Monthly Client Report (月次クライアントレポート)

> Generate comprehensive monthly advertising performance report for client presentations — designed for client stakeholders and account directors.

1. Overview

• Purpose: Evaluate monthly ad performance against KPI targets and provide actionable insights for the next period
• Audience: Client stakeholders, account directors
• Frequency: Monthly
• Time to complete: 30–60 minutes

When to use

Run at the close of each calendar month (or the client's fiscal month). Use when the client needs a consolidated view of all advertising channels, budget utilization, and performance relative to targets. Also useful for mid-month check-ins when significant deviations from plan are detected.

2. Input Data

Required

| Data Source | Format | Description | |-------------|--------|-------------| | Monthly ad performance data | CSV / API | Impressions, clicks, conversions, spend by channel and campaign for the reporting month | | Previous month data | CSV / API | Same metrics for the prior month (month-over-month comparison) | | KPI targets | Spreadsheet / JSON | Monthly targets for CPA, ROAS, CV count, budget by channel | | Budget allocation | Spreadsheet | Planned budget per channel and campaign |

Optional

| Data Source | Format | Description | |-------------|--------|-------------| | Campaign calendar | Spreadsheet | Scheduled campaigns, launches, and promotions for context | | Seasonal benchmarks | CSV | Historical same-month data from prior years | | Competitor activity log | Notes / CSV | Known competitor moves that may affect performance |

Data Quality Checks

• Verify date range covers the full reporting month (first day to last day)
• Confirm no duplicate rows across data sources
• Cross-check total spend against billing/invoice data
• Ensure all active channels are represented (no missing data feeds)

3. Analysis Steps

Step 1: Data Consolidation & Cleaning

Merge all channel data into a unified dataset. Normalize column names, currency, and date formats. Remove test campaigns and internal traffic. Flag any data gaps.

Step 2: KPI Target Achievement

Calculate achievement rate for each KPI (CPA, ROAS, CV, spend). Compare actual values against monthly targets. Classify each KPI as underperforming (<90%), on track (90–110%), or overperforming (>110%).

Step 3: Month-over-Month Trend Analysis

Compare this month vs. previous month for all key metrics. Calculate absolute and percentage changes. Identify acceleration or deceleration patterns across channels.

Step 4: Channel Mix Effectiveness

Evaluate each channel's contribution to overall performance. Calculate channel-level CPA, ROAS, and CV share. Assess whether budget allocation matches performance efficiency.

Step 5: Campaign-Level Deep Dive

Rank campaigns by performance (best and worst). Identify top 5 and bottom 5 campaigns by CPA and CV volume. Analyze creative/targeting differences between high and low performers.

Step 6: Budget Efficiency Review

Compare actual spend vs. planned budget by channel. Flag any channel with >30% budget variance (over or under). Calculate budget utilization rate and remaining runway.

Step 7: Seasonal & External Factor Adjustment

Note any seasonal effects, holidays, or market events that impacted performance. Adjust interpretation of trends accordingly.

4. Output Format

Summary (top-level)

Executive summary of 3–5 bullet points covering: overall performance verdict, biggest wins, biggest concerns, and key recommendation for next month.

Detail sections

1. KPI Achievement Table — Each KPI with target, actual, achievement %, and status indicator
2. Channel Performance Matrix — All channels with spend, CV, CPA, ROAS, MoM change, and budget variance
3. Top/Bottom Campaigns — Top 5 and bottom 5 campaigns with key metrics and brief commentary
4. Budget Utilization — Planned vs. actual spend waterfall by channel
5. Next Month Recommendations — 3–5 specific, actionable recommendations with expected impact

Visualizations

• KPI achievement gauge/bar chart (target vs. actual)
• Channel performance comparison bar chart
• Month-over-month trend line chart (spend, CV, CPA)
• Budget allocation pie chart (planned vs. actual)

5. Judgment Criteria

| Metric | Good (On Track) | Warning | Critical | |--------|-----------------|---------|----------| | Target achievement | 90–110% | 80–90% or 110–130% | <80% or >130% | | CPA vs. target | Within 10% | 10–20% above | >20% above target | | Budget variance | Within 15% | 15–30% deviation | >30% deviation | | MoM trend | Improving or stable | Declining <10% | Declining >10% |

Decision Rules

• If target achievement <90%, classify as "underperforming" and require root cause analysis
• If target achievement 90–110%, classify as "on track"
• If target achievement >110%, classify as "overperforming" — investigate scalability
• Flag any channel with >30% budget variance for immediate review
• If CPA exceeds target by >20% for two consecutive months, recommend channel strategy revision
• If a single campaign accounts for >40% of total spend with below-average CPA, flag concentration risk

6. Examples

Sample Input

Month: 2026-03
Channel: Google Ads
  Spend: ¥1,240,000 | CV: 82 | CPA: ¥15,122 | Target CPA: ¥15,000
Channel: Yahoo Ads
  Spend: ¥860,000 | CV: 45 | CPA: ¥19,111 | Target CPA: ¥17,000
Channel: Meta Ads
  Spend: ¥520,000 | CV: 38 | CPA: ¥13,684 | Target CPA: ¥14,000
Total Budget Plan: ¥3,000,000
Total CV Target: 180

Sample Output

## Executive Summary
- Overall: On Track — total 165 CV at CPA ¥15,879 (target 180 CV / ¥15,000)
- Google Ads performing within target; steady MoM improvement (+12%)
- Yahoo Ads CPA 12% above target — requires creative refresh and audience review
- Meta Ads outperforming on CPA; consider 15% budget increase from Yahoo reallocation
- Budget utilization at 87.3% — ¥380K unspent, recommend redistribution

## Recommendations
1. Shift ¥150K from Yahoo to Meta based on CPA efficiency gap
2. Launch A/B test on Yahoo creatives focusing on top-performing Google themes
3. Increase Meta daily budget cap to capture additional conversion volume

7. Do's and Don'ts

Do

• Always show both absolute numbers and percentage changes
• Provide context for anomalies (holidays, system outages, competitor activity)
• Include a clear "Next Steps" section with owner and timeline
• Compare against both targets AND previous month
• Use consistent formatting and terminology across all sections

Don't

• Don't present raw data without interpretation
• Don't ignore underperforming channels — address them directly
• Don't make recommendations without supporting data
• Don't compare months with different numbers of days without normalizing
• Don't include internal jargon that clients may not understand

8. Agent Guide

When executing this analysis skill:

You are performing Monthly Client Report analysis.
Key rules:
- Always calculate target achievement % and classify: <90% underperforming, 90-110% on track, >110% overperforming
- Flag any channel with >30% budget variance for immediate attention
- Executive summary must be 3-5 bullets: verdict, wins, concerns, recommendation
- Include month-over-month comparison for all key metrics
- Recommendations must be specific, actionable, and data-backed
- Output should be presentation-ready for client stakeholders

Refer to the full SKILL.md for thresholds, output format, and detailed steps.