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Last Updated: May 20, 2026

Weekly Performance Notes

Performance Updates are notes sent weekly to every Growth Accelerator (GA) client. They're a primary way Tierra showcases the work we do and provides strategic insights. They also act as the agenda for bi-weekly client strategy meetings.

The sections of a performance update

  • Includes the date range that the metrics are based on
  • Always use the past week's Monday–Sunday for reporting
  • Example: For notes filled out on Monday 2/10, the date range reported is 2/3 to 2/9

General Notes

Owner: Account Manager (with Growth Strategist support if needed)

A great spot for:

  • Project updates
  • Questions for the client
  • Anything that doesn't fit neatly into an ad platform update or top creative report

Include key client deliverables at the top so they aren't missed.

Performance Metrics

Depending on the client's setup, this might be:

  • A screenshot from Triple Whale
  • The client's CRM data
  • A spreadsheet
  • Numbers copy/pasted into the doc

Metrics must match the date range from the header. If using a screenshot, ensure it's clearly legible once pasted.

Ad Platform Updates

Owner: Media Buyer(s)

  • Each ad platform gets its own section
  • Google + MS Ads are treated as one platform
  • Gives the client clear info about recent updates, learnings/insights, and next steps

Creative Updates

Owner: Creative Strategist

Only needed if we're running image and/or video ad creative (Meta, AppLovin, YouTube, etc.)

Uses a creative report (Motion or a manual report) showcasing the top performing ads over the past week.

How to write incredible client notes

On time, every time

  • Notes get completed by end of day Monday so they can be sent out Tuesday mornings
  • If Monday is a holiday: complete by end of day Tuesday and send Wednesday, but the date range for performance metrics still uses Monday–Sunday

Always provide value

Think to yourself: "If I'm the client, do I care about this?" If not, remove it in favor of something they actually care about.

This is also a chance to show the hard work the team is putting in. The client may not always be aware of what we're doing behind the scenes — use these notes to make that known.

Include numbers

  • Don't just say ROAS is increasing — include specifics: how much, what it was before, the date range
  • Be mindful of client KPI goals. If performance improved from 1.18 to 1.55 and their goal is 2.0+, don't call it "good"
  • Show control vs test performance metrics on any live or recently-ended split-tests
  • Common metrics to include: Spend, CPM, CTR, CPC, Conversions, CPA, CVR, Revenue, ROAS

Celebrate big wins

Get clients excited about things that are going well.

Difference in framing:

Before (weak) After (strong)
"While last week ended on a decline, this week we're seeing an increase in performance." "ROAS jumped up in a big way this week from 0.85 to 1.27 after cutting the 3 weakest ads! 🎉"

The strong version:

  • Focus on the performance boost (not the prior decline)
  • Specific numbers show the size and value of the increase
  • Use of ! or emojis for excitement (but don't overuse — they lose meaning)

Own when things aren't going well

  • Not hitting ROAS targets? Project timeline delayed? Be upfront and don't dance around it.
  • Clients care less about why something is a problem and more about how we're going to fix it
  • Poor performance is also a learning experience — include valuable insights that impact future strategy as a way of providing value

Less is more

  • The more notes written, the less likely a client reads the whole thing
  • Avoid long sentences and paragraphs
  • Virtually no update should be longer than 3 lines of text. If it is, ask if there's a simpler way to share the info.
  • If a message can be explained better on the client strategy meeting, leave a short note and discuss it on the call

Avoid technical language

  • Many clients aren't as digitally savvy as our team
  • Even if they are, they don't want to be bogged down by long technical details
  • If you have to use technical language, include an analogy or simpler alternate explanation
  • If something is really that technical, the notes are probably not the best place — leave a short bullet and discuss on the call

Use consistent formatting

The notes document, like all client-facing documents, is a reflection of our work at Tierra. Keep it clean and professional:

  • Use bullet point format
  • Follow proper indentation
  • Don't add extra line breaks