Turn campaign performance data into an executive summary

Before pulling data, decide what the executive summary needs to answer. Use a simple structure: what changed, why it matters, what is working, what is underperforming, what risks need attention, and what actions marketing recommends. This prevents the report from becoming a metric dump.

Pull campaign data from GA4, HubSpot, and Looker Studio into Google Sheets. Capture spend if available, sessions, landing page conversion rate, form fills, MQLs, SQLs, opportunities, pipeline, cost per conversion, top channels, top assets, and week-over-week change. Keep source notes so you know where each number came from.

Use Google Sheets to calculate week-over-week or period-over-period changes. Highlight large movements in traffic, conversion rate, lead quality, pipeline, cost, or channel mix. Then ask Claude to separate normal noise from meaningful changes that deserve executive attention.

Analyze this campaign performance table and identify meaningful changes.

Campaign metrics:
{{campaign_metrics_table}}

Campaign goal:
{{campaign_goal}}

Reporting period:
{{reporting_period}}

Output:
1. Biggest positive changes
2. Biggest negative changes
3. Possible anomalies
4. Changes that may be normal noise
5. Metrics that need verification
6. Questions to investigate before reporting

Be skeptical. Do not overstate small numbers.

Give Claude the metric table, anomaly list, campaign goal, and any context from the team. Ask it to draft a short executive summary with headline takeaway, wins, risks, explanations, recommended actions, and open questions. The summary should be readable in under two minutes.

Draft an executive campaign performance summary.

Campaign goal:
{{campaign_goal}}

Metric table:
{{metric_table}}

Meaningful changes and anomalies:
{{anomaly_notes}}

Team context:
{{team_context}}

Write:
1. One-sentence headline takeaway
2. What changed this period
3. What is working
4. What is underperforming
5. Why this likely happened
6. Risks or watchouts
7. Recommended next actions
8. Questions that need follow-up

Keep this concise, plain-English, and executive-ready. Do not hide uncertainty.

Manually compare the draft against GA4, HubSpot, Looker Studio, and the source spreadsheet. Remove any claim that is not directly supported by the numbers. If the cause is uncertain, rewrite the explanation as a hypothesis and add what you will check next.

Turn the summary into an action-oriented report. Add 3-5 recommended actions, each with an owner, due date, expected impact, and dependency. This makes the report useful for operating the campaign, not just explaining it.

Turn this campaign summary into an action plan.

Executive summary:
{{executive_summary}}

Available team members:
{{team_members}}

Constraints:
{{constraints}}

Output 3-5 recommended actions with:
1. Action
2. Why it matters
3. Metric it should affect
4. Owner
5. Due date
6. Expected impact
7. Dependency or risk

Be specific. Avoid vague optimization language.

Share the final Google Doc or summary excerpt with leadership and the campaign team. Link back to the Looker Studio dashboard for anyone who wants deeper details. Keep the main readout concise and archive each week so you can compare narrative quality and decision history over time.