How to run a campaign post-mortem
The Measurement Crew writes a post-mortem after a campaign ends: spend, results, what the data supports, and what it does not. You decide what carries forward.
Measurement Crew
When you need this
Campaigns end and the next one starts without anyone writing down what worked, so the same mistakes repeat.
How the crew does it
Collect the campaign's data
Measurement Crew
Echo pulls spend and results from connected ad accounts and the matching conversions from Google Analytics 4.
Compare against the plan
Measurement Crew
Results are set against the goal and budget the campaign started with, where those were recorded.
Separate evidence from opinion
Measurement Crew
The post-mortem lists what the data supports, what it cannot show, and where tracking was missing.
Decide what carries forward
You
You decide which audiences, offers or creative to reuse, and the Paid Media Crew takes any change through its own approvals.
What waits for you
The lessons you adopt and any budget, targeting or creative change for the next campaign.
Connect
google_ads, meta_ads, google_analytics
Measured by
Spend, conversions and cost per conversion for the campaign, against its recorded plan.
Limits
The crew reports on connected campaign data. It does not change budgets, targeting or creative.