The Performance Report Template is designed to capture key metrics from a campaign, analyze its success, and provide insights for future campaigns. It helps stakeholders understand the performance of app store ads by breaking down the data into digestible sections, ensuring informed decision-making.
Performance Report Template Components
1. Campaign Overview
Provide a brief recap of the campaign, including its objectives and the timeframe.
Example Fields:
- Campaign Name: April 2025 App Promotion Campaign
- Campaign Duration: April 1 – April 30, 2025
- Campaign Objective: Increase app installs by 15%, reduce CPI, and improve CTR.
- Total Budget: $15,000
2. Key Performance Metrics
Record and analyze the most important metrics that measure the campaign’s success.
Example Fields:
- Total Downloads: 12,500 (Target: 10,000)
- Click-Through Rate (CTR): 1.7% (Target: 1.5%)
- Cost Per Install (CPI): $1.80 (Target: $2.00)
- Return on Ad Spend (ROAS): 3.2 (Target: 2.5)
- Impressions: 500,000
- Click-Throughs: 8,500
- Total Ad Spend: $15,000
- Conversion Rate: 2.5% (Calculated from clicks to installs)
3. Platform Breakdown
Analyze campaign performance by platform (e.g., iOS vs. Android) or by different ad platforms (Google Ads, Apple Search Ads, Meta Ads).
Example Fields:
- iOS Performance:
- Total Downloads: 7,000
- CPI: $1.50
- CTR: 1.8%
- Android Performance:
- Total Downloads: 5,500
- CPI: $2.10
- CTR: 1.5%
- Google Ads:
- Impressions: 250,000
- CTR: 1.2%
- CPI: $2.05
- Apple Search Ads:
- Impressions: 150,000
- CTR: 1.9%
- CPI: $1.50
- Meta Ads (Retargeting):
- Impressions: 100,000
- CTR: 2.0%
- CPI: $1.70
4. A/B Testing Results
If applicable, include the results of any A/B tests conducted during the campaign and analyze the differences between variants.
Example Fields:
- Test 1: CTA Button (Download Now vs. Start Free Trial)
- Variant 1 (Download Now): CTR = 1.8%, CPI = $1.60
- Variant 2 (Start Free Trial): CTR = 1.5%, CPI = $1.90
- Winner: Download Now (Higher CTR and lower CPI)
- Test 2: Ad Image (Product Interface vs. User Lifestyle)
- Variant 1 (Product Interface): CTR = 1.7%, CPI = $1.80
- Variant 2 (User Lifestyle): CTR = 2.1%, CPI = $1.75
- Winner: User Lifestyle (Higher CTR and comparable CPI)
5. Analysis & Insights
Provide a detailed analysis of the campaign performance, highlighting what worked well and what could be improved.
Example Fields:
- What Worked Well:
- The user lifestyle imagery performed better in terms of CTR, so it should be the focus in future campaigns.
- Apple Search Ads outperformed other platforms, offering the best CPI and CTR.
- The “Download Now” CTA performed better, encouraging quicker action from users.
- Areas for Improvement:
- Google Ads performance lagged with a lower CTR and higher CPI, suggesting a need to refine targeting or improve ad creatives.
- The Android campaign had a higher CPI, which could be improved by optimizing ad creatives or revisiting the bidding strategy.
- Other Observations:
- Retargeting ads on Meta generated a higher CTR but had a slightly higher CPI, suggesting that while they are effective, the budget could be allocated differently.
- Campaigns running during mid-April showed a dip in performance, possibly due to external factors like holidays or user behavior changes.
6. Recommendations for Future Campaigns
Based on the insights gathered, suggest actionable steps for optimizing future campaigns.
Example Fields:
- Creative Adjustments:
- Focus more on user lifestyle images and less on product interface shots.
- Simplify CTAs further and test variations like “Get Started” or “Download Now” for higher engagement.
- Platform Optimization:
- Increase ad spend on Apple Search Ads, as this platform consistently delivers the lowest CPI and best CTR.
- Reduce spend on Google Ads unless the targeting and creatives can be optimized further.
- Targeting Adjustments:
- Reassess audience segmentation on Android to optimize for better CPI and conversion rates.
- Explore new audience segments for retargeting ads on Meta to increase engagement.
7. Budget Overview & Spend Efficiency
Review the budget distribution and evaluate how efficiently the funds were spent across platforms.
Example Fields:
- Total Budget: $15,000
- Budget Spend by Platform:
- Apple Search Ads: $6,000
- Google Ads: $5,000
- Meta Ads (Retargeting): $4,000
- Efficiency:
- Apple Search Ads: 40% of the budget, 50% of the downloads, CPI = $1.50 (most efficient)
- Google Ads: 33% of the budget, 25% of the downloads, CPI = $2.05 (needs improvement)
- Meta Ads: 27% of the budget, 25% of the downloads, CPI = $1.70 (balanced performance)
8. Conclusions
Summarize the campaign’s overall success, key findings, and actionable takeaways.
Example Fields:
- Overall Success: The campaign exceeded download targets by 25%, achieving 12,500 installs compared to the goal of 10,000. The CPI came in at $1.80, under the target of $2.00, and the CTR was 1.7%, surpassing the 1.5% goal.
- Future Focus: Going forward, it is recommended to increase focus on Apple Search Ads and continue refining the creative approach with user lifestyle imagery. Reassess the targeting strategies on Google Ads to improve performance in the Android segment.
Template Usage Tips
- Visualize Data: Use graphs or charts to highlight key metrics such as CTR, CPI, and ROAS. This makes it easier for stakeholders to digest the data.
- Consistent Reporting: Use this template for every campaign to allow for easy comparisons across campaigns and help build historical data.
- Timely Updates: Generate and share this report as soon as the campaign concludes to ensure decisions can be made quickly and improvements can be implemented in subsequent campaigns.
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