campaign-performance-review

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• SKILL.md

SKILL.md (first lines)

# Campaign performance review

1. **Set the scope:** which campaigns or channels, which dates, and the goal metric (ROAS, CAC, CPA, revenue, signups). Different goals rank campaigns differently; use the one the team manages to.
2. **Pull spend and results together** from the governed source. Use one attribution model and name it. Don't mix platform-reported conversions with the warehouse's without saying so.
3. **Compare like with like:** each campaign vs its own prior period and vs the channel average. Flag anything with too little spend or volume to judge.
4. **Find the signal:**
   - winners and losers on the goal metric, with spend share
   - fatigue: rising frequency or CPM with falling CTR or conversion
   - mismatch: a large share of spend going to below-average performers
5. **Recommend, don't act.** "Shift about 15% of budget from Campaign A to Campaign B; A's CAC is 40% above channel average for 3 weeks." Any change to spend, bids, budgets or campaign status is a write and waits for approval, every time.
6. **Note the caveats:** attribution lag, recent changes still learning, seasonality.

From mitch-zink/agent-template, Apache-2.0.

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