Download a performance report

The performance report is a PDF you can send to your manager, your CEO or a client. It has the campaign's key numbers and charts, plus a summary, comments and recommendations written by AI. The AI only uses your campaign's actual numbers.

The report is being rolled out, so you may not see it on your account yet. You need the right to edit campaigns.

Create a report

1. Go to Campaigns and open the campaign's dashboard.
2. Click Report at the top, next to Edit campaign (tooltip: Generate performance report).
3. The Performance report window opens: "Generate a PDF report of this campaign's performance with AI-written insights — ready to share with stakeholders."
4. Click Generate report. While it works, the button says Generating report.... It can take up to a minute.
5. When it says "Your report is ready.", click Download PDF.

The PDF opens in a new tab, where you can save or print it.

Which period it covers

The report covers the campaign's active period: from the campaign's start date to its end date, or to today if the campaign hasn't ended or is always on. A campaign without a start date covers the last week. The period is always at least three days.

The period picker on the dashboard doesn't change the report. The Lead goal counts the whole campaign, like on the dashboard.

What's in the report

Every page has a header with the campaign's name and the date it was made, and a footer that says "Confidential — Prepared for" your account name, with the page number.

The report has these parts. Parts the campaign doesn't use are left out.

1. Campaign Performance Report: the campaign's name, its type (landing page or popup, and Advent calendar for calendars), its status (active, paused, ended or draft) and the period, with the number of days.
2. Executive Summary: two to four sentences, written by AI, with the headline result. If you've set a lead goal, it starts with that.
3. Key Performance Indicators, in groups:
   • Headline Metrics: Views, Participants and Leads, each with a conversion rate measured against views. Lead Goal, if you've set one: leads so far out of the target, with a progress bar and how much of the goal is reached, or Goal completed. Engagement Time for campaigns with a game: the total time across all game completions.
   • Loyalty & Engagement, if people may take part more than once: Recurring Participants ("came back to participate again") and Repeat Participation Rate ("of participants engaged more than once").
   • Prizes & Rewards, if prizes were won: Prizes Won and Win Rate. If the campaign uses prize redemption, also Prizes Redeemed (with the redemption rate) and Prizes Expired.
   • Email Performance, if the campaign sent emails: Emails Sent, Open Rate (with how many opened), Click Rate (with how many clicked) and Bounced.
4. Performance Over Time: a line chart, day by day, with views, participants and leads, and recurring participants if people may take part more than once. Without a form, it shows views.
5. Audience Breakdown: views by device, and views by channel if you use channels.
6. Calendar Completion, for calendars: "Unique participants who opened each day of the calendar."
7. Participation Frequency, if people may take part more than once: "How many times the same participant took part during the reporting period."
8. Quiz Results, for quizzes: the most common result groups (up to five), with how many got each and the percentage.
9. Score predictions, for guess-the-result games: per match, the number of predictions and the most common guesses. If you've entered the real result, it shows the result, which guesses were Correct and how many percent guessed correctly.
10. Leaderboard, if the campaign has one: the top ten, with the columns your leaderboard shows.
11. Insights & Trends: two short paragraphs written by AI. One explains what the key numbers mean for the business. The other describes trends over time, devices and channels, and, when there is data for it, returning players, calendar completion, quiz results, predictions, the leaderboard and emails.
12. Recommendations: three to five concrete next steps, written by AI. Each one is based on something in the numbers, such as a weak conversion step or an underused channel.

How the numbers are calculated is explained in What the numbers mean. Note that the report measures conversion and win rate against views and interactions, so they can differ from the dashboard.

How the AI insights are made

• The AI only gets the campaign's aggregated numbers for the period: the totals, the day-by-day trend, the device and channel split, and the summaries above. It never gets individual leads, email addresses or other personal data. For leaderboards, it only gets the scores, not the names.
• The AI is told to use only those numbers, never to guess or make up figures, and to say less rather than speculate. It only comments on parts the campaign actually has.
• It writes for leaders, in plain business language, and uses the same words as the dashboard: views, participants and leads.
• The report is written in the language you use Scratcher in.
• If the AI part can't be made, you still get the report with all numbers and charts, and a note that the summary could not be created. No AI tokens are used in that case.

Good to know: AI can still misread a pattern. Read the text before you send the report on.

AI tokens

Creating a report uses AI tokens. The window shows how many before you click. If your account doesn't have enough tokens, it says "Not enough tokens." See AI tokens, your AI profile and privacy.

Make a new report

Click Generate a new report to create the report again.

A report is kept for a day. If you generate it again within that day, you get the same report, and no extra tokens are used. After a day, a new report is made with the latest numbers. The download link works for a day, so download the PDF and keep your own copy.

If something goes wrong, it says "Could not generate the report. Please try again."

Share the report

Download the PDF and send it like any other file, for example by email or in a presentation. The report is marked confidential and made for your account.

Good to know: if the campaign has a leaderboard, the report shows the top ten with the columns your leaderboard shows, which can include names. Think about who you send it to.