Record the setup before the send
Write the provider name, exact audience description, approved offer, landing-page version, agreed geography, qualified-click definition, order date, delivery window and full campaign cost. Save a private copy of the seller's terms. A report created only after the outcome is known makes it too easy to forget what you originally set out to learn.
Keep four sets of numbers separate
| Section | What to record |
|---|---|
| Delivery | Ordered clicks, seller-reported qualifying clicks, timing, discrepancy notes |
| Visits | Your tracker visitors, unique-definition notes, campaign ID |
| Leads | Valid and duplicate opt-ins, cost per defined lead, engagement window |
| Sales | Attributable purchases, refunds, revenue access limits, observation window |
Write a short interpretation
State which questions were answered and which were not. If the landing page failed during delivery or sales attribution is unavailable, explain the limitation explicitly. A result can justify a technical fix without proving that another provider is better.
Download a blank worksheet
Download campaign report CSV ↓
The worksheet contains column headings only—no invented test results or example provider rankings. It can be opened in a spreadsheet app and kept privately with your actual records.
Compare future campaigns fairly
Use consistent definitions, preserve campaign dates and change as few variables as feasible. Start with the tracking primer if you are not yet collecting the data.
A sample report that does not mix event types
| Field | Illustrative entry | Record the definition |
|---|---|---|
| Placement spend | $120 | Media only or all direct costs? |
| Ordered eligible clicks | 200 | Unique/total and exclusions? |
| Provider-reported eligible clicks | 205 | Report period and timezone? |
| Observed page visits | 184 | Analytics event and filtering? |
| Valid leads | 23 | Submitted or confirmed? |
| Attributable purchases | Not established | Tracking and observation window? |
These entries are hypothetical and illustrate why “205 clicks, 23 conversions” is an incomplete summary. The numerator may be form submissions while the denominator is provider clicks; a reader needs the definitions to interpret the figures.
Write a three-sentence conclusion
First describe delivery against the written order. Next describe the observed user journey—visits, valid leads and any attributable purchases. Finally state the strongest limitation, such as missing attribution, a form outage or a tiny sample. Then specify one follow-up action. This concise structure is more useful than an unqualified declaration that the campaign “worked.”
Make the report reusable
The blank CSV worksheet on this page is meant for your own records. Use one row per campaign or comparable period, preserve the original seller quote and avoid putting personal subscriber information into the file. Document revisions if you later recover missing data or receive a refund. A reader returning in three months should still understand how every figure was produced.
Decide what to investigate next
A delivery shortfall calls for the contract and the seller's remedy policy. Normal delivery but weak sign-ups calls for the page and audience review. Strong leads but weak sales calls for an offer and attribution review. The report is valuable because it prevents those different problems from collapsing into one vague “traffic quality” verdict.
Useful next steps
Guide reviewed September 19, 2026. Provider recommendations and purchase terms can change; confirm current details before ordering.