Multi-Channel Reporting Skill

Generates cross-channel advertising performance reports using Google Ads API Report Fetcher (GAARF) patterns. Token-efficient summaries instead of raw data dumps.

Capabilities

1. Executive summaries - High-level spend, conversions, ROAS across all channels
2. Channel comparison - Side-by-side platform performance
3. Top/bottom performers - Identify winners and losers to act on
4. Daily data extraction - Scheduled pulls for trend analysis

Report Types

Workflow

Generate Performance Report

Run scripts/generate-report.py with date range:

python3 scripts/generate-report.py \
  --start-date 2025-01-01 \
  --end-date 2025-01-15 \
  --breakdown campaign

Options:

• --breakdown: campaign | ad_group | keyword | day
• --top-n: Number of top/bottom performers to show (default: 10)
• --output: Save to JSON file

Daily Data Pull

Run scripts/daily-pull.py for scheduled extraction:

python3 scripts/daily-pull.py \
  --days 7 \
  --output-dir data/

This stores data in data/YYYY-MM-DD.json for trend analysis.

GAQL Query Examples

Campaign Performance (Last 30 Days)

SELECT
  campaign.name,
  campaign.status,
  metrics.impressions,
  metrics.clicks,
  metrics.cost_micros,
  metrics.conversions,
  metrics.conversions_value
FROM campaign
WHERE segments.date DURING LAST_30_DAYS
  AND campaign.status = 'ENABLED'
ORDER BY metrics.cost_micros DESC

Daily Spend Trend

SELECT
  segments.date,
  metrics.cost_micros,
  metrics.conversions,
  metrics.impressions
FROM campaign
WHERE segments.date DURING LAST_30_DAYS
ORDER BY segments.date

Ad Group Performance

SELECT
  campaign.name,
  ad_group.name,
  metrics.impressions,
  metrics.clicks,
  metrics.cost_micros,
  metrics.conversions
FROM ad_group
WHERE segments.date DURING LAST_30_DAYS
  AND campaign.status = 'ENABLED'
  AND ad_group.status = 'ENABLED'
ORDER BY metrics.cost_micros DESC

Keyword Performance

SELECT
  campaign.name,
  ad_group.name,
  ad_group_criterion.keyword.text,
  ad_group_criterion.keyword.match_type,
  metrics.impressions,
  metrics.clicks,
  metrics.cost_micros,
  metrics.conversions
FROM keyword_view
WHERE segments.date DURING LAST_30_DAYS
ORDER BY metrics.cost_micros DESC

Output Format

Reports are token-efficient summaries, not raw row dumps:

EXECUTIVE SUMMARY
=================
Period: 2025-01-01 to 2025-01-15
Total Spend: $12,345.67
Conversions: 234
CPA: $52.76
ROAS: 3.2x

CHANNEL SUMMARY
===============
Google Ads: $10,000 | 200 conv | $50 CPA
LinkedIn:   $2,000  | 30 conv  | $67 CPA
Reddit:     $345    | 4 conv   | $86 CPA

TOP 5 PERFORMERS (by CPA)
=========================
1. Brand - Search ($15 CPA, 50 conv)
2. JTBD - Budget ($35 CPA, 30 conv)
...

BOTTOM 5 PERFORMERS (by CPA)  
============================
1. Cold - Display ($250 CPA, 2 conv)
...

ACTION ITEMS
============
• Scale: Brand - Search (lowest CPA, room to grow)
• Fix: Cold - Display (CPA 5x average)
• Pause: Test Campaign (no conversions in 14 days)

Environment Requirements

Requires environment variables:

• DATABASE_URL
• GOOGLE_ADS_DEVELOPER_TOKEN

Account IDs

• MCC Login Customer ID: 7431593382

Extending to Other Platforms

The scripts are designed for extension. To add a new platform:

1. Add platform query function in generate-report.py
2. Normalize data to common schema: {name, spend, impressions, clicks, conversions, cpa}
3. Add to channel summary aggregation

Supported Platforms

Platform-Specific Notes

The Trade Desk

• Uses changeTrackingVersion for incremental sync
• GraphQL for complex cross-dimension queries
• Supports display, video, CTV, audio metrics

Amazon DSP

• Async reporting - must poll for report completion
• Order = Campaign, Line Item = Ad Group
• Lifetime budgets (convert to daily for comparison)

About this skill

Part of the Synter free skills collection — open-source agent skills for advertising, PPC, and marketing automation.

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