Campaign Reports 101
How to create a campaign report for a brand or destination
Happy Tuesday, crew! Every week I share industry insights. Last week we talked about case studies and I got a request to cover campaign reports, so let’s dive in!
This simple but powerful document can be the difference between a one-off trip and a long-term brand relationship.
Here’s everything you should include in a campaign report that brands actually want to see, and how to put it together in a way that makes them want to work with you again.
1. Campaign Overview
This section is a quick summary to ground the brand in what was promised and delivered.
Include:
Dates of the collaboration or trip
Type of campaign (press trip, product placement, hosted experience, etc.)
Goal of the campaign (ex: visibility, engagement, conversions, UGC, etc.)
What was agreed upon (ex: 1 Instagram Reel, 3 IG stories, 1 blog post)
Example (note, I’ve not been to Idaho):
“From June 5–10, I participated in a hosted press trip with Visit Idaho to highlight summer activities in Boise. The campaign goal was to drive awareness and bookings for summer travel among solo female travelers and digital nomads.”
2. Deliverables Summary
List all the deliverables you created, with links. Bonus if you can make this aesthetically pleasing and branded.
Sample information to include:
Instagram Reel, 18.3k views, 1,200 likes, 100 shares
Instagram Story Set – 24 slides, 100 link clicks
Blog Post: “Why Boise is Perfect for Solo Travel” – 3,200 views in first 30 days
TikTok Video: “Float the Boise River With Me” – 45.7k views, 300 saves
Newsletter Mention (6/15/25 edition) – 5,800 opens, 320 clicks
3. Performance Analytics
Break down your analytics by platform. This is the “proof of performance” that shows your ROI.
Include (where applicable):
Impressions
Views
Reach
Saves
Shares
Click-throughs
Comments or qualitative feedback
Blog post views + SEO ranking if known
Email open rates and CTR
If you're sending this a week or two after the campaign, note: “These numbers reflect performance as of [insert date] and may continue to grow.”
Include charts, screenshots of backend metrics, or a Google Analytics snippet for blog posts.
4. Comments and Social Proof
If people commented things like “Adding this to my bucket list!” or “Just booked my flight 😍,” include it.
This kind of social proof shows emotional resonance and buyer intent. You can include screenshots.
5. Value-Add Metrics
Go beyond the agreed deliverables. If you over-delivered, make it known.
Examples:
Bonus IG stories or unplanned TikTok videos
Extra newsletter shoutouts
Continued engagement on evergreen blog content
Saved assets the brand can repost
Audience DMs with questions or interest
Also, share demographic info if available:
Ex: “87% of viewers were U.S.-based, and 82% were women ages 25–44.”
6. How to Send It
Once your campaign report is complete, format it as a polished PDF. Give the file a clear, professional name like Jen on a Jet Plane x Visit Idaho Campaign Report July 2025 so it’s instantly recognizable.
When it’s ready, send the report via email or share it through a Google Drive link, depending on the brand’s preference. Be sure to include a warm, concise note in the body of your email thanking them for the collaboration and expressing your interest in staying in touch for future opportunities. This final touch reinforces your professionalism and keeps the door open for repeat work.
Pro tip: Follow up a few months after you send the campaign report if the content continues to perform well and any new benchmarks are reached.
For my paid subscribers, I have a link below where you can access a campaign report template.
As always, drop any questions in the comments (I always answer!) and I’ll see you next Tuesday for another in-depth industry 101 post.
