63-campaign-retrospective-global

Gather final campaign data (revenue, leads, CPA, ROAS, spend), send it to the team before the meeting, then run a 60-minute session covering scorecard, what worked, what did not, process review, and action items. Run it within 5 days of campaign end while memory is fresh.

A complete retro includes a KPI scorecard against targets with a Success/Mixed/Miss verdict, evidence-backed lists of what worked and what failed with root causes, surprises, a process review, team callouts, playbook updates, and action items with owners and deadlines.

Use a retrospective only after a campaign has ended and the team needs to extract lessons. For periodic performance reporting use a marketing report skill, and for diagnosing live mid-flight numbers use a performance evaluation skill instead.

Go past the symptom to a measurable chain of causes. For example, instead of "the ads were bad," trace it to audience overlap with a previous campaign, frequency rising above 4, and CTR falling below 1%. Every failure entry requires numeric evidence.

Yes, but select the benchmark row matching your region and industry, and adjust for seasonality before judging results. For example, Q4 media costs run materially above Q1, so a CPA increase in Q4 may not indicate failure.