Traffic sources and attribution
Build a campaign report people can act on
Summarise campaign audience, landing-page fit, outcomes and next decisions.
A good campaign report fits on one screen and makes the next decision easier. It should explain the result, evidence and caveats in plain language.
Set the comparison before launch
Choose the campaign goal, audience, date window, source naming and success measures in advance. Include spend when relevant and define the conversion event. Record the landing page and offer so a later reviewer can distinguish channel problems from page problems.
Put it into practice
See your traffic, funnel steps and site performance clearly in Alexander.
Try Alexander freeShow a short path from reach to result
Report visits, qualified progression, completed outcomes and cost or value together. Compare with a relevant baseline, not an unrelated site-wide average. Include absolute counts beside rates and note tracking gaps, promotions or major changes in audience mix.
End with a decision
State what you learned, what remains uncertain and one action: continue, adjust targeting, improve the destination or run a better test. Assign an owner and a review date. This keeps reporting from becoming a monthly inventory of charts that nobody uses.