Campaign Analytics

Campaign Analytics

Production-grade campaign performance analysis with multi-touch attribution modeling, funnel conversion analysis, and ROI calculation. Three Python CLI tools provide deterministic, repeatable analytics using standard library only -- no external dependencies, no API calls, no ML models.

Table of Contents

• Capabilities
• Input Requirements
• Output Formats
• How to Use
• Scripts
• Reference Guides
• Best Practices
• Limitations

Capabilities

• Multi-Touch Attribution: Five attribution models (first-touch, last-touch, linear, time-decay, position-based) with configurable parameters
• Funnel Conversion Analysis: Stage-by-stage conversion rates, drop-off identification, bottleneck detection, and segment comparison
• Campaign ROI Calculation: ROI, ROAS, CPA, CPL, CAC metrics with industry benchmarking and underperformance flagging
• A/B Test Support: Templates for structured A/B test documentation and analysis
• Channel Comparison: Cross-channel performance comparison with normalized metrics
• Executive Reporting: Ready-to-use templates for campaign performance reports

Input Requirements

All scripts accept a JSON file as positional input argument. See assets/sample_campaign_data.json for complete examples.

Attribution Analyzer

{
  "journeys": [
    {
      "journey_id": "j1",
      "touchpoints": [
        {"channel": "organic_search", "timestamp": "2025-10-01T10:00:00", "interaction": "click"},
        {"channel": "email", "timestamp": "2025-10-05T14:30:00", "interaction": "open"},
        {"channel": "paid_search", "timestamp": "2025-10-08T09:15:00", "interaction": "click"}
      ],
      "converted": true,
      "revenue": 500.00
    }
  ]
}

Funnel Analyzer

{
  "funnel": {
    "stages": ["Awareness", "Interest", "Consideration", "Intent", "Purchase"],
    "counts": [10000, 5200, 2800, 1400, 420]
  }
}

Campaign ROI Calculator

{
  "campaigns": [
    {
      "name": "Spring Email Campaign",
      "channel": "email",
      "spend": 5000.00,
      "revenue": 25000.00,
      "impressions": 50000,
      "clicks": 2500,
      "leads": 300,
      "customers": 45
    }
  ]
}

Output Formats

All scripts support two output formats via the --format flag:

• --format text (default): Human-readable tables and summaries for review
• --format json: Machine-readable JSON for integrations and pipelines

How to Use

Attribution Analysis

# Run all 5 attribution models
python scripts/attribution_analyzer.py campaign_data.json

# Run a specific model
python scripts/attribution_analyzer.py campaign_data.json --model time-decay

# JSON output for pipeline integration
python scripts/attribution_analyzer.py campaign_data.json --format json

# Custom time-decay half-life (default: 7 days)
python scripts/attribution_analyzer.py campaign_data.json --model time-decay --half-life 14

Funnel Analysis

# Basic funnel analysis
python scripts/funnel_analyzer.py funnel_data.json

# JSON output
python scripts/funnel_analyzer.py funnel_data.json --format json

Campaign ROI Calculation

# Calculate ROI metrics for all campaigns
python scripts/campaign_roi_calculator.py campaign_data.json

# JSON output
python scripts/campaign_roi_calculator.py campaign_data.json --format json

Scripts

1. attribution_analyzer.py

Implements five industry-standard attribution models to allocate conversion credit across marketing channels:

2. funnel_analyzer.py

Analyzes conversion funnels to identify bottlenecks and optimization opportunities:

• Stage-to-stage conversion rates and drop-off percentages
• Automatic bottleneck identification (largest absolute and relative drops)
• Overall funnel conversion rate
• Segment comparison when multiple segments are provided

3. campaign_roi_calculator.py

Calculates comprehensive ROI metrics with industry benchmarking:

• ROI: Return on investment percentage
• ROAS: Return on ad spend ratio
• CPA: Cost per acquisition
• CPL: Cost per lead
• CAC: Customer acquisition cost
• CTR: Click-through rate
• CVR: Conversion rate (leads to customers)
• Flags underperforming campaigns against industry benchmarks

Reference Guides

Best Practices

1. Use multiple attribution models -- No single model tells the full story. Compare at least 3 models to triangulate channel value.
2. Set appropriate lookback windows -- Match your time-decay half-life to your average sales cycle length.
3. Segment your funnels -- Always compare segments (channel, cohort, geography) to identify what drives best performance.
4. Benchmark against your own history first -- Industry benchmarks provide context, but your own historical data is the most relevant comparison.
5. Run ROI analysis at regular intervals -- Weekly for active campaigns, monthly for strategic review.
6. Include all costs -- Factor in creative, tooling, and labor costs alongside media spend for accurate ROI.
7. Document A/B tests rigorously -- Use the provided template to ensure statistical validity and clear decision criteria.

Limitations

• No statistical significance testing -- A/B test analysis requires external tools for p-value calculations. Scripts provide descriptive metrics only.
• Standard library only -- No advanced statistical or data processing libraries. Suitable for most campaign sizes but not optimized for datasets exceeding 100K journeys.
• Offline analysis -- Scripts analyze static JSON snapshots. No real-time data connections or API integrations.
• Single-currency -- All monetary values assumed to be in the same currency. No currency conversion support.
• Simplified time-decay -- Uses exponential decay based on configurable half-life. Does not account for weekday/weekend or seasonal patterns.
• No cross-device tracking -- Attribution operates on provided journey data as-is. Cross-device identity resolution must be handled upstream.

