EventSuite
Event marketingTemplateGated

Campaign Performance Tracker

Monitor active event campaigns across a Campaign Register, Channel Performance, Funnel, Decision Log and Summary. The editable workbook helps marketing teams compare execution results and record optimisation decisions once campaigns are running. It is not the event brief, KPI framework or marketing strategy: those define the event, success measures and planned approach, while this tracker records campaign-level performance and decisions.

Browse event marketing resources

Format
XLSX
Difficulty
Intermediate
Time
30 min
Stage
Promote

What this resource helps you do

  • Capture the essential campaign performance tracker inputs in one place
  • Hand off a consistent template across event marketing owners
  • Reduce last-minute gaps before the promote milestone
  • Reuse the structure for the next event marketing cycle

When to use this resource

  • Once event campaigns are live
  • At recurring marketing performance reviews
  • When channel results lead to budget, audience or creative decisions

What is included

  • campaign-performance-tracker.xlsx
  • XLSX download package
  • Instructions: Guidance for maintaining campaign records.
  • Event Setup: Event and campaign context.
  • Campaign Register: Active campaigns and ownership.
  • Channel Performance: Results by marketing channel.
  • Funnel: Campaign funnel view.
  • Decision Log: Optimisation decisions and rationale.
  • Summary: Condensed campaign performance view.

Information required before starting

  • Campaign and channel definitions
  • Current performance and funnel data
  • Named owners and agreed decision cadence

What you produce

  • Campaign register
  • Channel and funnel performance views
  • Decision log and performance summary

Who this is for

This resource is designed for Event organisers and Marketing managers who need a practical, reusable document for event marketing.

  • marketing manager

    Owns channel review and campaign optimisation decisions.

  • event organiser

    Uses the Summary to understand progress toward event demand goals.

Event-type use cases

  • festival

    Tracks multi-channel ticket campaigns through promotional phases.

  • conference

    Monitors registration campaigns and funnel movement.

How to use this resource

  1. 1

    Set campaign reporting context

    Complete Event Setup and agree the reporting period and owners.

  2. 2

    Build the Campaign Register

    List active campaigns consistently before loading results.

  3. 3

    Update channel and funnel data

    Enter current performance using the team's verified data sources.

  4. 4

    Record optimisation decisions

    Capture what changed, why it changed and who owns the action.

  5. 5

    Review the Summary

    Use the condensed view to focus the next performance meeting.

Common mistakes to avoid

  • Changing definitions between reporting periods — Keep campaign and funnel definitions consistent or document the change.
  • Reporting numbers without decisions — Use the Decision Log to connect evidence with owned optimisation actions.

Download files

Unlock this resource above to download every included file. Companion files do not need a separate form.

Event campaign performance tracker — editable XLSX

Editable workbook with Campaign Register, Channel Performance, Funnel, Decision Log and Summary sheets for active campaign review.

When to choose it: Use as the working performance file throughout event promotion and registration.

XLSX · 26 KBLocked

Continue your planning workflow

← Previous stepAudience And Persona PlannerNext step →Event Marketing Strategy WorkbookNext step →Accessibility Communications KitNext step →Attendee Communications Planner

Take this workflow into EventSuite

Replace manual files with live event operations connected across ticketing, vendors, marketing, and reporting.

Get startedStart your setupConnect your event operations to EventSuite — ticketing, vendors, marketing, and analytics in one platform.Talk to usBook a demoSee how EventSuite can replace spreadsheets and manual processes for your events.

Event management

Run events end-to-end from brief to post-event reporting.

Event marketing

Drive registrations with campaigns, email, and analytics.

Campaigns

Create and track event marketing campaigns.

Frequently asked questions

Frequently Asked Questions

Does this define the event KPIs?+

No. The KPI framework defines success measures; this tracker records campaign execution data and decisions.

Is it a marketing strategy workbook?+

No. Strategy defines objectives, audience, campaign approach and budget before execution.

Where should optimisation decisions be recorded?+

Use the Decision Log so changes remain linked to evidence and owners.

How should late or missing channel data be handled?+

Mark it incomplete, retain the reporting period and document the limitation in the Decision Log. Do not treat partial data as comparable results.

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