Online activity

Sales by Campaign Reports

These reports analyze sales performance by marketing attribution dimensions: campaign source, campaign medium, and campaign name. Each report presents a tabular view of aggregated sales outcomes linked to tracked UTM parameters.

Each report includes the following key metrics:

• UTM field (Source / Medium / Name): The campaign attribute used for grouping.

• Total Price: Gross revenue generated by the campaign segment.

• Sales Cost: Direct cost of goods sold (COGS) associated with orders from that segment.

• Sales Profit: Net margin (Total Price – Sales Cost).

• Orders with this Medium/Source/Name: Count of orders attributed to the campaign segment.

Usage

• Performance Attribution:

  • Compare campaign groups (sources, media, names) to see which drive the most revenue vs. profit.

  • Negative profit (as shown in the sample screenshot) is a red flag, suggesting costs outweigh returns.

• ROI Evaluation:

  • Campaigns with high revenue but poor profitability may require pricing adjustments or spend reduction.

  • Campaigns with modest revenue but strong profit margins could be scaled further.

• Channel/Medium Effectiveness:

  • Use the Source and Medium breakdowns to identify which platforms (e.g., Google, Facebook, Email) or approaches (organic, paid, referral) are most effective.

  • Cross-check Name breakdown for campaign-level insights (specific promotions, ads, or seasonal pushes).

• Order Volume vs. Value:

  • High order counts with low revenue suggest low basket sizes (could still be profitable if costs are minimal).

  • Low order counts with high revenue may indicate premium customer segments or niche campaigns worth nurturing.

How to Work With All Three Together

1. Start with Source (macro view):

• Identify which channels drive the bulk of orders and revenue.

• Decide on allocation of marketing spend between major platforms.

2. Drill into Medium (tactic view):

• Within each source, see whether paid ads, organic traffic, or referrals deliver better profit efficiency.

• Optimize channel mix by adjusting campaigns toward the most cost-effective medium.

3. Zoom into Name (campaign view):

• Evaluate individual campaign performance.

• Spot best- and worst-performing promotions, creatives, or seasonal campaigns.

By linking Source → Medium → Name, you can trace the hierarchy of performance: from broad acquisition channels down to individual campaign effectiveness. This enables better budget allocation, creative optimization, and spend justification.