How CMG reports performance to clients. The weekly email, the live dashboard, the monthly recap, the quarterly business review. Same shape for every client — variation by client is OK; variation by pod is a smell.
Four client-facing reporting beats: daily, weekly, monthly, quarterly. Each has a job. The internal counterpart is the Executive Leadership Weekly L10 — where off-track client metrics and churn risks surface as issues.
| Cadence | What | Owner | Audience |
|---|---|---|---|
| DAILY By 5pm client time | Short async touch point in the client’s preferred channel — Slack, email digest, or a comment in the PM tool | Project Manager (orchestrates), pod members ship | Client point of contact (read at their pace) |
| WEEKLY Friday EOD | Email recap + live dashboard refresh | Project Manager | Client point of contact + Pod Lead |
| WEEKLY Wed / Thu | 45–60 min call | Pod Lead | Client team + Growth Marketer / Media Buyer |
| MONTHLY First Friday | Month-in-review email + Loom walkthrough | Pod Lead | Client decision-makers |
| QUARTERLY Every 90 days | QBR · 60–90 min | Pod Lead + Delivery Lead | Client exec + CMG partners |
A short visible update every business day so the client never goes 24 hours wondering what their pod is up to. Async, low-effort, high-trust.
One channel per client — whichever they use most. The Pod Lead picks at kickoff and we stay consistent.
| Channel | Best for | Format |
|---|---|---|
| Client Slack channel | Most clients — default | One short message, threaded if more detail. Tag the client contact if action needed. |
| Email digest | Clients who don’t live in Slack | One short email with the same shape as Slack; sent by 5pm client time. |
| Linear / Notion comment | Clients who run their work inside the PM tool | Comment on the relevant ticket or page; @-mention the client owner. |
| Loom (occasional) | When showing > telling — a new creative, a UI change, a dashboard tour | 60–90 sec. Loom link dropped in the chosen channel. |
Five business days a week, every week. If the client doesn’t hear from us on a workday, that’s a quiet day they remember at renewal. Skip = same effect as silence on the weekly email.
Three sections, always in this order. Don’t add a fourth.
Every client gets a live dashboard linked from the weekly email. Numbers refresh daily. Built once by the AI Developer per client; maintained by the Media Buyer.
Below: spend-vs-revenue trend chart, top creatives, top audiences, conversion funnel. Built in whatever the client’s stack supports (Looker Studio, Triple Whale, custom).
Same metrics every week, every client. Consistency > novelty.
| Metric | What it tells us | Reported as |
|---|---|---|
| Spend | Are we deploying budget on plan? | $ & % of monthly target |
| Revenue (attributed) | Are ads driving sales? | $ & % vs target |
| Blended ROAS | Total revenue / total spend | X.Xx multiple |
| Net-new customers | Acquisition velocity | Count & CAC |
| Hook-rate (top 3 ads) | Is creative working? | % |
| SOW-specific KPI | Per-client (e.g. email opt-ins, demo bookings) | Whatever’s in the SOW |
First Friday of each month. Looking back, then forward.
Email + a 3-minute Loom walking through the dashboard. Loom does more for retention than ten paragraphs of copy.
Every 90 days. The conversation about whether CMG is earning the renewal. See the Client Engagement Playbook for the full QBR agenda.
The weekly email goes out Friday. Even if performance was bad. Especially if performance was bad. Silence is the fastest way to lose a client.