--- name: campaign-performance-dashboard description: Build and maintain comprehensive campaign performance dashboards tracking KPIs across email, paid media, social, content, and organic channels with automated reporting. Use when building campaign dashboards, tracking multi-channel performance, setting campaign KPIs, creating campaign reports, or optimizing campaign mix. Triggers on phrases like "campaign dashboard", "campaign performance", "campaign reporting", "campaign KPIs", "multi-channel tracking", "campaign ROI", "marketing dashboard", "campaign analytics", "campaign optimization", "campaign mix". --- # Campaign Performance Dashboard Unified tracking and reporting across all marketing campaign channels and initiatives. ## Workflow 1. Define campaign framework: Campaign types, naming conventions, KPI structure. 2. Connect data sources: Analytics platforms, ad platforms, email platforms, CRM. 3. Build dashboard views: Executive summary, channel-specific views, campaign detail. 4. Configure automated reporting: Daily scorecards, weekly reports, monthly deep-dives. 5. Set up alerting: Performance thresholds, budget alerts, anomaly detection. 6. Track campaign lifecycle: Pre-launch, active, post-campaign analysis. 7. Analyze cross-channel attribution: How channels work together to drive results. 8. Generate actionable insights: Optimization recommendations, budget reallocation. ## Dashboard Structure ``` CAMPAIGN PERFORMANCE DASHBOARD — EXECUTIVE VIEW ================================================== ┌────────────────────────────────────────────────────────────────────┐ │ MARKETING CAMPAIGN PERFORMANCE — May 2024 │ │ Active Campaigns: 12 │ Total Spend: $185,400 │ Total Leads: 2,847 │ ├────────────────────────────────────────────────────────────────────┤ │ │ │ $185,400 2,847 $65.13 $127,500 │ │ Total Spend Total Leads Cost/Lead Pipeline │ │ ▲ 12% vs. Apr ▲ 18% vs. Apr ▼ 8% vs. Apr ▲ 22% vs. Apr │ │ │ └────────────────────────────────────────────────────────────────────┘ CHANNEL PERFORMANCE BREAKDOWN: ┌──────────────┬────────┬────────┬────────┬────────┬────────┬────────┐ │ Channel │ Spend │ Leads │ CPL │ Conv. │ Pipeline│ ROAS │ ├──────────────┼────────┼────────┼────────┼────────┼────────┼────────┤ │ Google Ads │ $48K │ 890 │ $54.00 │ 12.3% │ $52,400│ 3.2x │ │ Facebook │ $35K │ 620 │ $56.45 │ 8.7% │ $28,100│ 2.8x │ │ LinkedIn Ads │ $42K │ 310 │ $135.50│ 18.2% │ $41,800│ 4.1x │ │ Email │ $8K │ 540 │ $14.81 │ 5.4% │ $12,600│ 15.8x │ │ Content/SEO │ $25K │ 380 │ $65.79 │ 9.8% │ $18,200│ 7.3x │ │ Organic Social│ $27K │ 107 │ $252.34│ 3.2% │ $4,400 │ 1.6x │ └──────────────┴────────┴────────┴────────┴────────┴────────┴────────┘ TOP CAMPAIGNS BY PERFORMANCE: ┌────────────────────────┬────────┬────────┬────────┬──────────┐ │ Campaign Name │ Spend │ Leads │ CPL │ Pipeline │ ├────────────────────────┼────────┼────────┼────────┼──────────┤ │ Spring Product Launch │ $45K │ 680 │ $66.18 │ $89,200 │ │ Retargeting - Q2 │ $22K │ 420 │ $52.38 │ $35,600 │ │ Email Nurture - MQL │ $5K │ 310 │ $16.13 │ $18,400 │ │ LinkedIn Thought Lead │ $18K │ 145 │ $124.14│ $32,100 │ │ Blog Content - SEO │ $15K │ 220 │ $68.18 │ $14,800 │ │ FB Video - Awareness │ $12K │ 180 │ $66.67 │ $8,200 │ │ Google Search - Branded│ $8K │ 340 │ $23.53 │ $28,600 │ └────────────────────────┴────────┴────────┴────────┴──────────┘ CAMPAIGN STATUS TRACKER: ┌────────────────────┬──────────┬────────┬──────────┬──────────────┐ │ Campaign │ Status │ Start │ End │ Budget Used │ ├────────────────────┼──────────┼────────┼──────────┼──────────────┤ │ Spring Product │ Active │ Apr 15 │ Jun 30 │ 72% ($32.4K) │ │ Retargeting Q2 │ Active │ May 1 │ Ongoing │ 45% ($9.9K) │ │ Email Nurture MQL │ Active │ Ongoing│ Ongoing │ N/A (retainer)│ │ LinkedIn Thought │ Active │ Apr 1 │ May 31 │ 88% ($15.8K) │ │ Blog