Fatigue Guard

Spend, ROAS, CTR, CPC, CPM, and frequency at minimum, broken out by campaign and by creative, plus the change versus the prior period. The change column is the part that matters: a static snapshot tells you where you are, while the delta tells you what to do this week.

Weekly for decisions and daily for alerts. Reviewing daily invites overreaction to noise, since Meta needs several days of data to stabilize after any change. Automated alerts cover the exception cases in between, so a spend spike or a sudden CTR collapse reaches you without you refreshing a dashboard.

Rising frequency, falling CTR against an ad's own baseline, CPA drifting past your target, spend pacing ahead of budget, and campaigns re-entering the learning phase. These five catch most preventable losses, and each maps to a specific fix rather than just telling you something moved.

Yes. Reports can be scheduled and delivered on a recurring basis, which is the difference between an agency reporting layer and a dashboard somebody has to remember to open. The value is consistency: clients who get a weekly summary ask fewer ad-hoc questions.

Attribution windows and modeling. Meta counts a conversion against the ad using its own click and view windows, while your analytics platform typically credits last non-direct click, and iOS signal loss means Meta models part of what it reports. Expect a gap, pick one source as the decision-making number, and keep the other for directional context.