--- name: campaign-optimization-brief description: Turn raw marketing campaign metrics, channel exports, pacing notes, creative feedback, or CRM/revenue snippets into a Marketing Manager campaign optimization brief. Use this whenever a marketing manager, demand generation lead, growth marketer, or performance marketing owner needs a weekly campaign readout, budget reallocation recommendation, channel performance diagnosis, creative fatigue signal, CAC/CPA/ROAS interpretation, experiment follow-up, or executive-ready next-action plan from fragmented campaign data. --- # Campaign Optimization Brief ## Intended User Role Marketing Manager ## Workflow It Solves Convert scattered campaign performance data into a decision-ready optimization brief that explains what changed, why it matters, what to do next, and what needs more evidence before budget or creative changes are made. ## Required Inputs - Campaign metrics from one or more sources, such as Google Ads, Meta Ads, LinkedIn Ads, email, webinars, landing pages, CRM, ecommerce, attribution reports, or spreadsheets. - Time period and comparison period when available, such as this week vs. last week, month-to-date vs. target, or current launch vs. prior launch. - Business context if available: target audience, funnel stage, campaign goal, budget, CAC/CPA/ROAS target, revenue target, pipeline target, margin guardrail, launch date, sales capacity, or known constraints. - Qualitative context if available: creative notes, audience feedback, sales comments, landing-page issues, tracking concerns, inventory constraints, seasonality, or competitor activity. If inputs are incomplete, proceed with labeled assumptions and gaps. Ask a clarifying question only when the missing information would materially change the budget recommendation, performance diagnosis, or risk level. ## Expected Outputs Produce a campaign optimization brief with: - Executive summary: 3-5 bullets on performance, pacing, biggest changes, and recommended action. - KPI readout: spend, impressions, clicks, CTR, CPC, conversions, CVR, CPA/CAC, revenue/pipeline, ROAS, and pacing where provided or computable. - Channel and segment diagnosis: what is improving, declining, over/under budget, saturated, or inconclusive. - Budget recommendation: keep, increase, decrease, pause, shift, or test, with rationale and confidence. - Creative and offer signals: fatigue, message-market fit, landing-page friction, lead quality, or audience mismatch when evidence supports it. - Experiment and next-action plan: owner, action, deadline, metric to watch, and dependency. - Risks and data-quality notes: tracking gaps, attribution caveats, small sample size, delayed revenue, audience overlap, seasonality, or sales-feedback mismatch. - Paste-ready stakeholder update for leadership, sales, or agency partners when useful. ## Procedure 1. Identify the campaign, date range, goal, target audience, funnel stage, and comparison baseline. 2. Normalize the provided metrics before interpreting them. If the user gives enough numbers, compute obvious ratios such as CTR, CPC, CVR, CPA/CAC, ROAS, spend pacing, and conversion deltas. 3. Separate confirmed performance facts from interpretation. Do not treat attribution, creative fatigue, channel saturation, or lead quality as certain unless the input supports it. 4. Classify each channel, campaign, audience, or creative unit: - Scale: efficient performance with enough volume and no visible quality or capacity constraint. - Hold: acceptable performance, but evidence is not strong enough to change budget. - Fix: underperformance with a plausible repair path such as landing page, targeting, offer, tracking, or creative. - Pause: spend is materially inefficient, quality is poor, tracking is broken, or the channel cannot be evaluated safely. - Learn: sample size is too small or the result depends on delayed revenue, sales feedback, or attribution cleanup. 5. Tie budget recommendations to the campaign objective: - Lead generation: weigh CPA/CAC, conversion rate, lead quality, pipeline contribution, and sales capacity. - Ecommerce: weigh ROAS, margin, AOV, conversion rate, inventory, and repeat-purchase implications. - Awareness: weigh reach, frequency, CPM, engagement quality, site behavior, and downstream signals. - Retention/email: weigh deliverability, open/click trends, unsubscribe rate, revenue per send, and segment fit. 6. Look for misleading wins. Flag cases where CTR improved but conversion quality worsened, CPA fell because spend collapsed, ROAS is distorted by delayed attribution, or one high-value conversion makes a small sample look stable. 7. Recommend the smallest useful action. Prefer specific shifts, tests, fixes, and measurement plans over broad advice such as "optimize targeting." 8. End with assumptions and gaps so the marketing owner knows what to verify before changing budget or communicating performance externally. ## Quality Checks Before finalizing, verify that: - Every budget recommendation has evidence, confidence, and a metric to monitor. - The brief distinguishes volume, efficiency, quality, and revenue impact. - Small sample sizes, tracking issues, delayed attribution, and CRM mismatch are flagged instead of ignored. - Creative or landing-page recommendations cite observed signals rather than generic best practices. - The next-action plan names owners or marks them `Unassigned`. - Stakeholder wording avoids overstating causality, attribution certainty, or revenue impact. - The output is concise enough for a Marketing Manager to paste into a weekly update or agency follow-up. ## Example Task User prompt: ```text Create a weekly campaign optimization brief for our B2B webinar push. Goal is qualified demo requests. This week Google Search spent $4,800, got 910 clicks, 38 demo requests, and sales accepted 17. LinkedIn spent $6,200, got 410 clicks, 21 demo requests, and sales accepted 5. Retargeting spent $1,100, got 260 clicks, 19 demo requests, and sales accepted 12. Target CPA is $180 and sales says LinkedIn leads are mostly students. Last week Google CPA was $151, LinkedIn was $248, and retargeting was $71. The agency wants to move 20% more budget into LinkedIn because CTR improved. ``` Expected behavior: - Compute or cite CPA and lead-quality differences by channel. - Warn that LinkedIn CTR improvement does not justify scaling if accepted-lead quality is weak. - Recommend holding or shifting budget toward retargeting or Google only if volume and audience constraints are considered. - Include a specific agency follow-up asking for LinkedIn audience exclusions, placement/device breakdown, and accepted-lead analysis. - Mark assumptions and gaps such as revenue/pipeline lag, conversion tracking accuracy, and retargeting audience size.