# Campaigns and their return

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

Section: Marketing · Canonical: https://intubu.intuitivecapital-dai.com/docs/marketing-campaigns

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.