How to Measure Campaign ROI

Measuring the return on investment of a marketing campaign sounds simple until you actually sit down to do it. Revenue attribution, customer lifetime value, and the lag between touchpoint and conversion all conspire to make the exercise messy. At Spark, we use a blended model that combines first-touch and last-touch attribution, weighted by assisted conversions from your analytics platform. On top of that, we layer brand lift metrics for top-of-funnel campaigns and customer acquisition cost for bottom-of-funnel spend. It is not perfect, but it gives our clients a clear enough picture to make informed decisions about where to double down and where to pull back.