Campaigns and their return

Spend against won revenue, drawn from CRM rather than estimated.

A campaign records its type, audience, budget, spend, dates and attribution model (first touch or last touch).

The return panel shows spend against opportunities sourced, opportunities won, and won revenue — with cost per lead, cost per win and return on spend.

Won revenue is read from CRM, not estimated here, so the figure reconciles with the pipeline report to the cent.

When there is no spend recorded, return is shown as "cannot be computed" rather than as zero. A zero would read as "the campaign did not work", which is a different and untrue statement.