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AD OPERATIONS TEMPLATE

Campaign Performance Report Template

Client-facing campaign report: delivery vs. goals, pacing, performance breakdown, optimizations, and recommendations.

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What's inside

Field

Details

Campaign

Campaign name

Advertiser

Report Period

Flight Dates

—

Total Budget

$XX,XXX

Author

Summary

How is the campaign doing? 2-3 sentences: on track or not, what's working, what needs attention. Write this for the account manager who will forward it to the client.

Delivery & KPIs

Metric

Goal

Actual

% of Goal

Status

Impressions

On Track

Clicks

On Track

CTR

On Track

Conversions

Viewability

VCR (Video)

Spend

eCPM

Pacing

Is the campaign delivering on schedule? If not, what's the plan?

Placement

Contracted

Delivered

% Complete

Days Remaining

Pacing

Placement name

On Pace

Under

Over

Performance Breakdown

Break down by the dimension that matters most for this campaign. Pick one or two — don't fill in all four. Delete the rows you don't need.

Dimension

Segment

Impressions

Clicks

CTR

Conv.

Notes

Creative

Creative A

Creative

Creative B

Placement

Placement A

Placement

Placement B

Device

Desktop

Device

Mobile

Geo

Region A

Geo

Region B

Optimizations Made

What did you change this period and why? Clients want to see that someone is actively managing their spend.

Date

Reason

Result

What you changed

Why — what data triggered this

Impact so far (or too early to tell)

Recommendations

What should happen next? Be specific and tie every recommendation to data.

  • Recommendation — what to do, based on what data, and expected impact

  • Recommendation

Appendix: Definitions

Metric

Definition

Impressions

Number of times the ad was served

Clicks

Number of click-throughs to the landing page

CTR

Click-through rate = clicks / impressions

Viewability

% of impressions measured as viewable (MRC standard: 50% of pixels in view for 1 second)

VCR

Video completion rate = complete views / video starts

eCPM

Effective CPM = (total spend / impressions) x 1000

CPA

Cost per acquisition = spend / conversions

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