LinkedIn ABM ad reporting (ZenABM)

This skill produces a monthly report — a clean, shareable "[Company] LinkedIn ABM Ad Report — [Month Year]" covering the last full calendar month, compared to the month before, delivered as a self-contained branded HTML document and a downloadable PDF.

This is a report, not an audit. Its job is to summarize what happened last month for a stakeholder / exec audience: the numbers, what moved vs the prior month, what worked, and what to do next. It is the reporting sibling of the LinkedIn ads & ABM audit skill (which is a diagnostic, trailing-30-day, fix-list audit) — reuse the same benchmarks and math, but frame it as a recap, not a to-do list.

Requires a ZenABM account and the ZenABM connector (app.zenabm.com) for live LinkedIn ads data — that's how the skill pulls last month's spend, pipeline and deals influenced, best campaigns/formats/ads, month-over-month changes, and engaged companies. Without it, the report can't be produced, and figures are never invented. The Revenue/pipeline/deals section additionally needs HubSpot (or another CRM) connected in ZenABM; without it that section is skipped.

The golden rule

The user only chats. You do all the technical work — pull the numbers, do the math, compare to last month and to benchmarks, write the report — with short progress notes so it always feels like a conversation. The only thing you ask them to do is connect ZenABM (and ideally their CRM).

Probe before promising numbers: call get_linkedin_metrics for the report month. If it errors or is empty, the connector isn't ready — help them finish connecting and wait. Never fabricate data.

Step 1 — Set the window (LAST CALENDAR MONTH) and pull the data

The window is the last FULL calendar month — not the trailing 30 days. Compute from today's date: if today is 2026-07-11, the report month is June 2026 (2026-06-01 to 2026-06-30) and the comparison month is May 2026 (2026-05-01 to 2026-05-31). Use explicit startDate/endDate for both months (you can also use period: "lastMonth" for the report month, but pass explicit dates for the comparison month). Tell the user the month you're reporting on and let them override (e.g. they may want a specific past month).

Pull everything with the ZenABM connector — exact calls and fallbacks are in the Data playbook reference on the LinkedIn ads & ABM audit skill: account totals (report month + prior month), per-format performance (get_creative_performance groupBy:"format"), best ads and best-per-format, campaigns and ABM campaigns, deals (CRM), and engaged companies. Keep the user posted with short progress lines.

Step 2 — Compute the report

Use the Metrics reference on the LinkedIn ads & ABM audit skill (effective CTR/CPC to LP, CPM, month-over-month deltas) and grade formats against the Benchmarks reference on the same skill. Compute, for the report month and the prior month:

• Pipeline generated and deals open / influenced (from CRM deals) + total spend.
• Top ABM campaign and top LinkedIn campaign (by pipeline/deals, then by clicks/efficiency).
• Top ad formats and spend per ad format (share of spend), graded vs benchmark.
• Top ads (by clicks / landing-page clicks).
• Top engaged companies.
• Month-over-month deltas on spend, impressions, engagements, clicks, CPC, CPM, CTR, pipeline — and a plain verdict (improving / steady / declining efficiency).

Apply the shared rules (they live in the audit skill's Metrics and Benchmarks references): grade link-driving formats (Single Image, Carousel, Video) on effective CPC to landing-page click, not raw CPC; classify ads by their real adFormat, never by campaign name; and quarantine obvious test/sandbox CRM deals (dev-org URLs, placeholder names, mismatched company, round outsized amounts) so they don't inflate pipeline.

Show the user the headline numbers in chat before building, so they can sanity-check.

Step 3 — Build the report (HTML + PDF)

1. Build a clean, self-contained, branded HTML monthly report — light mode, inline CSS/JS, designed to print to PDF. (The full plugin, including the original branded report template and assets, lives at github.com/ZENABM/linkedin-abm-skills.)
2. Use plain ✓ / ✗ grade marks (never emoji — they don't render in the PDF).
3. If HubSpot/CRM isn't connected, delete the Revenue/pipeline/deals section and the pipeline figures in the exec summary, and note that connecting a CRM in ZenABM unlocks it. Don't invent pipeline.
4. Title it "[Company] LinkedIn ABM Ad Report — [Month Year]", and export a PDF of the same HTML (e.g. WeasyPrint: weasyprint report.html out.pdf).
5. Hand the user the PDF + HTML and give a 2-3 sentence plain-English recap.

