AttributionROI
Connecting paid acquisition to actual ecommerce revenue
AttributionROI started with a simple question: cheap leads are good, but are they actually buying? I built an internal attribution system that connects paid campaign data with lead and ecommerce order records, giving us a clearer view of CPL, lead quality, CPA, attributed revenue, and ROI by campaign.
“CPL tells me what it costs to acquire a lead. I wanted to know what happened after the lead.”
01.The Challenge
A cheap lead is not automatically a valuable customer.
Paid platforms could tell us how cheaply we were acquiring leads, but CPL alone could not tell us whether those leads eventually became customers. For specialized healthcare audiences, downstream quality matters as much as lead volume.
What I built
I built an internal attribution and ROI hub connecting paid-media campaign data, lead records, and ecommerce orders. It tracks campaign activity while distinguishing verified attribution from assisted or contextual matches rather than treating every possible match as a confirmed conversion.
Total Spend
$3,932.89
all-period
Total Leads
1,961
all-period
Total Avg CPL
$2.01
under $3 target
Total Campaigns
6
distinct canonical campaigns
Total: Monthly Trend
Leads and spend per month with CPL trend
- Leads
- Spend ($)
- CPL ($)
Campaign Totals Across Active Months
Duplicate uploads for the same month replace old rows instead of double counting.
| Canonical campaign | Months active | Leads | Spend | Weighted CPL | Variants |
|---|---|---|---|---|---|
| Campaign A | Jan · $0.00Apr · $194.47May · $276.89 | 319 | $788.38 | $2.47 | 3 |
| Campaign B | Apr · $85.08May · $187.32Jun · $153.49 | 419 | $785.33 | $1.87 | 1 |
| Campaign C | Jan · $100.82Feb · $92.69Mar · $103.42 | 280 | $766.67 | $2.74 | 2 |
| Campaign D | Jan · $102.19Feb · $82.81Mar · $101.65 | 576 | $760.41 | $1.32 | 1 |
| Campaign E | Jan · $102.19Jun · $85.42Jul · $97.09 | 168 | $466.60 | $2.78 | 1 |
AI Insights: Campaign ROI Analysis
Benchmarks pulled from industry reports
Total Spend
$3,932.89
Saved Lead Rows
1,810
Attributed Orders
1
Verified Revenue
$68.27
Assisted Revenue
$2,697.15
ROI
-98.3%
| Campaign | Spend | Leads | Verified | Assisted | ROI |
|---|---|---|---|---|---|
| Campaign A | $365.50 | 200 | $34.13 | $836.80 | -90.7% |
| Campaign E | $466.60 | 174 | $34.13 | $0.00 | -92.7% |
| Campaign C | $766.67 | 204 | $0.00 | $1,231.61 | -100.0% |
| Campaign D | $760.41 | 458 | $0.00 | $628.74 | -100.0% |
Recreated and anonymized to protect customer, transaction, campaign, and company information.
02.The Decision Impact
Move campaign evaluation beyond the platform dashboard.
The system connects acquisition cost with downstream customer behavior, revenue, CPA, and ROI, creating better information for audience, creative, and campaign decisions.
Which campaigns generate leads that purchase?
Is low CPL producing valuable customers or only cheap leads?
Where should creative, targeting, or campaign strategy change?
03.My Role
End-to-end ownership of the measurement layer.
I saw the gap, defined what marketing needed to learn, and built the system required to connect acquisition activity with business outcomes.
Identified the attribution gap
Defined the measurement logic
Structured campaign and lead data
Connected acquisition and ecommerce records
Developed the attribution methodology
Designed and built the reporting experience
Use the output to guide marketing decisions
Capabilities demonstrated
The outcome is better measurement and decision-making: a clearer view of which acquisition efforts should scale, which need a new creative or audience strategy, and which should stop.
Part of a larger product
AttributionROI is one module of the EDRA internal operations platform.