Metric Configuration
Bi-weekly performance deltas — how this 14-day period compares to the one before
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Slack Message Preview
Exactly what lands in your Slack DM every bi-week
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This Period's Strategic Direction
What the numbers are saying and what to do about it
Performance was strong this bi-week — CPC dropped 30% on the Retargeting campaign 💚, which more than offset a slight CPM uptick on Display. ROAS held above 3×, and overall spend came in just under target. The signal is clear: the audience refinements from two weeks ago are working.
✅ What's Working
Retargeting CPC is down 30% — your audience exclusions and bid cap adjustments from last cycle paid off. This is your most efficient traffic right now.
⚠️ Watch Closely
Display CPM rising (+18%) — creative fatigue is likely setting in on the prospecting audience. Ads have been running 6+ weeks without rotation.
📈 Opportunity
ROAS above 3.2× on Search campaigns — there's room to push budget higher without sacrificing efficiency. Suggest raising daily cap by $50.
🔻 Needs Attention
Spend pacing at 97% of target — delivery settings may be throttling. Check for policy flags or budget caps on the Display campaign.
Next Steps
1
Increase Retargeting daily budget by $75 — double down on the 30% CPC improvement before the algorithm rebalances.
2
Request 3 new Display creatives by EOW — rotate in fresh assets to break the CPM trend before next bi-week.
3
Check delivery settings on Display campaign — investigate why spend is under-pacing and remove any policy flags.
4
Review keyword match types on Brand Search — broad match is pulling in irrelevant queries; tighten to phrase match.
Send History
Every automated and manual Slack send on record
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