Monthly Performance Report - September 2025 (Sample)

Client: Acme Corporation

All data below is sample data for illustration

Executive Summary

•Revenue up 14% month-over-month driven by Meta Prospecting campaigns
•CPC rose 9% due to increased auction pressure on Google Search
•Two experiments reached significance. Signup headline test showed +7% lift, recommend rolling Variant B

Revenue

$128,450

+14%

ROAS

3.4x

+0.3x

CAC

$42

-6%

Conversion RateCVR = Purchases ÷ Sessions

2.8%

+0.4 pp

Channel Breakdown

Channel	Spend	Revenue	ROAS	Sessions	CTR	CPC	CVR
Paid Search	$35,420	$138,248	3.91x	18,900	3.2%	$1	3.4%
Paid Social	$28,900	$80,388	2.78x	14,200	1.8%	$1	2.2%
Email	$2,100	$45,200	21.52x	8,900	22.5%	$0	5.2%
Organic	$0	$32,775	-	12,300	-	-	2%
Direct	$0	$30,345	-	9,800	-	-	2.9%
Affiliates	$8,900	$22,100	2.48x	5,600	4.5%	$0	3.8%

Conversion Funnel

Acquisition

3.6M
Impressions

70K
Clicks

Step rate: 2.0%

of impressions: 1.96%

70K
Sessions

Step rate: 100.0%

of impressions: 1.96%

On-site

70K
Sessions

13K
Add to Cart

Step rate: 19.1%

of sessions: 19.05%

4,979
Checkout Started

Step rate: 37.5%

of sessions: 7.14%

1,952
Orders Placed

Step rate: 39.2%

of sessions: 2.80%

Total Conversions

1,952

Site CVRCVR = Purchases ÷ Sessions

2.80%

Sessions

69,700

Experiments

Signup page headline test

Complete

Hypothesis: Emphasizing value prop will increase conversions

Winner: Variant B

Lift: +7% @ 95% confidence

Next action: Roll out to 100% next sprint

Product page CTA color

Complete

Hypothesis: Higher contrast button will improve CTR

Winner: Control

Lift: -2% @ 88% confidence

Next action: Keep current design

Checkout flow simplification

Running

Hypothesis: Removing optional fields will reduce abandonment

Winner: Variant A

Lift: +12% @ 99% confidence

Next action: Continue monitoring for 1 more week

Insights and Next Actions

Key Findings

•Meta Prospecting campaigns showing strong performance with 3.8x ROAS
•Search non-brand CPCs increased 15% MoM, requiring bid optimization
•Conversion rate trending up with 0.4pp change MoM

Action Items

Oct 3: Launch creative concept C on Meta with audience X - Owner: Creative
Oct 5: Reduce bids on Search non-brand by 10% in devices with ROAS below 1.5x - Owner: Growth
Oct 8: Implement signup page variant B to production - Owner: Engineering

Appendix

Data Definitions

• ROAS = Revenue ÷ Spend
• CAC = Spend ÷ New customers
• CTR = Clicks ÷ Impressions
• CVR = Purchases ÷ Sessions
• AOV = Revenue ÷ Purchases

Data Sources

Google Analytics 4, Meta Ads Manager, Google Ads, Email Platform. Data refreshed daily at 6 AM UTC.

Attribution Model: Last Click

Last Click attribution with 30-day lookback window for all channels except email (7-day window).

Currency: USD

All monetary values displayed in USD. Exchange rate as of report generation date.