we don't send dashboards. we send decisions.
every month: a one-page board doc that says scale, hold, kill, or test — with the math shown, the reasoning written down, and a kill-switch attached. dashboards are wallpaper. decisions are the deliverable.
most reports are summaries, not recommendations.
you've sat through the monthly review. forty slides of dashboards. "impressions are up. CTR is up. ROAS is up." nobody asks the question that matters: so what should we do differently next month.
agencies write reports that survive plausible deniability. all the numbers go up so nothing has to change. nothing gets killed. nothing gets bet on. the report exists to prove the engagement is alive, not to make the business better.
we write reports the way a fund writes a quarterly letter: here's what we did, here's what worked, here's what didn't, here's what we're doing next, here's the math. one page. readable in five minutes. defensible in a board meeting.
and we put a recommendation against every line — scale, hold, kill, or test. if we can't make a recommendation, we say so out loud and write down what we'd need to know. no hedging, no "we'll keep monitoring."
four operating rules every report follows.
a report is a document of decisions, not a record of activity. these are the four rules we hold ourselves to — the guardrails that keep us from writing the kind of monthly that gets opened, scrolled, and closed without a single thing changing.
one page. always.
if it's longer than one page, it's not a report — it's a defence brief. our monthly is one page because discipline beats detail: the act of reducing the month to a single sheet forces us to decide what mattered and what was noise. detail goes in the appendix; nobody reads it, and that's fine.
every line gets a verb. scale, hold, kill, or test.
numbers without a verb are weather reports. we put a recommendation against every channel, every cohort, every creative concept — and we sign our name to it. scale means add budget. hold means stay the course. kill means stop spending here. test means we don't know yet, here's what would settle it.
show the math. and the doubt.
every recommendation cites the data that supports it — and the data that pushes back. if the model says scale but the holdout disagrees, that's in the report. if we're 60% confident, we say 60%. reports that pretend to certainty get believed once and dismissed forever after. we'd rather be honest about the doubt.
your stack. your data. your report.
we build inside your warehouse — bigquery, snowflake, postgres, looker studio, mode, whatever's already there. the dashboards stay yours. the dbt models stay yours. when the engagement ends, you keep every query, every model, every report template. we never lock measurement behind our tooling.
one page. four verbs. every month.
this is the format we ship every monthly review — redacted from a real client doc. tldr at the top, the four-verb quadrant in the middle, footer with confidence and risk. nothing that doesn't change a decision survives this page.
- tiktok creator ads — 22% mix, 4.6× marginal ROAS+$32k
- youtube shorts — brand-search lift +14% over 60d+$18k
- spark-ads from oct cohort — 7 winners ready to whitelist+$12k
- meta retargeting — ROAS 4.2× but creative fatigue at 7drefresh
- google non-brand — CAC $58, at thresholdwatch
- email lifecycle — 2.1% revenue, holding patternstable
- google brand-search — 78% incrementality fail, double-paying−$14k
- meta lookalike of converters — marginal CAC $112, above ceiling−$8k
- pinterest test budget — 60d learning, no signal−$5k
- amazon DSP — needs 4w holdout to validate$10k
- ugc hook framework v2 — 12 new units, 14d test$8k
- sms retargeting — vs. paid social retarget control$4k
five weeks from kickoff to first signed read.
we don't take over a measurement stack on day one. we audit, model, instrument, then ship the first board doc — and only after it's been signed off do we move to the always-on monthly cadence.
where the numbers live, what they mean.
we map your actual data flow: ad platforms → warehouse → dashboard, plus shopify/stripe/ga4/crm. document where each metric is defined, where it's broken, where it's double-counted. usually 30% of "the numbers" don't agree with each other — that gets fixed first.
three layers, one source of truth.
we set up the three-layer attribution: platform-reported (with skepticism), MER vs. forecast (the truth-line), and quarterly incrementality holdouts (the validator). models live in your warehouse, not ours. dashboards expose the math, not just the answer.
the four-verb format, on your data.
we build the one-page report scaffold — tldr, four-verb quadrant, footer — and populate it with last quarter's data as a backtest. you read the historical version first: would those calls have been right? if the format doesn't survive the backtest, we tune it before going live.
monday, every monday, no exceptions.
weekly read is a one-screen friday-to-friday rollup — pacing, marginal CAC, MER, three calls. lands monday 9am, signed. by week six the rhythm is the rhythm: monday read, thursday creative ship, end-of-month board doc.
one page. four verbs. signed.
end of month one: first signed monthly read. tldr, quadrant, risk, signature. presented in 20 minutes, defended in 30. after that, it ships on the same day every month — and the format never bloats. discipline is the deliverable.
documents boards read. decisions that ship.
first agency that ever wrote "kill this" in a monthly. and they were right.
questions, answered straight.
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