What to bring to an ROI review
A useful campaign ROI review depends less on perfect tracking and more on a tidy export and clear questions.
Bring a spend export covering at least 60 days, broken by campaign name and channel. Include dates, currency, and any notes about tests that paused mid-flight. Incomplete exports are fine if you flag the gaps; silent gaps are not.
Add install and event counts from your own records, even if they disagree with network reports. Those disagreements are often the most valuable part of a review—they show where attribution rules conflict.
Write three questions you actually need answered. Examples: Which paid source still deserves budget next month? Is organic compensating for a weak paid week? Did the festive creative set improve return or only volume?
You do not need a rebuilt measurement stack before booking. Many teams in Bangkok begin with spreadsheets and vendor CSVs. Clarity of questions matters more than polish of the file.