---
name: campaign-performance-report
description: Generate comprehensive marketing campaign performance reports including multi-channel attribution, ROI analysis, KPI tracking, and actionable recommendations. Use when creating campaign reports, analyzing marketing ROI, building performance dashboards, conducting campaign retrospectives, or reporting to stakeholders. Triggers on phrases like "campaign report", "marketing report", "campaign performance", "marketing ROI", "performance dashboard", "campaign analysis", "marketing metrics", "attribution report".
---

# Campaign Performance Report Generator

Create comprehensive, data-driven marketing reports that measure campaign effectiveness, attribute revenue, and guide strategic decisions.

## Workflow

1. Define reporting scope: campaign period, channels included, metrics tracked, and audience segments.
2. Collect data from all sources: analytics platforms, CRM, advertising platforms, and email tools.
3. Calculate key performance indicators: impressions, clicks, conversions, revenue, and ROI per channel.
4. Apply attribution model: assign credit to touchpoints using last-click, multi-touch, or data-driven model.
5. Segment performance data: by channel, campaign, audience, geography, and device.
6. Compare to benchmarks: industry averages, historical performance, and targets.
7. Generate visualizations: charts, graphs, and dashboards for clear data communication.
8. Write executive summary: key findings, insights, and actionable recommendations.

## Report Structure

```
CAMPAIGN PERFORMANCE REPORT TEMPLATE
=======================================

EXECUTIVE SUMMARY (1 page):
  → Campaign period: [start date] to [end date]
  → Total budget spent: $___
  → Total revenue generated: $___
  → Overall ROI: ___% (Revenue ÷ Cost × 100)
  → Total leads generated: ___
  → Total customers acquired: ___
  → Key wins: [3 bullet points highlighting top achievements]
  → Key challenges: [2 bullet points highlighting main obstacles]
  → Top recommendation: [1 actionable recommendation]

CHANNEL PERFORMANCE BREAKDOWN:
  ┌──────────────────┬──────────┬─────────┬──────────┬──────────┬──────────┬───────┐
  │ Channel          │ Spend    │ Reach   │ Clicks   │ Leads    │ Revenue  │ ROI   │
  ├──────────────────┼──────────┼─────────┼──────────┼──────────┼──────────┼───────┤
  │ Google Ads       │ $___     │ ___     │ ___      │ ___      │ $___     │ ___%  │
  │ Facebook Ads     │ $___     │ ___     │ ___      │ ___      │ $___     │ ___%  │
  │ LinkedIn Ads     │ $___     │ ___     │ ___      │ ___      │ $___     │ ___%  │
  │ Email Marketing  │ $___     │ ___     │ ___      │ ___      │ $___     │ ___%  │
  │ Organic Search   │ $___     │ ___     │ ___      │ ___      │ $___     │ —     │
  │ Content Marketing│ $___     │ ___     │ ___      │ ___      │ $___     │ —     │
  │ Social (organic) │ $___     │ ___     │ ___      │ ___      │ $___     │ —     │
  │ Referral         │ $___     │ ___     │ ___      │ ___      │ $___     │ —     │
  │ ── TOTAL ──     │ $___     │ ___     │ ___      │ ___      │ $___     │ ___%  │
  └──────────────────┴──────────┴─────────┴──────────┴──────────┴──────────┴───────┘

KEY PERFORMANCE INDICATORS:
  → Cost per click (CPC): $___ (benchmark: $___)
  → Cost per lead (CPL): $___ (benchmark: $___)
  → Cost per acquisition (CPA): $___ (benchmark: $___)
  → Customer acquisition cost (CAC): $___ (benchmark: $___)
  → Return on ad spend (ROAS): $___ (benchmark: $___)
  → Conversion rate (overall): ___% (benchmark: ___%)
  → Email open rate: ___% (benchmark: ___%)
  → Email click rate: ___% (benchmark: ___%)
  → Organic traffic growth: ___% MoM (benchmark: ___%)
  → Social media engagement rate: ___% (benchmark: ___%)

ATTRIBUTION ANALYSIS:
  → Last-click attribution: which channel gets final credit
  → Multi-touch attribution: credit distributed across touchpoints
  → Top-assisted channels: which channels drive mid-funnel activity
  → First-touch channels: which channels drive awareness
  → Attribution model comparison:
     Last-click: [Channel A] ___%, [Channel B] ___%
     Linear: [Channel A] ___%, [Channel B] ___%
     Time-decay: [Channel A] ___%, [Channel B] ___%
     Data-driven: [Channel A] ___%, [Channel B] ___%

SEGMENT ANALYSIS:
  → By audience segment: [segment 1] CPL $___, [segment 2] CPL $___
  → By geography: [region 1] CPL $___, [region 2] CPL $___
  → By device: desktop CPL $___, mobile CPL $___
  → By campaign: [campaign 1] ROI ___%, [campaign 2] ROI ___%

INSIGHTS AND RECOMMENDATIONS:
  1. [Insight]: [data-driven observation]
     → Recommendation: [specific action with expected impact]
  2. [Insight]: [data-driven observation]
     → Recommendation: [specific action with expected impact]
  3. [Insight]: [data-driven observation]
     → Recommendation: [specific action with expected impact]

NEXT STEPS:
  → Immediate (this week): [2-3 actions]
  → Short-term (this month): [2-3 actions]
  → Strategic (next quarter): [2-3 actions]
```

