Start with the reporting rules
A useful campaign review begins before anyone compares percentages. Give Nema the exports for both periods, the team's metric definitions, the reporting currency, and the attribution window. State whether the report should cover calendar weeks, rolling seven-day periods, or another convention. If the files were downloaded at different times, include those timestamps too.
This prevents a familiar reporting error: comparing a mature conversion window with a recent one that is still filling in. Nema can label the recent period as incomplete instead of presenting an early result as final.
Build an inspectable brief
Ask Nema to place the source beside each number and show the calculation used for derived metrics. A review might include spend, impressions, clicks, attributed conversions, cost per attributed conversion, and the change from the previous period. It should also distinguish return on ad spend from profit. Revenue attributed to an advertisement does not account for product cost, discounts, fulfillment, or overhead.
The result belongs in the campaign's Slack channel, where owners can correct a definition or add missing context. Nema can then revise the same brief without forcing the team to rebuild it in a separate document.
Read changes with context
Suppose one campaign shows fewer conversions while its attribution window remains open for another five days. The review should report the observed count, note the incomplete window, and ask the owner when to revisit it. It should not label the campaign a failure.
The same care applies to mixed currencies, changed naming conventions, duplicated rows, and a campaign that launched halfway through the period. Nema can put these issues next to the affected metric so the reviewer knows what can and cannot be compared.
Decide in the channel
The performance brief prepares a decision; it does not make one. The campaign owner checks the exports, explains operational changes, and decides whether to hold, investigate, or change the plan. If a metric definition was wrong, correct it in the thread and ask Nema to recalculate the affected section.
Once the team trusts the input path and report shape, it can schedule the same request. The scheduled report should still show data freshness and unresolved gaps on every run.
A practical first run
Choose one campaign and two completed periods. Export the data, attach the definitions your team already uses, and ask for a compact review. Check every calculation against the source before expanding the report. This small trial reveals ambiguous fields and timing problems without putting a live budget at risk.
Questions from marketing teams
Can Nema combine advertising and CRM data?
Start with exports from both systems and a shared join key, such as an approved campaign identifier. Nema can prepare a combined draft when the records line up. The owner should review unmatched records and confirm the attribution rule.
What if conversion reporting is delayed?
Include the attribution window and export time. Nema can mark the latest period as incomplete and schedule a later review rather than treating an early count as settled.
Does Nema pause campaigns?
This workflow prepares a review in Slack. It leaves campaign controls and budget changes with the authorized owner.