Campaign reviews tend to list reach and clicks and never say whether the objective was met. This deck puts the original objective and target first, then the headline results, the weekly pattern, the cost of each channel, what worked and what to change. Shortfalls sit next to the wins, and measured results are kept apart from estimates.

The sample reviews a four-week charity appeal run by Bramblewood Creative: £312,000 raised against a £300,000 target, on £58,000 of spend, or £0.19 per £1 raised. Every channel figure adds up to those totals. Replace the objective, results, costs, attribution note and the three decisions with your own.