Define the question before exporting
Start with a specific decision: which campaign needs a landing-page review, where reported lead cost changed or whether a new creative deserves another test. A spreadsheet of every available metric can create more noise than insight when the question is unclear.
Export reports from the advertising platform for a consistent date range and level of detail. Record the account, currency, reporting time zone and conversion definition. A report grouped by day should not be combined with a campaign-total report as if each row represents a separate result.
- Use the same reporting period when comparing campaigns.
- Separate currencies before calculating totals.
- Keep platform-reported conversions distinguishable from verified CRM outcomes.
- Note changes in attribution settings or conversion definitions.
- Retain the original export so a surprising result can be traced back to its source.
Review the spreadsheet before confirming
In Revonaro, upload a CSV or Excel report, map its columns and review the preview and duplicate checks before confirming. Compare a few imported rows against the original export, including a campaign with zero conversions and any unusually large spend amount.
Watch for formatted currency symbols, percentage columns, blank cells and totals rows. A blank conversion count is not automatically the same as zero. Re-importing an overlapping period needs duplicate review so you do not count the same campaign result twice.
Read ratios alongside their inputs
Compare spend, clicks and the reported outcome together. A useful cost figure needs a defined denominator: cost per recorded lead is spend divided by recorded leads for the same period. If there are no recorded leads, the value is undefined; showing a zero cost would be misleading.
Return on ad spend compares attributable revenue with ad spend. It is not the same as profit or a complete return-on-investment calculation. Use consistent revenue definitions and avoid adding two platforms' attributed revenue together when they may claim credit for the same customer.
Revonaro flags missing reports, inconsistent reporting periods, reported spending above plan and cost per conversion above a campaign target. Treat these as prompts to investigate. A spending warning does not prove the audience or message caused the result. Uploaded reports describe a snapshot. They are not live ad results, and later attribution updates may change the platform's figures. AI can help summarize the supplied information after the company approves a provider connection, but employees should verify the source data and assumptions before using a recommendation.
Turn the review into accountable work
Choose a small number of actions and give each one an owner, a due date and a reason. For example, assign a review of a high-spend campaign's landing page rather than automatically declaring that its audience is wrong. Record what evidence would support the next decision.
From an approved campaign’s performance view, choose “Plan a measurable improvement.” Describe the hypothesis, current version and one change to test. Select a business measure, set sample and timing criteria, define when to stop, and name the employee who will review the results. Review the proposal before approving its internal task. Your team arranges separate audience groups and delivery; ads are published in the advertising platform. An approved task is not evidence that a test ran.
At the next review, use the same reporting basis and note what changed. Check a repeated import, a missing metric and a zero-result campaign with sample files first. This makes the review repeatable without turning a spreadsheet snapshot into a promise of future performance.