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WooDawn",{"id":492,"path":493,"title":494},"zh_sitePages\u002Flegal\u002Fprivacy.md","\u002Flegal\u002Fprivacy","隐私说明",{"id":496,"path":497,"title":498},"zh_sitePages\u002Flegal\u002Fterms.md","\u002Flegal\u002Fterms","内容使用说明",{"document":500,"isArticle":730},{"id":501,"title":502,"abbreviations":503,"aliases":504,"answers":505,"appliesTo":506,"articleType":507,"body":508,"businessModel":719,"constrainedBy":720,"currency":721,"description":722,"discussionUrl":506,"domains":723,"evidenceStatus":726,"extension":727,"funnel":728,"implements":729,"indexable":730,"measuredBy":731,"meta":732,"metric":506,"navigation":730,"needs":733,"originalSources":734,"path":64,"regions":735,"related":736,"reviewAfter":506,"roles":737,"seo":741,"seoImage":506,"seoTitle":506,"sources":742,"stages":743,"status":745,"stem":746,"supersededBy":506,"tags":747,"term":506,"themeSources":752,"tools":753,"updatedAt":754,"uses":755,"verification":756,"verifiedAt":754,"__hash__":757},"zh_articles\u002Fcommerce\u002Fmarketing-campaign-review.md","营销活动复盘：从报表数字到下一次经营决定",[],[],[],null,"concept",{"type":509,"value":510,"toc":709},"minimark",[511,515,518,522,600,603,606,613,619,631,637,640,649,652,655,658,666,669,682,686,689,692,695,698,701],[512,513,514],"p",{},"营销活动复盘要产出下一次经营决定：继续哪项做法、修改哪项假设、停止哪项投入，以及还缺什么证据。报表截图只是材料；“订单增长了”还没有回答增长是否符合目标、代价是什么、能否归功于活动。",[512,516,517],{},"本文覆盖活动结束后的判断逻辑，适用于广告、邮件、内容和促销的联合活动，不讨论折扣配置、会计核算或法律要求。下面的框架是本站编辑建议。",[519,520,521],"h2",{"id":521},"从目标走到决定",[523,524,525,541],"table",{},[526,527,528],"thead",{},[529,530,531,535,538],"tr",{},[532,533,534],"th",{},"环节",[532,536,537],{},"需要留下的内容",[532,539,540],{},"常见断点",[542,543,544,556,567,578,589],"tbody",{},[529,545,546,550,553],{},[547,548,549],"td",{},"目标",[547,551,552],{},"活动原先要改变的经营结果",[547,554,555],{},"事后挑一个上涨的指标宣布成功",[529,557,558,561,564],{},[547,559,560],{},"口径",[547,562,563],{},"分子、分母、窗口、去重规则与来源",[547,565,566],{},"把不同报表的同名数值混在一起",[529,568,569,572,575],{},[547,570,571],{},"结果",[547,573,574],{},"实际值、可比基准、差异与数据缺口",[547,576,577],{},"只给增长率，不给原始数量",[529,579,580,583,586],{},[547,581,582],{},"解释",[547,584,585],{},"支持解释的证据、替代解释和未知项",[547,587,588],{},"把相关变化写成原因",[529,590,591,594,597],{},[547,592,593],{},"决定",[547,595,596],{},"动作、负责人、期限、验证标准与停止条件",[547,598,599],{},"写“优化素材”，却没人知道改什么",[512,601,602],{},"目标应从活动前的记录找回。若当时没有写，只能说明“事后按这些维度检查”，不能补造预设目标或实验假设。清库存、拉新和提升复购会对同一份订单增长给出不同判断。",[519,604,605],{"id":605},"一张复盘表需要四类指标",[512,607,608,612],{},[609,610,611],"strong",{},"目标指标","回答做成了没有，例如已发货新客订单数、指定品类售出件数或原有顾客的复购订单。限定对象与订单状态，不能把点击上涨替代拉新结果。",[512,614,615,618],{},[609,616,617],{},"漏斗指标","用于定位变化发生在哪里：送达或曝光、点击、到站、加购、购买。邮件点击率与站内购买会话率使用不同分母，不能直接接成一条可相乘的漏斗；需要先证明各阶段能回连到同一人群，且观察窗口一致。",[512,620,621,624,625,630],{},[609,622,623],{},"经营指标","检查规模与代价：订单数、",[626,627,629],"a",{"href":628},"\u002Fzh\u002Fterms\u002Faverage-order-value","平均订单价值","、折扣后收入、退款、商品与履约变动成本、营销花费。收入增长不能证明利润增长；缺少成本时，先报告收入与已知支出，把贡献额留为待核。",[512,632,633,636],{},[609,634,635],{},"护栏指标","检查不能接受的副作用：退订、投诉、退款、退货、客服工单和履约积压。每项同时保留数量与分母；退订数增加可能随发送量增长，单看比例又可能遮住团队无法处理的工单总量。阈值来自团队预先批准的承受范围，不套用没有来源的“行业合格线”。",[519,638,639],{"id":639},"先把收入数字对齐",[512,641,642,648],{},[626,643,647],{"href":644,"rel":645},"https:\u002F\u002Fhelp.shopify.com\u002Fen\u002Fmanual\u002Freports-and-analytics\u002Fshopify-reports\u002Freport-types\u002Fdefault-reports\u002Fsales-report",[646],"nofollow","Shopify 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