# Campaign Performance Report

**Report Period:** [Start Date] - [End Date]
**Prepared By:** [Name]
**Date:** [Report Date]

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## Executive Summary

[2-3 sentence summary of overall campaign performance, key wins, and areas of concern.]

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## Portfolio Overview

| Metric | This Period | Previous Period | Change |
|--------|-----------|----------------|--------|
| Total Spend | $ | $ | % |
| Total Revenue | $ | $ | % |
| Total Profit | $ | $ | % |
| Portfolio ROI | % | % | pp |
| Portfolio ROAS | x | x | % |
| Total Leads | | | % |
| Total Customers | | | % |
| Blended CPA | $ | $ | % |
| Blended CPL | $ | $ | % |

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## Channel Performance

| Channel | Spend | Revenue | ROI | ROAS | CPA | Leads | Customers |
|---------|-------|---------|-----|------|-----|-------|-----------|
| Email | $ | $ | % | x | $ | | |
| Paid Search | $ | $ | % | x | $ | | |
| Paid Social | $ | $ | % | x | $ | | |
| Display | $ | $ | % | x | $ | | |
| Organic | $ | $ | % | x | $ | | |
| **Total** | **$** | **$** | **%** | **x** | **$** | | |

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## Top Performing Campaigns

### 1. [Campaign Name]
- **Channel:** [Channel]
- **Spend:** $[Amount] | **Revenue:** $[Amount] | **ROI:** [X]%
- **Key Success Factor:** [What made this campaign successful]

### 2. [Campaign Name]
- **Channel:** [Channel]
- **Spend:** $[Amount] | **Revenue:** $[Amount] | **ROI:** [X]%
- **Key Success Factor:** [What made this campaign successful]

### 3. [Campaign Name]
- **Channel:** [Channel]
- **Spend:** $[Amount] | **Revenue:** $[Amount] | **ROI:** [X]%
- **Key Success Factor:** [What made this campaign successful]

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## Underperforming Campaigns

### [Campaign Name]
- **Channel:** [Channel]
- **Issue:** [Description of underperformance]
- **Benchmark Comparison:** [How it compares to benchmarks]
- **Recommended Action:** [Specific action to take]

### [Campaign Name]
- **Channel:** [Channel]
- **Issue:** [Description of underperformance]
- **Benchmark Comparison:** [How it compares to benchmarks]
- **Recommended Action:** [Specific action to take]

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## Attribution Analysis

| Channel | First-Touch | Last-Touch | Linear | Time-Decay | Position-Based |
|---------|------------|------------|--------|------------|----------------|
| [Channel 1] | $[X] | $[X] | $[X] | $[X] | $[X] |
| [Channel 2] | $[X] | $[X] | $[X] | $[X] | $[X] |
| [Channel 3] | $[X] | $[X] | $[X] | $[X] | $[X] |

**Key Insight:** [What does the attribution analysis tell us about channel value that single-model analysis would miss?]

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## Funnel Analysis

| Stage | Count | Conversion Rate | Drop-off | vs. Previous Period |
|-------|-------|----------------|----------|-------------------|
| Awareness | | - | - | % |
| Interest | | % | % | pp |
| Consideration | | % | % | pp |
| Intent | | % | % | pp |
| Purchase | | % | % | pp |

**Overall Funnel Conversion:** [X]%
**Primary Bottleneck:** [Stage transition with largest drop-off]
**Recommended Focus:** [What to optimize next]

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## Budget Allocation Recommendations

Based on this period's performance data:

| Channel | Current Allocation | Recommended Allocation | Rationale |
|---------|-------------------|----------------------|-----------|
| [Channel] | [X]% ($[X]) | [X]% ($[X]) | [Reason] |
| [Channel] | [X]% ($[X]) | [X]% ($[X]) | [Reason] |
| [Channel] | [X]% ($[X]) | [X]% ($[X]) | [Reason] |

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## Action Items

| Priority | Action | Owner | Deadline | Expected Impact |
|----------|--------|-------|----------|----------------|
| High | [Action] | [Name] | [Date] | [Impact] |
| High | [Action] | [Name] | [Date] | [Impact] |
| Medium | [Action] | [Name] | [Date] | [Impact] |
| Low | [Action] | [Name] | [Date] | [Impact] |

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## Next Period Goals

| Metric | Current | Target | Strategy |
|--------|---------|--------|----------|
| Portfolio ROI | [X]% | [X]% | [How] |
| ROAS | [X]x | [X]x | [How] |
| CPA | $[X] | $[X] | [How] |
| Lead Volume | [X] | [X] | [How] |

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*Report generated using campaign-analytics toolkit. Data source: [Source system/platform].*
