Marketing performance review to download: fields and controls

Decision question

Which variance requires a decision and which still calls only for observation?

Editable CSV file

The template’s required fields.

This file is used to maintain, correct, investigate or reforecast against an explicit threshold. The related guide page explains the method. Here, the scope is limited to the columns, checks and example needed to complete the deliverable.

Plan

Retain the initial reference.

Version and period are frozen.

Actual

Display value, date and source.

Missing data is not replaced with zero.

Cause

Separate observation from explanation.

A causal hypothesis is labelled as such.

Decision

Name the action, owner and date.

Every action is verifiable.

Example structure

A concrete reading before completing the file.

Illustrative example to replace with plan data.
KPI	Plan	Actual	Decision
Pipeline	€800k	€710k	Review two channels
MQL delay	5 d	8 d	Correct routing

Checks before use

Frozen reference
Dated source
Cause separated from observation
Action assigned

Counter-example

Completing “Plan” without satisfying “Version and period are frozen.” creates a present but unacceptable deliverable. The row must remain blocked until corrected.

Editable resource

Download the template and retain its history.

Editable CSVDownload the performance review Review the example and acceptance criteria

Original planning template. The example values are neither a benchmark nor an automatic recommendation. Adapt units, thresholds and ownership to the scope that was actually decided.

Template traceability

Editorial revision of this page.

Revision 1.1

Reviewed on 22 August 2026
Editorial owner: Marketing Plan in Action
Counter-example, blocking check and visible history added.
This revision describes the page; the CSV retains its own version field when present.

Explore the method

GuideCompare plan and actualApplication in the marketing plan GuideAnalyse variancesApplication in the marketing plan