performance-analyzer

Performance Analyzer

This skill helps you analyze influencer marketing campaign performance comprehensively. It goes beyond surface metrics to understand what truly worked and why.

When to Use This Skill

Evaluating campaign results mid-flight or post-campaign
Comparing influencer performance
Identifying top-performing content
Understanding engagement quality
Analyzing conversion attribution
Building performance benchmarks

What This Skill Does

Metric Analysis: Tracks all relevant performance metrics
Benchmark Comparison: Compares against industry standards
Influencer Ranking: Identifies top performers
Content Analysis: Finds what content works best
Attribution: Connects influencer activity to conversions
Insights Generation: Provides actionable learnings

How to Use

Analyze Campaign Performance

Analyze performance of [campaign name] influencer campaign

Compare Influencers

Compare performance of these influencers from [campaign]: @handle1, @handle2, @handle3

Identify Winning Content

What content performed best in our recent influencer campaign?

Instructions

When a user requests performance analysis:

Gather Performance Data

### Performance Data Collection

**Campaign**: [name]
**Period**: [start] - [end]
**Influencers**: [count]
**Platforms**: [platforms]

### Data Sources

| Source | Metrics Available | Collection Method |
|--------|-------------------|-------------------|
| Native analytics | Reach, views, engagement | Platform export |
| Influencer reports | Screenshots/exports | From creators |
| Website analytics | Traffic, conversions | GA/tracking |
| Sales data | Revenue, orders | E-commerce platform |
| Promo code data | Redemptions | Sales system |

Analyze Core Metrics

## Campaign Performance Overview

### Summary Metrics

| Metric | Result | Target | vs. Target | vs. Benchmark |
|--------|--------|--------|------------|---------------|
| Total Reach | [X] | [X] | [+/-X%] | [+/-X%] |
| Total Impressions | [X] | [X] | [+/-X%] | [+/-X%] |
| Total Engagements | [X] | [X] | [+/-X%] | [+/-X%] |
| Engagement Rate | [X%] | [X%] | [+/-X%] | [+/-X%] |
| Total Video Views | [X] | [X] | [+/-X%] | [+/-X%] |
| Link Clicks | [X] | [X] | [+/-X%] | [+/-X%] |
| Promo Code Uses | [X] | [X] | [+/-X%] | N/A |
| Conversions | [X] | [X] | [+/-X%] | [+/-X%] |
| Revenue | $[X] | $[X] | [+/-X%] | N/A |

### Performance Score: [X/10]

**Assessment**: [Excellent/Good/Average/Below Average/Poor]

### Key Highlights

✅ **What Exceeded Expectations**:
- [Highlight 1]
- [Highlight 2]

⚠️ **What Underperformed**:
- [Issue 1]
- [Issue 2]

Analyze by Platform

## Platform Performance

### Platform Comparison

| Platform | Reach | Engagements | ER | Clicks | Conversions | CPA |
|----------|-------|-------------|-------|--------|-------------|-----|
| Instagram | [X] | [X] | [%] | [X] | [X] | $[X] |
| TikTok | [X] | [X] | [%] | [X] | [X] | $[X] |
| YouTube | [X] | [X] | [%] | [X] | [X] | $[X] |
| **Total** | **[X]** | **[X]** | **[%]** | **[X]** | **[X]** | **$[X]** |

### Platform Insights

**Best Performing Platform**: [Platform]
- Why: [analysis]
- Key content: [what worked]

**Underperforming Platform**: [Platform]
- Why: [analysis]
- Improvement opportunity: [suggestion]

### Platform-Specific Metrics

#### Instagram

| Metric | Feed Posts | Reels | Stories |
|--------|------------|-------|---------|
| Reach | [X] | [X] | [X] |
| Engagements | [X] | [X] | [X] |
| ER | [%] | [%] | [%] |
| Saves | [X] | [X] | N/A |
| Shares | [X] | [X] | [X] |

#### TikTok

| Metric | Result | Benchmark |
|--------|--------|-----------|
| Views | [X] | |
| Likes | [X] | |
| Comments | [X] | |
| Shares | [X] | |
| Average Watch Time | [X]s | |
| Completion Rate | [%] | |

