#How do I know whether my campaign made a profit?

Revenue is not profit, and lead volume is not a result. To know whether a campaign pays for itself you need three numbers over the same window: what you spent, how many leads came in and how much those leads billed.

Before you start

• Tracking has to be working — without UTMs you cannot attribute a sale to a campaign.
• Pick the analysis period and use exactly the same one on every screen.

#1. Gather the numbers

The Dashboard already consolidates revenue, spend, profit and ROAS once the spend is entered.

#2. Work out the essentials

• CAC = spend ÷ number of customers. What each buyer cost.
• ROAS = revenue ÷ spend. How many times the money came back.
• Average order value = revenue ÷ orders.

A ROAS that looks healthy can still hide a loss if fees and the cost of the product are left out.

#3. Look at the step, not just the total

A bad campaign and a bad page produce the same final result but need opposite fixes. Step-by-step analytics shows where the loss happens — see my funnel does not convert.

#4. Compare sources

With the source recorded on the contact, compare campaigns by revenue per lead, not cost per lead. The cheapest source is rarely the most profitable.

#5. Allow for time

On high-ticket products and subscriptions the sale takes a while. Judging it the same day understates the return — pick a window that matches your buying cycle.

#Related

• UTMs and lead source
• Reconcile sales
• Dashboard and reports

#If it didn't work

• The sales have no source: tracking was not live when the lead came in — see UTMs.
• The numbers differ between screens: confirm the same period and the same project on each filter.
• Spend data is missing: it has to be entered for the ROAS calculation.