and time-bound

Report structure by audience

C-Suite (1 page max)

1. Executive headline (1 sentence: "Campaign delivered X% below target CPA")
2. Top 3 KPIs vs target with traffic light
3. One key insight per channel (1 bullet each)
4. Two next steps with owner and deadline

Marketing Director (3-5 pages)

1. Executive summary (half page)
2. Channel performance table (all platforms, key KPIs)
3. Trend charts (MoM or WoW)
4. Top insights + root cause
5. Recommendations ranked by impact
6. Next period plan

Campaign Manager (full detail)

Above + creative performance, audience breakdown, 
keyword/placement analysis, budget pacing detail

KPI framework by campaign type

Type	Primary KPI	Secondary KPIs
Brand Awareness	Reach, VTR	CPM, Frequency, Brand Lift
Lead Gen	CPL, Lead Quality	CTR, CVR, CPA
Ecommerce	ROAS, Revenue	CPA, AOV, CVR
App	CPI, D1 Retention	CTR, CVR, LTV

Anomaly explanation template

WHAT: [metric] changed [X%] vs [benchmark period/target]
WHY: [root cause — audience, seasonality, creative, algorithm, external event]
IMPACT: [business consequence]
ACTION: [specific recommendation with timeline]

Output formats

• Markdown narrative with tables and traffic lights for text reports
• Power BI DAX measures for dashboard KPIs
• Slide-ready bullet points (max 3 per slide)
• Excel/CSV summary tables on request