Analyze by Influencer

## Influencer Performance

### Influencer Ranking

| Rank | Influencer | Reach | ER | Conversions | ROI | Score |
|------|------------|-------|-------|-------------|-----|-------|
| 1 | @[handle] | [X] | [%] | [X] | [X]:1 | ⭐⭐⭐⭐⭐ |
| 2 | @[handle] | [X] | [%] | [X] | [X]:1 | ⭐⭐⭐⭐ |
| 3 | @[handle] | [X] | [%] | [X] | [X]:1 | ⭐⭐⭐⭐ |
| 4 | @[handle] | [X] | [%] | [X] | [X]:1 | ⭐⭐⭐ |
| 5 | @[handle] | [X] | [%] | [X] | [X]:1 | ⭐⭐ |

### Top Performers Deep Dive

#### #1: @[handle]

| Metric | Result | vs. Campaign Avg |
|--------|--------|------------------|
| Reach | [X] | [+/-X%] |
| Engagement Rate | [%] | [+/-X%] |
| Video Completion | [%] | [+/-X%] |
| Click-through Rate | [%] | [+/-X%] |
| Conversion Rate | [%] | [+/-X%] |
| Cost per Conversion | $[X] | [+/-X%] |

**Why They Performed Well**:
- [Reason 1]
- [Reason 2]
- [Reason 3]

**Content Analysis**:
- Format: [what they posted]
- Hook: [how they opened]
- Message: [how they communicated]
- CTA: [what they asked viewers to do]

**Recommendation**: [Renew/Expand/Ambassador potential]

### Underperformers Analysis

#### @[handle]

**Results**: [summary]
**Why Underperformed**: [analysis]
**Learning**: [what to do differently]

Content Performance Analysis

## Content Performance

### Top Performing Content

| Rank | Creator | Platform | Format | Reach | ER | Key Feature |
|------|---------|----------|--------|-------|-------|-------------|
| 1 | @[handle] | [platform] | [format] | [X] | [%] | [why it worked] |
| 2 | @[handle] | [platform] | [format] | [X] | [%] | [why it worked] |
| 3 | @[handle] | [platform] | [format] | [X] | [%] | [why it worked] |

### Content Format Analysis

| Format | Pieces | Avg Reach | Avg ER | Best Performer |
|--------|--------|-----------|--------|----------------|
| Video (Reels/TikTok) | [#] | [X] | [%] | @[handle] |
| Static Images | [#] | [X] | [%] | @[handle] |
| Carousels | [#] | [X] | [%] | @[handle] |
| Stories | [#] | [X] | [%] | @[handle] |
| YouTube Videos | [#] | [X] | [%] | @[handle] |

### Content Theme Analysis

| Theme | Pieces | Avg ER | Conversion Rate | Notes |
|-------|--------|--------|-----------------|-------|
| Product demo | [#] | [%] | [%] | [notes] |
| Lifestyle | [#] | [%] | [%] | [notes] |
| Tutorial | [#] | [%] | [%] | [notes] |
| Review | [#] | [%] | [%] | [notes] |
| Unboxing | [#] | [%] | [%] | [notes] |

### Winning Content Patterns

**Hook Patterns That Worked**:
- [Pattern 1]: [examples]
- [Pattern 2]: [examples]

**Messaging That Resonated**:
- [Message type 1]: [why it worked]
- [Message type 2]: [why it worked]

**Visual Elements That Performed**:
- [Element 1]
- [Element 2]

Engagement Quality Analysis

## Engagement Quality

### Engagement Breakdown

| Type | Volume | % of Total | Quality Assessment |
|------|--------|------------|-------------------|
| Likes | [X] | [%] | Passive |
| Comments | [X] | [%] | [quality] |
| Saves | [X] | [%] | High intent |
| Shares | [X] | [%] | High value |
| Link clicks | [X] | [%] | Direct action |

### Comment Sentiment Analysis

| Sentiment | % | Examples |
|-----------|---|----------|
| Positive | [%] | "[example]", "[example]" |
| Neutral/Questions | [%] | "[example]", "[example]" |
| Negative | [%] | "[example]", "[example]" |

**Key Themes in Comments**:
- [Theme 1]: [frequency] mentions
- [Theme 2]: [frequency] mentions
- [Theme 3]: [frequency] mentions

### Purchase Intent Signals

| Signal | Count | Examples |
|--------|-------|----------|
| "Where to buy" questions | [#] | |
| Price questions | [#] | |
| Code requests | [#] | |
| "Just ordered" | [#] | |
| Tagged friends | [#] | |

