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name: performance-report description: Build a marketing performance report with key metrics, trend analysis, wins and misses, and prioritized optimization recommendations. Use when wrapping a campaign, when preparing weekly, monthly, or quarterly channel summaries for stakeholders, or when you need data translated into an executive summary with next-period priorities. argument-hint: "<time period or campaign>"

Performance Report

If you see unfamiliar placeholders or need to check which tools are connected, see CONNECTORS.md.

Generate a marketing performance report with key metrics, trend analysis, insights, and optimization recommendations.

Trigger

User runs /performance-report or asks for a marketing report, performance analysis, campaign results, or metrics summary.

Inputs

1. Report type — determine which type of report the user needs:

   • Campaign report — performance of a specific campaign
   • Channel report — performance across a specific channel (email, social, paid, SEO, etc.)
   • Content performance — how content pieces are performing
   • Overall marketing report — cross-channel summary (weekly, monthly, quarterly)
   • Custom — user-defined scope

2. Time period — the reporting window (last week, last month, last quarter, custom date range)

3. Data source:

   • If ~~marketing analytics is connected, discover what accounts and platforms are available, then pull performance data automatically
   • If ~~product analytics is connected: pull performance data automatically
   • If not connected: ask the user to provide metrics. Prompt with: "Please paste or share your performance data. I can work with spreadsheets, CSV data, dashboard screenshots described in text, or just the key numbers."

4. Comparison period (optional) — prior period or year-over-year for trend context

5. Stakeholder audience (optional) — who will read this report (executive summary style vs. detailed analyst view)

Report Structure

1. Executive Summary

• 2-3 sentence overview of performance in the period
• Headline metric with trend direction (up/down/flat vs. prior period)
• One key win and one area of concern

2. Key Metrics Dashboard

Present core metrics in a summary table:

| Metric | This Period | Prior Period | Change | Target | Status | |--------|------------|--------------|--------|--------|--------|

Status indicators:

• On track (meeting or exceeding target)
• At risk (below target but within acceptable range)
• Off track (significantly below target)

Metrics by Report Type

Campaign Report:

• Impressions and reach
• Click-through rate (CTR)
• Conversion rate
• Cost per acquisition (CPA)
• Return on ad spend (ROAS) or ROI
• Total conversions/signups/leads

Channel Report (Email):

• Emails sent, delivered, bounced
• Open rate
• Click-through rate
• Unsubscribe rate
• Conversion rate

Channel Report (Social):

• Impressions and reach
• Engagement rate (likes, comments, shares)
• Follower growth
• Click-through rate
• Top-performing posts

Channel Report (Paid):

• Spend
• Impressions and clicks
• CTR
• CPC and CPM
• Conversions and CPA
• ROAS

Channel Report (SEO/Organic):

• Organic sessions
• Keyword rankings (movement)
• Pages indexed
• Backlinks acquired
• Top-performing pages

Content Performance:

• Pageviews and unique visitors
• Time on page
• Bounce rate
• Social shares
• Conversions attributed to content
• Top and bottom performers

Overall Marketing Report:

• Total leads generated
• Marketing qualified leads (MQLs)
• Pipeline contribution
• Customer acquisition cost (CAC)
• Channel-by-channel summary

3. Trend Analysis

• Performance trend over the period (week-over-week or month-over-month)
• Notable inflection points and what caused them
• Seasonal or cyclical patterns observed
• Comparison to benchmarks or targets

4. What Worked

• Top 3-5 wins with specific data
• Why these performed well (hypothesis)
• How to replicate or scale

5. What Needs Improvement

• Bottom 3-5 performers with specific data
• Hypotheses for underperformance
• Recommended fixes

6. Insights and Observations

• Patterns in the data that are not obvious from the metrics alone
• Audience behavior insights
• Content or creative themes that resonated
• External factors that may have influenced performance (seasonality, news, competitive moves)

7. Recommendations

For each recommendation:

• What to do
• Why (linked to a specific insight from the data)
• Expected impact (high, medium, low)
• Effort to implement (high, medium, low)
• Priority (immediate, next sprint, next quarter)

Prioritize recommendations in a 2x2 matrix format:

| | Low Effort | High Effort | |---|---|---| | High Impact | Do first | Plan for next sprint | | Low Impact | Do if time allows | Deprioritize |

8. Next Period Focus

• Top 3 priorities for the upcoming period
• Tests or experiments to run
• Targets for key metrics

Metric Definitions and Benchmarks

Email Marketing

| Metric | Definition | Benchmark Range | What It Tells You | |--------|-----------|----------------|-------------------| | Delivery rate | Emails delivered / emails sent | 95-99% | List health and sender reputation | | Open rate | Unique opens / emails delivered | 15-30% | Subject line and sender effectiveness | | Click-through rate (CTR) | Unique clicks / emails delivered | 2-5% | Content relevance and CTA effectiveness | | Click-to-open rate (CTOR) | Unique clicks / unique opens | 10-20% | Email content quality (for those who opened) | | Unsubscribe rate | Unsubscribes / emails delivered | <0.5% | Content-audience fit and frequency tolerance | | Bounce rate | Bounces / emails sent | <2% | List quality and data hygiene | | Conversion rate | Conversions / emails delivered | 1-5% | End-to-end email effectiveness | | Revenue per email | Total revenue / emails sent | Varies | Direct revenue attribution | | List growth rate | (New subscribers - unsubscribes) / total list | 2-5% monthly | Audience building health |

