Performance Report

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

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

1. 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."

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

1. 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:

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:

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

Social Media

Paid Advertising (Search and Social)

SEO / Organic Search