Content SEO │ Active │ Ongoing│ Ongoing │ N/A (staff) │ │ FB Video Awareness │ Complete │ Mar 15 │ Apr 30 │ 100% ($12K) │ │ Google Branded │ Active │ Ongoing│ Ongoing │ N/A (flex) │ │ Summer Promo │ Planned │ Jun 15 │ Aug 31 │ 0% ($0) │ └────────────────────┴──────────┴────────┴──────────┴──────────────┘ PERFORMANCE ALERTS: ⚠️ LinkedIn Thought Lead: Budget at 88%, 5 days remaining — recommend extend ✅ Google Branded: CPL $23.53 (well below target of $40) — scale up 🔴 FB Video: ROAS 1.6x (below target 2.0x) — review targeting and creative ✅ Email Nurture: CPL $16.13 — best-performing channel ``` ## KPI Framework ``` CAMPAIGN KPI DEFINITIONS ========================== ACQUISITION KPIs: Cost per Lead (CPL): Total spend / Number of leads → Benchmarks: Email $10-25, Google $30-80, Social $40-100, LinkedIn $80-200 Cost per Click (CPC): Total spend / Clicks → Benchmarks: Google Search $1.50-$3.00, Facebook $0.50-$1.50, LinkedIn $5-$10 Click-Through Rate (CTR): Clicks / Impressions × 100 → Benchmarks: Email 2-5%, Search 3-7%, Social 0.5-2%, Display 0.1-0.5% CONVERSION KPIs: Conversion Rate: Conversions / Clicks (or sessions) × 100 → Benchmarks: Landing page 2-5%, product page 1-3%, email 1-3% Cost per Acquisition (CPA): Total spend / Number of customers → Target: CPA < LTV/3 (acquire for less than 1/3 of lifetime value) MQL Rate: MQLs / Total leads × 100 → Benchmark: 15-30% SQL Rate: SQLs / MQLs × 100 → Benchmark: 25-50% REVENUE KPIs: Return on Ad Spend (ROAS): Revenue generated / Ad spend → Target: > 3.0x for paid channels, > 5.0x overall marketing Marketing-Attributed Revenue: Total revenue from marketing-sourced deals Pipeline Generated: Total pipeline from marketing campaigns Pipeline per Dollar: Pipeline generated / Total spend → Target: > 4x (for every $1 spent, $4+ in pipeline) EFFICIENCY KPIs: Marketing Efficiency Ratio: Revenue / Marketing spend → Target: > 3.0 (industry standard: 2.5-3.5) Time to Lead: Time from campaign launch to first lead → Target: < 7 days for new campaigns Lead-to-Customer Time: Average days from lead to closed deal → Target: < 30 days (B2C), < 90 days (B2B) ``` ## Integration Points - **Google Analytics 4**: Cross-channel attribution, campaign tracking, conversion funnels - **Google Ads / Microsoft Advertising**: Paid search performance, keyword data, ad metrics - **Meta Ads Manager / LinkedIn Campaign Manager**: Social ad performance, audience data - **HubSpot / Salesforce / Marketo**: Campaign management, lead lifecycle, revenue attribution - **Klaviyo / Mailchimp / ActiveCampaign**: Email campaign metrics, engagement data - **Looker Studio / Tableau / Power BI**: Dashboard visualization, automated reporting - **Google BigQuery**: Advanced campaign analysis, custom attribution modeling - **Triple Whale / Northbeam**: Multi-touch attribution, incremental analysis ## Edge Cases - **Attribution model selection**: Different models show different channel performance - Last-click: Credit to final touchpoint (over-rewarding bottom-funnel channels) - First-click: Credit to initial touchpoint (over-rewarding awareness channels) - Linear: Equal credit across all touchpoints (simple but inaccurate) - Time-decay: More credit to recent touchpoints (balances awareness and conversion) - Data-driven: Algorithm-based (requires significant data, most accurate) - Recommendation: Use data-driven when possible, time-decay as fallback - Reporting: Show multiple attribution views for transparency - **Budget management and pacing**: Overspending or underspending campaign budgets - Daily pacing: Spend budget / campaign duration (daily target) - Monitoring: Alert when daily spend > 125% of daily target - Adjustment: Reduce bids/CPM caps if overspending, increase if underspending - Monthly reconciliation: Actual vs. planned budget, variance analysis