Atlas & Bone
Fashion / E-commerce← All clientsReport · October 2026
paid mediaNumbers from the portal, not typed. Fill the bracketed lines, drop the internal block, and it is the deck. The shape is fixed by the reporting SOP. Month 6 of the engagement.
Weekly message, this month to date (Monday, WhatsApp)
Hi team, quick October 2026 check-in from Atlas. Spend so far $1,457 over 17 days, 33 purchase at $44 each. [AM: one line on what changed this week and what we are watching.] We will send the full report at month end.
1. What happened
[AM: two sentences: the outcome in the client's words, and the one reason behind it]
Spend
$1,457
+9% vs September 2026
purchase
33
+49% vs last month
Cost per purchase
$44
-27% vs last month
Creatives live
5
0 angles, 0 copy variants shipped
Cost per purchase down 27% against September 2026, on spend up 9%. Volume up 49%. Spend and volume compared per day — October 2026 is 17 of 31 days in.
Top ads
- 1/10 - carousel$3097 purchase$44
- 17/9 - 175cm$2964 purchase$74
- 25/9 - Breathable$2343 purchase$78
- Oct - New Limited (beige)$1263 purchase$42
- 30/9 - Video animation$1172 purchase$59
2. What we are doing next
[Media buyer: the decisions made this month and why, from the decisions log, in three lines]
[AM: what the client will see change next month, matched to what they said they want]
· Nothing yet. No creative axis has two cuts thick enough to compare across 72 ad(s) in 180 days, which is the normal state at this spend — and "we do not know" is a better answer than a ranking of four conversions that somebody then builds a quarter around.
· SGD 13182 of spend sits on ads whose names say nothing about format, hook or angle, so it teaches us nothing. That is the price of the old naming, and it falls to zero on its own as new ads ship under the convention.
· Cost per purchase fell more than a fifth against September 2026. Worth naming what changed while it is still fresh, so it can be repeated deliberately.
· The largest share of spend went to "1/10 - carousel" at 2.68x, while "AM - ASC - Axis 1" returned 8.26x on less. Worth asking rather than acting on: Meta may be funding the first because it contributes to conversions credited elsewhere, which last-click reporting cannot show.
· No new angle was approved for October 2026 while the account was spending. Everything running is inherited, which is fine for a month and is how an account quietly ages.
3. What we cannot see this month
· Which of our angles produced which result. All 6 ad(s) this month predate the naming convention, and live ads are not renamed — so this is closed rather than outstanding. Ads created from now on carry an angle code and attribute themselves.
Internal, never sent
Numbers not trustworthy yet: October 2026 is not over — 17 of 31 days. The comparison is already adjusted to a per-day basis, but the headline totals are still partial. State the window on the page, or wait for the month to close before sending.
Effort: 6 ads live, 0 angles shipped, 4 formats. Retainer $1,500, spend is 1.0x the retainer.
- Landing page and checkout work 81% of people who added to cart never bought. The ads earned that intent and the site lost it, which is work we can quote for and which no amount of new creative fixes.
- Creative refresh Nothing new was approved this month while the account spent SGD 1457. Every ad running is inherited, and inherited creative is the thing that quietly stops working.
The unfiltered version. If an account is going badly the AM must know before the client does.