# Wolfy's reports

> Expert-designed reports you can run in one click, no prompting required.

Beyond free-form chat, Wolfy includes a library of reports built by PPC experts. Pick one from **Popular reports** on the Wolfy home, or browse them all with **Browse all reports** there or the **Reports** button in the message box, and Wolfy generates it for your focus account in seconds.

Every report works on every plan, including free access. Reports need an active project with a connected Google Ads account (see [Your focus account](/docs/wolfy/choosing-your-focus-account)).

## Performance

| Report                | What it shows                                                                                                                                                             |
| --------------------- | ------------------------------------------------------------------------------------------------------------------------------------------------------------------------- |
| Monthly client report | Last month's KPIs, highlights and audits (negative keywords, budgets, change events), with month-over-month or year-over-year comparison. The most popular report by far. |
| Blind spot analysis   | A campaign-by-month view over the last 12 months that surfaces creeping deterioration in Search, Shopping and Performance Max.                                            |
| Performance Labelizer | Segments your products by ROAS performance so you know which segments to scale and which to exclude.                                                                      |

## Optimization

| Report                   | What it shows                                                                                                                                                           |
| ------------------------ | ----------------------------------------------------------------------------------------------------------------------------------------------------------------------- |
| Quality score analysis   | Keyword Quality Score components (ad relevance, landing page experience, expected CTR), with campaign-level priorities.                                                 |
| Match type analysis      | Compares broad, phrase and exact match performance to reveal budget leaks, precision opportunities and bid strategy adjustments.                                        |
| Wasted ad spend analysis | Search terms (Search and Performance Max) with enough traffic but no conversions, so you can plug budget leaks. You can choose to exclude branded or exact-match terms. |

## Search strategy

| Report                              | What it shows                                                                                                          |
| ----------------------------------- | ---------------------------------------------------------------------------------------------------------------------- |
| Short tail vs. long tail analysis   | Compares short-tail and long-tail search term performance to show conversion and ROAS opportunities for your queries.  |
| Competitive analysis (search terms) | Finds search terms with competitor intent and the performance gaps around them, for conquesting and defensive actions. |

## Audience & creative

| Report                   | What it shows                                                                                                               |
| ------------------------ | --------------------------------------------------------------------------------------------------------------------------- |
| Ad copy analysis         | Your RSA headlines and descriptions and your extension assets, surfacing top and underperforming copy with recommendations. |
| Audience analysis report | Which audience segments perform best across campaigns, and where the optimization opportunities are.                        |

## Custom reports

If none of these fit, write your own template under **Custom reports** in the same report picker and reuse it on any account. Custom reports work on every plan. See [Custom reports](/docs/reports/custom-reports). To have a report arrive on a schedule instead of running it by hand, see [Scheduling reports](/docs/reports/scheduling-reports); scheduled reports need a Flowboost subscription.

## Exporting to Google Sheets

For data-heavy reports like Blind spot analysis and the Performance Labelizer, you can ask Wolfy to export the full dataset to a Google Sheet, handy for sharing or for bulk edits.

## Common questions

**The Reports button is greyed out.** Reports need a focus account. Switch to (or add) a project with a connected Google Ads account via the **Organisation ▸ Project** switcher in the header. See [Your focus account](/docs/wolfy/choosing-your-focus-account).

**Can I still get a custom analysis?** Absolutely, reports cover common needs, but you can always just ask Wolfy directly in chat for anything else.