Below are two different examples of a monthly recap.

Recap | Example 1

KPAs

• We were able to drive 8 Form Fills (+60.00%) at a $211.61 CpKPA (-63.74%) that is still -57.78% below the $500 CpKPA Goal

What's Happening

• We were able to increase Form Fills +60.00% month-over-month, primarily by optimizing our keyword bids to maximize traffic

Next Steps/Recommendations

• We're planning on drafting new ad copy to A/B test and improve ad performance, while also analyzing our Landing Pages to make recommendations for testing to improve the Conversion Rate, both of which should help us increase Form Fills

Recap | Example 2

KPAs

• TikTok drove a total of 6 purchases of January, leading to a $333.33 cost per purchase, which was 20% lower than the previous month, but still falls short of our $150 CPP goal.

What’s Happening

• In an effort to drop the cost-per-purchase, we changed the campaign goal to optimize towards a more top-of-funnel conversion on January 21st, which ended up yielding 4 of the month's 6 conversions at a CPP of $175, which is much more in line with this campaign's goals.

Next Steps/Recommendations

• With this positive trend, we're going to recommend keeping this campaign running at it's current structure while it's in the learning phase and will follow up with a campaign status and recommendations in the middle of the month when this new strategy receives more spend.