Analyze campaign performance

Analyze campaign performance in Google Analytics — with the four heights of help laid out: do it now, make it easier for the next person to accept, work out the right move when you are stuck, and learn the pattern so it stops coming back.

4prompt heights
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The four heights

The same task, four distances: today's deadline, the next reviewer, the stuck moment, the pattern.

Execute — do the immediate task

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The weekly campaign report is due to the growth team on Friday. Pull last 30 days of traffic from…
The weekly campaign report is due to the growth team on Friday. Pull last 30 days of traffic from the marketing campaigns tagged UTM_source=email, UTM_medium=cpc, and UTM_campaign=spring_sale. Confirm sessions, conversions and revenue per campaign, then send the attached two-page summary to Maria in growth and Ben in finance for Friday sign-off. Check that conversion goals match the site’s purchase event before sending.

Improve — make it easier to accept

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Before I share campaign results with the CMO, make the performance obvious. Put spend, sessions,…
Before I share campaign results with the CMO, make the performance obvious. Put spend, sessions, conversion rate and ROAS at the top for each campaign; highlight campaigns that lost money or dropped conversion rate by more than 20% versus the prior period; flag any anomalies where landing-page sessions are high but conversions are near zero. Suggest one recommendation per flagged campaign to make approval easy.

Decide — diagnose the stuck moment

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I exported last 30 days of campaign traffic and several campaigns show sessions but zero revenue.…

Pulled campaign list; some campaigns show zero revenue though sessions exist

I exported last 30 days of campaign traffic and several campaigns show sessions but zero revenue. Maria will ask if tracking is broken. I’m worried we missed a UTM mapping or the purchase event changed. I cannot check site code myself. What is the most likely cause and the quickest next step so I can tell Maria what to do?

Become — change the pattern

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Every month I spend hours recreating campaign performance reports because UTM tagging and goal…

We keep re-running the same 30-day campaign checks every week

Every month I spend hours recreating campaign performance reports because UTM tagging and goal mapping keep failing. I want to stop firefighting and make campaign reporting reliable. Which three changes should I make to reduce rework and get consistent, trustworthy campaign metrics going forward?

Next to this one

Other web analytics work people do in Google Analytics.

Every task here came from the work, not from a feature list — which is why the prompts name what you want done and never the button that does it. The tool changes; the work does not.
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The rest of the map

Same library, five ways in.