# Channel Performance Comparison

**Period:** [Start Date] - [End Date]
**Compared Against:** [Previous period / Industry benchmarks / Both]
**Prepared By:** [Name]

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## Summary

[1-2 sentence overview: which channels are performing best, which need attention, and the overall channel mix health.]

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## Channel Scorecard

| Channel | Spend | Revenue | Profit | ROI | ROAS | CTR | CPA | CPL | Grade |
|---------|-------|---------|--------|-----|------|-----|-----|-----|-------|
| Email | $ | $ | $ | % | x | % | $ | $ | [A-F] |
| Paid Search | $ | $ | $ | % | x | % | $ | $ | [A-F] |
| Paid Social | $ | $ | $ | % | x | % | $ | $ | [A-F] |
| Display | $ | $ | $ | % | x | % | $ | $ | [A-F] |
| Organic Search | $ | $ | $ | % | x | % | $ | $ | [A-F] |
| Organic Social | $ | $ | $ | % | x | % | $ | $ | [A-F] |
| Referral | $ | $ | $ | % | x | % | $ | $ | [A-F] |
| Direct | $ | $ | $ | % | x | % | $ | $ | [A-F] |
| **Total** | **$** | **$** | **$** | **%** | **x** | **%** | **$** | **$** | |

**Grading Scale:**
- A: Exceeds all benchmarks
- B: Meets or exceeds target benchmarks
- C: Between low and target benchmarks
- D: Below low benchmark on 1+ key metrics
- F: Underperforming on multiple metrics or unprofitable

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## Channel Deep Dives

### [Channel Name]

**Performance Summary:** [1-2 sentences]

| Metric | Actual | Target | Benchmark | vs. Target | vs. Benchmark |
|--------|--------|--------|-----------|-----------|---------------|
| Spend | $ | $ | - | % | - |
| Revenue | $ | $ | - | % | - |
| ROI | % | % | % | pp | pp |
| ROAS | x | x | x | % | % |
| CTR | % | % | % | pp | pp |
| CPA | $ | $ | $ | % | % |
| CPL | $ | $ | $ | % | % |
| CPC | $ | $ | $ | % | % |

**Trend (Last 3 Periods):**

| Period | Spend | Revenue | ROI | ROAS | Key Event |
|--------|-------|---------|-----|------|-----------|
| [Period 1] | $ | $ | % | x | [Note] |
| [Period 2] | $ | $ | % | x | [Note] |
| [Current] | $ | $ | % | x | [Note] |

**Assessment:** [Improving / Stable / Declining]

**Action Items:**
1. [Specific action for this channel]
2. [Specific action for this channel]

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[Repeat deep dive section for each channel]

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## Attribution View

How each channel is valued under different attribution models:

| 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%) |

**Insight:** [Which channels are over/undervalued by single-touch models?]

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## Funnel Performance by Channel

| Stage | [Ch 1] | [Ch 2] | [Ch 3] | [Ch 4] | Overall |
|-------|--------|--------|--------|--------|---------|
| Awareness | [Count] | [Count] | [Count] | [Count] | [Count] |
| Interest | [Rate]% | [Rate]% | [Rate]% | [Rate]% | [Rate]% |
| Consideration | [Rate]% | [Rate]% | [Rate]% | [Rate]% | [Rate]% |
| Intent | [Rate]% | [Rate]% | [Rate]% | [Rate]% | [Rate]% |
| Purchase | [Rate]% | [Rate]% | [Rate]% | [Rate]% | [Rate]% |
| **Overall** | **[Rate]%** | **[Rate]%** | **[Rate]%** | **[Rate]%** | **[Rate]%** |

**Best Funnel:** [Channel with highest overall conversion rate]
**Biggest Bottleneck:** [Channel + stage transition with worst drop-off]

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## Budget Allocation Analysis

### Current vs. Optimal Allocation

| Channel | Current % | Current $ | Recommended % | Recommended $ | Rationale |
|---------|----------|-----------|--------------|---------------|-----------|
| [Channel] | % | $ | % | $ | [Why] |
| [Channel] | % | $ | % | $ | [Why] |
| [Channel] | % | $ | % | $ | [Why] |
| [Channel] | % | $ | % | $ | [Why] |
| **Total** | **100%** | **$** | **100%** | **$** | |

### Reallocation Impact Estimate

| Scenario | Projected Revenue | Projected ROI | Change vs Current |
|----------|------------------|---------------|-------------------|
| Current allocation | $ | % | - |
| Recommended allocation | $ | % | +% |
| Aggressive growth | $ | % | +% |
| Cost optimization | $ | % | +% |

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## Competitive Context

| Metric | Our Performance | Industry Average | Gap |
|--------|----------------|-----------------|-----|
| Channel Mix Diversity | [X channels active] | [X channels] | |
| Overall ROAS | [X]x | [X]x | |
| Paid vs Organic Split | [X/X]% | [X/X]% | |
| Digital vs Traditional | [X/X]% | [X/X]% | |

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## Recommendations

### Immediate Actions (This Week)

1. **[Action]** -- [Expected impact], [Owner]
2. **[Action]** -- [Expected impact], [Owner]

### Short-Term (This Month)

1. **[Action]** -- [Expected impact], [Owner]
2. **[Action]** -- [Expected impact], [Owner]

### Strategic (This Quarter)

1. **[Action]** -- [Expected impact], [Owner]
2. **[Action]** -- [Expected impact], [Owner]

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*Template from campaign-analytics skill. Populate with data from attribution_analyzer.py, funnel_analyzer.py, and campaign_roi_calculator.py.*
