Weekly portfolio rollup (internal, agency team only)
Inputs used: the fictional test data you pasted. Three weeks per client (two weeks ago, last week, this week), targets for all four clients, weekly spend plan, and expected channels. No account owners were given, so action prompts are addressed to "Account owner".
Thresholds used (defaults): red if off target by more than 20 percent, or spend pacing gap above 15 percent; amber if not red and the target metric got worse in each of the last two week over week comparisons; green otherwise. Definitions: CPA = spend / conversions; ROAS = revenue / spend. Off target = (actual minus target) / target, signed so worse is positive. Pacing gap = (actual spend minus planned spend) / planned spend. Currency assumed USD as written; no conversion applied.
1. Portfolio table with status
| Status | Client | Channel | Target | 2 weeks ago | Last week | This week | Off target (this week) | Spend this week vs plan | Trigger |
|---|---|---|---|---|---|---|---|---|---|
| Red | Client A | Google Ads | CPA $50 | CPA $45.00 | CPA $47.50 | CPA $66.67 ($2,000 / 30) | +33.3% (worse) | $2,000 vs $2,000 (0%) | CPA |
| Red | Client B | Meta Ads | ROAS 4.0 | ROAS 4.40 | ROAS 4.20 | ROAS 3.00 ($15,000 / $5,000) | +25.0% (worse) | $5,000 vs $5,000 (0%) | ROAS |
| Red | Client C | Google Ads | CPA $120 | CPA $100.00 | CPA $110.00 | CPA $109.09 ($1,200 / 11) | -9.1% (better than target) | $1,200 vs $1,000 (+20.0%) | Spend pacing |
| Amber | Client D | Google Ads | CPA $80 | CPA $60.00 | CPA $66.67 | CPA $70.83 ($1,700 / 24) | -11.5% (better than target) | $1,700 vs $1,700 (0%) | CPA worsened two weeks in a row |
CPA and ROAS figures rounded to the cent or two decimals.
2. Red and amber details
Client A (Red), Google Ads, trigger: CPA - CPA went $45.00, $47.50, then $66.67: under target for two weeks, then 33.3 percent over. - In the data: conversions held at 40 then fell to 30 this week, while spend rose from $1,900 to $2,000, on plan. - Note: Client A should also run Email (per expected channels), but no Email export was provided, so this view is Google Ads only. - Action prompt for the Account owner: "Client A CPA hit $66.67 vs $50 target as conversions fell 40 to 30 on planned spend. Check conversion tracking and search terms today, and send the missing Email export."
Client B (Red), Meta Ads, trigger: ROAS - ROAS went 4.40, 4.20, then 3.00, 25 percent below target. It has declined two weeks in a row; the last drop is the large one. - In the data: spend flat at $5,000 all three weeks; revenue $22,000, $21,000, then $15,000. - Action prompt for the Account owner: "Client B ROAS is 3.0 vs 4.0 target after revenue fell to $15,000 on flat $5,000 spend. Check purchase tracking and creative performance before changing budget."
Client C (Red), Google Ads, trigger: spend pacing - CPA is fine: $109.09, 9.1 percent better than the $120 target. - Spend is the issue: $1,200 this week against a $1,000 plan, 20 percent over (above the 15 percent limit). Spend has risen each week: $1,000, $1,100, $1,200. - Action prompt for the Account owner: "Client C spent $1,200 vs $1,000 plan (+20%) though CPA is on target. Confirm whether the budget increase was agreed; if not, bring spend back to plan."
Client D (Amber), Google Ads, trigger: CPA trend - CPA is still 11.5 percent better than the $80 target, but it worsened in both week over week comparisons: $60.00, $66.67, $70.83. - In the data: spend rose $1,500, $1,600, $1,700 while conversions went 25, 24, 24. - Action prompt for the Account owner: "Client D CPA has risen two weeks running ($60 to $70.83) as spend grew and conversions stayed flat. Still under the $80 target; review where the extra spend went before it crosses."
3. Data gaps
- Client A, Email: listed in expected channels, but no Email export was provided. Client A's status is based on Google Ads only.
- Account owners: not provided, so action prompts are not assigned. Send owners per client to route them.
- No other gaps: all four clients have a target, a spend plan and three weeks of data for their listed paid channel.
Needs your decision
- Approve before I post this rollup to a shared team channel. Nothing has been posted.