Marketing Campaign Reporter

Report Generator

This skill helps you create professional influencer marketing reports that tell the story of your campaign performance. It adapts content and depth based on the audience.

Cross-discipline (paid ads): this is also the paid-ads reporting surface — build exec/client/channel reports from RQS history (memory/audits/ad/) and measurement-loop readback verdicts. It presents metrics; it does not compute them (return math stays in roi-calculator). Save paid runs under memory/ad/report-generator/.

Quick Start

Shortest invocation:

Create a campaign report for [campaign name] for [audience: executive/client/team]

Common scenario:

Generate an executive summary for our Q3 influencer campaigns

Skill Contract

• Reads: campaign name, reporting period, target audience, opaque client_ref, preparer_ref, contact_ref, and owner_ref values when those roles appear, plus already-computed metrics with their provenance, window, target/comparator, and source artifact refs. ROI/ROAS/net-return values must come from roi-calculator, and performance deltas/rankings from performance-analyzer; raw spend plus revenue is not a computed ROI handoff. Reuse opaque creator_ref values from those artifacts, the optional tracker/stage, and an existing Campaign Retro Card. Raw client/staff/owner names, email addresses, and organization labels are transient resolver inputs only.
• Writes: return the finished audience-appropriate report inline by default. Preserve only a current scope-bound Campaign Retro Card from performance-analyzer; if it is absent or invalid, include an unknown placeholder rather than deriving a decision. Save the report/card together to memory/influencer/report-generator/YYYY-MM-DD-<topic>.md only with exact WARM-save authorization. Every saved report, template field, appendix, and handoff uses opaque client_ref, preparer_ref, contact_ref, owner_ref, creator_ref, and artifact/source refs—never resolved client/staff/owner/creator names, organization labels, contact emails, profile URLs, or provider IDs. Resolve those refs only in-memory for one explicitly named audience's transient render, discard the resolution afterward, and never save the mapping. Any external send/share/export requires a new exact authorization naming the report artifact/version, recipient audience, delivery channel, and identity/asset refs allowed for that audience; report creation or WARM save does not authorize distribution.
• Promotes: only with separate exact authorization, promote durable evidence-backed facts (verified final ROI/ROAS, measured performance baselines, and headline learnings) to memory/hot-cache.md. The Retro Card's qualitative renew | retest | retire | unknown decision, rationale, next hypothesis, and limitations remain WARM and are not creator-registry facts. This skill makes no creator-registry proposal: after a creator row is closed, only a separately authorized, evidence-backed actual rate, signed rights window/expiry, or measured performance baseline may be proposed by the owning workflow; creator-registry alone decides whether it becomes canonical.
• Done when:
  1. The report matches the requested audience template (executive, client, team, or board).
  2. Every metric is paired with compatible source-dated context (target, benchmark, or prior period) or explicitly marked Unknown/NEEDS_INPUT; the report does not manufacture context or recompute missing performance/return metrics.
  3. The report ends with concrete recommendations and, where relevant, action items.
  4. When current tracker-state evidence proves measured or closed, the report package preserves the matching performance-analyzer Retro Card with exact campaign/creator/state/measurement/decision-rule refs; a missing or invalid card produces an unknown placeholder and NEEDS_INPUT, never a newly derived decision.
  5. Saved/copyable output contains only opaque client/preparer/contact/owner/creator refs; any resolved labels/contact details exist only in a transient render for the declared audience, and external distribution is blocked without a fresh audience-scoped exact authorization.
• Primary next skill: content-quality-auditor

Handoff Summary

Emit the standard shape from skill-contract.md §Handoff Summary Format.

Data Sources

This family ships Tier 1: no live integration is required. Give it already-computed, provenance-labeled campaign metrics and it builds the report. If only raw observations are supplied, route metric analysis to performance-analyzer; if only spend/revenue/LTV inputs are supplied, route return math to roi-calculator before reporting.

Optional connectors that can pre-fill data where available:

• ~~social platform analytics — reach, impressions, engagement, video views per post
• ~~influencer database — creator handles, tiers, fees, audience demographics
• ~~analytics — link clicks, conversions, attributed revenue
• ~~CRM — new-customer counts and downstream revenue

Without any of these, the skill asks for the existing computed artifacts/metrics. It may return a partial report shell, but any missing dependent claim remains Unknown/NEEDS_INPUT; it does not calculate ROI/ROAS, rankings, attribution, or causal drivers here. See CONNECTORS.md for the free/keyless data recipe per category.

Instructions

When a user requests a report:

1. Determine report parameters — set report type (post-campaign/monthly/quarterly/annual), campaign(s), period, one explicit audience, opaque client_ref/preparer_ref/contact_ref/owner_ref values where applicable, and supplied tracker stage when present. Match depth to the audience: executive wants ROI and strategy at a high level; client wants results and value; team wants detailed learnings and optimization; board wants business impact. Keep any raw identity/contact locator transient. See the audience-needs matrix in report-templates.md.

