SB performance review — output template

Use this structure for the final user-facing markdown. Replace bracketed hints with computed values or N/A (reason).

1) SB portfolio summary

• Markets, date range, currency, data source (file/API/table name as user provided)
• Count: total SB campaigns in file; count with spend > 0
• Totals: spend, sales (or attributed sales — state which), impressions, clicks
• Derived: portfolio ACoS (if sales available), CTR, CPC
• NTB: if columns exist — NTB orders % of orders, NTB sales % of sales; if not — state not available

2) Top performing SB campaigns

• Table or list: campaigns with lowest ACoS among those meeting the minimum spend rule (state the rule)
• Columns: campaign name/ID, spend, sales, ACoS, CTR, impressions (and CPC optional)

3) Worst performers

• Among meaningful spend: highest ACoS (or worst ROAS if user prefers)
• Flag severity using user’s target ACoS if known; otherwise describe relative to portfolio average

4) Low CTR campaigns

• Campaigns with CTR below the agreed threshold and sufficient impressions (state threshold and min impressions)
• Tie to possible causes: creative fatigue, irrelevant queries, placement mix — only as hypotheses labeled as such

5) New-to-brand analysis (if available)

• NTB orders and sales as % of totals
• Interpretation: higher NTB share can justify higher ACoS for the same strategic goal — frame as tradeoff, not permission to ignore efficiency

6) Placement / format splits (optional)

• If columns exist (e.g. top of search vs rest of search, video vs non-video): summarize efficiency and volume by segment
• If columns do not exist: omit section or one line N/A

7) Recommendations

• 3–7 bullets: each references at least one campaign or metric from above
• Separate quick wins (pause/reduce obvious waste) from tests (creative variants, bidding/placement experiments)
• Note cooldown / re-check window (e.g. 7–14 days) if proposing budget or bid changes