Overview
We integrate and analyze performance data from major channels in the Korean market, including GA4, Naver Ads, Meta Ads, Kakao Moment, and Google Ads, to generate a marketing performance report.
We provide a complete report that includes data interpretation, insight generation, and a next action plan.
Trigger Keywords
performance report, KPI report, ROAS analysis, ad performance, GA4 analysis, Meta ads report, Naver ads analysis, performance report, marketing ROI, conversion rate analysis, CTR, CPC, ad spend analysis
Practical Growth Marketing Report Patterns (Korea 2026 Cookieless Era)
The 2026 Korean marketing environment is a fundamental turning point. Since iOS ATT (2021.04), Korea's tracking consent rate is 23.66%, Google Chrome cookies are being phased out, and the average conversion rate fell from 2.18% in 2024 to 1.99% in 2025. Single ROAS measurement no longer works. A multi-layer strategy of 1st party data + CRM + MMM + contextual targetinghas become the standard.
7 Core Patterns (Korea 2026)
① The 3 Elements of Growth Marketing
- Data: Quantify and measure customer behavior
- Customer Hypothesis: "To drive customer behavior B, behavior A is necessary"
- Experiment: Prove behavior change through hypothesis validation
Report = the results of the above 3 elements + next actions. If there is only data and no hypothesis, it is meaningless.
② The "Measure → Manage → Improve" Cycle
Without measurement there is no management, and without management there is no improvement. Every marketing action must be metricable — prioritize quantification even if difficult.
③ Korean D2C and E-commerce Metric Standard Formula
유저 유입 × CTR × CVR × AOV = 매출
매출 − 원가 − 배송비 − 광고비 = 이익
이익 × 재구매율 = 누적 이익 (LTV)
Don't look only at ROAS as a single metric; Cumulative Profit = LTV × Repurchaseyou must look at this too for true growth.
④ NSM (North Star Metric)-Centered Operations (2026 SaaS Standard)
| Business | NSM Example | Input Metrics |
|---|---|---|
| SaaS B2B | Weekly Active Teams | New team activation rate, feature adoption breadth, collaboration depth, retention rate |
| SaaS B2C | Weekly Active Engaged Users | Core action completion rate, session frequency, session depth |
| Marketplace | GMV는 X, Commission revenue + repurchase rate | Seller and buyer activity, matching success rate |
| Deep Tech and B2B | PoC pass rate + number of anchor customers | Sales cycle shortening, technical threshold |
LTV:CAC ratio of at least 3:1 retention is the SaaS baseline. CAC justification = LTV must reach 3x or more so funds are not depleted. DAU and number of subscribers are vanity metrics, customer value realization behavior is the essence of NSM.
⑤ Channel-specific diagnostic checklist (2026 Korea)
| Channel | Key metrics | 2026 cautions |
|---|---|---|
| Naver Ads | PowerLink vs Shopping Ads ROAS, AI briefing impact | SERP CTR declining trend due to AI briefing adoption |
| Meta | Reels vs Feed, learning period 48-72 hours | Post-iOS ATT EMQ score management + CAPI required |
| Quality Score, GA4 + Consent Mode v2 | Prepare for cookie deprecation with 1st party integration | |
| Kakao | Channel notifications·display | Super target 90%+ view rate = CRM channel |
| YouTube Shorts | CPV·CTR·view completion rate | Hooking 0-3 seconds is absolute, full-funnel format |
⑥ 1st Party Data + MMM multi-layer (2026 cookieless response)
| Layer | Role | Tools |
|---|---|---|
| 1st Party Data assetization | Directly own email·phone·purchase history·consent information | CDP, CRM, own mall |
| CRM marketing | Consented customers → direct reach via in-app·KakaoTalk·email | Stibee, Channel Talk, Kakao Business |
| MMP | Mobile measurement partner | AppsFlyer, Airbridge, Adjust |
| MMM | AI·ML-based integrated performance measurement | Channel integrated effect decomposition |
| Contextual targeting | Reach via content context without cookies | Ad exposure page category matching |
SKAdNetwork(SKAN) + Privacy Sandbox: Apple·Google alternative solutions — accuracy lower than existing but mandatory use. Not a single solution, multi-layer combination is the standard.
⑦ MVT (Minimum Viable Test) — not a perfect experiment
| Mindset | Change |
|---|---|
| ❌ Finding perfect results with one experiment | ✅ Answers through continuous·consistent multiple experiments |
| ❌ 100% control of control variables | ✅ Verify at minimum requirement level |
| ❌ Interpret only statistical significance | ✅ Utilize even small clues |
Company environment = not a laboratory. Clues to reasonable solutionsis the primary goal.
4 major changes in the 2026 Korean advertising environment
| Change | Impact | Response |
|---|---|---|
| iOS ATT (Korea consent rate 23.66%) | IDFA tracking loss | SKAN + statistical modeling |
| Google cookie deprecation | Chrome 65% market → phased discontinuation | Privacy Sandbox + 1st party |
| CAC increase | 5-year 50%+ increase trend | Focus on efficient channels·more experiments |
| Rise of AI search | Click → AI answer direct | GEO + brand awareness assetization |
NSM Operating Cadence (2026 SaaS Standard)
| Cadence | Action |
|---|---|
| Weekly | Review NSM and input metric changes, resolve owner bottlenecks |
| Monthly | Deep dive into cohorts + Unit Economics (LTV/CAC, Payback) |
| Quarterly | Reassess NSM definition, goals, and input set, A/B + holdout |
Growth Experiment Variable Standard
| Variable | Definition | Example |
|---|---|---|
| Independent Variable | What we manipulate (A) | Introducing new ad creative |
| Dependent Variable | Outcome being measured (B) | CTR, CVR, Revenue |
| Control Variable | Held constant | Target, budget, duration |
Difference in dependent variable between the experimental group (control + independent) vs the control group (control only) = effect of the independent variable.
