A campaign-performance review checklist
By Saman · Mar 11, 2025
A useful performance review is repeatable. The same questions should be answerable for Google, Meta, Microsoft, Pinterest and Reddit without pretending their reporting is identical.
Confirm the reporting frame
1. Check the date range. 2. Confirm the timezone. 3. Verify which accounts and campaigns are included. 4. Record the reporting currency.
Compare the core metrics
5. Review spend. 6. Review impressions and clicks. 7. Compare CTR and CPC. 8. Inspect conversions and CPA where returned.
Keep outcomes traceable
9. Identify the source of revenue. 10. Record attribution differences. 11. Investigate large changes at campaign level. 12. Export or schedule the view used for the review.
The checklist does not make campaign decisions for you. It gives the team a consistent evidence base for its own review.
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