2. Pick the audience template and fill it in — full executive, client, and internal-team templates live in report-templates.md. Pull performance metrics/deltas only from performance-analyzer output and financial ratios only from roi-calculator output. If the required computed artifact is absent, return a partial shell plus NEEDS_INPUT and the exact handoff; do not recompute from raw numbers. Pair every metric with compatible source-dated context or mark the comparison pending.

3. Apply visualization and writing guidance — choose the right chart per data point and per audience, and follow the lead-with-outcomes narrative arc. See the visualization recommendations and writing best practices in report-templates.md.

4. Close with recommendations and action items — end every report with concrete next steps; add an opaque owner_ref/deadline action-items table for team and board audiences.

5. Represent the measured cycle without re-deciding it — only preserve an existing Campaign Retro Card from performance-analyzer when it explicitly binds the same campaign_id, opaque creator_ref, current non-forked measured/closed tracker-state ref, locked measurement contract, and precommitted decision-rule ref. Never derive or change the decision in this reporting skill. If the card is absent, mismatched, or stale, emit a bound decision: unknown placeholder plus NEEDS_INPUT for the performance-analyzer artifact. Keep the card outside a client/board-facing copy unless the user requests it.

6. Return, then offer persistence or distribution — return the ref-only report and any Retro Card inline. Offer memory/influencer/report-generator/YYYY-MM-DD-<topic>.md (or memory/ad/report-generator/ for paid runs) for exact WARM-save authorization; the saved artifact keeps client_ref, preparer_ref, contact_ref, and owner_ref unresolved. If the user requests a human-readable audience copy, resolve only the approved refs in-memory for that one explicit audience and discard the mapping after rendering. Before any external send/share/export, require a new exact authorization naming the exact report artifact/version, recipient audience, delivery channel, and allowed identity/asset refs; never infer distribution authority from report generation, transient rendering, or WARM save. Request a separate authorization before promoting any eligible durable fact to memory/hot-cache.md. After an authorized save, offer a handoff to campaign-planner to append the saved artifact reference to the relevant tracker row's evidence_refs; that tracker edit needs a fresh path-and-operation-scoped exact WARM authorization, and this skill neither edits the tracker nor advances its stage.

7. Offer, do not launch, the next-cycle assessment — if the user wants to select the next roster, offer an explicit handoff to fit-scorer with the Retro Card's cited evidence and next_campaign_hypothesis. Do not invoke it automatically and do not translate, invent, or carry forward a STAR/SQS verdict from the qualitative Retro decision.

Example

User: "Create an executive report for Holiday Campaign 2024. roi-ref-01 already reports $50K spend, $165K attributed revenue, 230% arithmetic ROI and 3.3:1 ROAS on its declared verified basis. performance-ref-01 reports 3.5M reach across 15 opaque creator refs and calculated target deltas. The preregistered targets were $100K attributed revenue, 2:1 ROAS, and 2M reach. No segmented breakdown or reallocation rule is included."

Output (excerpt — full template in report-templates.md):

# Holiday Campaign 2024: Executive Summary

## Bottom Line: Campaign Exceeded the Supplied Targets ✅

**ROI: 230% (`roi-ref-01`)** | **ROAS: 3.3:1 (`roi-ref-01`)** | **Attributed Revenue: $165,000**

Metric status: financial values and their calculation/provenance come from `roi-ref-01`; reach and target deltas come from `performance-ref-01`. This report formats those outputs and performs no return or attribution recomputation. No incremental-revenue claim is made.

| Metric | Target | Actual | Status |
|--------|--------|--------|--------|
| Attributed revenue | $100K | $165K | ✅ +65% |
| ROAS | 2:1 | 3.3:1 | ✅ +65% |
| Reach | 2M | 3.5M | ✅ +75% |

### Recommendation

The supplied overall figures clear the supplied targets. A platform, creator-tier, content-format, or budget-change recommendation is `NEEDS_INPUT` because no segmented results or decision rule was supplied; request that evidence before proposing a Q1 reallocation.

Reference Materials

• report-templates.md — full executive/client/team templates, visualization recs, writing best practices, worked example
• skill-contract.md — shared contract and handoff format
• state-model.md — memory tiers and save-path convention
• CONNECTORS.md — free/keyless data recipes per connector category
• performance-analyzer — generates the metrics this report consumes
• roi-calculator — supplies ROI/ROAS figures
• campaign-planner — original plan to compare results against
• content-amplifier — amplification results to report on
• content-quality-auditor — quality gate for the report itself

Next Best Skill

Primary: content-quality-auditor — run the finished report through the publish-readiness gate before it goes to a stakeholder.

Alternates (same report phase / influencer family):

• performance-analyzer — if the report exposes data gaps, re-analyze before re-reporting.
• roi-calculator — recompute return figures if the financial inputs changed.

Termination note (visited-set): if a recommended skill has already been invoked this session, stop and report the chain as complete instead of re-running it. Honor a max chain depth of 3 hops to avoid loops.