SiGa Productions / WORKFLOW & DELIVERY SCOPE
Campaign reporting automation
Build a repeatable reporting foundation: align campaign inputs, validate the numbers and populate agreed outputs so analysts can focus on interpretation.
When this workflow is a fit
For media teams preparing recurring performance reports or end-of-campaign (EOC) presentations. Begin with a defined report set and template rather than promising a single connector will reconcile every platform and metric.
A report can look consistent while using incompatible numbers. Currency, time zone, attribution, date range and metric definitions need to be resolved before a template is populated. Reporting automation should preserve those assumptions and make missing or stale inputs visible.
How the workflow is structured
- Define the reporting contract
Agree the date range, time zone, currency, campaign keys and KPI formulas. Specify which source owns each metric and when the report is considered complete.
- Align the inputs
Map fields from approved reports or authorised integrations. Retain source dates and separate missing records from genuine reported zeros.
- Validate and populate
Reconcile agreed totals, flag exceptions and populate the selected report or presentation template. Avoid combining non-additive metrics as though they were totals.
- Review the narrative
Let an analyst confirm the interpretation, limitations and recommended next steps. Keep a clear distinction between measured delivery and an explanation of why it occurred.
A reporting-quality checklist before template population
These checks help define an EOC or recurring-report pilot. The final rules follow your sources and approved reporting requirements.
- Period: do the data extracts cover the same reporting dates and time zone?
- Definitions: are spend, impressions, clicks and KPI denominators defined consistently?
- Aggregation: are rates recalculated from the underlying totals instead of averaged across rows?
- Coverage: are missing sources, late data and unmatched campaign identifiers visible?
- Review: can the reviewer trace a populated output back to the input and formula that produced it?
A worked example
Illustrative calculation: one row has 100 clicks from 10,000 impressions and another has 10 clicks from 100 impressions. The combined CTR is 110 ÷ 10,100 × 100 = 1.09%, not the 5.5% arithmetic average of the two row-level rates. A report should retain the underlying totals and state the calculation basis.
What a scoped engagement can deliver
- A source-to-output mapping with agreed KPI definitions and freshness rules.
- A validation summary covering totals, missing inputs and unmatched records.
- A repeatable output using the agreed reporting or presentation template.
- A reviewer handoff identifying narrative ownership, exceptions and support scope.
We agree the first workflow, acceptance checks and delivery milestones before implementation. Design, architecture, consulting, training and R&D can be combined with custom development and end-to-end support as required.
Coverage and limits
Template population, scheduling and source connections are scoped separately. Cross-platform reach and other non-additive measures cannot be deduplicated just by summing reports. The workflow overview is not a guarantee of causal insights, live data access or production readiness.
Common scoping questions
Can you use our existing presentation template?
Template population can be assessed as part of the scope. We first agree the required metrics, layout, data sources and sections that need human commentary.
Can reports refresh automatically?
Scheduling depends on available exports or authorised integrations, processing delays and the intended environment. A connector does not remove the need for freshness and completeness checks.
Will automation write the whole campaign story?
The reporting foundation can reduce repeated preparation. Insight ownership and review are agreed explicitly; populated numbers alone do not establish why performance changed.
START WITH ONE WORKFLOW
Scope your reporting workflow
Tell us the sources, report frequency, approximate campaign volume, output format and where preparation slows down. Describe the template structure without sharing confidential reports or personal information in the initial enquiry.
The enquiry form prepares a draft in your email app. You decide whether to send it.
Related expertise
Adtech Architecture — A useful adtech solution needs a clear plan for how people, platforms and information work together. We help define that plan before you commit to a build.
Adtech Consulting — Make better decisions about your adtech workflows, tools and next investment. We turn operational questions into a clear assessment and an actionable plan.
Adtech Training — Build confidence in the workflows your team uses every day. Our adtech training is shaped around roles, skill needs and practical tasks.
Compare this workflow with other opportunities using the Ad operations automation guide & business-case calculator.