Next
Step 1
Tracking assets
Create UTMs, QR codes, coupons, vanity URLs, phone numbers, and self-reported sources.
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Quick guide
How to use the ROI Wizard
Guided four-step workflow to move from raw data to a defensible ROI report.
- 1Create tracking assets (UTMs, QR, coupons) so touchpoints get captured.
- 2Import or enter data: costs, leads, touchpoints, conversions.
- 3Run an attribution model and check the quality checklist below.
- 4Generate the report: it includes KPIs, evidence split and a quality snapshot.
Tip: Aim for >80% average coverage before sharing the report with leadership.
Guided workflow
From data to ROI
Follow four operational steps to move from traceable evidence to a readable, defensible ROI report.
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Reading workspace data…
Next
Step 2
Import data
Validate costs, leads, touchpoints, conversions, coupon uses, and survey sources before committing.
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Next
Step 3
Run attribution
Compare models and keep measured, rule-based, and estimated evidence visibly separate.
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Next
Step 4
Generate report
Check executive KPIs, channel/campaign tables, funnel, evidence split, and exports.
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Quick glossary
Labels you'll see across reports and tables. Hover each item for the full definition.
- Measured
- Direct evidence from tracked systems
- Conversions with end-to-end tracked touchpoints (UTMs, QR, forms). The most solid evidence: no estimates, only observed data.
- Attributed
- Credit assigned by rules/model
- Conversions linked to touchpoints through the attribution model (first/last/linear/u-shaped/time-decay). Medium reliability.
- Estimated
- Offline or self-reported evidence
- Conversions without tracked touchpoints: self-reported sources, offline assist, estimates. Use with care in board and CFO reviews.
- Evidence split
- Mix of measured/attributed/estimated
- Shows how much of attributed revenue comes from direct evidence vs estimates. Higher measured share = more defensible report.
- ROAS
- Attributed revenue ÷ Total cost
- Return On Ad Spend. How many euros of revenue you generate per euro spent. >1 = revenue exceeds cost.
- ROMI
- (Attributed margin − Cost) ÷ Cost
- Return On Marketing Investment. Uses margin, not gross revenue: more appropriate for board and CFO.
- CPL
- Total cost ÷ Total leads
- Cost Per Lead. How much it costs to generate a single lead in the selected period.
- CAC
- Total cost ÷ Acquired customers
- Customer Acquisition Cost. How much it costs to acquire a paying customer in the selected period.
Quality checklist & KPI impact
No issues detected: the report will be defensible.
Avg coverage
100%
- Touchpoint coverage100%0 gapsAffects ROAS, ROMI, evidence split
Conversions without touchpoints become 'estimated': they lower measured evidence and inflate estimated ROAS.
- Campaign cost coverage100%0 gapsAffects ROAS, ROMI, CPL, CAC
Without costs, ROAS/ROMI/CPL/CAC stay null for those campaigns.
- Linked assets100%0 gapsAffects evidence split, report quality
Unlinked assets reduce measured evidence and grow the estimated share.