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Campaign Reporting Checklist

Checklist

Campaign Reporting Checklist

Last reviewed 12 March 2026

By TAP Editorial Team

Campaign reports are your client's proof of work. They need numbers that matter, context that makes sense, and honesty about what's actually happened. This checklist ensures nothing gets missed and your report tells the real story of the campaign.

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Coverage Data Verification

Confirm all press clips are live and URLs still work
Critical
Links die, articles get moved. Click every single one before sending. A broken link makes the whole report look sloppy and undermines your credibility with the client.
Cross-check publication tier against brief
Critical
You promised target/tier publication placements. Verify each clip actually fits that definition. A blog with 200 monthly visitors isn't equivalent to NME, even if it's music-related.
Record publication date, outlet name, and piece headline exactly
Critical
Clients often need this for their own records or awards submissions. Typos here cause friction and look unprofessional. Use the actual publication masthead spelling.
Note any exclusives or first-look placements separately
These carry more weight. If a piece was exclusive to one outlet before wider syndication, highlight that—it shows you worked relationships properly.
Flag any coverage you couldn't secure that was promised
Critical
Be upfront early. Don't bury missed targets in the fine print. Frame it honestly: 'We targeted X, landed Y, and here's why Z didn't materialise.'

Radio Play & Playlist Data

Verify radio adds against station output logs or press releases
Critical
Don't rely on artist or label claims of 'Radio 1 play'. Check BBC Music press centre, station websites, or official radio plugger confirmation. Fabricated radio claims destroy trust.
Separate BBC from commercial radio, national from regional
Critical
Clients know the difference in value. Radio 1 playlist addition is not the same as one local station's rotation. Be clear about what each add means.
Record playlist placement date and playlist name exactly
Critical
Clients track this for metrics and future pitching. Get the Spotify/Apple Music playlist name right. A Spotify New Music Friday add is worth noting separately from a curator's list.
Include current follower count for significant playlists
A 500k-follower playlist add has different impact than a 5k list. Include the follower count at time of addition to contextualise reach.
Note if playlists were pitched, editorial, or algorithmic
Helps clients understand where placement came from. Editorial adds feel like bigger wins and they should know which ones you influenced directly.

Streaming & Performance Data

Pull streaming numbers from official artist dashboard, not projections
Critical
Spotify for Artists, Apple Music for Artists, YouTube Studio—use these sources. Third-party estimation tools are inaccurate and undermine your report credibility.
Report streams for the campaign period only, not cumulative
Critical
Clients need to know what this campaign delivered, not the artist's all-time numbers. Set clear date ranges: 'Campaign period 1 Nov–30 Nov: X streams'.
Highlight save rate, skip rate, and playlist addition momentum
Raw streams mean less without context. A song with high saves and low skips shows real engagement. Momentum into playlists is a leading indicator of staying power.
Compare to previous release cycle if available
Growth or decline against the artist's own baseline matters more than absolute numbers. Say 'Up 35% on last release' not just '40k streams'.
Separate paid promotional plays from organic streams
Critical
If the label ran ads, note it. Clients need to know whether numbers came from earned coverage or paid media. Transparency keeps relationships healthy.

Social Media & Engagement

Track follower growth across the campaign period
Critical
Pull the actual starting and ending follower counts. Don't estimate. Check the date range of the campaign and report exact numbers.
Note engagement rate on key posts, not just vanity metrics
10k likes means nothing without context. Report engagement rate (comments + saves + shares ÷ followers) or compare against the artist's typical performance.
Flag any viral moments or unexpectedly high-performing content
If a TikTok or Instagram post overperformed, explain why. Clients want to understand what worked so they can replicate it.
Include screenshot or link evidence for significant moments
Clients don't always trust numbers without proof. One or two screenshots of strong posts backs up your figures.

Report Structure & Framing

Lead with campaign objectives from the original brief
Critical
Remind the client what you were actually trying to achieve. Then show what you achieved against those goals. This frames the entire narrative.
Use a consistent layout and visual hierarchy for easy scanning
Critical
Clients often skim. Use sections, bold key numbers, and break up dense text. A two-page report that's easy to scan beats five pages of prose.
Include a clear summary of key wins at the top
Critical
Put headline numbers front and centre. If you landed five major pieces of coverage, say so immediately. Make the wins obvious.
Provide narrative context, not just numbers
Critical
Explain what the coverage meant. Why does that particular outlet matter? What does a 2.3M playlist add mean for visibility? Numbers without context feel hollow.
Be honest about what didn't work or underperformed
Critical
Clients respect transparency. If you missed a target, say why. If a release got less traction than expected, acknowledge it and explain the factors.

