> ## Documentation Index
> Fetch the complete documentation index at: https://docs.snowdoughnut.com/llms.txt
> Use this file to discover all available pages before exploring further.
# Quarterly report template
> A fill-in template for the quarterly review, built by rolling up the quarter's three monthly reports. Covers goals against plan, quarter-over-quarter trend, what worked and didn't, and next quarter's plan.
*Fill in each section below. Examples use Doughnut Labs, an invented company that sells Doughnut Technology. Replace the greyed* `E.g. `*lines with your own numbers.*
This is built from the quarter's three monthly reports, the same way each monthly was built from its weeklies: sum the raw numbers across the three months, then recalculate every ratio from those totals. Deliver this as a meeting, with the deck sent a couple of days ahead so sections 1 and 2 can be read in advance rather than presented live.
## Setup
| Field | Fill in |
| :----------------------------------------------------------- | :--------------------------- |
| Account / brand | *E.g. Doughnut Labs* |
| Quarter | *E.g. Q2 2026* |
| Prepared by | *E.g. Priya Desai* |
| Months rolled up | *E.g. April, May, June 2026* |
| [Data dictionary](/marketing-reporting-data-dictionary) link | |
## The quarter in one slide
| Field | Fill in |
| :-------------------------- | :------------------------------------------------------------------------------------------------- |
| Result | *E.g. Contribution margin \$312,000, 4% ahead of plan* |
| Against plan | *E.g. Ahead on margin, on plan for new customers* |
| The one thing that mattered | *E.g. The bundle launch in June, which lifted average order value without denting conversion* |
| What we're asking for | *E.g. Approval to shift 15% of Q3 budget from Google Search to Meta based on the efficiency trend* |
## Goals set last quarter
**Start here, not with whichever metrics happened to look best this quarter.**
| Goal | Target | Actual | Met? | Why |
| :------------------------- | :--------------- | :--------------- | :--------- | :--------------------------------------------------- |
| *E.g. Contribution margin* | *E.g. \$300,000* | *E.g. \$312,000* | *E.g. Yes* | *E.g. Bundle launch lifted AOV faster than expected* |
| \[add goal] | | | | |
## Trend
**Four quarters minimum. Two points aren't a trend.**
| Metric | Q3 last year | Q4 last year | Q1 this year | This quarter | Direction |
| :------------------------- | :--------------- | :--------------- | :--------------- | :--------------- | :------------------- |
| *E.g. Contribution margin* | *E.g. \$240,000* | *E.g. \$268,000* | *E.g. \$289,000* | *E.g. \$312,000* | *E.g. Steady growth* |
| \[add metric] | | | | | |
## What worked
| Initiative | Investment | Result | Continue? |
| :----------------------------------- | :---------------------------- | :---------------------------------- | :------------------------------------ |
| *E.g. Bundle offer test and rollout* | *E.g. \$8,000 design and dev* | *E.g. AOV +12%, no conversion loss* | *E.g. Yes, expand to a second bundle* |
| \[add initiative] | | | |
## What didn't
**This section builds more credibility than the one above it.**
| Initiative | Investment | Result | Learned |
| :---------------------------------- | :------------------------------- | :----------------------------------------------------------------------- | :--------------------------------------------------------------------------------------------------------------------------------------- |
| *E.g. TikTok prospecting expansion* | *E.g. \$18,000 over the quarter* | *E.g. ROAS well below break-even, no clear improvement over the quarter* | *E.g. Our AOV is too low for TikTok's typical CPMs at our current creative quality; revisit with UGC-style creative before trying again* |
| \[add initiative] | | | |
## Measurement review
**Five minutes, once a quarter. Confirming everything still holds is a normal, useful outcome.**
* Is the north star still right?
* Are the tier 1 KPIs still right?
* Did any definition change this quarter?
* Is the attribution model still appropriate?
* Did we validate attribution this quarter?
* Are sources of truth still correct?
* Any open questions in the [data dictionary](/marketing-reporting-data-dictionary) older than two quarters?
Changes recommended → record in the data dictionary's decisions and changes section, with an effective date.
This is the section every team wants to skip, and the one that keeps the whole setup from drifting quietly out of date. Most quarters, the honest answer to every question is "yes, still holds," which is itself worth recording, since it's the evidence that the dictionary hasn't gone stale.
## Next quarter
| Field | Fill in |
| :-------------- | :----------------------------------------------------------------------- |
| Strategic focus | *E.g. Expand the bundle strategy to a second product line* |
| Key risks | *E.g. Margin compression if bundle discounting isn't tightly controlled* |
**Goals:**
| Goal | Metric | Target | Owner |
| :------------------------------ | :------------------------- | :--------------- | :----------------- |
| *E.g. Grow contribution margin* | *E.g. Contribution margin* | *E.g. \$340,000* | *E.g. Priya Desai* |
| \[add goal] | | | |
**Budget:**
| Channel | Last quarter | Next quarter | Change | Why |
| :------------- | :--------------- | :--------------- | :---------- | :--------------------------------------------------- |
| *E.g. Meta* | *E.g. \$516,000* | *E.g. \$580,000* | *E.g. +12%* | *E.g. Efficiency trending up three quarters running* |
| \[add channel] | | | | |
## Decisions needed today
**If this section is empty, send a document instead of holding a meeting.**
| Decision | Options | Recommendation | Decision maker |
| :------------------------------------------------------- | :------------------------------------------- | :--------------------------------------------------------------------- | :-------------------- |
| *E.g. Shift 15% of Q3 budget from Google Search to Meta* | *E.g. Shift now / phase over 6 weeks / hold* | *E.g. Phase over 6 weeks to avoid a delivery cliff on either platform* | *E.g. Head of Growth* |
| \[add decision] | | | |
***
**Data through:** *E.g. 2026-06-30* · **Attribution:** *E.g. 7-day click, multi-touch* · **Definitions:** [Data dictionary](/marketing-reporting-data-dictionary)
## Related resources
* [Data quality and rollup concepts](/data-quality-and-rollup-concepts)
* [Monthly report template](/monthly-report-template)
* [Annual report template](/annual-report-template)
* [Quarterly report archive](/quarterly-report-archive)