performance-report

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---
name: performance-report
description: Build a marketing performance report with key metrics, trend analysis, wins and misses, and prioritized optimization recommendations. Use when wrapping a campaign, when preparing weekly, monthly, or quarterly channel summaries for stakeholders, or when you need data translated into an executive summary with next-period priorities.
argument-hint: "<time period or campaign>"
---

# Performance Report

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

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

3. **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."

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

5. **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:

| Metric | This Period | Prior Period | Change | Target | Status |
|--------|------------|--------------|--------|--------|--------|

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 wel