assets/campaign_report_template.md
4.1 KB查看排版效果| 1 | # Campaign Performance Report |
| 2 | |
| 3 | **Report Period:** [Start Date] - [End Date] |
| 4 | **Prepared By:** [Name] |
| 5 | **Date:** [Report Date] |
| 6 | |
| 7 | --- |
| 8 | |
| 9 | ## Executive Summary |
| 10 | |
| 11 | [2-3 sentence summary of overall campaign performance, key wins, and areas of concern.] |
| 12 | |
| 13 | --- |
| 14 | |
| 15 | ## Portfolio Overview |
| 16 | |
| 17 | | Metric | This Period | Previous Period | Change | |
| 18 | |--------|-----------|----------------|--------| |
| 19 | | Total Spend | $ | $ | % | |
| 20 | | Total Revenue | $ | $ | % | |
| 21 | | Total Profit | $ | $ | % | |
| 22 | | Portfolio ROI | % | % | pp | |
| 23 | | Portfolio ROAS | x | x | % | |
| 24 | | Total Leads | | | % | |
| 25 | | Total Customers | | | % | |
| 26 | | Blended CPA | $ | $ | % | |
| 27 | | Blended CPL | $ | $ | % | |
| 28 | |
| 29 | --- |
| 30 | |
| 31 | ## Channel Performance |
| 32 | |
| 33 | | Channel | Spend | Revenue | ROI | ROAS | CPA | Leads | Customers | |
| 34 | |---------|-------|---------|-----|------|-----|-------|-----------| |
| 35 | | Email | $ | $ | % | x | $ | | | |
| 36 | | Paid Search | $ | $ | % | x | $ | | | |
| 37 | | Paid Social | $ | $ | % | x | $ | | | |
| 38 | | Display | $ | $ | % | x | $ | | | |
| 39 | | Organic | $ | $ | % | x | $ | | | |
| 40 | | **Total** | **$** | **$** | **%** | **x** | **$** | | | |
| 41 | |
| 42 | --- |
| 43 | |
| 44 | ## Top Performing Campaigns |
| 45 | |
| 46 | ### 1. [Campaign Name] |
| 47 | - **Channel:** [Channel] |
| 48 | - **Spend:** $[Amount] | **Revenue:** $[Amount] | **ROI:** [X]% |
| 49 | - **Key Success Factor:** [What made this campaign successful] |
| 50 | |
| 51 | ### 2. [Campaign Name] |
| 52 | - **Channel:** [Channel] |
| 53 | - **Spend:** $[Amount] | **Revenue:** $[Amount] | **ROI:** [X]% |
| 54 | - **Key Success Factor:** [What made this campaign successful] |
| 55 | |
| 56 | ### 3. [Campaign Name] |
| 57 | - **Channel:** [Channel] |
| 58 | - **Spend:** $[Amount] | **Revenue:** $[Amount] | **ROI:** [X]% |
| 59 | - **Key Success Factor:** [What made this campaign successful] |
| 60 | |
| 61 | --- |
| 62 | |
| 63 | ## Underperforming Campaigns |
| 64 | |
| 65 | ### [Campaign Name] |
| 66 | - **Channel:** [Channel] |
| 67 | - **Issue:** [Description of underperformance] |
| 68 | - **Benchmark Comparison:** [How it compares to benchmarks] |
| 69 | - **Recommended Action:** [Specific action to take] |
| 70 | |
| 71 | ### [Campaign Name] |
| 72 | - **Channel:** [Channel] |
| 73 | - **Issue:** [Description of underperformance] |
| 74 | - **Benchmark Comparison:** [How it compares to benchmarks] |
| 75 | - **Recommended Action:** [Specific action to take] |
| 76 | |
| 77 | --- |
| 78 | |
| 79 | ## Attribution Analysis |
| 80 | |
| 81 | | Channel | First-Touch | Last-Touch | Linear | Time-Decay | Position-Based | |
| 82 | |---------|------------|------------|--------|------------|----------------| |
| 83 | | [Channel 1] | $[X] | $[X] | $[X] | $[X] | $[X] | |
| 84 | | [Channel 2] | $[X] | $[X] | $[X] | $[X] | $[X] | |
| 85 | | [Channel 3] | $[X] | $[X] | $[X] | $[X] | $[X] | |
| 86 | |
| 87 | **Key Insight:** [What does the attribution analysis tell us about channel value that single-model analysis would miss?] |
| 88 | |
| 89 | --- |
| 90 | |
| 91 | ## Funnel Analysis |
| 92 | |
| 93 | | Stage | Count | Conversion Rate | Drop-off | vs. Previous Period | |
| 94 | |-------|-------|----------------|----------|-------------------| |
| 95 | | Awareness | | - | - | % | |
| 96 | | Interest | | % | % | pp | |
| 97 | | Consideration | | % | % | pp | |
| 98 | | Intent | | % | % | pp | |
| 99 | | Purchase | | % | % | pp | |
| 100 | |
| 101 | **Overall Funnel Conversion:** [X]% |
| 102 | **Primary Bottleneck:** [Stage transition with largest drop-off] |
| 103 | **Recommended Focus:** [What to optimize next] |
| 104 | |
| 105 | --- |
| 106 | |
| 107 | ## Budget Allocation Recommendations |
| 108 | |
| 109 | Based on this period's performance data: |
| 110 | |
| 111 | | Channel | Current Allocation | Recommended Allocation | Rationale | |
| 112 | |---------|-------------------|----------------------|-----------| |
| 113 | | [Channel] | [X]% ($[X]) | [X]% ($[X]) | [Reason] | |
| 114 | | [Channel] | [X]% ($[X]) | [X]% ($[X]) | [Reason] | |
| 115 | | [Channel] | [X]% ($[X]) | [X]% ($[X]) | [Reason] | |
| 116 | |
| 117 | --- |
| 118 | |
| 119 | ## Action Items |
| 120 | |
| 121 | | Priority | Action | Owner | Deadline | Expected Impact | |
| 122 | |----------|--------|-------|----------|----------------| |
| 123 | | High | [Action] | [Name] | [Date] | [Impact] | |
| 124 | | High | [Action] | [Name] | [Date] | [Impact] | |
| 125 | | Medium | [Action] | [Name] | [Date] | [Impact] | |
| 126 | | Low | [Action] | [Name] | [Date] | [Impact] | |
| 127 | |
| 128 | --- |
| 129 | |
| 130 | ## Next Period Goals |
| 131 | |
| 132 | | Metric | Current | Target | Strategy | |
| 133 | |--------|---------|--------|----------| |
| 134 | | Portfolio ROI | [X]% | [X]% | [How] | |
| 135 | | ROAS | [X]x | [X]x | [How] | |
| 136 | | CPA | $[X] | $[X] | [How] | |
| 137 | | Lead Volume | [X] | [X] | [How] | |
| 138 | |
| 139 | --- |
| 140 | |
| 141 | *Report generated using campaign-analytics toolkit. Data source: [Source system/platform].* |
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