---
name: performance-report
location: .haiku/intents/{intent-slug}/knowledge/PERFORMANCE-REPORT.md
scope: intent
format: text
required: true
---

# Performance Report

Campaign performance analysis and recommendations. This is the final output of the marketing lifecycle — the record of what happened and what to do next.

## Content Guide

Structure the report for stakeholder consumption:

- **Executive summary** — campaign outcome in 3-5 sentences with headline metrics
- **KPI performance** — actuals vs. targets for each campaign goal with variance analysis
- **Channel breakdown** — per-channel performance metrics, cost efficiency, and audience engagement
- **Audience segment analysis** — which segments responded, converted, or disengaged and why
- **Asset performance** — which creative assets drove results and which underperformed
- **Causal insights** — what drove the results, both positive and negative
- **Recommendations** — prioritized actions for future campaigns, ranked by projected impact

## Quality Signals

- Every metric is compared against the campaign's stated goals, not just reported in isolation
- Underperformance is analyzed honestly, not minimized or omitted
- Recommendations are specific, data-backed, and actionable — not generic best practices
- The report stands alone without requiring the reader to reference the campaign log