Korean Report Standard Format (Readable in 5 Minutes)
# [기간] 마케팅 성과 리포트
## 경영진 요약 (3줄)
- 총 광고비 / 총 매출 / 전체 ROAS / NSM 변동
- 전기 대비 핵심 변화
- 다음 분기 우선순위 1줄
## NSM 트렌드
| NSM | 이번 주 | 4주 평균 | 목표 대비 |
## 채널별 성과
| 채널 | 광고비 | 매출 | ROAS | LTV/CAC | 전월 대비 |
## 핵심 발견 3가지 (인사이트 ≠ 팩트)
## 1st Party Data 자산 상태
- 이메일 구독자 수·CRM 동의율·재참여율
## 다음 액션 플랜
- [ ] 예산 재배분
- [ ] 신규 실험 (가설 + 변수 명시)
- [ ] 중단 채널·세그먼트
Anti-Patterns (2026)
- Just listing data (no insights)
- Looking only at ROAS and ignoring LTV, CAC, and NSM
- Only a single channel without cross-channel comparison
- Meaningless comparisons like "+5% month-over-month" (without considering seasonality or campaign differences)
- Post-hoc interpretation without an experimental hypothesis
- Ignoring 1st party data assetization (fatal in the cookieless era)
- Only a single measurement tool (no multi-layer)
💡 The real value of a 2026 Korean growth report: NSM → input metrics → hypotheses/experiments → next actions chain + 1st party assetization progress. A report that only reports ROAS does not help decision-making in the cookieless era.
Workflow
Step 1: Set Report Scope
Select the reporting period (weekly/monthly/quarterly/annual), select the channels to include (paid ads, organic channels, analytics tools), and confirm the target KPIs.
Step 2: Core Metrics Collection Guide
Guide the data format the user should provide:
- GA4 required data: sessions, users, conversions, conversion rate, acquisition data by channel, bounce rate, session duration
- Ad platform data: ROAS, CPA, CTR, CPC, CVR, CPM
Step 3: Channel-by-Channel Analysis
Naver Ads: Analyze PowerLink vs Shopping ad performance comparison, SmartPlace exposure status, Naver Shopping ROAS, and organic traffic changes influenced by C-Rank.
Meta (Instagram/Facebook) Ads: Analyze 2026 algorithm changes (Reels vs Feed ad performance comparison, deep engagement metrics check), audience insights, and ad creative A/B test results.
Google Ads: Analyze search campaign quality score, conversion tracking (GA4 integration check), and Smart campaign vs manual campaign performance.
Step 4: Generate Report (Standard Format)
Generates a report including an executive summary (total ad spend, total revenue, overall ROAS, period-over-period change, key insights), a performance table by channel, key findings and insights, improvement opportunities, and an action plan for the next period.
Step 5: Insight Derivation and Recommendations
Perform root cause analysis of underperforming channels, budget reallocation simulation, and propose test hypotheses for the next period.
Usage Examples
Example 1: "Please integrate and analyze last month's Naver + Meta ad performance. Here's the data: [data]" → Data parsing → KPI by channel → Comparative analysis → Insights → Recommendations for next month
Example 2: "Create a quarterly marketing performance executive report. Total ad spend 30 million KRW, ROAS 350%" → Executive Summary → Performance table by channel → Key findings → Next quarter strategy
Output Format
- Integrated channel performance dashboard (Markdown/table format)
- Executive summary report (1 page)
- Detailed analysis report for the working team
- Budget allocation recommendations for the next period
- A/B test result analysis
Precautions
| Situation | Response |
|---|---|
| When data is missing or incomplete | Present the scope of analysis possible with the available data. Guide on how to collect missing data |
| When there are too many channels and it is complex | Focus analysis on the top 2-3 channels by revenue contribution, then summarize the rest |
| When there is no industry benchmark | Present general-purpose industry reference values. Recommend that the user set their own measured KPIs |
Post-processing (required chain — narrative portions only)
Executive summary, key findings, insights, next action plan, etc. prose deliverablesgo through the post-processing chain before publication. Performance tables by channel, ROAS/LTV/CAC/NSM tables, etc. numeric/table deliverables are not subject to it, and, if visualization is needed, moai-officer:doc-xlsx or moai-analyst:data-visualizerroute to.
Recommended chain (narrative portions): marketing-performance-report(서술) → moai-coworker:ai-slop-reviewer → moai-writer:korean-humanize → 최종 검수
Related Skills
| Skill | When to Use |
|---|---|
moai-marketer:marketing-campaign-planner |
Marketing campaign planning or establishing a new campaign strategy |
moai-marketer:marketing-seo-audit |
SEO audit or search optimization |
moai-coworker:collab-exec-summary |
Full report → compress into executive 1-pager summary |
moai-coworker:ai-slop-reviewer |
Post-chaining (required, narrative portions): AI pattern review of the report narrative |
moai-writer:korean-humanize |
Post-chaining (required, narrative portions): next step after ai-slop-reviewer to remove Korean AI tells |
moai-officer:doc-xlsx |
Performance table/KPI table deliverables (numeric/table routing) |
moai-analyst:data-visualizer |
Performance dashboard/chart visualization (numeric/table routing) |