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).

Tool names below refer to the built-in platforms; a namespaced variant (see _mureo-shared → Namespaced built-in variants) is used with its prefix substituted.

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.

0. Establish today: call mureo_state_get first, on every host (including Claude Code, where you would otherwise Read the file) and take server_now from its response — ISO 8601 with UTC offset, e.g. 2026-07-28T10:12:33+09:00. Its date is the only source of the current date for this run: it fixes the 7-day reporting window in step 3, which action_log entries fall inside it, and every observation-window comparison below. Do not shell out (this skill must run in Bash-less headless hosts) and do not read the date off STATE.json — last_synced_at, reports.*.period and action_log timestamps are history, never evidence of what day it is now. Never write server_now into STATE.json: it is a response field, and a persisted copy becomes tomorrow's stale "today".
1. Load context: Read STRATEGY.md and STATE.json (the same mureo_state_get response from step 0 on MCP hosts).
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 — the last 7 days ending on server_now's date from step 0, never on a date inferred from STATE.json.
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.
   • Auth failure is not data — it is a hole in the report. Any tool result carrying "status": "auth_error" means mureo could not read that platform for this period at all: auth_cause is no_credentials (nothing is configured) or token_invalid (a credential exists and the platform rejected it — typically an expired token), and detail is the operator-facing sentence. Never render detail where a metric belongs, and never read that platform's missing or empty numbers as "quiet" — unreadable and quiet are different facts. Record the platform name with its auth_cause and carry both into steps 10 and 12, then keep going for every other platform: one platform's credentials failing degrades the report, it never aborts the run.
   • 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.
   • A partial week is not comparable to a complete one. A platform that answered auth_error contributes nothing to either window — the same credential failed both pulls — so its week-over-week line is unknown, not flat and not a decline: render it as unread with its auth_cause, never as 0, never as -100%, never as a blank cell a reader fills in as zero. And never set a cross-platform or blended total computed without that platform beside a prior week's total that included it, whether that prior total comes from the previous reports.weekly kpis or from a fresh pull: that arithmetic manufactures a decline out of a credential problem, and this report is quoted onward. Either restate both weeks over the same set of platforms that answered this week — and label the total with that set — or withhold the comparison and name the platform whose absence blocks it.
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 — "this week" is the step-3 window derived from server_now, so compare each observation_due against server_now's date, never against another action_log timestamp — then 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:

    Partial report — this goes FIRST, above the executive summary. If any platform came back "status": "auth_error" in step 4, this report is partial: open it by saying so, naming each affected platform with its auth_cause and the recovery (no_credentials → configure the credential via mureo configure / mureo auth setup; token_invalid → re-authorize, the credential is present and dead). Then withhold every goal-progress verdict, week-over-week comparison and recommendation that depends on that platform's numbers — an unreadable platform has no performance to judge, and cross-platform advice (budget shifts, "scale here, cut there") derived only from the platforms that did answer is not the advice you would give with all of them. Report the platforms that did answer as usual, and make clear which is which. Because this report is shared with stakeholders and its totals get quoted onward, the partial marking must appear in the executive summary itself, not only in a footnote.

    • 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. Give every entry a display line: display_title (at most 40 characters) and display_summary (at most 120) — what this action WAS, in the operator's words, as plain text with no markdown (**bold** reaches a person as asterisks). The dashboard row shows those two and stops there; the full summary is drill-down only, so keep writing it as fully as the next agent needs and let the display line be the short one. Over either bound the append is refused, never truncated.

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 — use server_now
    • period: the reporting window from step 3 (e.g. "LAST_7_DAYS" or an explicit date range ending on server_now's date)
    • totals: the account's headline figures, using the canonical metric vocabulary — spend, conversions, cpa, ctr, clicks, impressions. This is the block the dashboard renders as figures. Raw numbers only: 773957, not "¥773,957"; 0.0466, not "4.66%" — one of those keys carrying a string is refused, because it sits where the view reads a figure and renders as nothing. A key outside the vocabulary may ride along: it is stored, just not shown as a headline number. Omit totals entirely if this run gathered no account-level figures.
    • kpis: the per-platform split (spend, conversions, cpa, week-over-week change) — the breakdown, not the headline row
    • 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 executive summary — the verdict and what you propose next, at most 400 characters — the tool refuses a longer one rather than truncating it (a sentence cut in half is worse than a long one). Do not restate the figures and do not list the findings here: numbers belong in totals, findings in flags.

