Seasonal-Contract Lexicon: Annual KPI Defined-Term Set for Campaign Diagnosis & Marketing Revival

Annual campaign KPI guide

Short, plain definitions and clear actions for seasonal contracts. The page lists the core terms, quick formulas, a simple checklist, and steps to make KPIs automation ready. Only insiders catch the right patterns in local data.

Key terms and definitions

Simple definitions to use in reports and checklists. Each term maps to one clear action or metric.

KPI

Measured outcome that links work to revenue or engagement. A KPI must be tracked weekly and tied to a goal.

Seasonal lift

Percent change vs baseline for the same seasonal window. Use this to spot real season gains.

Baseline

Rolling 12-week median for the same metric. It smooths one-off spikes and shows normal behavior.

Decay rate

Week‑over‑week drop after a peak. High decay means short-lived gains that need reinforcement.

Activation window

Dates when a campaign is expected to drive results. Keep windows short for tight tests, longer for steady services.

Seasonal metrics at a glance

Quick formulas and target ranges. Use these to set alarms and to decide when to pause or scale campaigns.

Actionable lift threshold: 20% or greater is the simple rule that triggers deeper review. Use it as a first filter only.

Campaign diagnosis checklist and actions

The checklist walks from signal to action. Each step has one simple follow-up.

1. Compare lift to historical trend, seasonality, and residual variation.
   • Step: Plot the last 52 weeks and the rolling 12‑week median.
2. Flag decay over 20%.
   • Step: If decay >20%, pause creative or extend activation window and test follow-up offers.
3. Audit activation overlap.
   • Step: Check start/end dates for ads, email, and promotions. Avoid competing promos that raise CPA.
4. Map signals to source, owner, timeframe, and next action.
   • Example signal: high value lead went cold → source: CRM / analytics / ads; owner: sales; timeframe: 48h; action: trigger retargeting + offline conversion import.
   Expanded mapping examples and simple automations

   Use rule-based triggers. Example rules:

   • If lift >20% and CPA within target, allocate +10% budget for 7 days.
   • If decay >20% after a peak, set a retargeting email within 72 hours and test a fresh creative.
   • If a lead marked as high value stops responding, add a 48‑hour sales follow-up and record status in CRM. Import offline conversions back to ads platforms to close the loop.

   These steps are ready for automation. They are simple, rule-based, and easy to hand off to an analytics person or a practical AI workflow.

Implementation steps — simple and automation ready

Make rules, measure weekly, and feed them to the tracking system. The list below is a short playbook.

1. Set rolling 12‑week baselines for each KPI and update weekly.
2. Create threshold rules: lift >20% triggers a scale test; decay >20% triggers recovery flow.
3. Enable conversion tracking and offline conversion import for closed sales.
4. Use short activation windows (2–6 weeks) for tests. Longer windows for steady services.

Progress shows readiness to move from manual checks to automated rules. As more signals are wired, the percent rises.

Markup, reporting, and search visibility

Use clear h2–h4 order, semantic dl and tables, and JSON‑LD for KPI definitions. Simple schema helps internal search and external indexing.

Suggested items to include in the page template:

• Canonical URL in the page head (handled by template).
• JSON‑LD for the KPI list and typical actions (template can insert dynamic values).
• Semantic tables and dl blocks so scrapers and dashboards parse terms and formulas easily.

Note: The simplest descriptions help both people and tools. Short sentences are best for quick decisions.