The one page report your CFO will actually read
Clara Benet
· 5 min read
In this article
What goes on the page
What we leave out
Why weekly beats monthly
Nobody reads a 40 slide report. Your finance team reads one page, if it answers their questions.
What goes on the page
Revenue and spend for the week, against target.
Blended return on ad spend and cost per customer.
What changed and why, in three sentences.
What we will do next week.
What we leave out
Impressions, clicks and click through rates stay in the platform. They matter to us, but they do not help anyone decide where the next pound should go.
Why weekly beats monthly
A monthly report arrives after the money is spent. A weekly one gives you four chances a month to change course.
Clara Benet
Head of Paid Search at Tidemark. Ten years running Google Ads for B2B and ecommerce brands.
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