Guides
Marketing Case Study Templates: What US Agencies Put in the Appendix
How US agencies build the appendix of a marketing case study template: raw metric exports, dated screenshots, and budget context that buyers can verify.
What to take away
- A marketing case study template earns trust in the appendix, not the headline: raw metric exports, dated screenshots, and budget context a reader can check.
- US agencies keep narrative and evidence in separate files so the story reads fast while the numbers stay auditable.
- Every appendix table needs a tool name, an export date, and a currency, including CAD rows for Canadian work.
- Buyers treat any result they cannot trace to a source system as a claim, not a fact.
Why the appendix decides the deal
Most case study pages stop at a percentage. A buyer cannot verify a percentage. The appendix hands them the export, the date range, and the system that produced it.
US agencies tend to open the appendix first. It answers the question that closes contracts: can this number be traced to Google Analytics 4, HubSpot, or Salesforce?
The main body carries the story. The appendix carries the receipts. A marketing case study template without an appendix asks the reader to take your word.
An appendix is a claim you let the reader audit.
What goes in a US agency evidence block
US agency evidence block
| Appendix block | What it holds | Typical source |
|---|---|---|
| Raw metric export | CSV or spreadsheet with date range and filters | Google Analytics 4, HubSpot |
| Source screenshot | Dated capture with the account name visible | Meta Ads Manager, LinkedIn Campaign Manager |
| Budget context | Media, production, retainer, tool fees | Agency invoices, BLS spending tables |
| Decision log | Test, hypothesis, result, next action | A/B testing records |
| Compliance note | Disclosure and claim support | FTC advertising guidance |
Claim language needs a source. Agencies writing performance figures should read the FTC advertising guidance for small business before a number reaches a public page.
Appendix Evidence Blocks
Appendix block
- Raw metric export
- CSV with date range
- Source screenshot
- Dated, account visible
- Budget context
- Media, production, fees
- Decision log
- Test, result, next
- Compliance note
- Disclosure, claim support
What it holds
- Raw metric export
- GA4, HubSpot
- Source screenshot
- Meta, LinkedIn
- Budget context
- Invoices, BLS
- Decision log
- A/B records
- Compliance note
- FTC guidance
Typical source
- Raw metric export
- Source screenshot
- Budget context
- Decision log
- Compliance note
Cost rows are easier to defend against a public benchmark. That is why the BLS Consumer Expenditure Survey tables appear in appendix cost notes for US households and categories.
A decision log built on A/B testing methodology shows the reader which option lost and why, which is often more persuasive than the winning variant.
Budget context that survives review
Appendix budget rows fail for boring reasons: mixed currencies, missing dates, and totals that do not match the narrative.
Label every row with the currency code. Canadian campaigns belong in CAD, and a footnote should name the exchange rate date if a US reader is comparing.
Include the fee type. Retainer, project fee, media, and tool license are different lines and different conversations.
Agencies working across the border keep two versions of the same table, one in USD and one in CAD, so the client finance team converts nothing by hand.
Steps for building the appendix
- Freeze the measurement window. Write the start and end dates before pulling anything, so nobody widens the range after seeing the result.
- Export the raw file. Keep the unfiltered export next to the edited one, and label both with the export date.
- Add budget context. State media spend, production, retainer, and tool fees in the invoiced currency.
- Write the caveats. Note tracking gaps, seasonality, and any channel that ran without a control group.
- Index the files. Name each attachment with client, channel, and date so a reader can find it without asking.
The appendix numbers only become a budget when they feed a full set of marketing plan templates for 2027, where cost lines, owners, and approval dates live.
What you choose to prove is itself a positioning choice, and the evidence you collect should match the choices recorded in marketing strategy templates.
Example: a B2B software results page
The narrative reports a rise in qualified demo requests. The appendix shows the eight-week window, the CRM filter used, and the LinkedIn campaign names behind it.
A screenshot carries the account ID and the date. A spend row states the agency retainer and the media budget in USD.
A caveat line notes that one region changed its form in week five. The reader can now judge the result instead of trusting the summary.
