Reporting

Updated November 12, 2026

What AdsGuru reporting includes

Reporting answers the three questions an account owner actually asks: how are we doing, what changed, and what was done about it. The daily note answers them in a few sentences; weekly and monthly summaries aggregate the same structure over longer windows; and the change log sits underneath as the permanent record of every applied change.

The design bias is toward reading time: a note you read in two minutes daily beats a dashboard you mean to study monthly. Numbers link back to the platform views they came from, so any claim can be verified in Google Ads or Ads Manager in one click, and the raw data stays in the platforms, untouched.

Reports do not require you to learn a query language or build anything. If you want raw exports, the Agency plan's read-only API serves that need.

The daily note, piece by piece

Every daily note carries the same anatomy, so reading it becomes automatic within a week:

A quiet day produces a short note, deliberately. Manufacturing daily insight where none exists trains you to skim, and the note's job is to be trusted, not to be long. The note also reads the same whether the day was good or bad, which is deliberate too: a reporting voice that gets excited on good days and quiet on bad ones is a salesman rather than an instrument.

How deltas get causes attached

A number moving is not information until you know why, so the note never reports a delta bare. The diagnosis layer behind the daily loop attributes each significant movement to a cause: creative fatigue, auction pressure, a tracking problem, a budget change, a settings change, or seasonality visible in the account's own history.

Mechanically, significance comes first: each metric is compared against the account's own volatility band, so a swing that is normal for your Tuesday does not become a headline. Then attribution: the diagnosis checks which underlying components moved together, rising CPM with flat CTR points at auction pressure, falling CTR with rising frequency points at fatigue, conversions collapsing with clicks intact points at tracking.

When the cause is uncertain, the note says so plainly and states what evidence would settle it, rather than picking a confident guess. Uncertainty stated honestly is a feature; the alternative trains you to distrust every stated cause.

Weekly and monthly summaries

The weekly summary rolls the dailies up and answers the owner-level question: is the engine improving? It covers spend and results against target for the week, the material wins and losses with causes, everything applied (and what it saved or earned where measurable), creative test outcomes from creative testing, and what is queued for next week.

The monthly summary adds the longer arcs: pacing against the monthly plan, trend lines on CPA or ROAS, the cumulative effect of waste cleanup, and the running record of which angles and audiences have won over the month. It is written to be forwardable: a founder can send it to a co-founder, or an agency to a client, without translation.

All summaries use the same vocabulary as the daily note, so nothing requires relearning at a different zoom level.

The weekly summary is also where creative test outcomes land as decisions rather than data: which variant won, what evidence closed the question, and what the next test is. A month of summaries reads as a running lab notebook of what the account has learned.

Build the same report manually

If you want the daily note's content without any tool, this is the recipe, and it doubles as a check on any tool's honesty:

1. Pull yesterday's spend, conversions and revenue per platform (Google Ads overview; Ads Manager with yesterday's date range), and write them next to your target.
2. Compare each headline number against the trailing 7 and 28 days, so you judge movement against the account's own normal instead of your memory.
3. For anything that moved, check the components: CPM and CTR on Meta, impression share and CPC on Google, frequency on the ads doing the moving. Components point at causes.
4. Open both platforms' change histories and note everything that changed yesterday, including auto-applied changes you did not make.
5. Write five sentences: numbers against target, what moved and the likely why, what you changed, what you will watch. Send it to yourself.
6. Repeat every weekday. The archive becomes your baseline, and the habit is the hard part.

That is a solid half hour a day done honestly, which is the honest pitch for automating it: the mechanics compress into software, and the five sentences arrive already written.

The metrics vocabulary

Reports use the standard metrics and expect no jargon fluency; the definitions, for reference:

Notes always cite the platform's own attribution window with revenue and conversion numbers, because windows are why Ads Manager, Google Ads and your store rarely agree to the dollar; the Shopify page covers reconciling them.

White-label reports on the Agency plan

On the Agency plan, client-facing reports carry your logo and brand, and each client workspace has a read-only client view on your subdomain where clients see their own accounts only. The reporting content is the same machinery: daily notes for you, summaries presentable to clients under your name.

The honest boundary: white label covers the client-facing surface, while the subscriber relationship, billing and this help center remain AdsGuru. Your clients see your brand on their reports; you see AdsGuru on your invoice.

How to read a report in two minutes

1. Scan the headline numbers against target. On target and no deltas: done, close the tab.
2. Read any delta's cause. Verify one claim in the platform occasionally; spot-checking keeps trust earned rather than assumed.
3. Review proposals waiting: approve, reject, or leave for tomorrow (nothing applies while you wait).
4. Skim watch items so nothing later arrives as a surprise.
5. Once a week, read the weekly summary with ten minutes and coffee; that is the altitude where strategy questions live.

That cadence, two minutes daily and ten weekly, is the entire attention cost of staying the informed owner of the account. The simplified reporting answer and the ecommerce reporting answer show worked examples of the format.

Common questions

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