Read the dashboard, attribution and campaign ROI
Follow every lead from the first touch to the posted invoice and compare campaigns by return on ad spend.
Before you begin
Returns depend on three things being in place: delivery and spend entered (see Add ad accounts and record delivery and spend), leads captured with the campaign's UTM tag, and invoices posted in Sales. Revenue appears only after an invoice is posted. A draft invoice counts as zero.
The dashboard
Open Marketing > Dashboard and choose a period: Last 30, 90, 180 or 365 days. The eight tiles show Spend, Leads (cost per lead), Orders (conversion %), Revenue (ROAS), Gross Profit (profit ROAS), Active journeys (rules), Active campaigns (audiences) and Opted in (opted out). Below are the social-to-cash funnel (impressions, clicks, leads, qualified, opportunities, quotations, orders, invoices), leads by source, and the top five campaigns by revenue. Click a campaign row to open its record.
Campaign ROI
- Open Marketing > Analytics > Campaign ROI.
- Optionally set From and To dates. Spend is filtered by delivery day and leads by attribution date.
- Read one row per campaign: Spend, Impressions, Clicks, CTR, CPC, Leads, Qualified, Cost per Lead, Opportunities, Cost per Opportunity, Orders, Cost per Order, Revenue, Gross Profit, ROAS and Profit ROAS. The top tiles show the totals.
- Press Export for a CSV, or click a row to open the campaign record.
Worked example
Spend AED 1,000. Ten leads, four qualified, two opportunities, one order. The invoice is AED 5,000 net and the lines cost AED 3,000.
| Figure | Calculation | Result |
|---|---|---|
| Cost per lead | 1,000 / 10 | AED 100.00 |
| Cost per opportunity | 1,000 / 2 | AED 500.00 |
| Cost per order | 1,000 / 1 | AED 1,000.00 |
| Gross profit | 5,000 - 3,000 | AED 2,000 |
| ROAS | 5,000 / 1,000 | 5.00 |
| Profit ROAS | 2,000 / 1,000 | 2.00 |
Invoices in another currency are converted to AED at the invoice's rate: USD 1,000 at 3.6725 is AED 3,672.50. Collected cash is the payments allocated to those invoices.
Attribution
Open Marketing > Analytics > Attribution. Each row is a lead with its first touch, source, platform, campaign, ad set, ad, form, UTM values, number of touches, and what it became (orders, revenue, gross profit, collected). The newest 500 are shown. Click a row to open the lead.
The attribution model is set in Marketing Settings:
- First touch: the first campaign that touched the lead gets all the credit.
- Last touch: the last campaign gets it.
- Linear: the credit is split evenly. A lead touched by campaigns A and B counts as 0.5 lead for each, and the revenue is split the same way.
Example: a lead touched by A, then B, with a posted invoice of AED 6,000. First touch gives A AED 6,000. Last touch gives B AED 6,000. Linear gives A and B AED 3,000 each. Totals do not change.
For a lead with no CRM quotation, sales to the same customer up to the attribution window (180 days by default) after the lead also count.
The campaign record
Open a campaign for its own view: eight tiles, the funnel, the structure tree, its leads (each opening the CRM lead) and daily delivery. The Collected tile follows payments allocated to the invoices.
Good to know
- Attribution rows are made only for leads captured in Omnichannel. A CRM lead created by hand with a campaign name does not appear, and the campaign shows no leads.
- Without cost entered at the right level the returns look better than they are. See the note on levels in the delivery guide.
- The reports use UTC dates for "today", so late evening in Dubai may fall into the previous day.
- An invalid date typed into the From or To fields through a link can cause an error; use the date pickers.