weekly-report

Weekly Report

PREREQUISITE: Read ../_mureo-shared/SKILL.md for auth, security rules, output format, and Tool Selection (Read/Write on Code, mureo_strategy_* / mureo_state_* MCP on Desktop / Cowork).

Generate a weekly marketing operations report.

Prerequisites

• STRATEGY.md with Goals (run the onboard skill first)
• STATE.json with action_log (actions must have been logged during the week)

Steps

Before you start: Run the Diagnostic preamble from ../_mureo-shared/SKILL.md — load learning insights (mureo_learning_insights_get) and consult advisors (mureo_consult_advisor) before drawing conclusions.

1. Load context: Read STRATEGY.md and STATE.json.

2. Discover platforms: Identify all configured platforms and available data sources — built-in, mcp__mureo__<plugin>_* plugin platforms, and any hosted official-MCP connector present in the session (e.g. TikTok's tt-ads-* tools, key tiktok_ads). See ../_mureo-shared/SKILL.md → Plugin platforms and Hosted-connector platforms; pull a hosted connector's numbers from its own reporting tools and omit mureo-only value-adds.

3. Period: Determine the reporting period (last 7 days from today).

4. Goal progress: For each Goal, pull performance data from the relevant platforms:

   • Google Ads: prefer mureo native google_ads_performance_report (with period: "LAST_7_DAYS" then period: "LAST_14_DAYS" and subtract the first 7 from the next 7 for previous-week comparison). If mureo's Google Ads tools are unavailable (e.g. MUREO_DISABLE_GOOGLE_ADS=1 after mureo providers add google-ads-official), fall back to the official google-ads-official MCP's equivalent performance-report tool over the same two windows and perform the WoW subtraction the same way.
   • Meta Ads: prefer mureo native meta_ads_insights_report similarly. When summing Meta "results" across campaigns, group by result_indicator — never aggregate link_click totals together with pixel_lead totals (PR #61). If mureo's Meta Ads tools are unavailable, fall back to the official meta-ads-official hosted MCP for the raw insights over the same two windows; the official MCP does not surface a result_indicator field, so you must inspect each campaign's optimization goal / actions list yourself and avoid aggregating link_click-optimized totals with offsite_conversion.fb_pixel_lead-optimized totals — note this caveat in the report.
   • mureo BYOD data is centralized in the workspace byod/ directory (or ~/.mureo/byod/ for legacy CLI users) and is only accessible through mureo MCP tools — do not look for raw CSVs in the project directory.
   • Show week-over-week change for each Goal metric. If GA4 is available, include website-level metrics (sessions, conversion rate, revenue) for a holistic view.

5. Actions taken: Read action_log from STATE.json, filter to the reporting period. Present as a timeline:

   Date	Command	Action	Platform	Summary

6. Impact assessment: For each action taken, evaluate impact using the relevant platform's trend/analysis tools. Cross-reference with GA4 data if available to validate on-site impact.

   • Example: "Added 5 negative keywords on Mon → CPA decreased 8% by Thu"
   • Example: "Shifted 20% budget to Platform A on Tue → impressions increased 15%"

7. Cross-platform insights:

   • Compare performance across platforms (CPA, CVR, ROAS)
   • Identify platforms gaining or losing efficiency
   • If Search Console data is available, include organic search trend summary (clicks, impressions, CTR WoW change) and paid/organic keyword overlap changes
   • Suggest cross-platform shifts if one platform significantly outperforms others toward Goal achievement

8. Next week recommendations:

   • Based on Goal trajectory, suggest focus areas
   • Recommend specific commands to run (/rescue, /budget-rebalance, /creative-refresh, /goal-review)
   • Suggest Operation Mode change if appropriate (e.g., "Goals on track — consider switching from TURNAROUND_RESCUE to EFFICIENCY_STABILIZE")

9. Evidence pipeline: Include an evidence assessment section:

   • List actions with observation_due dates that passed this week — evaluate their outcomes by comparing metrics_at_action with current metrics
   • List actions still in observation — note them as "pending, do not draw conclusions"
   • Rate confidence in reported improvements: low (< 1 week data), medium (1 observation period), high (2+ consistent periods)
   • Do NOT present pending observations as confirmed wins

10. Present report in a structured format suitable for sharing with stakeholders:

    • Executive summary (2-3 sentences)
    • Goal progress table
    • Cross-platform performance comparison
    • Key actions and their impact (with confidence level)
    • Evidence pipeline summary
    • Recommendations for next week

11. Log to action_log in STATE.json that a weekly report was generated, including the reporting period.

12. Persist the report summary (best-effort): Call mureo_state_report_set with report="weekly" and a concise summary object so the read-only dashboard can render this report without re-running you. Follow this convention:

    • generated_at: ISO 8601 timestamp of this run
    • period: the reporting window (e.g. "LAST_7_DAYS" or an explicit date range)
    • kpis: per-platform and/or totals headline numbers (spend, conversions, cpa, week-over-week change)
    • flags: a list of structured flags — each a small object {code, severity, params} so the dashboard renders a coarse, localizable chip with the numbers on drill-down:
      • code: a canonical vocabulary key — one of goals_met, cpa_over_target, cpa_under_target, cv_below_target, cv_above_target, spend_spike, cpa_spike, invalid_traffic_suspected, zero_cv_adspots, budget_overspend, budget_drift, tracking_suspect, zero_conversions, supply_tools_unconfigured, anomaly_baseline_insufficient, pending_observations, search_console_no_property, ga4_not_configured.
      • severity: one of action/watch/info/positive (omit to take the code's default — info/positive keep informational and good-news flags visually distinct from alarms).
      • params: an object holding the DETAIL (platform, yen, cpa, week-over-week change). Keep detail in params, NOT baked into the code — write {"code":"cpa_over_target","params":{"cpa":15200}}, never a slug like meta_ads_cpa_up_15pct.
      • For a finding outside the vocabulary use {code:"custom", severity, label} where label is a string or a {"ja":…,"en":…} map. Unknown non-custom codes are rejected. (A legacy bare-string flag still works but renders without the drill-down — prefer the object form.)
      • Example: [{"code":"cpa_over_target","params":{"cpa":15200}}, {"code":"goals_met"}]
    • narrative: the 2-3 sentence executive summary

    This is best-effort: if mureo_state_report_set is unavailable (e.g. a pure file-mode host without the context MCP), skip it silently — the rest of this skill still works.