SayPro Post-Campaign Analysis Template

A document format for analyzing the results of the campaign and identifying areas for improvement.

Post-Campaign Analysis Template

1. Campaign Overview

• Campaign Name/ID:
  Provide the name or ID of the campaign.
• Ad Channel(s):
  List all the advertising channels used (e.g., Facebook, Google Ads, Instagram, etc.).
• Campaign Objective(s):
  State the primary goal(s) of the campaign (e.g., increase sales, generate leads, brand awareness).
• Campaign Duration:
  From [Start Date] to [End Date].
• Total Spend:
  The total amount spent on the campaign.

2. Key Performance Indicators (KPIs) Summary

• Total Impressions:
  How many times was the ad shown?
• Total Clicks:
  How many clicks did the campaign receive?
• Click-Through Rate (CTR):
  Formula: (Clicks / Impressions) * 100.
• Conversions:
  How many desired actions (e.g., purchases, sign-ups, downloads) occurred?
• Conversion Rate:
  Formula: (Conversions / Clicks) * 100.
• Cost Per Click (CPC):
  Formula: Total Spend / Clicks.
• Cost Per Conversion (CPA):
  Formula: Total Spend / Conversions.
• Return on Ad Spend (ROAS):
  Formula: Revenue / Total Spend (if applicable).
• Customer Acquisition Cost (CAC):
  How much did it cost to acquire a customer?

3. Performance Evaluation

• What Went Well:
  Identify the aspects of the campaign that were successful. This could include high engagement, achieving KPIs, or positive feedback from customers.
  • Example: “Our retargeting ads on Facebook performed exceptionally well, delivering a 10% increase in conversion rate.”
• Challenges Encountered:
  Describe any challenges faced during the campaign. This could be technical issues, budget overruns, or low performance on specific channels.
  • Example: “Our Instagram ads had lower engagement than expected, possibly due to poor targeting or creative fatigue.”

4. Audience Insights

• Target Audience:
  Describe the audience that the campaign targeted, including demographics (age, gender, location), interests, and behaviors.
• Audience Performance:
  Evaluate how well the campaign resonated with the intended audience. Was the audience targeting effective? Were there segments that performed better than others?
  • Example: “The campaign performed best with users aged 25-34 and located in urban areas. Rural areas showed lower engagement.”

5. Creative & Messaging Analysis

• Ad Creatives:
  Review the ad creatives used (images, videos, copy). Did they align with the campaign objective? Were they engaging and relevant?
• Message Effectiveness:
  Did the messaging resonate with the target audience? Was the call-to-action clear and compelling?
  • Example: “The video ad performed better than static images, and the call-to-action to ‘Shop Now’ drove the most clicks.”

6. Budget and Spend Efficiency

• Budget Allocation:
  Was the budget allocated effectively across different channels? Did certain channels outperform others, suggesting a reallocation of funds might be beneficial in future campaigns?
• Spend Efficiency:
  Evaluate if the campaign achieved its goals within the set budget. Was there overspending or underspending?
  • Example: “Google Ads delivered a higher ROAS than expected, while the budget allocated to Instagram yielded fewer conversions.”

7. ROI and Future Opportunities

• Return on Investment (ROI):
  Based on the campaign performance, evaluate whether the ROI was satisfactory. Was the campaign profitable?
• Lessons Learned:
  What did you learn from this campaign that can inform future campaigns?
• Recommendations for Future Campaigns:
  Based on the results, suggest changes or improvements for upcoming campaigns (e.g., targeting adjustments, creative tweaks, or different budget allocations).
  • Example: “Consider allocating more budget to high-performing Google Ads campaigns and testing new ad creatives for Instagram.”

8. Overall Campaign Assessment

• Success Rating:
  Rate the overall success of the campaign on a scale of 1 to 10 (or any scale you prefer).
• Final Thoughts:
  Summarize your overall impressions of the campaign’s success and areas for improvement. What steps will you take next?

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Example Layout:

Section	Details
Campaign Name/ID	Spring Sale 2025
Ad Channel(s)	Facebook, Google Ads
Campaign Objective(s)	Increase online sales
Campaign Duration	03/01/2025 to 03/31/2025
Total Spend	$3,000
Total Impressions	750,000
Total Clicks	15,000
Click-Through Rate (CTR)	2%
Conversions	1,200
Conversion Rate	8%
Cost Per Click (CPC)	$0.20
Cost Per Conversion (CPA)	$2.50
Return on Ad Spend (ROAS)	4x (Revenue $12,000)
Customer Acquisition Cost (CAC)	$25
What Went Well	Retargeting ads on Facebook had excellent performance with 3x ROAS.
Challenges Encountered	Instagram ads performed below expectations, possibly due to ineffective targeting.
Audience Insights	Best performance with ages 25-34, urban locations.
Creative & Messaging	Video ads had a higher engagement than static images.
Budget Allocation	Google Ads delivered better ROI, Instagram underperformed.
ROI	High, with a 4x return on spend.
Lessons Learned	Google Ads should receive more budget allocation in future campaigns.
Future Recommendations	Test new creatives for Instagram and refine targeting for better engagement.
Success Rating	8/10
Final Thoughts	The campaign was successful but could benefit from refined audience targeting and creative tests.

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How to Use:

• Complete the Campaign Overview: Start by outlining the key details of the campaign.
• Analyze Performance: Fill in the KPIs and evaluate the campaign’s performance against objectives.
• Reflect on Challenges and Successes: Understand what worked and what didn’t.
• Make Data-Driven Recommendations: Use the insights to guide your future campaigns and refine your strategy.

Would you like this template in a downloadable document format (like Word or Google Docs) or any other adjustments to make it more tailored to your needs? Let me know!