    Never persist a number you did not read. For a platform that came back "status": "auth_error", omit its kpis entry entirely rather than writing 0 — this rollup is the baseline the NEXT weekly run compares against, so a fabricated zero turns one week's credential problem into two weeks of phantom movement. Omit it from the blended totals too, or label those totals with the platforms they cover. Record the partial read as a flag — {"code":"custom","severity":"action","label":"<platform> not read: <auth_cause>"} — which is where a finding goes; the narrative states the verdict, not the list.

    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.

13. Persist the display contract (best-effort): Call mureo_state_display_set with what the DASHBOARD shows. This is a different audience from the summary above — STATE.json is written for the next agent, and this small bounded section is the only thing the operator's screen reads. Write it in the SAME pass as the report, from the SAME figures, and reach no new verdict here: every value below is one you already decided, and this step only renders it.

    • source: your own skill name — REQUIRED whenever you write any section, at most 24 characters. The contract is replaced wholesale by whoever writes it last, so this is what lets the card say whose answer it is showing. generated_at is stamped by the server — do not compute it.
    • nav_message: the ONE line the operator should act on today — what next week turns on, e.g. "CPA up 9% on Meta — shift ¥60k to Google Search". One line, not a summary of the report.
    • highlights: at most 3 chips, and the tone must match the verdict you already gave — good for a target met or a clear win, watch for something to keep an eye on, bad for something deteriorating. Choose the three that matter; a fourth is refused and nothing is dropped for you. Map a finding's severity to a chip tone: action → bad / watch → watch / positive → good. info does NOT become a highlight — a neutral note would spend one of the 3 chips an action or a win needed, and it is still in the report for whoever wants it.
    • breakdown.campaigns / .adgroups: one row per entity you judged, carrying figures you ALREADY hold — spend, mcpa (the measured CPA) and target_cpa — plus state from the closed set (target_met / improving / watch / worsening / no_data) and a note of at most 40 characters. Use campaigns for the week's campaigns and adgroups where you broke the week down that far. Omit a figure you do not have: 0 states a perfect CPA rather than the absence of one, and no_data is the state for an entity with too little delivery to judge.
    • proposals: the recommendations you did NOT carry out, one entry each — title (what to do) plus body (why, in one line) plus date = server_now's date as YYYY-MM-DD. Something you DID apply this run is the same entry with status: "done".
    • stated_values: label + figure chips ONLY ({"label": "…", "value": …}) — the week's headline comparisons: {"label": "WoW CPA", "value": "+9%"}, {"label": "actions taken", "value": 5}. No prose notes here. A sentence lands in a numeric column and the tool refuses it; anything that needs a sentence stays in the report's narrative above, exactly where it goes today.

    The bounds, verbatim from the tool: The dashboard reads THIS section and nothing else — keep your reasoning where it already goes. Every bound below refuses the write rather than truncating it, because a sentence cut in half is worse than a long one. nav_message: one line, at most 80 characters. highlights: at most 3 items of {tone, text}, tone one of good/watch/bad, text at most 60 characters. proposals: {title, body, status, date}, title at most 30 and body at most 80 characters, status one of proposed/done. breakdown.campaigns / breakdown.adgroups: rows of {name, spend, mcpa, target_cpa, state, note} — the three figures are raw numbers, state is one of target_met/improving/watch/worsening/no_data, note at most 40 characters. stated_values: {label, value}, label at most 24 characters and value a raw number or a string of at most 12 characters — a sentence there is refused, because it lands in a numeric column. Do NOT write the KPI funnel or the daily chart: mureo computes both from the stored totals.

    Over a bound the write is REFUSED — shorten and rewrite, do not re-send the same sentence trimmed. Lead with the point and drop the connectives; a noun phrase is fine (CPA 12% over target, not The CPA is currently running about 12% above the target we agreed). Trimming one character at a time and calling again spends the run's context on a bound one rewrite would have met.

    You may not be the first writer today. display is REPLACED WHOLE and the last writer wins — there is no merge. Before you write it, read the current one (mureo_state_get). Of what another skill wrote TODAY, carry exactly one thing into your own write: its proposals that are still live — not yet done, and not contradicted by what you just found. Everything else you write from your own run alone, because a screen assembled from two runs shows a moment that never happened. And carry over NOTHING ELSE: never copy another skill's nav_message, highlights, breakdown or stated_values, which would put its judgement under your name when you cannot vouch for it. Name yourself in source so the screen says whose answer it is.

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