The template
| Measure | This week | Last week |
|---|---|---|
| Media spend | ||
| Clicks and cost per click | ||
| Companies identified | ||
| Companies that fit your profile | ||
| Meetings booked from AI sources | ||
| Share of answers (tracked questions) |
Top companies this week: three names, the question that brought them and the next step.
Decision: one change for next week.
Where the numbers come from
- Ads Manager: views, clicks, click-through rate and spend; clicks refresh about every 15 minutes, spend lags 7–8 hours.
- Analytics: AI visits, tagged and estimated.
- Company identification: companies and fit scores.
- CRM: meetings and pipeline.
- AI tracking: share of answers.
Keep it readable
No charts nobody asked for. If a number didn't change a decision in a month, drop it from the report.
An example top-companies section (fictional)
| Company | Question | Pages | Fit | Next step |
|---|---|---|---|---|
| Northwind Logistics | Close for logistics | Pricing, NetSuite | 86 | Controller outreach |
| Calder & Finch | Close tools compared | Comparison | 78 | Send case study |
| Harbor Point | Reconciliation | Blog | 64 | Nurture |
Questions
Who should receive the report?
Marketing, sales leadership and whoever owns the budget.
Email or dashboard?
A short email gets read. Link to a dashboard for anyone who wants more.
What if a week is quiet?
Say so in one line. Quiet weeks are data too.
Why one page beats a dashboard
Dashboards show everything and decide nothing. A one-page report forces a choice about what matters and ends with a decision. For a new channel such as AI ads, that discipline is what turns weekly data into learning.
The decision line
Every report ends with one sentence: "Next week we will..." Examples:
- "Move 15% of budget from problem to decision questions on desktop."
- "Rewrite ads in the comparison ad group; click rate fell for three weeks."
- "Add a UK campaign with the two best US questions."
Keep a log of decisions
A running list of weekly decisions and their outcomes becomes the most valuable document in the programme. At the quarterly review, it shows which changes worked.
Start here: AI ads for B2B. More articles in Measurement and reporting.