Typical Analysis Workflow

For a complete campaign review, run the three scripts in sequence:

# Step 1 -- Attribution: understand which channels drive conversions
python scripts/attribution_analyzer.py campaign_data.json --model time-decay

# Step 2 -- Funnel: identify where prospects drop off on the path to conversion
python scripts/funnel_analyzer.py funnel_data.json

# Step 3 -- ROI: calculate profitability and benchmark against industry standards
python scripts/campaign_roi_calculator.py campaign_data.json

Use attribution results to identify top-performing channels, then focus funnel analysis on those channels' segments, and finally validate ROI metrics to prioritize budget reallocation.

Input Validation

Before running scripts, verify your JSON is valid and matches the expected schema. Common errors:

• Missing required keys (e.g., journeys, funnel.stages, campaigns) -- script exits with a descriptive KeyError
• Mismatched array lengths in funnel data (stages and counts must be the same length) -- raises ValueError
• Non-numeric monetary values in ROI data -- raises TypeError

Use python -m json.tool your_file.json to validate JSON syntax before passing it to any script.

Related Skills

• marketing-demand-acquisition: For planning campaigns that analytics measures.
• social-media-analyzer: For social-specific analytics complementing cross-channel analysis.
• marketing-strategy-pmm: For strategic context behind campaign performance.
• content-creator: For optimizing content based on analytics findings.

Troubleshooting

Success Criteria

• Attribution Model Coverage: Run at least 3 attribution models per analysis cycle to triangulate channel value. Position-based (40/20/40) or GA4 data-driven attribution is recommended as primary model for hybrid PLG/sales-led motions
• Funnel Conversion Rate: Target overall funnel conversion (top-to-bottom) of 2-5% for B2B SaaS and 5-15% for B2C. Identify and address any single stage with >60% drop-off rate as a critical bottleneck
• Campaign ROAS: Achieve minimum 4:1 ROAS for paid search, 3:1 for paid social, and 30:1+ for email channels (2026 industry targets). Flag any campaign below 2:1 ROAS for immediate optimization or budget reallocation
• Cost Per Acquisition: Maintain blended CPA below $45 across channels (2026 B2B SaaS median). Channel-specific targets: email <$15, paid search <$50, paid social <$40, display <$75
• UTM Compliance: Achieve 100% UTM parameter coverage on all paid and owned media links. Use lowercase, standardized naming (GA4 is case-sensitive). Teams with standardized UTM conventions see 29% improvement in attribution accuracy
• Analysis Cadence: Run campaign ROI analysis weekly for active campaigns and monthly for strategic review. Update attribution models quarterly as channel mix evolves
• Benchmark Accuracy: All campaigns should be assessed against channel-specific benchmarks, not generic averages. The built-in benchmark tables cover CTR, ROAS, and CPA by channel with low/target/high ranges

Scope & Limitations

In Scope:

• Multi-touch attribution modeling with 5 industry-standard models (first-touch, last-touch, linear, time-decay, position-based)
• Funnel conversion analysis with stage-by-stage metrics, bottleneck detection, and segment comparison
• Campaign ROI calculation with 10+ metrics (ROI, ROAS, CPA, CPL, CAC, CTR, CVR, CPC, CPM, lead conversion rate)
• Industry benchmarking by channel with underperformance flagging
• Portfolio-level summary with channel breakdown

Out of Scope:

• Real-time data connections or API integrations (scripts analyze static JSON snapshots)
• Statistical significance testing for A/B tests (descriptive metrics only; use dedicated A/B testing tools for p-value calculations)
• Cross-device identity resolution (must be handled upstream by your CDP or analytics platform)
• Currency conversion (all monetary values assumed same currency)
• Predictive modeling or forecasting (current analysis is retrospective)
• GA4 or HubSpot direct integration (export data from those platforms into JSON format for analysis)
• Datasets exceeding 100K journeys (standard library implementation, not optimized for very large datasets)

Integration Points

Tool Reference

attribution_analyzer.py

Type: CLI script with argparse

Usage:

python attribution_analyzer.py <input_file> [--model MODEL] [--half-life DAYS] [--format FORMAT]

Input Schema: {"journeys": [{"journey_id": "str", "touchpoints": [{"channel": "str", "timestamp": "ISO-8601", "interaction": "str"}], "converted": bool, "revenue": float}]}

Output: Summary statistics (total journeys, conversion rate, total revenue, channels observed) plus per-model channel credit allocation with revenue and share percentages. Cross-model comparison table when running all models.

funnel_analyzer.py

Type: CLI script with argparse

Usage:

python funnel_analyzer.py <input_file> [--format FORMAT]

Single Funnel Input: {"funnel": {"stages": ["Stage1", "Stage2", ...], "counts": [10000, 5200, ...]}}

Multi-Segment Input: {"stages": ["Stage1", "Stage2", ...], "segments": {"segment_a": {"counts": [...]}, "segment_b": {"counts": [...]}}}

Output: Stage-by-stage conversion rates, drop-off counts and percentages, cumulative conversion, bottleneck identification (both absolute and relative), and segment rankings when comparing multiple segments.

campaign_roi_calculator.py

Type: CLI script with argparse

Usage:

python campaign_roi_calculator.py <input_file> [--format FORMAT]

Input Schema: {"campaigns": [{"name": "str", "channel": "str", "spend": float, "revenue": float, "impressions": int, "clicks": int, "leads": int, "customers": int}]}

Recognized Channels for Benchmarking: email, paid_search, paid_social, display, organic_search, organic_social, referral, direct. Unrecognized channels use default benchmarks.

Calculated Metrics: ROI %, ROAS, CPA, CPL, CAC, CTR %, CVR % (lead-to-customer), CPC, CPM, click-to-lead rate %, profit. Each campaign assessed against channel-specific benchmarks (low/target/high) with performance flags and recommendations.

Output: Portfolio summary (totals, blended metrics, top performer, flagged campaigns, channel breakdown) plus per-campaign detail with benchmark assessments, warning flags, and actionable recommendations.