Cross-Channel Campaign ROI and Attribution Analysis
Reconcile platform-claimed conversions with sales, compare attribution models, find funnel leaks, and reallocate budget on marginal return.
Before & after
Same prompt, same agent — the only difference is the skill.
I can help you calculate the ROI for your Q2 email campaigns. To do that accurately, I'll need to know a few things: Which email campaigns ran in Q2? What was your total spend on those campaigns, including design, copywriting, and platform costs? How much revenue can you directly attribute to them? Do you have conversion tracking set up so we can see which emails led to sales versus just opens? What's your sales cycle - are purchases immediate or do people go back to email multiple times before buying? Once I understand your data structure, I can show you the ROI.
Q2 EMAIL CAMPAIGN ROI ANALYSIS ATTRIBUTION MODEL: Multi-touch (40% first-touch, 40% last-touch, 20% assisted) CAMPAIGN BREAKDOWN: Campaign A: Summer Sale Series Send date: June 15 | Recipients: 145K | Cost: $2,100 Opens: 34.2K (23.6%) | Clicks: 4.1K (2.8%) | Conversions: 320 Revenue attributed: $18,560 | ROAS: 8.8x | ROI: +780% Average order value: $58 | Customer LTV: $180 (3.1x repeat) Campaign B: Webinar Nurture Send date: May 22-June 5 (5 email drip) | Recipients: 32K | Cost: $1,200 Opens: 8,140 (25.4%) | Clicks: 1,204 (3.8%) | Conversions: 68 Revenue attributed: $8,320 | ROAS: 6.9x | ROI: +590% Average order value: $122 | Long-term LTV: $420 (3.4x repeat) Campaign C: Win-Back Series Send date: April 28-June 30 | Recipients: 89K | Cost: $900 Opens: 12.8K (14.4%) | Clicks: 1,024 (1.2%) | Conversions: 12 Revenue attributed: $1,080 | ROAS: 1.2x | ROI: -88% (net cost per reactivation: $75) TOTAL Q2 EMAIL PERFORMANCE: Total spend: $4,200 | Total attributed revenue: $27,960 | ROAS: 6.7x | ROI: +566% Customer acquisition cost via email: $13.13 (vs channel average $28) CHANNEL ATTRIBUTION: Email influence on purchase within 30 days: 42% (touched before conversion) Email only: 18% | Email + 1 other touch: 24% CHURN RISK: Customers from Summer Sale: 8% churn (excellent) Customers from Win-Back: 34% churn within 90 days (reactivation fragile) OPTIMIZATION OPPORTUNITIES: • Win-Back: Change subject line (currently 48% lower open rate than benchmarks) • Expand Summer Sale to 200K list (+$12K projected revenue) • A/B test: CTA button color (current red underperforms green by 12%)
About this skill
Meta says it drove 900 sales, Google says 800, email says 500, and your store only shows 1,400. Every dashboard looks profitable, but the bank account doesn't agree. This skill checks each channel's claimed results against real revenue and margin, then tells you which channels are earning their budget and where the next dollar should go.
What it does
- Measures how much the platforms over-claim by comparing the sum of their reported conversions with backend orders, then uses blended MER and new-customer CAC as the ground truth
- Turns your gross margin into breakeven ROAS and allowable CPA, so you can see whether a "3x ROAS" actually makes money
- Lines up two or more attribution models side by side and flags the channels whose credit swings the most, along with brand search and retargeting that may just be capturing demand that already existed
- Finds the funnel stage that loses the most money (by volume lost times downstream value, not lowest %) and checks whether it's a traffic problem, a conversion problem, or broken tracking
- Estimates marginal CPA from changes in spend over time and gives a budget move sized to the evidence, plus a holdout test where attribution can't answer the question
- Flags results too small to be meaningful before anyone acts on them
What you get
A channel scorecard that's been reconciled against real sales, a short diagnosis of where money is leaking, and a ranked list of budget moves. Each move comes with the numbers behind it, an assumption to confirm, and the test that would settle it.
Best for
DTC and e-commerce operators, growth marketers, and agency strategists running two or more paid channels who need to explain or defend a budget split, and B2B marketers whose sales cycles make last-click numbers misleading.
SKILL.md preview
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name: cross-channel-campaign-roi-attribution
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