| name | marketing-performance-report |
| description | Generate a marketing performance report with channel metrics, trend analysis, and actionable recommendations. Triggers on "marketing report", "how are our campaigns doing", "channel performance", "marketing metrics for [period]", "weekly marketing report" |
| metadata | {"openclaw":{"tags":["marketing","analytics","reporting","performance"]}} |
Performance Report
When the user asks for a marketing performance report:
Step 1: Define report parameters
Determine from the user:
- Time period: this week, this month, this quarter, custom range
- Comparison period: previous period, same period last year, custom
- Channels: all channels, specific channels (paid, organic, email, social)
- Campaigns: all active campaigns, specific campaign
- Focus area: high-level overview, deep dive into one channel, campaign-specific
Step 2: Pull performance metrics
Use capability_execute with capabilityId "analytics.get_metrics" to gather:
Traffic metrics:
- Total sessions and unique visitors
- Traffic by channel (organic, paid, social, email, direct, referral)
- New vs returning visitors
- Bounce rate and time on site by channel
- Top landing pages by traffic
Conversion metrics:
- Total conversions and conversion rate
- Conversions by channel
- Funnel progression (visitor -> lead -> MQL -> SQL)
- Cost per acquisition by channel
- Revenue attributed to marketing (if available)
Content metrics:
- Blog traffic and engagement
- Top-performing content pieces
- Content conversion rates
Email metrics:
- Emails sent, open rate, CTR, unsubscribe rate
- Campaign-level performance
- List growth rate
Step 3: SEO performance check
Use capability_execute with capabilityId "seo.audit_page" to assess:
- Organic traffic trends
- Keyword ranking changes (up and down movers)
- New keywords entering the top 20
- Technical SEO issues affecting performance
Use capability_execute with capabilityId "seo.keyword_research" to check:
- Ranking position changes for target keywords
- New keyword opportunities based on trends
Step 4: Market context
Use capability_execute with capabilityId "research.web_search" for:
- Industry news that may affect metrics (algorithm changes, market events)
- Competitor activity during the reporting period
- Seasonal factors or trends impacting performance
Step 5: Internal context (if available)
Use capability_execute with capabilityId "chat.search_messages" to find:
- Known issues that affected performance (outages, bugs, delays)
- Campaign launches or changes during the period
- Team discussion about results or anomalies
Step 6: Analyze and synthesize
Calculate:
- Period-over-period changes (absolute and percentage)
- Identify top 3 wins and top 3 concerns
- Root cause analysis for significant changes
- Trend lines (improving, declining, stable)
- Budget efficiency (cost per lead, ROAS, CAC)
Output Format
Marketing Performance Report: [Period]
Executive Summary
3-4 sentence overview highlighting the most important takeaway, biggest win, and primary concern.
Scorecard
| KPI | This Period | Last Period | Change | Target | Status |
|---|
| Total Leads | number | number | +/-X% | target | On/Off Track |
| Marketing Qualified Leads | number | number | +/-X% | target | On/Off Track |
| Cost per Lead | $X | $X | +/-X% | $target | On/Off Track |
| Website Sessions | number | number | +/-X% | target | On/Off Track |
| Conversion Rate | X% | X% | +/-Xpp | target | On/Off Track |
| Email Open Rate | X% | X% | +/-Xpp | target | On/Off Track |
| ROAS | X:1 | X:1 | +/-X% | target | On/Off Track |
Channel Performance
Paid Channels
| Channel | Spend | Leads | CPL | Conv Rate | ROAS | Trend |
|---|
| Google Ads | $X | X | $X | X% | X:1 | direction |
| LinkedIn Ads | $X | X | $X | X% | X:1 | direction |
| Facebook Ads | $X | X | $X | X% | X:1 | direction |
Organic Channels
| Channel | Sessions | Leads | Conv Rate | Trend |
|---|
| Organic Search | X | X | X% | direction |
| Social Organic | X | X | X% | direction |
| Referral | X | X | X% | direction |
Email
| Metric | Value | Benchmark | Assessment |
|---|
| Emails Sent | X | - | - |
| Open Rate | X% | industry avg | above/below |
| Click Rate | X% | industry avg | above/below |
| Unsubscribe Rate | X% | industry avg | above/below |
Top Wins
- What happened, why it matters, and what to do next
- What happened, why it matters, and what to do next
- What happened, why it matters, and what to do next
Concerns & Action Items
- What is declining, likely cause, and recommended fix
- What is declining, likely cause, and recommended fix
- What is declining, likely cause, and recommended fix
SEO Snapshot
- Organic traffic trend: direction and magnitude
- Keyword movements: top gainers and losers
- Technical issues: any crawl or indexing problems
Campaign Highlights
| Campaign | Status | Leads | CPL | Performance vs Goal |
|---|
| campaign name | active/complete | X | $X | above/on/below target |
Budget Utilization
| Category | Allocated | Spent | Remaining | Pacing |
|---|
| Paid Media | $X | $X | $X | on/over/under |
| Content | $X | $X | $X | on/over/under |
| Events | $X | $X | $X | on/over/under |
| Total | $X | $X | $X | assessment |
Recommendations
- Specific action with expected impact and priority
- Specific action with expected impact and priority
- Specific action with expected impact and priority
Next Period Priorities
- 3-5 focus areas for the upcoming period with rationale
