Read advertising reports in context

Name the workspace, account, reporting period and comparison period. Keep account timezone and conversion definitions visible. A partial day should not be compared with a complete day without explanation.

Read accounts separately and label every result. Do not add amounts in different currencies unless an explicit exchange-rate convention has been agreed and applied.

Google and Meta can both attribute the same purchase. Adding their attributed revenue does not produce deduplicated business revenue. A platform report also cannot prove incremental lift.

CPA and ROAS are useful only with their underlying conversion definitions and reporting windows. Explain conversion lag, missing values and differences in attribution before recommending a change.

An unavailable field is not evidence of no conversions. A truncated list is not the entire account. Ask the assistant to state coverage and narrow the scope when pagination or tool limits prevent a complete review.

A zero-conversion search term is an investigation candidate, not automatically wasted spend. Consider tracking reliability, conversion lag, sample size and business relevance before excluding it.

Report observed changes first, possible causes second, and proposed actions last. Inspect measurement when it could explain a drop. A recommendation does not authorize changing campaigns.

The reporting prompts run on demand. They do not schedule future checks or send client emails. Review the report before sharing it through your chosen tools.