Campaign reporting
Campaign renewal memo template
A renewal memo is the bridge between a campaign readout and the next media decision. It should say what worked, what is unresolved, what changes before the next flight, and which claims the evidence can support.
Use this template after the campaign readout QA pass, renewal scorecard, and issue register. It is built for contextual display, sponsorship, and private marketplace packages where the next step may be renewal, narrower scope, creative or destination repair, a designed test, or a hold decision.
Memo decision header
The first block should make the decision visible before charts, anecdotes, or caveats pull the reader into a weaker interpretation.
| Field | What to write | Do not write |
|---|---|---|
| Decision requested | Renew same package, renew narrower package, revise creative, repair destination, retest, add lift test, or hold. | A vague recommendation such as continue, scale, or optimize without scope. |
| Evidence basis | The package, placement, creative, device, date, traffic-quality, outcome-status, and comparison rows used for the decision. | A total campaign result when important rows were pooled, missing, or unresolved. |
| Decision boundary | The strongest action the evidence can support now and the action that requires stronger evidence later. | A broad causal claim based on descriptive delivery or attributed response. |
| Owner and due date | The person or team responsible for each condition before launch, readout, or retest. | A passive caveat with no owner, date, or closeout rule. |
One-page memo structure
Keep the memo short enough to read before a renewal meeting. The goal is not to repeat the report; it is to convert the report into a bounded next action.
1. Recommendation
Name the action, scope, timing, and condition. Example: renew the verified placement set for one flight after mobile destination repairs are complete.
2. Evidence used
List the rows that support the decision: package ID, placement IDs, creative IDs, device scope, date range, quality flags, and outcome status.
3. Evidence excluded
Name pooled, incomplete, off-scope, low-volume, or unresolved rows that should not define the renewal claim.
4. Issue closeout
Summarize the open issue register rows, owners, due dates, retest rules, and whether each row is fixed, excluded, conditional, or still blocking.
5. Claim language
Write the exact sentence allowed in the renewal, and the stronger sentence that remains unavailable until a better comparison exists.
6. Next evidence
Define what the next flight must preserve: fields, thresholds, baseline, holdout, outcome status, page state, and readout date.
Decision language matrix
The memo should use different language for renewal, repair, retest, and hold decisions. A useful campaign can still need cautious wording.
| Memo decision | Use when | Supportable wording | Next evidence |
|---|---|---|---|
| Renew same scope | Delivery matched the package, quality fields are complete, the response supports the stated goal, and unresolved issues are low risk. | The package produced strong observed response under the reported scope and quality controls. | Preserve field completeness and add a designed comparison if lift language is needed. |
| Renew narrower scope | Some placements, devices, dates, or creative rows are decision-grade while others are pooled, weak, or incomplete. | The verified scope supports renewal; excluded rows should not define the package claim. | Separate rows before launch and report scoped results independently. |
| Revise before scale | Context fit was plausible, but creative promise, destination speed, form behavior, or routing limited response quality. | The result supports a repair-and-retest decision, not a broad media-context conclusion. | Document creative, page, form, and routing fixes before the next flight. |
| Retest before renewal | Response is directional but small, uneven, confounded, or missing outcome status. | The result is a hypothesis for a cleaner next test. | Name minimum cells, status coverage, baseline choice, and retest window. |
| Add causal test | The business decision needs lift, but the current readout is descriptive, attributed, or prior-period only. | The campaign produced observed response; incremental impact remains unproven. | Reserve a holdout, matched market, or preplanned comparison before lift wording. |
| Hold or rebrief | The package missed scope, fields are missing, destination fit is broken, or the recommendation would outrun the evidence. | The readout does not support renewal beyond operational learning. | Rebuild the brief, package proof, field contract, or destination before buying again. |
Fill-in memo template
Replace the bracketed values with the campaign record. Keep the verbs modest unless the comparison design supports stronger language.
Renewal memoDecision: [renew same scope / renew narrower scope / revise / retest / add causal test / hold]. Scope: [package ID, placement IDs, creative IDs, devices, dates, and excluded rows]. Evidence basis: [delivery quality, exposure quality, traffic quality, outcome status, and comparison rule]. Open conditions: [issue IDs, owners, due dates, retest rules, and closeout states]. Allowed claim: [observed response sentence that matches the evidence]. Unavailable claim: [lift, broad scale, winner, or audience-quality sentence that needs stronger evidence]. Next step: [renew, fix, retest, holdout, matched comparison, or rebrief action with date].
Worked memo excerpt
This example uses anonymous package language and example structure only. It does not describe a real advertiser, publisher, platform, or campaign.
Example wordingDecision: renew a narrower contextual package for one flight. Scope: keep the verified measurement-desk placements and desktop and tablet rows; exclude pooled lower-volume placements and mobile rows until page fixes are complete. Evidence basis: delivery matched the scoped package, exposure quality was complete for verified placements, qualified visits were strongest in the verified rows, and lead status was complete enough for directional outcome language. Open conditions: mobile destination speed and lead-routing status remain conditions for the next launch. Allowed claim: the verified package produced useful observed response for readers in the intended context. Unavailable claim: the campaign proved incremental lift or that all placements should scale. Next step: repair the mobile destination, keep row-level package reporting, and reserve a matched baseline before stronger impact language.
Pre-meeting checks
- Does the memo name the exact action instead of using a broad continue or scale recommendation?
- Are included and excluded rows visible enough for a buyer, analyst, or seller to challenge the scope?
- Does each unresolved issue have an owner, due date, retest rule, and closeout state?
- Is the allowed claim weaker than or equal to the evidence, comparison, and outcome-status record?
- Does the memo say what evidence would be needed before lift, winner, or budget-shift language appears?
Pair with
Use this memo after the campaign readout QA checklist, the private marketplace renewal scorecard, and the campaign issue log and renewal register. Pair it with the private marketplace package performance readout when the buyer-facing narrative needs package-level wording, the campaign reporting worksheet when the team needs a compact evidence note, the creative and destination troubleshooting matrix when a weak response lane needs repair, the outcome quality scorecard when lead or matchback status shapes the recommendation, the campaign status-window closeout checklist when delayed outcome rows need maturity review before final wording, the campaign status-window closeout register when final wording needs closeout IDs and exclusions, the campaign baseline comparison checklist when current language depends on a prior-period or matched baseline, the private marketplace readout export sample when row fields need cleanup, the campaign renewal evidence archive when final decisions and next-test requirements need to carry forward, the campaign renewal follow-up tracker when archived conditions need owners and next-flight gates, and the incrementality test plan template when the next action requires causal evidence.