Campaign ROI
Shows whether each campaign pays for itself: how many leads it turned into, how many customers it won, how much recurring revenue it brought, and at what acquisition cost.
What you find on this screen
A portrait of the screen, read from the screen itself — it changes when the screen changes.
Available actions
Relink orphan leads
The list shows
CampaignBudgetLeadsOppty.GainsConversionMRR won
Form fields
CanalCanal de origem da campanha, exibido abaixo do nome dela.
OrçamentoCusto planejado da campanha, cadastrado no estudio de campanhas.
LeadsQuantidade de leads atribuídos a campanha por vínculo forte ou por texto de campanha.
OportunidadesQuantas oportunidades comerciais nasceram dos leads dessa campanha.
GanhosQuantos clientes foram efetivamente ganhos a partir da campanha.
ConversãoPercentual de leads da campanha que viraram negócio ganho.
MRR ganhoReceita recorrente mensal somada das oportunidades ganhas atribuídas a campanha.
CACCusto de aquisição de cliente pelo orçado: orçamento dividido pelos clientes ganhos.
Custo realSoma das despesas do financeiro vinculadas a esta campanha: o gasto efetivo, não o orçado.
CAC realCusto de aquisição pelo gasto efetivo: custo real dividido pelos clientes ganhos.
RetornoReceita anual dos ganhos (MRR vezes 12) dividida pelo custo; acima de 1x a campanha se paga no primeiro ano.
Start here
The results chain
Links campaign → leads → opportunities → won contracts → MRR. This way you see where the investment turns into customers and revenue, not just clicks.
Rules
How the lead is attributed
The lead enters a campaign through the "campaign" field of the lead's record, which must match the UTM or the campaign name. Standardize the UTM across your assets for the tracking to work.
CAC and return
CAC = budget ÷ won customers (how much each customer cost). Return = annual revenue from the wins (MRR×12) ÷ budget; above 1x, the campaign pays for itself in the first year.
Cost is the planned amount (v1)
In this version, the cost is the campaign's BUDGET. The REAL cost (expenses classified by campaign) and the effective CAC are coming next.
Frequently asked questions
View Values
Budget, won MRR, CAC, real cost and return are money — and they follow your profile's "View Values" permission: without it, these numbers appear masked, leaving only the counts (leads, opportunities, wins, conversion). The rule follows the data wherever it goes: the CSV export of what's on screen comes out exactly as displayed, so a masked value on screen comes out masked in the file too. If you need the values to close the CAC, ask the administrator for the permission — it's a profile key.
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