## KPI Definitions and Benchmarks

```
MARKETING KPI REFERENCE GUIDE
===============================

AWARENESS METRICS:
  → Impressions: total number of times ad/content was displayed
     Benchmark: varies by channel and campaign scope
  → Reach: unique users who saw ad/content
     Target: 20-40% of target addressable market
  → Brand search volume: searches for brand name (Google Trends)
     Target: 20-50% YoY growth
  → Social media followers: total followers across platforms
     Target: 5-15% MoM growth (early stage), 2-5% (mature)

ENGAGEMENT METRICS:
  → Click-through rate (CTR): clicks ÷ impressions × 100
     Google Ads: 3-5% (good), > 5% (excellent)
     Facebook Ads: 1-2% (good), > 2% (excellent)
     Email: 2-5% (good), > 5% (excellent)
  → Engagement rate: (likes + comments + shares) ÷ reach × 100
     LinkedIn: 3-6% (good), > 6% (excellent)
     Instagram: 1-3% (good), > 3% (excellent)
  → Time on site: average session duration
     Target: > 1 minute (blog), > 2 minutes (landing page)

CONVERSION METRICS:
  → Conversion rate: conversions ÷ visitors × 100
     Landing pages: 2-5% (good), > 5% (excellent)
     E-commerce: 1-3% (good), > 3% (excellent)
     Lead gen: 2-5% (good), > 5% (excellent)
  → Cost per lead (CPL): total ad spend ÷ leads
     B2B SaaS: $50-$200 (good), < $50 (excellent)
     B2C: $5-$50 (good), < $5 (excellent)
  → Cost per acquisition (CPA): total spend ÷ customers
     B2B SaaS: $200-$1,000 (good), < $200 (excellent)
     B2C: $20-$100 (good), < $20 (excellent)

REVENUE METRICS:
  → Return on ad spend (ROAS): revenue from ads ÷ ad spend
     Target: 3:1 (minimum), 5:1 (good), 10:1 (excellent)
  → Customer acquisition cost (CAC): total marketing spend ÷ new customers
     Target: < 1/3 of customer LTV (LTV:CAC ratio > 3:1)
  → Marketing-sourced revenue: revenue attributed to marketing activities
     Target: 30-50% of total company revenue
  → Marketing-generated pipeline: pipeline value created by marketing
     Target: 3-5x marketing budget annually
```

## Edge Cases

- **Multi-touch attribution**: Last-click overvalues bottom-funnel channels; use data-driven attribution (Google Analytics 4) or custom models; consider marketing mix modeling for enterprise-level analysis
- **B2B long sales cycles** (6-18 months): Track pipeline influence, not just closed revenue; use time-decay attribution; measure marketing-sourced pipeline as leading indicator; report quarterly, not monthly
- **Multi-channel campaigns**: Ensure UTM parameter consistency across all channels; use consistent naming conventions; track cross-device conversions; implement server-side tagging for accuracy

## Integration Points

- **Google Analytics 4**: Multi-channel funnels; attribution reports; custom dashboards; conversion tracking; free
- **HubSpot / Salesforce**: Campaign reporting; deal attribution; pipeline influence; revenue tracking; $45-$3,600/month
- **Tableau / Looker / Power BI**: Custom dashboard creation; data visualization; cross-source integration; real-time reporting; $15-$70/user/month
- **Supermetrics / Funnel.io**: Data extraction from marketing platforms into spreadsheets/dashboards; $49-$1,200/month
- **Google Data Studio (Looker Studio)**: Free dashboard creation; data source connectors; visualizations; free