campaign-analytics

---
name: campaign-analytics
description: Use when analyzing marketing campaign performance, ad performance, attribution models, funnel conversion rates, or calculating marketing ROI, ROAS, CPA, and campaign metrics across channels.
category: Marketing
version: 1.0.0
tools: []
---

# Campaign Analytics

Analyze campaign performance with multi-touch attribution modeling, funnel conversion analysis, and ROI calculation, using deterministic, repeatable formulas rather than black-box tools.

## Attribution Modeling

Given a customer journey (an ordered list of touchpoints, each with a channel, timestamp, and interaction type, ending in a conversion and a revenue amount), allocate conversion credit across channels using one or more of five industry-standard models:

| Model | Description | Best For |
|-------|-------------|----------|
| First-Touch | 100% credit to the first interaction | Brand awareness campaigns |
| Last-Touch | 100% credit to the last interaction | Direct response campaigns |
| Linear | Equal credit to every touchpoint | Balanced multi-channel evaluation |
| Time-Decay | More credit to recent touchpoints, using exponential decay with a configurable half-life (default 7 days) | Short sales cycles |
| Position-Based | 40/20/40 split across first, middle, and last touchpoints | Full-funnel marketing |

Compare at least 3 models to triangulate channel value — no single model tells the full story. Match the time-decay half-life to the average sales cycle length.

## Funnel Conversion Analysis

Given an ordered list of funnel stages (e.g. Awareness, Interest, Consideration, Intent, Purchase) and the count of prospects reaching each stage:

- Calculate stage-to-stage conversion rates and drop-off percentages.
- Identify bottlenecks automatically: the stages with the largest absolute and largest relative drop.
- Calculate the overall funnel conversion rate (final stage count / first stage count).
- Compare segments (channel, cohort, geography) when multiple segments are available, to identify performance drivers.

## Campaign ROI Calculation

Given per-campaign spend, revenue, impressions, clicks, leads, and customers, calculate:

- **ROI** — return on investment percentage: (revenue - spend) / spend.
- **ROAS** — return on ad spend ratio: revenue / spend.
- **CPA** — cost per acquisition: spend / customers.
- **CPL** — cost per lead: spend / leads.
- **CAC** — customer acquisition cost.
- **CTR** — click-through rate: clicks / impressions.
- **CVR** — conversion rate from leads to customers: customers / leads.

Flag campaigns underperforming against industry benchmarks by channel and vertical (CTR, CPC, CPM, CPA, ROAS).

## Recommended Workflow

1. Run attribution analysis first to identify which channels drive conversions.
2. Focus funnel analysis on the top-performing channels' segments to find where prospects drop off.
3. Calculate ROI metrics to validate profitability and prioritize budget reallocation.

## Best Practices

1. Use multiple attribution models rather than relying on one.
2. Set the time-decay half-life to match the average sales cycle.
3. Segment funnels by channel, cohort, and geography to find performance drivers.
4. Benchmark against your own historical data first; use industry benchmarks for context only.
5. Run ROI analysis weekly for active campaigns, monthly for strategic review.
6. Include all costs — creative, tooling, and labor — alongside media spend for accurate ROI.
7. Document A/B tests rigorously, with clear statistical validity and decision criteria.

## Limitations

- Provides descriptive metrics only; statistical significance testing (p-values) is not covered.
- Not optimized for datasets exceeding 100K journeys.
- Analyzes static snapshots; does not connect to live data sources.
- Assumes a single currency, with no currency conversion.
- Time-decay uses a simple exponential curve and does not account for weekday/weekend or seasonal patterns.
- Cross-device identity resolution must be handled upstream; attribution operates on the journey data as given.

For deeper guidance, search the Knowledge Base for the Attribution Models Guide, the Campaign Metrics Benchmarks, and the Funnel Optimization Framework.

## Related Skills

- **analytics-tracking** — for setting up tracking, not analyzing data.
- **ab-test-setup** — for designing experiments to test what analytics reveals.
- **marketing-ops** — for routing insights to the right execution skill.
- **paid-ads** — for optimizing ad spend based on analytics findings.

@mention a teammate to hand off execution once priorities are set.