Ad Performance Review

About this template

The one question these 14 slides answer

A 14-slide deck for explaining one month of paid media to people who did not run it: a founder, a business unit head, or a client. The cover subtitle already sets the range – “from spend overview to trend analysis, a 14-slide template” – and the agenda runs seven lines: spend overview, media efficiency, creative response, conversion path, search versus display, key metrics, trend analysis. The flow answers one question: where did the money go, where is it leaking, where does it move next. It suits accounts running two or more channels, and it is too tight for a creative-by-creative review or a media vendor pitch.

The twelve lines inside the four sets

1. Only the first four agenda items are built as a divider plus a body slide (3-4, 5-6, 7-8, 9-10). Each body slide holds exactly three lines, so with five media keep the top three by spend and merge the rest as “other”.
2. Write slide 4, the spend overview, first. The lead line reads “look first at where the money went this period”, and the defaults are total spend KRW 84 million, 23 campaigns across 5 media, and 1-30 September, 30 days. Read it as one line of money, one line of counts, one line of period; once those are fixed, every denominator later in the deck is fixed too.
3. Slide 6, media efficiency, compares what the same money returned: search ROAS 640% as the best figure, display cost per click KRW 780, video cost per view KRW 42. Pick the unit price that fits each medium.
4. Slide 8, creative response, ranks banners and video by click-through rate: top creative at 3.8%, bottom five replaced immediately, thumbnail copy A at 2.1x.
5. Slide 10, conversion path, tracks where people drop out after the click: 61% cart abandonment, first-click versus last-click attribution, mobile converting 1.7x desktop.

The last three slides stand alone

Agenda items 05, 06 and 07 have no divider; each is a single body slide. Slide 11, search versus display, is a two-column comparison already filled in: on the left KRW 940 per click, 4.8% conversion, traffic with proven purchase intent; on the right KRW 210 per click, 0.9% conversion, better for reach. Do not let it stop at describing the two channels – add the budget decision that follows. The four cards on slide 12 are search ROAS 640%, average CPC KRW 780, best click-through rate 3.8%, and total spend KRW 84 million: three efficiency figures plus one scale figure. When you swap them, keep at least one card that shows scale. ROAS = revenue / spend x 100; CPC = spend / clicks.

Slide 13 is shapes, not a chart

Slide 13 carries four bars – search 182, retargeting 128, video 63, display 47 – with real media names already attached, so you will be editing values rather than labels. They are shapes, not a live chart, so changing the number leaves the length untouched. Resize each as (value / largest value) x the longest bar, and move the top edge down so the baseline stays even. Neither the bars nor the slide print a unit, so add the caption yourself, for example “attributed revenue, KRW millions”. The closing slide 14 holds only two lines – a headline about stopping the leak, plus a thank-you – so put next month’s budget adjustment and its deadline there.

Lines that work in a spend report

• Overview, e.g. “Total spend KRW 84m (up 12% on last month)” – absolute value with the change.
• Media efficiency, e.g. “Search ROAS 640% (spend 11.8m / revenue 75.5m)” – always show the money in brackets.
• Conversion path, e.g. “Cart abandonment 61%, a further 17% lost at checkout.”
• Next month’s budget, e.g. “Cut display 30% and move it to search, effective week 2 of October.”

Why the report comes back

• Ranking media by ROAS alone: a small-spend channel always wins. Print the spend alongside.
• Handling wasted spend and reallocation verbally. Neither has a place in the seven agenda items; duplicate a divider-and-body pair to make room, or the questions land with nothing to point at.
• Not stating what counts as a conversion; purchase versus inquiry can double the rate. Put the definition under the spend overview on slide 4.
• Writing the next action as a direction. “Improve efficiency” cannot be judged a month later; write an amount and a date.
• Leaving slide 11’s numbers as shipped. KRW 940 against KRW 210 and 4.8% against 0.9% are sample values; replace them or they will contradict the four cards that follow.