### Engagement Quality Score: [X/10]

Conversion & Attribution Analysis

## Conversion Analysis

### Conversion Funnel

Reach [XXXXXXXXXX] 1,000,000 (100%) ↓ Engagements [XXXXXXX ] 150,000 (15%) ↓ Link Clicks [XXX ] 25,000 (2.5%) ↓ Site Visits [XX ] 20,000 (2%) ↓ Add to Cart [X ] 5,000 (0.5%) ↓ Purchases [X ] 2,000 (0.2%)


### Conversion Metrics

| Metric | Result | Benchmark | Status |
|--------|--------|-----------|--------|
| Click-through Rate | [%] | [%] | ✅/❌ |
| Landing Page CVR | [%] | [%] | ✅/❌ |
| Overall CVR | [%] | [%] | ✅/❌ |
| Cost per Click | $[X] | $[X] | ✅/❌ |
| Cost per Conversion | $[X] | $[X] | ✅/❌ |

### Attribution by Method

| Method | Conversions | Revenue | % of Total |
|--------|-------------|---------|------------|
| Promo codes | [X] | $[X] | [%] |
| UTM tracking | [X] | $[X] | [%] |
| Direct attribution | [X] | $[X] | [%] |
| Estimated influence | [X] | $[X] | [%] |

### Promo Code Performance

| Code | Influencer | Uses | Revenue | AOV |
|------|------------|------|---------|-----|
| [CODE1] | @[handle] | [X] | $[X] | $[X] |
| [CODE2] | @[handle] | [X] | $[X] | $[X] |
| [CODE3] | @[handle] | [X] | $[X] | $[X] |

Generate Insights & Recommendations

## Insights & Recommendations

### Top 5 Learnings

1. **[Learning 1]**
   - What we observed: [data]
   - Why it matters: [significance]
   - Future application: [how to use this]

2. **[Learning 2]**
   - What we observed: [data]
   - Why it matters: [significance]
   - Future application: [how to use this]

[Continue for top 5]

### What Worked

| Element | Performance | Recommendation |
|---------|-------------|----------------|
| [Element 1] | [metric] | Do more of this |
| [Element 2] | [metric] | Expand this approach |

### What Didn't Work

| Element | Performance | Recommendation |
|---------|-------------|----------------|
| [Element 1] | [metric] | Adjust or eliminate |
| [Element 2] | [metric] | Test alternatives |

### Optimization Opportunities

| Opportunity | Expected Impact | Effort | Priority |
|-------------|-----------------|--------|----------|
| [Opportunity 1] | [impact] | [effort] | High |
| [Opportunity 2] | [impact] | [effort] | Medium |
| [Opportunity 3] | [impact] | [effort] | Low |

### Influencer Roster Recommendations

| Influencer | Recommendation | Rationale |
|------------|----------------|-----------|
| @[handle1] | Renew/Ambassador | Top performer |
| @[handle2] | Renew at same level | Solid results |
| @[handle3] | Don't renew | Below expectations |
| @[handle4] | Increase investment | High potential |

### Future Campaign Recommendations

1. **Platform Mix**: [recommendation]
2. **Influencer Tier**: [recommendation]
3. **Content Format**: [recommendation]
4. **Messaging**: [recommendation]
5. **Budget Allocation**: [recommendation]

Example

User: "Analyze performance of our summer skincare campaign with 10 influencers"

Output:

# Summer Skincare Campaign Performance Analysis

## Executive Summary

**Campaign Performance**: Above Average (7.5/10)

| Metric | Result | Target | Status |
|--------|--------|--------|--------|
| Total Reach | 2.4M | 2M | ✅ +20% |
| Engagement Rate | 4.2% | 3.5% | ✅ +20% |
| Conversions | 1,847 | 2,000 | ⚠️ -8% |
| Revenue | $142,500 | $150,000 | ⚠️ -5% |
| ROI | 2.8:1 | 3:1 | ⚠️ -7% |

## Top 3 Performers

1. **@skincaresarah** - ROI 4.2:1, highest conversions
2. **@glowwithgrace** - Best engagement (6.8%)
3. **@beautyreview** - Highest reach per dollar

## Key Learning

TikTok outperformed Instagram significantly (3.5:1 ROI vs 2.1:1). Recommend shifting 20% of Instagram budget to TikTok for future campaigns.

## Recommendation

Renew partnerships with top 5 performers. Replace bottom 2 with TikTok-native creators.

Related Skills

roi-calculator - Calculate detailed ROI
report-generator - Create formal reports
fit-scorer - Update influencer scores
campaign-planner - Apply learnings to new campaigns