Track ad performance metrics

Pull last quarter's ad report for the 4 campaigns we ran for Wildflower Co and email the finance director, Sana, the weekly media buyer, Miguel, and me by Friday with a one-paragraph summary of whether to pause or scale each campaign—verify the campaign IDs, dates, and UTM-tagged landing pages first.

Before I show this to the founder, make the ad performance easy to act on: surface ROAS and CPA at the top, flag any ad sets with >30% CPA change week-over-week, list which creatives and placements drove conversions, and highlight one quick optimization that would improve cost per lead.

The overnight CPA for the ecommerce campaign jumped 60%; Miguel and I don’t know if it’s budget pacing, a landing page issue, or a tracking error. Please diagnose likely causes and recommend the fastest, least-risky next step I can take before telling Sana—include what logs or screenshots I should capture now and a one-sentence script to tell the founder if we need to pause.

Every Monday I spend two hours reconciling ad spend and conversions because tracking mismatches and missing UTM tags keep happening. Where should I change our routine so reports are accurate without the 2-hour fire drill? Suggest one habit, one checklist item, and one automation that would stop this from repeating.