Executive recap

Bi-Weekly Performance Report

Ilouity · Apr 1 – Apr 18, 2026

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How to read this report

Apr 1 – Apr 18, 2026
01Executive recapCover
02How to read this reportTOC
03How to read this reportPrimer
04Executive SummaryKPIs
05The Unified FunnelFunnel
06Creative HealthCreative
07Creative Health — CreatorScaffold
08Website & Feed HealthScaffold
09Media PlanMedia
10Flight planSchedule
11RetentionScaffold
12Opportunity costGap
13FindingsTakeaways
14Next StepsPlan
15Meta deep diveChannel
16Google & TikTokChannel
17Retention detailScaffold
18Site healthScaffold
19Creative rotation logScaffold
20MethodologyAppendix
21Sign-offClose
Prepared for Ilouity · Confidential
03 / 21

How to read this report

Look at the cream panel at the top of each slide. Three lines: what's on the slide, why it matters, and what to look for. Start there every time.
On this slide

Look at the cream panel at the top of each slide. Three lines: what's on the slide, why it matters, and what to look for. Start there every time.

Why it matters

Media plan (where the money goes), creative health (what people see), and website health (what happens after they click). Everything else supports those three.

What to look for

We close with a concrete revenue figure for what we're leaving on the table today, and a two-week plan to recover it.

Any term with a dotted underline (like ASC+ or RTG) shows a plain-English definition when you hover or tap. Nothing here requires prior knowledge.
04 / 21 · In 10 seconds

Executive Summary

Apr 1 – Apr 18, 2026
No media spend recorded for this window. The rest of the deck shows the shape of the report; populate connectors or upload a CSV to light it up.
Total Spend
kr0.00
Attributed Revenue
kr0.00
Return on ad spend
0.00×
Avg Cost per Purchase (CPA)
kr0.00
Avg Order Value
kr0.00
Ad Views (Impressions)
0
Clicks to Site
0
CTR
0.00%
CPM
kr0.00
Attributed Purchases
0
Whether we are ahead of or behind the trend line, and whether Meta and Google are moving in the same direction.
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The Unified Funnel

The five numbers that summarise the last two weeks: spend, revenue, ROAS, CPA, and where Meta and Google sit.
Channel
Total Spend
Attributed Revenue
ROAS
CPA
Meta
kr0.00
kr0.00
0.00×
kr0.00
06 / 21

Creative Health

What viewers actually see, and which creatives are carrying the results.

What viewers actually see, and which creatives are carrying the results.

07 / 21

Creative Health — Creator

Creator: this slide is yours.

Drop in hooks, screenshots, and a 2-sentence read on what is working and what is tired.

Creator notes area. Replace this block with 2–4 creative callouts, each with a thumbnail and the hook line.
08 / 21

Website & Feed Health

Site and product-feed leads: this slide is yours.

Record PDP conversion-rate, the top exit pages, and the product-feed coverage in your own voice.

Site & feed notes area. Intended owner: site / CRO / product-feed lead.
09 / 21

Media Plan

Where every krona of media spend goes, by market and by platform, plus the proposed scale plan.

Where every krona of media spend goes, by market and by platform, plus the proposed scale plan.

10 / 21

Flight plan

The weekly split mirrors the media plan: steady pressure on the tentpoles, a fast lane for what is working, and a review gate every two weeks.

Weekly cadence: kr0.00 per week split across the channels above.

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Retention

Retention lead: this slide is yours.

Drop the key email + SMS numbers, flow health, and a one-line plan for the next two weeks.

Retention notes area. Intended owner: retention / CRM lead. What happens after the first purchase, and how much of today's economics depend on it.
12 / 21

Opportunity cost

A rough 15% of current spend could be reallocated to higher-margin placements. That is about kr0 we are leaving on the table this window.

Estimated recoverable revenue this period: kr0.00.

13 / 21

Findings

Three to five lines that summarise what actually drove the numbers. We keep it short so it reads on a phone at 7am.

Awaiting operator input

Three to five sentences summarising this period.

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Next Steps

A two-week plan, costed and owner-assigned.

A two-week plan, costed and owner-assigned.

Lead Refine the plan for the next two weeks. This week
QA Run the linter and QA before publishing. Before publish
Thank you · Prepared for Ilouity · Confidential
Aggregate metrics only. No personal data leaves the reporting stack. Processed under EU-GDPR; supervised in Sweden by IMY (Integritetsskyddsmyndigheten).
15 / 21 · Channel detail

Meta — paid social deep dive

Apr 1 – Apr 18, 2026
Meta is usually the largest paid line. Watch ROAS drift and CPA inflation week over week — both flip the plan.
Spend

kr0.00

Revenue

kr0.00

ROAS

0.00x

CPA

kr0.00

16 / 21 · Channel detail

Google & TikTok

Apr 1 – Apr 18, 2026
Google and TikTok are supporting channels for most brands. Compare their ROAS against Meta to decide if a budget shift is justified this cycle.

No Google or TikTok data in this window.

17 / 21 · Scaffold

Retention detail

Retention lead: this slide is yours.

Klaviyo flows, repeat rate, LTV lift. Populated via /my-slides.

18 / 21 · Scaffold

Site health

CRO lead: this slide is yours.

Shopify conversion rate, AOV, checkout drop-off. Populated via /my-slides.

19 / 21 · Scaffold

Creative rotation log

Creative lead: this slide is yours.

Which ads rotated in, which fatigued out, what's queued. Populated via /my-slides.

20 / 21 · Appendix

Methodology

Numbers are platform-attributed unless otherwise noted. FX is pinned monthly. Windows include the end date.

Revenue is platform-attributed unless otherwise noted. Spend is in client currency, FX pinned monthly. Windows are inclusive of the end date.

21 / 21 · Close

Sign-off

This is the last slide. Corrections or priority shifts go in the shared thread so we reconcile before the next cycle.

Questions, corrections, or priority shifts: reply in the shared thread. We will reconcile before the next cycle.

Prepared for Ilouity · Confidential