SayPro Reporting

Generate weekly or monthly reports that outline the performance of the campaign, analyze the data, and provide insights for stakeholders.

Task Title:

Campaign Performance Reporting – Weekly and Monthly Analysis

Department:

Marketing | Digital Advertising | Reporting & Analysis

Responsible Parties:

• Primary: Campaign Manager, Performance Analyst
• Collaborators: Digital Strategists, Media Buyers
• Reviewer/Approver: Head of Marketing, Senior Marketing Leads, Stakeholders

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Objective:

To generate comprehensive weekly and monthly reports that provide a detailed overview of the digital advertising campaign’s performance. The reports will analyze key metrics, identify trends, highlight successes, and provide actionable insights to inform decision-making and future campaign optimizations.

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Scope of Work:

1. Data Collection and Integration

• Gather Data from Multiple Platforms:
  • Collect data from all relevant digital advertising platforms (e.g., Google Ads, Facebook Ads, Instagram Ads, LinkedIn Ads, etc.).
  • Consolidate performance data from different platforms into a unified report (using tools like Google Data Studio, Power BI, or Excel).
• Key Metrics to Include:
  • Click-Through Rate (CTR)
  • Cost Per Click (CPC)
  • Conversion Rate
  • Cost Per Acquisition (CPA)
  • Return on Ad Spend (ROAS)
  • Impressions
  • Engagement Metrics (likes, shares, comments)
  • Budget Spent vs. Budget Allocated
  • Revenue (if applicable)
  • Lead Generation Data (for lead-based campaigns)

2. Campaign Performance Analysis

• Analyze Data by Segment:
  • Break down campaign performance by audience segments (e.g., demographics, interests, geographies).
  • Evaluate performance by creative (e.g., image vs. video, different CTAs, copy variations).
  • Analyze platform-specific performance (e.g., which platform performed best in terms of CTR or CPA).
• Identify Trends and Patterns:
  • Look for trends in high-performing and underperforming ads, audience segments, or platforms.
  • Identify if certain times of day, days of the week, or bidding strategies are contributing to success or failure.
  • Spot any emerging trends that could inform future campaigns (e.g., certain creatives becoming more effective over time).

3. Comparative Performance Analysis

• Compare Against Benchmarks:
  • Compare the campaign performance against industry benchmarks (e.g., average CTR for your industry, average CPC for similar campaigns).
  • Assess whether the campaign is meeting or exceeding predefined goals (e.g., campaign objectives, KPIs).
• Year-over-Year (YoY) or Month-over-Month (MoM) Comparison:
  • If applicable, compare the current performance against past campaign performance to assess growth or decline in results.

4. Highlight Key Insights

• Successes:
  • Highlight areas where the campaign performed well and met or exceeded expectations (e.g., high ROAS, strong CTR, high conversion rates).
  • Recognize the impact of successful strategies, such as audience targeting, creative choices, or platform selection.
• Challenges:
  • Identify areas where performance fell short of expectations, including underperforming ads, segments, or targeting strategies.
  • Provide insights into potential reasons behind the challenges (e.g., ad fatigue, poor creative performance, incorrect audience targeting).

5. Recommendations for Optimization

• Adjustments for Underperforming Areas:
  • Recommend strategies for improving low-performing areas of the campaign, such as:
    • Reallocating budget to higher-performing ads or platforms.
    • Adjusting audience targeting or creative elements based on data insights.
    • Testing new creatives or messaging based on audience preferences.
• Scaling Opportunities:
  • Suggest opportunities for scaling high-performing elements (e.g., increasing budget for ads with low CPA, extending the campaign on a high-performing platform).
• Optimization for Future Campaigns:
  • Offer insights into what worked well and how to apply it to future campaigns for sustained success.

6. Report Formatting and Presentation

• Weekly Reports:
  • Provide a concise summary of key metrics, performance analysis, and immediate actions taken to optimize campaigns.
  • Weekly reports should focus on performance tracking, quick insights, and any immediate adjustments made to improve results.
  • The report can be in a slide format (e.g., PowerPoint) or a dashboard for easy reading.
• Monthly Reports:
  • A more in-depth analysis, highlighting the overall campaign performance, trends, and strategic insights.
  • Include comparative analysis (week-by-week, month-over-month) to evaluate the overall performance trajectory.
  • Provide a summary of key takeaways, strategic recommendations, and next steps.
  • Include visual aids like charts, graphs, and tables to represent performance clearly.

7. Stakeholder Communication

• Distribute Reports:
  • Share weekly and monthly reports with all relevant stakeholders (e.g., senior marketing team, CMO, external clients).
  • Include actionable recommendations and explain why certain decisions or optimizations were made.
• Present Findings:
  • In the case of monthly reports, schedule a meeting to present key findings, walk stakeholders through the analysis, and discuss next steps.
  • Address any questions or feedback from stakeholders and use it to refine future reporting.

8. Follow-Up Actions Based on Report Insights

• Implement Optimizations:
  • Based on the insights shared in the report, collaborate with the campaign team to implement any recommended changes or adjustments.
• Track Adjustments Over Time:
  • Track the performance of the changes or optimizations implemented from the report’s recommendations to assess their impact on future campaign performance.

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Expected Deliverables:

• Weekly Reports:
  • A brief report highlighting key metrics, campaign performance, optimizations made, and quick recommendations.
• Monthly Reports:
  • A comprehensive report summarizing overall performance, key successes, challenges, trends, and recommendations for future campaigns.
  • Visual aids, charts, and tables to highlight performance metrics and trends.
• Presentations (if applicable):
  • A slide deck summarizing monthly performance insights, recommendations, and any important takeaways for stakeholders.

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Timeline:

• Weekly Reporting:
  • Reports should be generated and sent out every [Insert Day of Week] (e.g., every Friday) for performance analysis over the last week.
  • Quick check-ins and updates for key performance metrics should also be shared informally during the week if needed.
• Monthly Reporting:
  • Monthly reports should be finalized and presented by [Insert Day of Month] (e.g., the first Monday of each month), covering the performance of the entire month.
  • Presentations or stakeholder meetings should be scheduled for the same day or within a week of the monthly report release.

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Review & Approval Process:

• Data and Insights Review:
  • Review the report for accuracy and completeness with the Campaign Manager and Performance Analyst.
• Stakeholder Review:
  • Senior Marketing Leads, Head of Marketing, or relevant stakeholders review the report for final approval before distribution.
• Report Presentation:
  • If a presentation is required, it should be scheduled and reviewed ahead of time by the reporting team to ensure clarity and relevance.