StreetPOP · Guide

Proof of performance report template

A proof of performance report shows a client that every poster, sign or street team shift happened where and when it was sold. Here’s a free template, what each column is for, and how to turn it into a report clients trust.

Updated 2026-10-05

Download the free template (CSV)

The file opens in Excel, Google Sheets or Numbers. It has the columns below and two example rows you can delete.

The columns, and why each one matters

Campaign, Client, Market. Keeps a multi-city run from getting mixed up, and lets you filter one market for one client.
Location #. Matches the location list in your media plan or quote, so the client can tick them off.
Address, Latitude, Longitude. An address is readable; coordinates are exact. Coordinates are what let anyone drop a pin on a map and find the spot later.
Date posted, Time posted. Proves the ad was up during the dates that were sold. Use the time the photo was taken, not the time it was sent to you.
Installer. Who to ask if a client has a question about a location, and the basis for paying your team.
Format. How many posters or signs, and what size, so the client can confirm they got what they paid for.
Photo link. One clear photo per location, straight on and wide enough to show the surroundings.
Notes. Anything a client would otherwise email you about: a wall that was covered, a refresh, a sign that had to move.

How to fill it in without chasing your team

The hard part of a proof report isn’t the spreadsheet. It’s getting accurate locations and times out of photos that came in by text. Many messaging apps strip a photo’s location and compress it, and by the end of a long day nobody remembers which corner was which.

Two habits fix most of it:

Capture the facts when the photo is taken. Ask installers to shoot with an app that records GPS and time automatically, instead of the camera roll plus a text message.
File photos by campaign as they come in, not at the end of the flight. A report built the same day is a report with no gaps.

Turning it into a report clients trust

Clients look at three things: what ran, where, and when. Lead with a map that has a pin for every location, then the photos grouped by day, then the spreadsheet for anyone reconciling against an invoice. A one-page summary at the top (locations completed, markets, dates) answers most questions before they’re asked.

That’s exactly what a StreetPOP proof page does automatically: every photo carries its GPS location and time from the moment it’s taken, lands on a live map, and exports to this same spreadsheet layout with one click.

Checklist before you send it

Every location in the media plan has a row and a photo.
Dates fall inside the flight dates that were sold.
Photos are readable: the creative is visible, not blurry or blocked.
Anything unusual has a note.
Example rows are deleted.

Frequently asked questions

What should a proof of performance report include?

For each location: a clear photo, the address or GPS coordinates, the date and time it went up, the campaign and market, who installed it, and notes on anything unusual (a covered wall, a refresh, a moved sign).

Is a spreadsheet enough, or do clients want photos?

Both. The spreadsheet lets a client check every location against the media plan; the photos and a map are what they actually look at and share internally. Link each row to its photo.

How soon after install should I send it?

As soon as a market is finished, ideally the same day. Waiting until the end of the flight is when locations get forgotten and photos go missing.

Can I send the template to clients as is?

Yes. Delete the example rows, fill in your locations and share it as a spreadsheet, or paste the rows into a proof deck alongside the photos.