# Campaign report template

Revenue Arc Marketing | September 7, 2026

An original blank working template. This is not a client report, a benchmark, or a guarantee of reporting features. Agree the format, data access, and cadence with your campaign team. Replace the prompts below with verified campaign information.

## Decision this report supports

- Campaign and reporting period:
- Business outcome and definition:
- Decision to make (continue, change, scale, stop, or learn more):
- Decision owner and date:

## Delivery and cost

| Channel / publisher | Planned spend | Delivered spend | Currency | Impressions | Reach method | Frequency | Data source / retrieved date |
| --- | --- | --- | --- | --- | --- | --- | --- |
| | | | | | | | |

Separate currencies. Document gross versus net costs, included technology/data charges, and any other fee. Do not add a charge twice when it is already included in media cost. Label missing data rather than treating it as zero.

## Business outcomes

| Outcome | Count or value | Source of truth | Definition | Time window | Deduplication rule | Known limitations |
| --- | --- | --- | --- | --- | --- | --- |
| | | | | | | |

## Attribution and experiments

| Evidence | Result | Method | Uncertainty / limitation |
| --- | --- | --- | --- |
| Click-attributed conversions | | Attribution model and window | Attribution is not proof of causation |
| View-attributed conversions | | Exposure / identity method and window | Modelled exposure is not confirmed attention |
| Incremental outcome, if tested | | Treatment, comparison, allocation, and dates | Confidence interval, power, contamination, and assumptions |

Use 'not measured' if no experiment was run. Do not add attributed outcomes across platforms without checking duplicate credit. An inconclusive lift test does not establish that a channel has no effect.

## What changed and what happens next

- Changes made during this period and their dates:
- Results that are observations versus possible explanations:
- Recommendation and supporting evidence:
- Alternatives considered:
- Next action, owner, date, and approved budget boundary:
- What would change the recommendation:

Companion guide: https://revenuearc.com/en/resources/ctv-measurement-brief