Data Collection & Sourcing

Create a running log during the campaign, not retrospectively
Critical
Compiling everything at the end leads to gaps and inaccuracies. Log coverage, radio adds, and playlist placements as they happen in a shared spreadsheet.
Use consistent date formats throughout the report
UK dates: DD/MM/YYYY. Consistency looks professional. Mixed formats look chaotic.
Keep original source documents (email confirmations, screenshots, press releases)
Critical
If a client disputes a claim later, you need proof. Archive everything in a campaign folder.
Verify third-party claims from labels or distributors
Critical
Don't take the artist or label's word for radio plays or playlist additions without confirmation. Verify independently where possible.

Client-Specific Customisation

Tailor metrics to what the client cares about
Critical
A brand looking for awareness focuses on reach. An artist hunting sync opportunities wants playlist data. A label wants streaming conversion. Match the report to their priorities.
Include benchmarking data if available
Compare to similar releases or genre benchmarks if you have them. 'This is above-average streaming performance for indie folk' is useful context.
Suggest next steps or lessons for the next campaign
End with insights. What worked? Where should they focus next time? Shows you're thinking strategically, not just compiling numbers.
Match the report's tone to the client relationship
A long-term artist partner can handle casual language. A new major label client needs professional polish. Adjust formality accordingly.

Final Quality Check

Proofread for spelling, typos, and number accuracy
Critical
Read it aloud. Swap numbers with another person if possible. One typo undermines an otherwise solid report.
Ensure all claims are backed by verifiable data
Critical
Don't exaggerate or round up. 'We achieved strong traction' is vague. '47 pieces of coverage across 15 target publications' is verifiable.
Check that report length matches client preference
Some clients want two pages, others want comprehensive detail. Ask at the outset. Respect their preference.
Send report at a sensible time, not Friday evening
Clients won't properly read it before the weekend. Send Tuesday–Thursday morning so they engage while focused.
Include a brief cover message, not just the report
Critical
One paragraph contextualising what they're about to read. Highlight key achievements. Make it personal.

A solid campaign report isn't about making numbers look big—it's about showing clients exactly what they paid for and what happens next. Send reports that clients actually want to read, and they'll trust you with the next campaign.

Frequently asked questions

Should I include failed coverage attempts in the report?

No. Include final results only. But if you missed a major promised target, acknowledge it briefly in a 'challenges' section and explain why. Clients prefer honesty to silence, but don't turn the report into a defence of poor performance.

How far back should campaign reports look?

Report only the campaign period defined in the brief. If a campaign ran 1 Sept–31 Oct, report metrics from those dates. Don't include pre-campaign activity or post-campaign results unless specifically asked.

What if streaming numbers are still climbing?

Report numbers as of the report date and note they're still growing. Say 'As of 15 Nov, the track had 87k streams and continues to gain momentum.' Clients understand campaigns don't have hard cutoff dates.

Should I include competitor comparisons?

Only if you have reliable data and it genuinely contextualises the result. Comparing a new artist's performance to an established act is misleading. Stick to genre-level benchmarks or the artist's own previous releases.

How do I handle an underperforming campaign honestly?

Lead with what you did achieve, then explain the headwinds. 'Coverage was below target due to festival season saturation and limited playlist ecosystem for this genre.' Clients respect analysis over excuses. Offer concrete ideas for the next campaign.

What if the client disputes the numbers I've reported?

Pull your source documents immediately. If you logged it from the official dashboard, you're correct. If you misunderstood a third-party claim, acknowledge it and correct the report. Don't argue—clarify and move forward.

Should reports always follow the same format?

Consistency is professional, but adapt to the client's brief. Some want metrics first, narrative second. Others want storytelling with numbers embedded. Ask how they prefer reports during onboarding.

How often should I send campaign reports?

Agree this upfront. Some campaigns warrant weekly updates. Others are monthly. A final report always goes out within one week of campaign end. Don't leave clients guessing when they'll hear from you.

From the field

Proof points

Best UK send window: Tue/Wed 09:00-10:00 UK (Across 60+ campaigns)
When spreadsheet workflow stops scaling: Around contact 500 + 3 active campaigns (Observed at Liberty + freelance practice)
Reply visibility blind spot: Stations add to rotation without replying (WARM monitoring vs email reply rate)
Agency stack typical monthly cost: GBP 149-280 across 5-7 tools (Industry survey + Liberty stack)

What actually happened

Roam Belle, UK community + specialist radio: 96 plays, accelerated through weeks two and three then declined. Lesson: kill the follow-up wave at week five. (2025)

Ops is the boring word for the thing that decides whether you keep a client. A campaign that looks identical from the outside can be a four-hour Friday or a ten-hour weekend tax depending on how you set up the inbox, the contact list, and the report. I run every campaign on the same template now, six docs, same names, same order. The clients never see it. They feel it.

Chris Schofield, Radio plugger, Liberty Music PR

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