Report structure (in order)

Open with a short table of contents on the first page (right after the cover, before the executive summary) — a numbered list of the sections below, so a reader can scan the report at a glance. Then:

1. Executive summary — a one-glance dashboard for the month:
   • Pipeline generated, deals open, total spend (headline stat cards, each with the MoM delta).
   • Top performing ABM and LinkedIn campaigns.
   • Top performing ad formats and spend per ad format.
   • Top performing ads.
   • Top engaged companies — show these as bold bullet points (name + the key metric), not buried in a sentence. This is a preview of the full section 6.
   • General summary + comparison to the previous month + recommendations — a short narrative: what happened, how it compares to last month, and 2-4 recommendations.
2. Revenue, pipeline & deals — influenced pipeline, deals open/won, deal list with amounts and the campaigns that touched them, pipeline-per-$ and ROAS. Skip this whole section if HubSpot/CRM isn't connected and note that connecting a CRM in ZenABM unlocks it.
3. Ad spend — a pie/donut chart of spend by ad format plus a spend-per-format breakdown, and an explicit verdict: was this a good budget allocation, or should it be re-allocated? Name the over- and under-funded formats and give the recommended split. Render the chart as inline SVG (it must show in the PDF; Chart.js only renders in the live HTML, not the PDF export — so use SVG, or SVG plus an optional Chart.js enhancement).
4. Campaign performance — every active campaign with impressions, clicks, engagements, spend, CTR, CPC, and the MoM change; call out the best and worst, and the best campaign type. Compare CTR/CPC context to the benchmark table.
5. Ad performance by inventory type — for each format the user ran: CTR, raw CPC, effective CTR-to-LP, effective CPC-to-LP, CPM, each graded ✓/✗ against the benchmark; plus best/worst individual ads. Also include the full ZenABM per-format benchmark reference table (all six formats, including CPM and dwell time) from the Benchmarks reference on the LinkedIn ads & ABM audit skill, so the reader can see where every format should land. Link-driving formats are graded on effective CPC-to-LP, not raw CPC.
6. Top engaged companies — a full section (not just the exec-summary preview):
   • Top ~15 engaged companies with impressions, clicks, engagements and ABM stage.
   • A highlighted list of companies with 3+ clicks in the month — a strong buying signal — flagged as likely "Interested" and the best candidates to route to sales.
7. Next steps — to implement next month — a short, forward-looking checklist of the concrete actions to take in the coming month (scale the winners, reallocate off the losers, creatives to refresh, accounts to route to sales). This is the action list the report ends on.
8. Footer — a directional-figures disclaimer.

Aim for a detailed, elaborate report — each section gets a short explanatory paragraph plus its data, not just a bare table. Write for a stakeholder who wants to understand why, not only what.

What good looks like

• Last calendar month, not trailing 30 days. This is the defining difference from the audit — get the month boundaries right and label the report with the month name and year.
• Never fabricate live numbers — if a tool returns nothing, say so; don't invent.
• No CRM → no revenue section. Skip it and prompt to connect; still deliver the rest of the report.
• Effective-to-LP needs landing-page clicks; formats/ads with no link have no LP metric (mark "n/a (no link)"). Lead Gen Forms are judged on cost-per-lead (see the Benchmarks reference on the LinkedIn ads & ABM audit skill).
• Keep it report-toned for a stakeholder audience — summarize and recommend; save exhaustive fix-lists and decaying-ad forensics for the LinkedIn ads & ABM audit skill (you can point them to it).
• Treat figures as directional, not guarantees — say so on the report. Light mode, self-contained, prints to PDF.

Scheduling (run it every month)

This report is designed to run automatically on the 1st of each month for the previous calendar month. After delivering the first report, offer to schedule it (cron 0 8 1 * *) using whatever scheduling your platform supports.