E.g. lines with your own numbers.
Built from the year’s four quarterly reports, the same way each quarterly was built from its three monthlies: sum the raw numbers across all four quarters, then recalculate every ratio from those totals. Deliver this before next year’s planning starts, not after, so it can actually inform the plan rather than just recap the year that’s already over.
Setup
The year
Full-year performance
Quarterly shape
Seasonality
Index each month against the annual average, 100 = average. This one table often justifies a budget reallocation worth more than everything else in the review.
Peak: E.g. November · Trough: E.g. January · When efficiency is best: E.g. February through April, when spend is lowest
What this means for next year’s budget phasing: E.g. November efficiency is consistently the weakest month despite the highest revenue, since everyone bids up the same inventory. Consider phasing more prospecting spend into February through April instead of concentrating it around the holiday peak.
Concept review: Seasonality
Concept review: Seasonality
Most budgets get split evenly by month or by last year’s spend, which quietly assumes every month is equally efficient. Indexing revenue, spend, and efficiency separately usually reveals that the highest-revenue month isn’t the most efficient one, since peak-demand periods also draw the most competing bids for the same inventory. That gap between “when revenue is highest” and “when efficiency is highest” is often the single most valuable finding in an annual review.
Channel evolution
What we learned
Lessons, not achievements. Each needs evidence, or it’s an opinion.Testing program
Next year
Data through: E.g. 2026-12-31 · Attribution: E.g. 7-day click, multi-touch · Definitions: Data dictionary