Campaign Analytics

Description

Analyzes campaign performance with multi-touch attribution, funnel conversion analysis, and ROI calculation for marketing optimization. Use when analyzing marketing campaigns, ad performance, attribution models, conversion rates, or calculating marketing ROI, ROAS, CPA, and campaign metrics across channels.

What this skill does

1. 1Runs five attribution models — first-touch, last-touch, linear, time-decay, and position-based — across customer journey data to allocate conversion credit by channel.
2. 2Analyzes funnel stage-to-stage conversion rates, identifies the largest absolute and relative drop-off points, and compares segments when multiple cohorts are provided.
3. 3Calculates ROI, ROAS, CPA, CPL, CAC, CTR, and CVR per campaign and flags underperforming campaigns against industry benchmarks.
4. 4Outputs human-readable tables for review or machine-readable JSON for pipeline integration, with all scripts running on Python standard library only.

When to use

• You want to know which channels actually drove conversions, not just which ones touched the path last.
• Your funnel shows a large volume at the top but few customers at the bottom and you need to find where they drop.
• You're presenting a monthly marketing review and need ROI and ROAS calculated across every active campaign.
• You want to compare attribution model outputs to understand how credit shifts between first-touch and time-decay before changing budget allocation.

Frequently asked questions