Internal · Reporting Framework

Weekly Reporting
System.

A standardized, AI-supported performance report delivered via Vercel — structured data, consistent formatting, and clear actions every week.

Foundation
Core Principles
The three commitments that define how this reporting system is built and delivered.
01
We are moving toward a standardized weekly performance system delivered via Vercel links, with structured data, consistent formatting, and AI-supported insights, but allows for embellishment as needed based on each client focus.
02
These links must sit behind an access-controlled environment. Larger clients will not accept open links where sensitive performance data can be accessed without restriction. This is a requirement, not a nice to have.
03
The goal is to create a repeatable, scalable reporting system that gives clients clarity, gives our team direction, and reinforces MH-1 as a system-driven operator.
Section 1 · Report Structure
The Seven Core Sections
Every weekly report follows the same architecture — seven sections that cover performance, creative, channels, CRM, and action.
Section 01
Executive Summary
Leads every report. Pacing vs media plan month-to-date. What is working, what is not, and what actions are being taken next.
Answers
Are we on track? What is moving the needle? What is the team doing about it?
Section 02
Creative Performance
Last 7-day performance of evergreen ads. What is driving engagement, CTR, and conversions. Performance by product or category MTD/YTD. Translates directly into next creative actions.
Answers
Which creative is working? What should we make more of? What should we pause?
Section 03
Creative Tracker
What ads are currently live. What has recently launched. What is in the pipeline. Maintains visibility into creative velocity.
Answers
What is live? What is coming? Are we building fast enough?
Section 04
Paid Social Performance
Meta and TikTok KPIs: spend, CPA, ROAS, CPM, CTR, CPC. Forward-looking planning tied to creative and audience strategy.
Answers
How are paid social channels performing? Where should we shift budget?
Section 05
Paid Search Performance
Broken out by: PMax, Shopping, Search Brand, Search Non-Brand, Demand Gen, Display. MTD vs same point last month across spend, CPC, CPA, ROAS.
Answers
Which search campaigns are efficient? Where is spend being wasted? How do we compare to last month?
Section 06
CRM Performance
Klaviyo or Braze: campaigns and flows. Sends, delivered, opens, clicks, revenue/leads, unsubscribe rates.
Answers
Is CRM driving revenue? Are flows healthy? What needs to be fixed?
Section 07
Action Items & Project Plan
What we are doing next. What is in progress. Client dependencies and asks. The operational backbone of the engagement.
Answers
What are we committed to this week? What do we need from the client? What is blocked?
Section 2 · Framework
The Three Questions
Every section of the weekly report answers one of three questions. Data without interpretation is incomplete. Interpretation without action is insufficient.
1
What happened?
Clear data. No ambiguity. Pacing, creative performance, channel results.
2
Why did it happen?
AI-supported interpretation. Not a restatement of metrics — an explanation.
3
What are we doing next?
Defined actions, owners, timelines. Every insight connects to an action.
Section 3 · Data Security
Access Control & Data Protection
Performance data is confidential. Every report delivery must meet these access requirements.
Requirement
Weekly reports must be delivered via access-controlled Vercel links. Sensitive performance data — spend, revenue, ROAS, CPL — cannot be openly accessible. Password protection or SSO is required for all client-facing reports going forward.
Password-protected Vercel links for all client deliveries
Internal team links kept separate from client-facing links
Historical reports archived and access-logged
Section 4 · Continuity
Historical Archive & Narrative Continuity
The weekly report is not a snapshot. It is a chapter in an ongoing story.

Each weekly report is archived and accessible. This enables teams to track progress over time and build a narrative across weeks, months, and quarters. The report is not a snapshot — it is a chapter in an ongoing story.

Weekly Archive — Building narrative over time
Week 1
Week 2
Week 3
Week 4
Week 5
···
QBR
Building narrative across weeks, months, and quarters
Connected to QBR →
Section 5 · AI-First Design
A System Upgrade
This is not just a reporting update. It is a fundamental shift in how we operate and communicate with clients.
Design Principle
This is not just a reporting update. This is a system upgrade. If we are serious about being an AI-first company, our reporting layer needs to reflect that.
Standardized
Same structure every client, every week. Teams know what to build. Clients know what to expect.
AI-Enhanced
Every section has an AI insight layer translating data into observations and actions.
Embellishable
CMOs can add depth, nuance, and client-specific context as needed. The template is a floor, not a ceiling.
Example Output
What a Week 3 Report Looks Like
A realistic sample for Everleaf Co. (DTC). All 7 sections shown — condensed for preview.
Everleaf Co. — Weekly Performance Report WEEK 3 · APR 7–13, 2026
Prepared by CMO + MH2 · mh1.co/everleaf-w3 🔒
01 Executive Summary Pacing to Plan
Spend MTD
$48,400
of $52,00093%
Revenue MTD
$291,800
of $312,00093.5%
Blended ROAS
6.03x
target 6.0xOn Target ✓
New Customers
341
of 380 target−10% vs plan
AI Summary: Spend and revenue are pacing at 93% — slightly below plan but within acceptable range. ROAS is on target at 6.03x. New customer acquisition is running 10% behind; the primary driver is underperformance in TOF Meta (see Section 2). PMax continues to dilute efficiency — reallocation to non-brand Search is the priority action this week.
02 Creative Performance
Ad CTR CPA Freq Status
Ritual Starter · Carousel 2.1% $34 1.8 Scaling
Morning Ritual · UGC 15s 1.6% $41 2.4 Stable
Product Hero · Static 1.0% ↓ $58 ↑ 4.2 Fatiguing
AI: "Product Hero Static" frequency at 4.2 with CTR declining 37% over 2 weeks — pause recommended. Two new TOF UGC concepts launching Thursday to fill volume gap.
03 Creative Tracker
Live
Ritual Starter Carousel
Morning Ritual UGC 15s
Product Hero Static
April Offer Email
In Production
TOF UGC Concept A (Thu)
TOF UGC Concept B (Thu)
MOF Carousel — Social Proof
Briefed / Up Next
BOF DPA Retargeting Set
May Seasonal Campaign Brief
Klaviyo Welcome Flow v2
04 Paid Social Meta
Spend (7d)
$6,800
ROAS
5.8x
CPA
$42
CTR
1.42%
AI: ROAS holding at 5.8x. CTR softness driven by fatiguing static. New UGC launches Thursday should lift TOF volume.
05 Paid Search Google MTD
Campaign Spend ROAS CPA
PMax ⚠ $8,200 4.1x $68
Shopping $5,800 7.2x $38
Search Brand $2,100 14.1x $18
Search Non-Brand $3,900 4.8x $52
AI: PMax at 4.1x ROAS vs Shopping at 7.2x — clear over-investment. Shifting $1,500 to non-brand Search this week.
06 CRM Performance Klaviyo
Campaigns (2 sent)
Open Rate
42%
CTR
3.8%
Revenue
$18,200
Unsub
0.12%
Flows (MTD)
Revenue
$31,400
Flow CTR
4.2%
Top Flow
Welcome Series
A/B Test
Results Wed
07 Action Items
Pause Product Hero Static — freq 4.2, CTR −37% WoW
CMO
This week
Launch 2 new TOF UGC concepts — replaces fatiguing static
Creative
Thursday
Shift $1,500 from PMax → non-brand Search (4.1x vs 4.8x)
CMO
Monday
Confirm April Bloom campaign send date with client
CMO PM
This week
Review Klaviyo Welcome flow A/B test results + implement winner
CMO
Wednesday