What a campaign report is for
Photo: Avila Ops Tecnologia
A campaign report answers one question: was it worthwhile? It combines spending, people reached, purchases, and what remained after product costs, shipping, and fees. Without it, campaigns end with a feeling. With it, they end with a decision: repeat, adjust, or do not repeat.
Black Friday consumes cash before returning it. You buy stock in October, pay for November ads, and receive card payments according to your intermediary contract: all at once, installment by installment, or through early settlement. Use the contract’s settlement calendar to forecast cash.
What belongs in the report?
Photo: Avila Ops Tecnologia
Five figures. Total investment: ads, coupons, absorbed shipping, discounts. Visitors and conversations by channel. Paid orders and average order value, together giving revenue. Cost per order: investment divided by orders. This differs from ad cost per sale, which divides only ad spending by purchases attributed to the campaign. Finally remaining margin: revenue minus product costs and fees, ads, and absorbed shipping. Do not deduct discounts and coupons again; they already reduced revenue.
Only the last figure says whether it was worthwhile. A party-supplies store spent R$ 1,800 on ads, gave R$ 2,400 in discounts, and generated R$ 11,600 from 95 orders after discounts. Products and fees cost R$ 7,000. Remaining: R$ 2,800. A normal month yields R$ 3,500. The campaign brought new customers but cost profit.
Build it during or afterward?
Both. During the campaign, keep it daily and short: daily spend, orders, average order value, cost per order. Cut ads that do not convert. The conversion rate guide explains the main figure.
In December, after the withdrawal period for the last delivered orders expires, close the report with returns, refunds, and leftover stock. Even then it needs adjustments: defect claims allow 30 days for nondurable goods and 90 for durable goods, from receipt or discovery of hidden defects (Consumer Protection Code, article 26); card disputes can still arrive through March. Reserve a line and update campaign profit as they arrive. To reconcile ad and sales figures, the pixel must record purchases, not just visits.
What to do now
Create a spreadsheet today with these five rows and enter yesterday. For a ready screen combining store and advertising data, Avila Ops builds a dashboard that updates itself: avilaops.com/sistema-para-pequenas-empresas or WhatsApp: wa.me/5517997811471.
Frequently asked questions
Is the ad manager report enough?
No. It shows what ads did, not what remained. Product costs, discounts, shipping, and returns are missing. Only your report shows profitable conversion.
Do I need a paid reporting tool?
No. Five spreadsheet rows and one column per day cover the first campaign.
How do I compare with a normal month?
Build October’s same report alongside it. If sales rose but less remained, you bought customers; worthwhile if you plan to sell to them again.
Turn what you learned into your next step.
Tell us about your company and what you want to improve. We can explore the right tools, integrations or custom project together.