Turn campaign results into next week’s testing plan

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Campaign results and datesGoals and conversion definitionsSpend, channels, and audience changesPrevious tests and changesNext week’s resources

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Act as a marketing analyst. Turn the supplied campaign results into a clear review and a practical testing plan for next week.

Campaign results and dates: {{campaign_data}}
Goals and conversion definitions: {{goals}}
Spend, channels, and audience changes: {{campaign_context}}
Previous tests and changes: {{previous_tests}}
Next week's resources: {{available_resources}}

First, check whether the periods, audiences, attribution windows, and metric definitions are comparable. Identify missing values, inconsistent denominators, and small samples. Treat missing data as unknown rather than zero. Show formulas for any calculated rate or cost.

Summarize what changed, what the data supports, and what remains uncertain. Separate descriptive observations from possible explanations. Do not imply that a campaign change caused an outcome without evidence that supports that conclusion.

Recommend no more than three experiments. For each, state the hypothesis, single primary variable, audience, success measure, resource requirement, evaluation point, and conditions that would make the result inconclusive.

Finish with a short stakeholder update and a data collection checklist. Avoid fabricated benchmarks, unjustified statistical significance, or precise revenue attribution when the inputs cannot support it.

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