performance-report

What this skill does

# 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 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:

| | Low Effort | High Effort |
|---|---|---|
| **High Impact** | Do first | Plan for next sprint |
| **Low Impact** | Do if time allows | Deprioritize |

### 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

| Metric | Definition | Benchmark Range | What It Tells You |
|--------|-----------|----------------|-------------------|
| Delivery rate | Emails delivered / emails sent | 95-99% | List health and sender reputation |
| Open rate | Unique opens / emails delivered | 15-30% | Subject line and sender effectiveness |
| Click-through rate (CTR) | Unique clicks / emails delivered | 2-5% | Content relevance and CTA effectiveness |
| Click-to-open rate (CTOR) | Unique clicks / unique opens | 10-20% | Email content quality (for those who opened) |
| Unsubscribe rate | Unsubscribes / emails delivered | <0.5% | Content-audience fit and frequency tolerance |
| Bounce rate | Bounces / emails sent | <2% | List quality and data hygiene |
| Conversion rate | Conversions / emails delivered | 1-5% | End-to-end email effectiveness |
| Revenue per email | Total revenue / emails sent | Varies | Direct revenue attribution |
| List growth rate | (New subscribers - unsubscribes) / total list | 2-5% monthly | Audience building health |

### Social Media

| Metric | Definition | What It Tells You |
|--------|-----------|-------------------|
| Impressions | Number of times content was displayed | Content distribution and reach |
| Reach | Number of unique users who saw content | Audience breadth |
| Engagement rate | (Likes + comments + shares) / reach | Content resonance |
| Click-through rate | Link clicks / impressions | Traffic driving effectiveness |
| Follower growth rate | Net new followers / total followers per period | Audience building |
| Share/Repost rate | Shares / reach | Content virality and advocacy |
| Video view rate | Views / impressions | Video content hook effectiveness |
| Video completion rate | Completed views / total views | Video content quality and length fit |
| Social share of voice | Your mentions / total category mentions | Brand visibility vs. competitors |

### Paid Advertising (Search and Social)

| Metric | Definition | What It Tells You |
|--------|-----------|-------------------|
| Impressions | Times ad was shown | Budget utilization and targeting breadth |
| Click-through rate (CTR) | Clicks / impressions | Ad creative and targeting relevance |
| Cost per click (CPC) | Total spend / clicks | Cost efficiency of traffic generation |
| Cost per mille (CPM) | Cost per 1,000 impressions | Awareness cost efficiency |
| Conversion rate | Conversions / clicks | Landing page and offer effectiveness |
| Cost per acquisition (CPA) | Total spend / conversions | Full-funnel cost efficiency |
| Return on ad spend (ROAS) | Revenue / ad spend | Revenue generation efficiency |
| Quality Score (search) | Google's relevance rating (1-10) | Ad-keyword-landing page alignment |
| Frequency | Average times a user sees the ad | Ad fatigue risk |
| View-through conversions | Conversions from users who saw but did not click | Display/awareness campaign influence |

### SEO / Organic Search

| Metric | Definition | What It Tells You |
|--------|-----------|-------------------|
| Organic sessions | Visits from organic search | SEO effectiveness and content reach |
| Keyword rankings | Position for target keywords | Search visibility |
| Organic CTR | Clicks / impressions in search results | Title and meta description effectiveness |
| Pages indexed | Number of pages in search index | Crawlability and si