SayPro Campaign Summary Template

A final report template to assess the overall success and ROI of each campaign.

SayPro Campaign Summary Template

---

1. Campaign Overview

Field	Details
Campaign Name	[Enter Campaign Name]
Campaign Type	[e.g., TV, Radio, Digital, Hybrid]
Campaign Start Date	[MM/DD/YYYY]
Campaign End Date	[MM/DD/YYYY]
Objective	[e.g., Brand Awareness, Lead Generation, Sales Growth]
Target Audience	[e.g., Age, Gender, Location, Interests]
Total Budget	[$XX,XXX]
Total Spend	[$XX,XXX]
Total Revenue/Value	[$XX,XXX]

---

2. Key Performance Indicators (KPIs)

Metric	Target	Actual	Variance	Notes
Reach	[Target Reach]	[Actual Reach]	[Variance]	[e.g., “The campaign reached 10% more people than expected.”]
Impressions	[Target]	[Actual]	[Variance]	[e.g., “Impressions exceeded the goal by 15%.”]
Clicks	[Target]	[Actual]	[Variance]	[e.g., “Clicks were 10% lower than expected due to lower engagement.”]
Click-Through Rate (CTR)	[Target %]	[Actual %]	[Variance]	[e.g., “CTR was below expectations due to an ineffective call-to-action.”]
Conversions	[Target]	[Actual]	[Variance]	[e.g., “Conversions were on target, contributing to sales growth.”]
Conversion Rate	[Target %]	[Actual %]	[Variance]	[e.g., “Conversion rate was higher due to optimized landing pages.”]
Cost Per Click (CPC)	[Target $]	[Actual $]	[Variance]	[e.g., “CPC was 20% lower than expected due to effective targeting.”]
Cost Per Conversion (CPC)	[Target $]	[Actual $]	[Variance]	[e.g., “CPC was slightly higher than expected due to increased competition.”]
Return on Investment (ROI)	[Target ROI]	[Actual ROI]	[Variance]	[e.g., “ROI met the target, showing strong returns from digital investments.”]

---

3. Channel Performance

Media Channel	Impressions	Reach	Clicks	CTR	Conversions	Conversion Rate	Cost Per Conversion	ROI	Spend	Notes
TV – Channel 1	[X]	[X]	[X]	[X]%	[X]	[X]%	[$X]	[X%]	[$X,XXX]	[Summary of TV performance]
Radio – Station 1	[X]	[X]	[X]	[X]%	[X]	[X]%	[$X]	[X%]	[$X,XXX]	[Summary of radio performance]
Digital – Facebook	[X]	[X]	[X]	[X]%	[X]	[X]%	[$X]	[X%]	[$X,XXX]	[Summary of digital performance]
Digital – YouTube	[X]	[X]	[X]	[X]%	[X]	[X]%	[$X]	[X%]	[$X,XXX]	[Summary of YouTube performance]

---

4. Budget Summary

Total Budget	[$XX,XXX]
Total Spend	[$XX,XXX]
Remaining Budget	[$X,XXX]

• Over/Under Budget: [e.g., “The campaign was slightly over budget due to increased digital ad spend.”]

---

5. ROI Analysis

Metric	Planned	Actual	Variance	Notes
Revenue/Value Generated	[$XX,XXX]	[$XX,XXX]	[$X,XXX]	[e.g., “The revenue generated was 10% higher than expected.”]
Total Spend	[$XX,XXX]	[$XX,XXX]	[$X,XXX]	[e.g., “Total spend remained within budget, with some overages in media buying.”]
ROI	[Target ROI %]	[Actual ROI %]	[Variance]	[e.g., “The ROI of 150% was achieved, exceeding the initial target.”]

---

6. Campaign Insights & Key Takeaways

• Top-Performing Channels: [Highlight which media channels performed the best. e.g., “Digital channels, especially Facebook and YouTube, showed strong performance in terms of both conversions and ROI.”]
• Challenges Encountered: [Mention any issues faced during the campaign. e.g., “A lower than expected CTR on radio led to reduced engagement. We may need to reconsider targeting or creative for future campaigns.”]
• Audience Insights: [Discuss any insights gained about the audience, e.g., “The campaign performed best with women aged 25-35 in urban areas. Future targeting will focus more heavily on this segment.”]
• Opportunities for Future Campaigns: [Suggest areas of improvement for future campaigns. e.g., “Future campaigns could benefit from more refined targeting and testing of different ad creatives on TV.”]
• Lessons Learned: [Briefly mention any lessons learned. e.g., “Better ad copy and optimized landing pages can increase the conversion rate. We will implement these learnings in the next campaign.”]

---

7. Final Recommendations

• Budget Adjustments for Future Campaigns: [Provide any recommendations regarding how to adjust the budget based on campaign performance. e.g., “Consider reallocating 10% of the media buying budget from radio to digital channels to further capitalize on performance.”]
• Strategy Changes: [If necessary, suggest strategy changes for the next campaign. e.g., “Focus more on video content in future campaigns, as it garnered higher engagement and conversions.”]
• Creative Adjustments: [Suggest any creative changes, if applicable. e.g., “Test different ad copy variations for better CTR and conversion rate.”]
• Targeting Adjustments: [Provide insights on adjustments in audience targeting for future campaigns. e.g., “Future campaigns should focus on the 35-50 age group in suburban areas for higher engagement.”]

---

8. Conclusion

• Overall Campaign Success: [Provide a brief summary of whether the campaign met its goals. e.g., “The campaign was largely successful in achieving brand awareness goals but fell short of lead generation targets.”]
• Final Thoughts: [Wrap up the campaign analysis. e.g., “Overall, this campaign demonstrated strong potential for ROI through digital platforms, but improvements in creative and targeting are necessary for future success.”]

---

Example of Completed Campaign Summary

---

1. Campaign Overview

Field	Details
Campaign Name	Summer Sale 2025
Campaign Type	Hybrid (TV, Radio, Digital)
Campaign Start Date	06/01/2025
Campaign End Date	06/30/2025
Objective	Increase online sales and brand awareness
Target Audience	Women aged 25-45, urban areas
Total Budget	$100,000
Total Spend	$98,000
Total Revenue/Value	$220,000

---

2. Key Performance Indicators (KPIs)

Metric	Target	Actual	Variance	Notes
Reach	2,000,000	2,100,000	+100,000	Exceeded target by 5%
Impressions	10,000,000	9,800,000	-200,000	Slightly under target due to scheduling issues
Clicks	250,000	230,000	-20,000	CTR slightly below target due to lower engagement
Click-Through Rate (CTR)	2.5%	2.3%	-0.2%	Creative adjustments needed
Conversions	10,000	9,500	-500	Slightly under target
Conversion Rate	4%	3.8%	-0.2%	Landing page optimization needed
Cost Per Click (CPC)	$0.50	$0.55	+$0.05	Higher CPC due to competitive ad auction
Cost Per Conversion (CPC)	$10.00	$10.32	+$0.32	Slight increase due to higher ad spend
Return on Investment (ROI)	200%	220%	+20%	Exceeded ROI expectations

---

3. Final Recommendations

• Budget Adjustments: Allocate 15% more to digital channels for future campaigns based on performance.
• Creative Adjustments: Test new ad copy and video formats to improve CTR.
• Targeting Adjustments: Focus more on the 25-35 age group in urban areas, as this group showed higher engagement.

---

This Campaign Summary Template will allow you to assess your campaign’s performance across all key metrics and channels, identify areas of success, and make informed recommendations for future improvements.