# Monthly Performance Report — example deliverable

Source: https://stacktr.ee/examples/monthly-performance-report

[← stacktr.ee](https://stacktr.ee/) · example deliverable · fictional client, real product · [Publish your own version](https://app.stacktr.ee/new?template=client-status&from=example-performance-report)

         Confidential · prepared for Alpine Supply Co.
        Monthly report · the July edition

           Fieldnote
          Digital Marketing

# Monthly Performance Report

        Alpine Supply Co. · the standing July review of revenue, traffic and spend

          Prepared forAlpine Supply Co.
          Reporting period1–31 July 2026
          EditionNo. 07 · issued 1 August 2026
          LeadJ. Hartley

          Contents
          [01 The month in brief](#p1)
          [02 The scorecard](#p2)
          [03 What moved](#p3)
          [04 August priorities](#p4)

## 01 · The month in brief

### Revenue up, and one self-inflicted leak to fix before the sale.

            The month in one sentence
            The strongest revenue month since November, carried by email and paid search; the new mobile gallery is the one leak to close before the August sale.

          Since last month’s review, two things have compounded and one has come loose. The automated email flows recommended in the May edition are now fully warmed up and delivered their best month yet. Paid search kept taking share on the gear-guide queries. And the new product gallery, shipped on 9 July, has been quietly taxing mobile conversion ever since.

          Sessions, day by day

            Daily sessions, all channels · 131,900 for the month, up 11.4% on June · the trend holds after the 18 Jul paid-social trim: email and paid search carried it

          Revenue of £286,400 makes July the best month since November’s peak, and the growth is genuinely volume: average order value held just above £98. But the growth is traffic-led, and the August sale will multiply whatever conversion rate we take into it. Fixing the gallery is the most valuable hour of engineering available this month.

## 02 · The scorecard

### Four numbers against June

          The standing scorecard, July against June, same definitions as every edition.

            Revenue£286.4k↑ 6.7% vs Jun
            Blended ROAS4.6x↑ 0.4 vs Jun
            Sessions131,900↑ 11.4% vs Jun
            Conversion rate2.21%↓ 0.09 pts vs Jun

          Sparklines: trailing eight months, December to July, each drawn to its own range

              Channel mix

                Paid search 33.8%
                Organic search 23.8%
                Email & CRM 15.9%
                Paid social 13.4%
                Direct 9.7%
                Referral 3.4%

              By channel, against June

                Paid search£96.8k↑12%
                Organic search£68.2k↑6%
                Email & CRM£45.6k↑21%
                Paid social£38.3k↓14%
                Direct£27.9k↑8%
                Referral£9.6k↓4%

              Last-click revenue · deltas vs June · email in brass, the story of the month

          July against target

              MetricJuneJulyVs targetMoM

                Revenue£268.4k£286.4k104%↑ 6.7%
                Blended ROAS4.2x4.6x115%↑ 0.4
                Sessions118,400131,900110%↑ 11.4%
                Conversion rate2.30%2.21%94%↓ 0.09 pts
                Email revenue£37.7k£45.6k109%↑ 21%

          Targets from the quarter plan: £275k revenue, 4.0x ROAS, 120,000 sessions, 2.35% conversion, £42k email revenue · the tick marks target, the bar is July · conversion is the one dial short, and MP-03 is the fix

## 03 · What moved

### What worked, what slipped, what to change

#### Email flows delivered their best month yet

              Working

            The winback and browse-abandonment flows from the May edition are now past their learning period: email revenue rose 21% since last month to £45,600, and the two flows contributed 38% of it. No extra sends, no extra spend; this is automation doing the work. MP-01 · owner: Fieldnote

#### Paid social creative has fatigued

              Slipped

            The two hero videos have now been in market for eleven weeks. Frequency reached 4.2, CPMs rose 18% since last month, and channel ROAS fell from 3.4 to 2.6. We pulled daily budgets back by a fifth on 18 July to protect the blended number; new creative, not more budget, is the fix. MP-02 · owner: Fieldnote

#### The new mobile gallery is costing conversions

              Change

            The product-page gallery that shipped on 9 July added roughly 1.1 seconds to mobile load. Mobile conversion fell 0.14 points while desktop held flat; with 62% of sessions on mobile, that accounts for the whole of the blended dip. Lazy-loading the gallery should recover it before the sale. MP-03 · owner: Alpine dev team

## 04 · August priorities

### Agreed at the monthly review, tracked in next month’s edition

              RefPriorityOwnerWindowImpact

                PR-01Replace both hero videos with three UGC cuts and one product demo; retire the fatigued setFieldnotew/c 4 AugHigh
                PR-02Lazy-load the product gallery and bring mobile load back under 2.5 secondsAlpine dev teamby 8 AugHigh
                PR-03Extend the winback flow to the 60-day lapsed segmentFieldnotew/c 11 AugMedium
                PR-04Sale landing page and email calendar for the August clearanceJointby 15 AugMedium

          We walk through this page together in the first week of every month. The August edition arrives as a new page beside this one, so every month stays on record.

           Fieldnote
          Digital marketing · prepared for Alpine Supply Co. · not for onward distribution

          Questions? j.hartley@fieldnote.agency
Engagement AS·MP·0726 · next edition 1 September 2026

  A fictional example published with Stacktree · no real client data

---
Full markdown summary of the Stacktree marketing surface: https://stacktr.ee/llms-full.txt