/mkt-performance-report

name: mkt-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](../../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