# Weekly Marketing Performance Review Template

A reusable structure for reviewing campaign performance period over period. Pairs naturally with
the [Marketing Performance Diagnostic](https://signalppc.com/tools/performance-diagnostic/) — run
your numbers through it, then use this template to record the conclusions and next steps.

## Period Covered

- Previous period: ____________________
- Current period: ____________________
- Prepared by: ____________________
- Date: ____________________

## KPI Changes

| Metric | Previous | Current | Change | % Change |
|---|---|---|---|---|
| Spend | | | | |
| Impressions | | | | |
| Clicks | | | | |
| Conversions | | | | |
| Revenue | | | | |
| CTR | | | | |
| CPC | | | | |
| Conversion Rate | | | | |
| CPA | | | | |
| ROAS | | | | |

## Biggest Changes

List the 2–3 metrics that moved the most, in percentage terms:

1.
2.
3.

## Mathematical Drivers

For each ratio metric that moved meaningfully (CPA, CPC, ROAS, etc.), note which side of the ratio
moved more, and by how much:

-
-

## Possible Causes (Unconfirmed — For Investigation)

List plausible explanations for each driver above. Mark each as investigated / not yet investigated.

| Possible Cause | Related Metric | Status |
|---|---|---|
| | | Not yet investigated |
| | | Not yet investigated |

## Investigations Completed

Record what you actually checked and what you found — not just what you planned to check.

-

## Next Actions

- [ ]
- [ ]
- [ ]

## Notes & Limitations

Record anything that affects how much to trust this analysis — short data windows, tracking
changes, known conversion lag, attribution window mismatches, etc.

---

Related tool: [Marketing Performance Diagnostic](https://signalppc.com/tools/performance-diagnostic/)
Related article: [How to Analyze Week-Over-Week Campaign Performance](https://signalppc.com/learn/how-to-analyze-week-over-week-campaign-performance/)

Published by Signal PPC — https://signalppc.com/resources/weekly-performance-review-template/