Section 1 — Executive Overview
Section 2 — Variable & Data Understanding
Dependent / Outcome Variables
Revenue Generated ($) ROAS Conversions Conversion Rate (%) CPAThese measure marketing effectiveness and business return. They are the outcomes the analysis seeks to explain.
Explanatory / Segmentation Variables
Marketing Channel Campaign Type Target Audience Device Type Content Type Ad Spend ($)These define segments and inputs. Performance differences across these dimensions are explored — not causal claims.
Numerical Measures
Ad Spend Impressions Clicks Conversions Revenue Lead Score Customer LTV Churn Risk Satisfaction RatingCategorical Dimensions
Marketing Channel Campaign Type Target Audience Device Type Content Type Lead Stage Attribution Model State / CitySection 3 — Channel Analysis
ROAS by Marketing Channel
Conversion Rate (%) by Channel
CPA ($) by Channel — lower is more efficient
Revenue vs Ad Spend by Channel
Section 4 — Campaign Type Analysis
ROAS by Campaign Type
Revenue by Campaign Type
Section 5 — Audience Analysis
ROAS by Target Audience
Conversion Rate (%) by Audience
Section 6 — Funnel & Lead Stage Analysis
Lead Stage Distribution
ROAS by Lead Stage
Impression → Click → Conversion Flow
Section 7 — Efficiency Analysis
CPA by Campaign Type (lower = more efficient)
CTR (%) by Device Type
ROAS by Content Type
Revenue by Device Type
Section 8 — Key Findings
Section 9 — Data Quality
Raw Records
6,695
Source file records
Duplicates Removed
195
Duplicate Campaign+Lead ID pairs
Analysis Records
—
Cleaned, deduplicated
Channel Labels Fixed
670
Standardised to 7 channels
Audience Labels Fixed
7
Standardised to 6 segments
Lead Stage Labels Fixed
19
Mapped to standard funnel stages
Invalid Negatives
270
Base metrics set to blank
Variables
34
Including 6 formula KPIs
Causal Claims
None
Observational analysis only
The dataset was cleaned before analysis. Messy categorical labels (mixed case, spacing, abbreviations) were standardised. Negative spend values and impossible click counts were treated as invalid and excluded from KPI calculations. Date fields in inconsistent formats were parsed and normalised. The cleaned sheet (02_Cleaned_Data) is the source for all analysis shown here.
Formula Methodology
CTR
Clicks / Impressions × 100
Click-through rate (%)
CVR
Conversions / Clicks × 100
Conversion rate (%)
CPC
Ad Spend / Clicks
Cost per click ($)
CPM
Ad Spend / Impressions × 1,000
Cost per 1,000 impressions ($)
CPA
Ad Spend / Conversions
Cost per acquisition ($)
ROAS
Revenue / Ad Spend
Return on ad spend
Section 10 — Data Explorer