/performance-report

description: Generate a marketing performance report with KPI tracking, trend analysis, anomaly detection, and recommendations
argument-hint: "<channels or period> [audience: executive|tactical]"

Performance Report

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

Generate a structured marketing performance report that transforms raw data into actionable insights. Covers KPI tracking, period-over-period trends, anomaly detection, channel benchmarking, and prioritized optimization recommendations.

Trigger

User runs `/digital-marketing-pro:performance-report` or asks for a marketing report, performance review, channel analysis, or campaign results summary.

Inputs

Gather the following from the user. If not provided, ask before proceeding:

1. **Reporting period** — date range for the report (e.g., "last 30 days", "Q1 2026", "Feb 1-28")

2. **Channels to cover** — which marketing channels to include:

• All channels (default)
• Specific: organic search, paid search, social media, email, direct, referral

3. **Data source** — raw performance data in any of these forms:

• Pasted directly into the conversation
• CSV or spreadsheet file
• Connected platform (if analytics or advertising connectors are available)

4. **Comparison period** — previous period, year-over-year, or custom benchmark

5. **Report audience** — who will read this:

• **Executive** — high-level summary with headline metrics and strategic recommendations
• **Tactical** — detailed breakdown with granular data and specific optimizations

6. **KPIs of interest** (optional) — specific metrics to focus on, or use defaults:

• Traffic: sessions, users, pageviews, bounce rate
• Conversions: conversion rate, leads, revenue, ROAS
• Engagement: time on site, pages per session, social engagement
• Email: open rate, click rate, unsubscribe rate

Process

1. **Load brand context** — apply brand goals, targets, and industry benchmarks from the active profile

2. **Ingest data** — validate and normalize the provided performance data

3. **Calculate core KPIs** — per channel: traffic, conversions, revenue, ROAS, CPA, engagement metrics, growth rates

4. **Trend analysis** — period-over-period changes, trajectory direction, seasonality adjustments

5. **Anomaly detection** — flag significant spikes or drops with likely root causes:

• Traffic anomalies (algorithm update, viral content, technical issue)
• Conversion anomalies (landing page change, pricing update, competitive action)
• Cost anomalies (bid changes, new competition, quality score shifts)

6. **Benchmark comparison** — compare against industry averages and brand-specific targets

7. **Generate insights** — what worked, what underperformed, and hypotheses for why

8. **Produce recommendations** — prioritized optimizations for the next period, ranked by expected impact

Output Format

Executive Summary

• 3-5 headline metrics with period-over-period change and trend direction
• Overall assessment: on track, needs attention, or urgent action required
• Top win and top concern with context

Channel Performance Dashboard

| Channel | Sessions | Conversions | Revenue | ROAS | vs. Prior | Trend | |---------|----------|-------------|---------|------|-----------|-------|

Trend Analysis

• Period-over-period comparison with percentage changes
• Trajectory indicators (accelerating, stable, decelerating)
• Seasonality context where relevant

Anomaly Alerts

| Metric | Change | Likely Cause | Recommended Action | |--------|--------|--------------|-------------------|

Flag any metric that moved more than 2 standard deviations from its trend.

Top Wins

• 3-5 areas of strongest performance with context and contributing factors

Areas Needing Attention

• 3-5 underperforming areas with root cause hypotheses and fix recommendations

Recommendations

**Immediate Actions (this week):**

• Quick optimizations with expected impact

**Strategic Adjustments (this month):**

• Larger changes to channel mix, budget allocation, or content strategy

**Next Period Goals:**

• Recommended targets based on current trajectory and optimization potential

After the Report

Ask: "Would you like me to:

• Dive deeper into any specific channel? (`/digital-marketing-pro:analytics-insights`)
• Investigate an anomaly in detail? (`/digital-marketing-pro:anomaly-scan`)
• Adjust budget allocation based on these results? (`/digital-marketing-pro:budget-optimizer`)
• Generate a client-ready version of this report? (`/digital-marketing-pro:client-report`)
• Create a live dashboard to track these KPIs? (`/digital-marketing-pro:live-dashboard`)
• Export this data to a spreadsheet? (`/digital-marketing-pro:data-export`)"