# Campaign Post-Mortem — Analysis Framework

## Timing

- **Quick debrief**: Within 48 hours of campaign end (capture fresh observations)
- **Full post-mortem**: Within 2 weeks of campaign end (after final data settles)
- **Benchmark update**: Within 1 month (update channel/campaign type benchmarks)

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## Data Collection Checklist

- [ ] Final spend by channel and campaign
- [ ] Impressions, clicks, CTR by channel
- [ ] Conversions, conversion rate, CPA by channel
- [ ] Revenue attributed (if applicable) and ROAS
- [ ] Top-performing creative (by CTR, conversion rate, CPA)
- [ ] Bottom-performing creative
- [ ] Audience segment performance comparison
- [ ] Landing page performance (bounce rate, conversion rate)
- [ ] Email performance (open rate, CTR, conversions)
- [ ] Budget pacing (under/over-spend by channel)
- [ ] Competitive activity during campaign period
- [ ] External factors (seasonality, news, market shifts)

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## Post-Mortem Meeting Agenda (60 min)

| Time | Topic | Owner |
|------|-------|-------|
| 0-5 min | Objectives recap — what we set out to do | Campaign owner |
| 5-15 min | Results overview — what actually happened | Analytics |
| 15-30 min | What worked and why (top 3) | All |
| 30-45 min | What didn't work and why (top 3) | All |
| 45-55 min | Key learnings and action items | All |
| 55-60 min | What we'll do differently next time | Campaign owner |

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## Analysis Template

### 1. Executive Summary
- Campaign name, dates, total spend, primary result vs target
- One-line verdict: Exceeded / Met / Missed objective by X%

### 2. Performance vs Objectives
| Objective | Target | Actual | % of Target | Verdict |
|-----------|--------|--------|-------------|---------|
| [Primary KPI] | [#] | [#] | [%] | ✅/❌ |
| [Secondary KPI] | [#] | [#] | [%] | ✅/❌ |

### 3. Channel Performance
| Channel | Spend | Impressions | Clicks | Conversions | CPA | ROAS |
|---------|-------|-------------|--------|-------------|-----|------|
| [Channel] | | | | | | |

### 4. What Worked (Top 3)
For each: What happened → Why it worked → How to replicate

### 5. What Didn't Work (Top 3)
For each: What happened → Root cause → How to fix next time

### 6. Key Learnings
- Learning 1: [Insight] → **Action**: [What to do with this knowledge]
- Learning 2: ...

### 7. Benchmark Updates
| Metric | Previous Benchmark | This Campaign | New Benchmark |
|--------|-------------------|---------------|---------------|
| [CPA] | [$X] | [$Y] | [$Z] |

### 8. Next Campaign Recommendations
Specific actions for the next campaign based on learnings.

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## Learning Extraction Methodology

After completing the analysis, categorize learnings:

| Category | Example | Action |
|----------|---------|--------|
| **Audience** | "Mid-market responded 3x better than enterprise" | Update targeting for next campaign |
| **Creative** | "Video outperformed static by 40% on Meta" | Increase video creative investment |
| **Channel** | "LinkedIn CPA was 2x target, Google was under" | Shift budget allocation |
| **Timing** | "Performance dropped on weekends" | Adjust dayparting |
| **Offer** | "Free trial outperformed demo request 2:1" | Test trial offers more broadly |
| **Landing page** | "Short-form page converted better for cold traffic" | Create segment-specific pages |
