A weekly report should let a client act without opening a second spreadsheet. It is not a smaller copy of a monthly dashboard. The most useful structure separates observed changes, likely explanations, proposed actions and unresolved questions. That separation prevents a plausible narrative from becoming an unsupported claim about why performance moved.
Make this useful for your client. Follow the worksheet, or use the ready-to-copy task with your connected data.
Try this task in 1ClickReport → · See the product workflow →Evidence → Decision → Review
How to run the investigation
Agree the weekly question
Write the client’s goal, approved spend and conversion definition at the top. Use the same definitions from week to week. If the client values qualified calls, do not celebrate every form submission as equivalent progress.
Explain the material changes
Compare matched weekdays and show absolute values beside percentage changes. Split channel, campaign and country only where they explain a decision. Mark recent conversions as immature and keep tracking failures distinct from business declines.
Give one action per finding
For each material issue, state the evidence, proposed response, owner and approval requirement. Do not fill the report with generic suggestions that would apply to any account. A held recommendation can be useful when the evidence is too weak.
Close the learning loop
Carry last week’s decisions forward. Show whether they shipped, what was observed and whether the team will keep or reverse them. End with the next review date and any input required from the client.
Decision worksheet
Use these rows to turn the investigation into an action. Add the actual account, date range, evidence and owner before sharing it with a client.
| What you find | Interpretation | Next move |
|---|---|---|
| Observation | What changed in the data? | Use matched dates and actual counts. |
| Recommendation | What should happen next? | Name the owner, cap and approval. |
| Follow-through | Did last week’s change work? | Record the decision and the next evidence needed. |
Download this worksheet (CSV) ↓
Worked example: an illustration, not a customer result
An illustrative update might read: “Search spend rose $120 while mature qualified leads stayed at six. Most additional spend went to the new broad-intent group. We recommend reviewing that group’s terms and holding total spend fixed. The client needs to classify four outstanding leads before we recommend expansion.” That is more actionable than “optimize targeting.”
MAKE THIS YOUR NEXT CLIENT TASK
Run the review on your own data.
Start with one client in 1ClickReport. Connect the client’s relevant marketing sources, select the correct client and use the task below. The analyst keeps client-specific context as you work.
Read the ready-to-use task
Prepare a weekly PPC update for this client. Include goal, matched-period spend and qualified outcomes, three material changes, evidence and uncertainty, proposed actions with owners, and the status of last week’s decisions. Ask for missing qualification data. Keep recommendations separate from actions already executed.
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- Copy the task, then create your account in the new tab.
- Finish setup and connect the relevant client data.
- Return to this page and open the task in AI Analyst ↗. Review the prompt before sending.
Start with one client. Team adds execution and reporting features; Agency adds capacity. Check current plan limits.
A question worth asking
Should the report include every available metric?
Include enough evidence to assess the decisions, with a dashboard or appendix for detail. A long list of counters can obscure the question the client actually needs to answer.
References and method
Reviewed November 12, 2026. The decision process and worksheets are 1ClickReport’s editorial recommendations. Examples are hypothetical, not customer results. Platform behavior and access can vary; use the current native account view to verify settings.