Performance Report

# Performance Report

> If you see unfamiliar placeholders or need to check which tools are connected, see [CONNECTORS.md](../../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) | Uniq