Campaign ROI Report for Retail & E-commerce

# Campaign ROI Report - Retail & E-commerce

## Purpose
Complete at the end of every marketing campaign to determine ROI and inform future campaign investment decisions.

## When to Use
A campaign-specific ROI report tracking spend, leads generated, conversions, revenue attributed, and return on investment for individual campaigns.

## Instructions
1. Review the template below and familiarise yourself with the structure
2. Replace all [bracketed placeholders] with your retail & e-commerce business details
3. Customise the tone and formatting to match your brand
4. Save in your preferred tool (HubSpot or Mailchimp)

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## Campaign ROI Report

**Campaign Name:** [Campaign Name]
**Campaign Period:** [Start Date] - [End Date]
**Campaign Type:** [Email / Paid Ads / Content / Event / Multi-channel]
**Prepared by:** [Your Name]
**Date:** [Date]

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### Executive Summary

The [Campaign Name] campaign ran for [X] weeks with a total investment of $[Amount]. It generated [X] leads, [X] conversions, and $[Amount] in attributed revenue, delivering an ROI of [X]%. [1-2 sentences on key takeaway, e.g. "This exceeded our target ROI of [X]% and validates the effectiveness of [channel/approach] for reaching [audience]."]

### Campaign Overview

| Item | Detail |
|------|--------|
| Objective | [Primary campaign objective, e.g. Generate leads for [product/service]] |
| Target audience | [Audience description] |
| Channels used | [List all channels: Email, Google Ads, Social Media, etc.] |
| Key message | [Core campaign message/offer] |
| Call to action | [Primary CTA] |
| Landing page | [URL] |

### Financial Summary

| Metric | Amount |
|--------|--------|
| Total campaign spend | $[Amount] |
| Revenue attributed to campaign | $[Amount] |
| Gross profit from campaign revenue | $[Amount] |
| **Net return (profit - spend)** | **$[Amount]** |
| **ROI** | **[X]%** |

**ROI Calculation:** (Gross Profit - Campaign Spend) / Campaign Spend x 100 = [X]%

### Spend Breakdown

| Channel / Item | Spend | % of Total |
|---------------|-------|-----------|
| [Channel 1, e.g. Google Ads] | $[Amount] | [X]% |
| [Channel 2, e.g. Facebook/Instagram Ads] | $[Amount] | [X]% |
| [Channel 3, e.g. Email platform] | $[Amount] | [X]% |
| Content creation (copy, design, video) | $[Amount] | [X]% |
| [Other, e.g. Landing page development] | $[Amount] | [X]% |
| **Total** | **$[Amount]** | **100%** |

### Lead Generation

| Metric | Result | Target | vs Target |
|--------|--------|--------|-----------|
| Total impressions / reach | [X] | [X] | [+/-][X]% |
| Total clicks / engagements | [X] | [X] | [+/-][X]% |
| Click-through rate | [X]% | [X]% | [+/-][X]pp |
| Total leads generated | [X] | [X] | [+/-][X]% |
| Cost per lead (CPL) | $[Amount] | $[Amount] | [+/-]$[Amount] |
| Lead to MQL conversion | [X]% | [X]% | [+/-][X]pp |
| MQLs generated | [X] | [X] | [+/-][X]% |

### Conversion & Revenue

| Metric | Result | Target | vs Target |
|--------|--------|--------|-----------|
| Sales Qualified Leads (SQLs) | [X] | [X] | [+/-][X]% |
| Proposals / quotes sent | [X] | [X] | [+/-][X]% |
| Deals closed | [X] | [X] | [+/-][X]% |
| Conversion rate (lead to customer) | [X]% | [X]% | [+/-][X]pp |
| Revenue (closed) | $[Amount] | $[Amount] | [+/-]$[Amount] |
| Revenue (pipeline, not yet closed) | $[Amount] | - | - |
| Average deal value | $[Amount] | $[Amount] | [+/-]$[Amount] |
| Cost per acquisition (CPA) | $[Amount] | $[Amount] | [+/-]$[Amount] |

### Channel Performance Comparison

| Channel | Spend | Leads | CPL | Conversions | CPA | Revenue | ROI |
|---------|-------|-------|-----|-------------|-----|---------|-----|
| [Channel 1] | $[Amount] | [X] | $[Amount] | [X] | $[Amount] | $[Amount] | [X]% |
| [Channel 2] | $[Amount] | [X] | $[Amount] | [X] | $[Amount] | $[Amount] | [X]% |
| [Channel 3] | $[Amount] | [X] | $[Amount] | [X] | $[Amount] | $[Amount] | [X]% |
| **Total** | **$[Amount]** | **[X]** | **$[Amount]** | **[X]** | **$[Amount]** | **$[Amount]** | **[X]%** |

**Best performing channel:** [Channel] (highest ROI of [X]%)
**Worst performing channel:** [Channel] (ROI of [X]%)

### Attribution Notes

- Attribution model used: [First touch / Last touch / Multi-touch / Linear]
- Attribution window: [X] days from first campaign interaction
- [X] conversions had multiple campaign touchpoints
- Revenue figures include deals closed within [X] days of campaign end date
- Pipeline revenue of $[Amount] not included in ROI calculation but expected to close within [X] months

### Audience Insights

| Segment | Leads | Conversion Rate | Revenue | Insight |
|---------|-------|-----------------|---------|---------|
| [Segment 1] | [X] | [X]% | $[Amount] | [Key learning] |
| [Segment 2] | [X] | [X]% | $[Amount] | [Key learning] |
| [Segment 3] | [X] | [X]% | $[Amount] | [Key learning] |

### Key Learnings

1. **What worked well:** [Specific tactic or creative that outperformed, with data]
2. **What underperformed:** [Specific tactic or creative that fell short, with data]
3. **Surprising finding:** [Unexpected insight from the campaign data]
4. **Audience insight:** [What we learned about our target audience]

### Recommendations for Future Campaigns

1. [Recommendation 1, e.g. Increase budget allocation to [Channel] which delivered 3x better ROI]
2. [Recommendation 2, e.g. Refine targeting to focus on [Segment] which converted at 2x the average rate]
3. [Recommendation 3, e.g. Test [new approach] based on audience feedback]
4. [Recommendation 4, e.g. Extend campaign duration from [X] to [X] weeks to capture late converters]

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**Complexity:** intermediate | **Setup time:** 20 minutes | **Tools:** HubSpot, Mailchimp, Xero

Note: This template has been tailored for retail & e-commerce businesses in Australia. Adjust terminology and compliance references to match your specific context.