How to Create a Mid-Year Marketing Review Template to Evaluate Your H1 Performance

As we hit the mid-point of the year, it’s the perfect time for marketers to pause, reflect, and recalibrate. A Mid-Year Marketing Review is not just a routine check-in—it’s a powerful tool that helps your team understand what’s working, what’s not, and what needs to shift in the second half (H2) to meet your annual goals.

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In this post, we’ll walk you through how to create a Mid-Year Marketing Review Template and explain why it’s essential for evaluating your H1 (first half of the year) performance.

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Why a Mid-Year Marketing Review Matters

Marketing plans don’t exist in a vacuum. Markets shift, consumer behavior evolves, and campaigns yield varying results. A mid-year review gives you:

• Data-driven insight into how your marketing strategy is performing
• The opportunity to course-correct underperforming tactics
• A chance to realign goals and priorities for H2
• A platform to communicate progress to stakeholders and teams

Without it, you risk spending time and budget on strategies that aren’t moving the needle.

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Key Components of a Mid-Year Marketing Review Template

Here’s a framework you can use to build your own review template. You can format it in a Google Doc, slide deck, or spreadsheet—whatever works best for your team.

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1. Executive Summary

Provide a brief overview of your marketing performance inH1.

• Key accomplishments
• Major campaigns launched
• Notable wins and learnings
• Summary of performance vs. goals

Tip: Keep this section high-level—ideal for stakeholders and execs.

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2. H1 Marketing Goals & KPIs

List the marketing goals you set at the beginning of the year and evaluate your performance against each one.

Use a traffic light system or status indicators (On Track, At Risk, Behind) for quick visual clarity.

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3. Channel Performance Overview

Break down performance by channel to understand what’s driving results and where you need to improve.

Example Format:

Organic Search

• Sessions: +15% YoY
• Conversion Rate: 2.3%
• Top-performing content: Blog A, Blog B
• Challenges: Algorithm update in March impacted rankings

Paid Media

• ROAS: 2.8
• CPL: $65 (target was $55)
• Best campaigns: Spring Sale, Product Launch
• Optimization opportunities: A/B testing ad copy

Repeat this for email, social media, influencer, events, PR—whichever channels you use.

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4. Campaign Performance Deep Dive

Highlight your top 3–5 campaigns from H1 and assess:

• Objective
• Strategy & execution
• Budget vs. actual spend
• Results (impressions, clicks, conversions, etc.)
• Lessons learned

This section helps identify what strategies are repeat-worthy—or need a rethink.

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5. Audience & Market Insights

Report on how your audience has changed or responded in H1:

• Demographic shifts
• Engagement trends
• Buyer behavior insights
• New competitors or market dynamics

This data helps you refine messaging and positioning for H2.

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6. Budget Review

Outline how your marketing budget was allocated vs. spent, and analyze ROI:

• Spend by channel
• Cost per result (e.g., CPL, CPM, CPA)
• Under/overspend areas
• Opportunities for reallocation

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7. Team & Process Evaluation

Review internal performance:

• Team capacity
• Project timelines and efficiency
• Workflow bottlenecks
• Tech stack usage

Identifying operational issues can help improve H2execution.

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8. Action Plan for H2

Based on the findings above, outline:

• What goals remain or need to change
• What strategies to scale up, stop, or start
• Budget shifts
• Key campaigns or product launches
• Team or resource needs

This helps ensure your team is aligned and motivated going into the next half.

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Final Thoughts

Your Mid-Year Marketing Review Template is more than a checklist—it’s a strategic reset. By evaluating your H1 performance with clarity and honesty, you’ll be able to sharpen your focus, reenergize your team, and make smarter decisions for the rest of the year.

Ready to create yours? Start with the structure above, tailor it to your business, and set your team up for a successful H2.

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