Campaign reporting

Weekly reporting is the purest agent job in marketing: the numbers are in a system, the format never changes, and the only judgement is which movements are real. Automate the assembly, keep the interpretation honest by making it cite the numbers.

The job on one screen

Runs when	Monday morning, for the previous week.
Reads	Spend, impressions, clicks, conversions, and the prior four week baselines.
Decides	Which changes are outside normal variation and worth writing about.
Produces	A short report: what moved, by how much, and the first thing to check.
Stops when	Report posted. It never changes budgets.
Tools it needs	Analytics API, ad platform APIs, chat webhook.
Autonomy to start at	Auto, once it has a logged track record. Start lower.

Optional: load a real model

Run it

What it watches, and how far is too far

Tolerances are the whole design. Too tight and everyone mutes it, too loose and it misses the thing you built it for.

Signal	Baseline	Tolerance	First thing to check
Cost per acquisition	42	25%	Check whether a high-intent audience ran out of budget mid-week before blaming creative.
Click-through rate, per mille	18	30%	Creative fatigue shows here first. Compare frequency against last week.
Conversion rate, per mille	26	30%	Check the landing page and the form before touching the campaign.
Spend	12000	20%	An automated bid strategy changed, or a campaign left a learning phase.

Where this one goes wrong

Narrating noise

A 3% move in a small segment is not a story. Tolerances stop the agent writing fiction about randomness.

Correlation as cause

The model will happily explain why CPA rose. Restrict it to first things to check, never conclusions.

Reports nobody reads

If it is longer than a screen it gets skipped. Three movements maximum, ranked.

How you would know it is working

Measure	Why that one
Actions taken per report	The only measure that matters. A report that changes nothing should not exist.
False alarms	Movements called out that turned out to be noise. Tune tolerances against this.
Time to report	The saving, usually a half day a week per channel.

Earning more rope

Assist	Draft the report for a marketer to check and send.
Approve	Post automatically to the team channel, a human adds interpretation.
Auto	Fully automatic weekly, with budget changes always human. Reporting is read-only, so this is safe.

Read-only agents deserve more autonomy than write agents. This one can run unattended for years, because the worst case is a paragraph nobody agrees with.

Related: Anomaly explainer · Ad copy · Testing agents · all agent jobs · Agent Lab home

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