Analysis / Marketing performance and attribution
Compare campaign acquisition costs and outcomes
Use Proforma to compare campaign acquisition costs and outcomes. Produce campaign acquisition cost table and attribution coverage summary from your business data.
Marketing leader · Growth analyst
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Your starting prompt.
Compare campaign acquisition costs for [period] using our supplied attribution window and customer definition. Calculate cost per lead, qualified opportunity and acquired customer, showing spend, outcome counts and unmatched conversions. Separate campaigns whose conversion window is still open and break results out by channel. Treat attributed outcomes as an observed reporting convention rather than proof that the campaign caused each acquisition.
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Method and review
Keep the assumptions visible.
Align attribution windows, conversion definitions and currencies. Compare observed costs and outcomes; use a suitable experiment before describing an effect as causal.
For this task, check
Attributed customer counts depend on matching coverage and the selected attribution window.
Before you begin
- Uploaded exports or permitted Data covering the listed inputs
Work with permitted files or queryable data. Verify the result against the original records.
Synthetic illustrative example
See the method in practice.
Synthetic input. Illustrative output checked locally; this is not a live Proforma run or customer result. Attribution is the supplied 30-day reporting policy, not a causal claim. Campaign C's observation window remains open.
These invented records explain the method. They are not a recorded Proforma run.
| Campaign | Spend | Leads / customers | Window |
|---|---|---|---|
| A | $1,000 | 20 / 5 | Closed |
| B | $600 | 15 / 0 | Closed |
| C | $200 | 5 / 2 | Open |
| Campaign | Cost / lead | Cost / customer | Coverage |
|---|---|---|---|
| A | $50 | $200 | Mature attributed records |
| B | $40 | Undefined: no customers | Mature; verify tracking |
| C | $40 | $100 | Provisional; window open |
Method
Divide spend by observed attributed leads or customers when the denominator is positive. A zero denominator produces an undefined acquisition cost, not $0. Keep immature campaigns separate from fully observed campaigns.
What the result tells you
Campaign A's observed cost per customer is $200; C's $100 is provisional. Tracking coverage and lead quality remain relevant. These attributed outcomes do not prove incremental acquisitions.
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