Paid media

Ad spend recorded against campaigns, and return measured from revenue rather than clicks.

Marketing → Paid Media.

Ad spend per campaign, and what it produced.

Cost comes from the books. A campaign's spend is the actual expense posted against it, not a number typed into a marketing tool — so the return calculation cannot disagree with the P&L.

Return comes from won CRM revenue, attributed to the campaign that sourced the opportunity. That makes cost per acquisition and return on ad spend real figures rather than platform estimates, which count conversions the platform can see and miss the ones it cannot.

A campaign with spend and no attributed revenue is shown as exactly that, rather than being quietly left out of the average.