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Marketing ROI Reporting

Marketing ROI (Return on Investment) reporting helps you measure how effectively your marketing activities generate revenue compared to the cost of those activities. It ensures that every rupee spent on campaigns contributes to business growth.

1. Tracking Campaign Effectiveness

Campaign effectiveness is about understanding which campaigns deliver the highest value. With ROI reporting, you can:

  • Measure reach, engagement, and conversion rates.
  • Compare performance across channels (email, social media, paid ads, SEO, etc.).
  • Identify underperforming campaigns and reallocate budgets to the ones that work.

Example: If you spend ₹50,000 on a Facebook campaign and it generates leads worth ₹2,00,000 in revenue, your ROI is 300%.

2. Attribution Models

Attribution models help you understand which touchpoints influence a customer’s decision. Instead of giving all credit to the last click, attribution spreads credit across the entire journey.

Common attribution models:

  • First-Touch Attribution: Credits the first interaction (great for brand awareness).
  • Last-Touch Attribution: Credits the last action before conversion (simple but limited).
  • Multi-Touch Attribution: Distributes credit across all touchpoints (more accurate for complex journeys).

Example: A customer sees your Google Ad, reads a blog, and then clicks an email before purchase. With multi-touch attribution, each step gets partial credit.

3. Lead Source Analysis

Lead source analysis shows you where your best leads come from—organic search, paid ads, social media, referrals, or offline channels.

With lead source reporting, you can:

  • Spot the highest-converting channels.
  • Allocate budget toward high-ROI sources.
  • Improve targeting and personalization.

Example: If 60% of your high-value leads come from LinkedIn while only 10% come from Instagram, you know where to focus.

Key Takeaway

Marketing ROI reporting isn’t just about numbers—it’s about clarity. By tracking campaign effectiveness, using attribution models, and analyzing lead sources, you’ll know exactly what works, what doesn’t, and where to invest for maximum growth.