Marketing report template: connect channel activity to a business decision
A marketing reporting prompt that reconciles channel definitions, separates delivery from outcomes and produces decisions instead of a collage of dashboards.
- Works in
- ChatGPT, Claude, Gemini
- You need
- Channel exports · Spend and outcome definitions · Targets · Campaign change log
- Written for
- marketing report example
Marketing reports become misleading at the seams between tools. Reconcile what a conversion means before praising the channel that reports the largest number.
For a search-specific view, use the monthly SEO report template; for website behaviour, use the GA4 report template.
Create a marketing performance report from these exports.
First build a definitions table across sources: metric, source, scope,
attribution window, currency, timezone and known exclusions. Flag metrics with
the same name but different definitions. Do not merge them until reconciled.
Structure the report as: decisions required; executive summary; spend and
outcome table; funnel from exposure to business outcome using only measured
stages; channel contribution; campaign and audience detail; creative or offer
observations; work shipped; supported conclusions; hypotheses; budget or
execution recommendations; and next tests with owner and review date.
Separate platform-reported conversions from independently measured outcomes.
Never add attributed conversions across channels as though each were unique.
Do not invent incrementality, lifetime value, benchmarks or causal stories.
Show numerator, denominator and formula for rates. Label partial periods,
tracking changes and missing costs. Use ranges when source uncertainty makes
a point estimate misleading.
Reporting question: [QUESTION]
Channel and outcome exports: [DATA]
Definitions and attribution settings: [DEFINITIONS]
Targets, budget and change log: [CONTEXT]
Available owners: [OWNERS]What to change
Everything in square brackets is yours to replace. Nothing else needs editing.
[QUESTION]- The decision this report must support, such as where to run the next controlled budget test.
[DATA]- Raw or table exports from each platform plus independent outcomes where available.
[DEFINITIONS]- Conversion meaning, windows, scope, currency and timezone per source.
[CONTEXT]- Targets, approved spend, launches, outages and tracking changes.
[OWNERS]- People or roles who can run the recommended work.
How to run it
- 01Reconcile definitions
Two columns called conversions may measure different events and windows. Resolve that before comparing channels.
- 02Name the decision
Lead with the choice stakeholders need to make, then include only evidence relevant to it.
- 03Turn uncertainty into a test
When attribution cannot answer a causal question, design the next measurable test instead of forcing a conclusion.
Questions people ask
What should a marketing report include?
Include the decision, definitions, spend, outcomes, funnel stages, channel and campaign detail, relevant delivery changes, supported conclusions, uncertainty, recommendations and owned tests.
Can conversions from different ad platforms be added together?
Not safely without deduplication and aligned definitions. Several platforms may claim credit for the same outcome under different attribution windows.
What is the difference between a dashboard and a marketing report?
A dashboard makes monitored metrics available. A report selects evidence for a period or decision, explains definitions and uncertainty, and recommends what happens next.
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