The same report every month,and every number traceable.

1. 01Format and period

   The format decides, not its own judgement.

   It starts with the report type, the client and the period. Every report type has a fixed format: fixed blocks, columns, formulas and colours. The client settings say which channels, campaigns, accounts and website events belong in it. It adds nothing, drops nothing and reorders nothing. Want a deviation? It confirms it with you and records it.

2. 02Data, read-only

   It fetches the figures itself.

   Budget, impressions, reach, clicks and leads per campaign come straight from Google Ads, Meta and LinkedIn Ads. Website visits, engaged visits, session duration and conversion events come from GA4, organic search from Search Console when the report asks for it. It only reads: it cannot change anything in an account.

3. 03One living workbook

   One file per client that grows every month.

   Each month gets its own sheet, next to a year overview that is rebuilt from all the months. The workbook is generated by code, not edited by hand: formulas stay live in the cells and earlier months stay untouched. Every derived figure is worked out with the calculator tool, never from memory.

4. 04Hard validation

   First prove that it is right.

   Before it delivers, it recalculates the totals with the calculator, compares cells with the raw output of the tools and checks every block, every colour, the title and the period. No error cells. Reach is never added up across campaigns, months or channels, because the same people would be counted twice.

5. 05Transparency and insights

   Then say what it means.

   Every delivery comes with a transparency note: which number comes from which source, what stayed open and why, what is estimated, plus the period, accounts and assumptions. In its message, not in the workbook, it adds three to five insights: trends, efficiency per channel, outliers, budget share against results. Fact and hypothesis stay apart.

6. 06The deck

   A report is almost always presented too.

   So it proposes a deck and brings in the Presentation builder: it supplies the figures, the validation and the insights, the Presentation builder turns them into an editable deck. A large report is built in phases, one phase at a time, and it asks you before it starts the next one.

This page is based on the agent's instructions and knowledge in Zaela. The drawings are illustrations.