Overview

Performance Report turns your connected data into an executive-level marketing report for any time period — channel by channel, with the story behind the numbers. Shadow pulls live data from Meta, Google, TikTok and Shopify, computes the blended KPIs, compares periods, and writes it up the way a senior analyst + creative director would — then hands you a share-ready report.

What it does

• Channel-by-channel breakdown — Meta, Google, TikTok, Shopify: spend, revenue, ROAS, CPA and campaign-level detail.

• Blended KPIs — MER, CAC, ROAS, CPA, AOV across the whole program.

• Two time frames, always — month-to-date vs. the same window last year (YoY), plus week-over-week for trend.

• Creative analysis — categorizes ads by format (UGC, static, video…) and compares what's working.

• Narrative + charts — a Big Win, an Opportunity and a Learning, grounded in the data — not a metric dump.
  
  

How to use it

1. Connect your channels — Meta, Google, TikTok, Shopify (Amazon/Klaviyo/GA4 too).

2. Ask for a report and set the period ("this month", "last week", a date range). No template needed — or attach your own format and it matches it.

3. Shadow pulls the data, folds in context from Slack, Notion and meetings, and writes the report with charts.

4. Review and share — it's client/exec-ready.

Run it in-app or from Claude / ChatGPT via the Shadow MCP.

What it needs

At least one connected ad/commerce platform (the more you connect, the fuller the report) and a time period. Prior-year data unlocks the YoY view.

What you get

A fixed-format executive report: Performance Snapshot (MTD + YoY) → Executive Summary (Big Win · Opportunity · Learning) → per-channel performance + creative breakdowns → next steps — charts throughout.

Not the right skill when…

• You need to know why a metric moved → use Root-Cause Analysis, instead

• You want new creative concepts → use Creative Strategy, instead

• You want competitor ad research → use Competitive Paid Social, instead