Purpose
To standardize reporting of paid campaign performance, ensuring clarity on spend, performance, ROI, and next actions.
This allows internal teams and clients to make data-driven scaling and optimization decisions.
Template Structure
Section 1 – Campaign Overview
| Field | Description | Example (B2B SaaS) | Example (B2C Service) |
| Client/Brand | Campaign owner | SaaS Onboarding Tool | EcoClean Homes |
| Report Period | Reporting timeframe | Mar 1–Mar 31, 2025 | Mar 1–Mar 31, 2025 |
| Objective(s) | Awareness / Engagement / Conversions | Drive demo signups | Drive home cleaning bookings |
| Funnel Stage(s) | TOFU, MOFU, BOFU | BOFU | BOFU |
| Total Budget (Planned) | Allocated spend | $8,000 | $3,500 |
| Total Spend (Actual) | Realized spend | $7,600 | $3,200 |
Section 2 – Campaign Performance Summary
| Channel | Campaign Name | Funnel Stage | Spend | Impressions | CTR | CPC | Conversions | CPL/CPA | ROAS | Status |
| SaaS_Demo_Q1 | BOFU | $3,200 | 150,000 | 1.2% | $4.20 | 85 (demo signups) | $37.65 | 3.2x | Active | |
| Google Search | SaaS_Tool_Pricing | BOFU | $2,500 | 80,000 | 2.8% | $3.10 | 70 (demo signups) | $35.71 | 3.8x | Active |
| Cleaners_Offer_Q1 | BOFU | $1,500 | 95,000 | 1.5% | $1.95 | 65 (bookings) | $23.07 | 4.5x | Active | |
| Verified_Cleaning | MOFU | $1,700 | 120,000 | 1.8% | $2.30 | 40 (leads) | $42.50 | 3.1x | Active |
Section 3 – Insights & Learnings
| Area | Observation | Example Insight |
| Top Performer | Which campaign/channel delivered best ROI | Google Search SaaS campaign → Lowest CPL & highest ROAS |
| Underperformer | Which campaign under-delivered | LinkedIn Awareness ads → High spend, low CTR |
| Creative Insights | What worked in creatives | Carousels with proof points outperformed static |
| Audience Insights | What worked in targeting | Moms 28–40 in metro cities gave 2x better ROAS |
| Landing Page Insights | Conversion differences | Shorter form (2 fields) = 30% higher completion |
Section 4 – Next Actions
| Recommendation | Action Owner | Deadline |
| Increase Google Search budget by 20% | Performance Manager | April 5 |
| Refresh LinkedIn creatives with testimonial proof | Designer + Copywriter | April 10 |
| Test shorter Instagram video ad (15s vs 30s) | Ads Specialist | April 12 |
| Optimize EcoClean booking page load speed | Dev Team | April 15 |
Blank Reusable Template (for team use)
Campaign Overview
| Field | Entry |
| Client/Brand | |
| Report Period | |
| Objective(s) | |
| Funnel Stage(s) | |
| Total Budget (Planned) | |
| Total Spend (Actual) |
Campaign Performance Summary
| Channel | Campaign Name | Funnel Stage | Spend | Impressions | CTR | CPC | Conversions | CPL/CPA | ROAS | Status |
Insights & Learnings
| Area | Observation |
Next Actions
| Recommendation | Action Owner | Deadline |
Outcome
- Paid campaign results reported in a clear, structured, and actionable format.
- Teams and clients can instantly see what’s working, what’s not, and next steps.
- Directly feeds back into Doc 8 (Optimization & Scaling) for continuous improvement.