| name | Analyze Campaign ROI |
| description | Evaluate marketing campaign performance across channels using multi-touch attribution, funnel analysis, and ROI benchmarking. Combines hard metrics with qualitative context from team meetings to explain why campaigns over- or underperform. Trigger on: campaign performance, marketing ROI, ROAS, attribution model, funnel analysis, campaign metrics, channel performance, marketing analytics, campaign review, CPA analysis. |
| dependencies | [] |
| role | Marketing |
| action | Analyze |
| connectors | ["HubSpot","Google Drive","Salesforce","Slack","Notion"] |
| author | Harmony |
| version | 1.0.0 |
| icon | sparkles |
| cover | |
| screenshots | [] |
| category | Marketing |
Purpose
Marketing teams review dashboards and pull reports, but the real story lives in weekly syncs, QBRs, and cross-functional meetings. A campaign might show 2% ROI on paper, but the team discussed in Tuesday's sync that targeting was misconfigured for two weeks—or that a new creative resonated better than expected. This skill bridges the gap between hard metrics and human context. By combining campaign data (spend, conversions, attribution) with qualitative insights from Harmony conversations, it produces analysis that explains why campaigns over- or underperform, not just what the numbers show.
When to Use
- Monthly or quarterly campaign reviews – Assess performance across channels and justify budget decisions with data plus context
- Budget reallocation decisions – Determine which channels deserve more investment based on ROI, attribution, and team feedback
- New channel evaluation – Understand if a freshly launched channel (e.g., TikTok, Bluesky) is working and at what cost
- Post-campaign debrief – After a major campaign ends, analyze what worked, what didn't, and why (using meeting notes as evidence)
- Executive reporting on marketing spend – Present board-ready analysis that ties campaign metrics to business outcomes
- Diagnosing underperforming channels – Use funnel analysis and team context to pinpoint where a channel is breaking down
Instructions
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Gather campaign data. Collect spend, impressions, clicks, conversions, and revenue for each channel and campaign during the period in question. Pull from HubSpot, Google Ads, Meta Ads, Salesforce, or your data warehouse. Include timestamps so you can map spend to outcomes by date.
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Mine meeting transcripts for qualitative context. Search Harmony for discussions about each channel's performance. Look for mentions of: targeting changes, creative pivots, market shifts (seasonal, competitive), technical issues (platform outages, pixel misconfiguration), team sentiment ("we love LinkedIn," "Facebook is broken"), and any external events that might explain variance.
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Calculate core metrics per channel:
- ROI = (Revenue - Spend) / Spend × 100
- ROAS = Revenue / Ad Spend
- CPA = Spend / Conversions
- CAC = Spend / New Customers
- CTR = Clicks / Impressions × 100
- CVR = Conversions / Clicks × 100