Social Media

| Metric | Definition | What It Tells You | |--------|-----------|-------------------| | Impressions | Number of times content was displayed | Content distribution and reach | | Reach | Number of unique users who saw content | Audience breadth | | Engagement rate | (Likes + comments + shares) / reach | Content resonance | | Click-through rate | Link clicks / impressions | Traffic driving effectiveness | | Follower growth rate | Net new followers / total followers per period | Audience building | | Share/Repost rate | Shares / reach | Content virality and advocacy | | Video view rate | Views / impressions | Video content hook effectiveness | | Video completion rate | Completed views / total views | Video content quality and length fit | | Social share of voice | Your mentions / total category mentions | Brand visibility vs. competitors |

Paid Advertising (Search and Social)

| Metric | Definition | What It Tells You | |--------|-----------|-------------------| | Impressions | Times ad was shown | Budget utilization and targeting breadth | | Click-through rate (CTR) | Clicks / impressions | Ad creative and targeting relevance | | Cost per click (CPC) | Total spend / clicks | Cost efficiency of traffic generation | | Cost per mille (CPM) | Cost per 1,000 impressions | Awareness cost efficiency | | Conversion rate | Conversions / clicks | Landing page and offer effectiveness | | Cost per acquisition (CPA) | Total spend / conversions | Full-funnel cost efficiency | | Return on ad spend (ROAS) | Revenue / ad spend | Revenue generation efficiency | | Quality Score (search) | Google's relevance rating (1-10) | Ad-keyword-landing page alignment | | Frequency | Average times a user sees the ad | Ad fatigue risk | | View-through conversions | Conversions from users who saw but did not click | Display/awareness campaign influence |

SEO / Organic Search

| Metric | Definition | What It Tells You | |--------|-----------|-------------------| | Organic sessions | Visits from organic search | SEO effectiveness and content reach | | Keyword rankings | Position for target keywords | Search visibility | | Organic CTR | Clicks / impressions in search results | Title and meta description effectiveness | | Pages indexed | Number of pages in search index | Crawlability and site health | | Domain authority | Third-party authority score | Overall site strength | | Backlinks | Number of external sites linking to you | Content authority and off-page SEO | | Page load speed | Time to interactive | User experience and ranking factor | | Organic conversion rate | Organic conversions / organic sessions | Content quality and intent alignment | | Top entry pages | Most-visited pages from organic search | Content driving the most organic traffic |

Content Marketing

| Metric | Definition | What It Tells You | |--------|-----------|-------------------| | Pageviews | Total views of content pages | Content reach and distribution | | Unique visitors | Distinct users viewing content | Audience size | | Average time on page | Time spent on content pages | Content engagement and depth | | Bounce rate | Single-page sessions / total sessions | Content-audience fit and UX | | Scroll depth | How far users scroll on a page | Content engagement through the piece | | Social shares | Times content was shared on social | Content resonance and virality | | Backlinks earned | External links to content | Content authority and SEO value | | Lead generation | Leads attributed to content | Content conversion effectiveness | | Content ROI | Revenue attributed / content production cost | Overall content investment return |

Overall Marketing / Pipeline

| Metric | Definition | What It Tells You | |--------|-----------|-------------------| | Marketing qualified leads (MQLs) | Leads meeting marketing qualification criteria | Top-of-funnel effectiveness | | Sales qualified leads (SQLs) | MQLs accepted by sales | Lead quality | | MQL to SQL conversion rate | SQLs / MQLs | Marketing-sales alignment and lead quality | | Pipeline generated | Dollar value of opportunities created | Marketing impact on revenue | | Pipeline velocity | How fast deals move through pipeline | Campaign urgency and quality | | Customer acquisition cost (CAC) | Total marketing + sales cost / new customers | Efficiency of customer acquisition | | CAC payback period | Months to recover CAC from revenue | Unit economics health | | Marketing-sourced revenue | Revenue from marketing-originated deals | Direct marketing contribution | | Marketing-influenced revenue | Revenue from deals where marketing touched | Broader marketing impact |

Reporting Templates by Cadence

Weekly Marketing Report

Quick-scan format for team standups:

• Top 3 metrics with week-over-week change
• What worked this week (1-2 bullet points with data)
• What needs attention (1-2 bullet points with data)
• This week's priorities (3-5 action items)

Monthly Marketing Report

Standard stakeholder report:

1. Executive summary (3-5 sentences)
2. Key metrics dashboard (table with MoM and target comparison)
3. Channel-by-channel performance summary
4. Campaign highlights and results
5. What worked and what did not (with hypotheses)
6. Recommendations and next month priorities
7. Budget spend vs. plan

Quarterly Business Review (QBR)

Strategic review for leadership:

1. Quarter performance vs. goals
2. Year-to-date trajectory
3. Channel ROI analysis
4. Campaign performance summary
5. Competitive and market observations
6. Strategic recommendations for next quarter
7. Budget request and allocation plan
8. Key experiments and learnings

Dashboard Design Principles

• Lead with the metrics that map to business objectives (not vanity metrics)
• Show trends over time, not just point-in-time snapshots
• Include comparison context: prior period, target, benc