Attribution and closed-loop reporting

Three actions report on how marketing turns into revenue. GetCampaignAttributionAction reports on a single campaign, CalculateClosedLoopMetricsAction reports on all marketing activity, and AnalyzeConversionFunnelAction counts how many people reach each step of a funnel you define. All of them run their queries when called; nothing is stored or scheduled.

Revenue figures come from deals in getodden/crm-sales. Without that package installed, the revenue and deal values are zero. A deal counts as influenced by marketing when it's associated with a contact that marketing reached.

Attribution models#

Odden\Marketing\Enums\AttributionModel selects how a deal's credit is split across the marketing touches that led to it:

label() returns a display name such as U-Shaped Attribution (40/40/20 Weighting).

Touches and weights#

A touch is either a campaign recipient's first open or click (at the time of that first engagement), or a form submission whose utm_campaign matches a campaign (see Campaign attribution). Odden\Marketing\Services\AttributionCalculator collects the touches of all the contacts associated with a deal, across every campaign, puts them in time order, and splits the deal's credit across them. The weights of a deal always add up to 1, so no model creates or loses revenue; it only decides which campaign gets it. A touch counts whenever it happened, before or after the deal closed.

With a single touch, every model gives it all of the credit. A campaign's credit for a deal is the sum of the weights of its touches.

Campaign attribution#

use Odden\Marketing\Actions\GetCampaignAttributionAction;
use Odden\Marketing\Enums\AttributionModel;

$report = app(GetCampaignAttributionAction::class)->execute($campaign, AttributionModel::UShaped);

$report['won_revenue'];            // won deal amounts, unweighted
$report['attributed_won_revenue']; // this campaign's share of the won revenue under the model
$report['roi_percentage'];

execute(Campaign $campaign, AttributionModel $model = AttributionModel::Linear): array collects two groups of contacts:

• Leads: contacts with a form submission whose utm_campaign matches the campaign's UTM slug, Campaign::utmCampaignSlug(): Str::slug() of its utm_campaign field, or of its name when that is empty. Both sides are compared as slugs, so Spring Sale 2026 matches a campaign whose utm_campaign is spring-sale-2026.
• Engaged contacts: the campaign's recipients who opened or clicked.

It then looks at every deal associated with any of these contacts, on either side of the association: won deals go into won revenue and open deals into pipeline, each counted once. The attributed values are the deal amounts times this campaign's credit for that deal (see above).

The same slug is what UTM auto-tagging writes into the campaign's links, so a tracked link and the matching form submission always agree.

The returned array:

For example, a contact reached by three campaigns (touches 30, 15 and 1 days ago) with a $100,000 won deal gives the first and last campaign 40,000 each and the middle one 20,000 under UShaped. For a campaign with one lead whose $5,000 won deal has no other touches, attributed_won_revenue is 5000 under any model; with $1,000 actual_spend, roi_percentage is 400 and cost_per_lead 1000.

Budget fields such as budget, actual_spend, and target_revenue are set on the campaign; see campaigns.

Closed-loop metrics#

use Odden\Marketing\Actions\CalculateClosedLoopMetricsAction;
use Odden\Marketing\Enums\AttributionModel;

$metrics = app(CalculateClosedLoopMetricsAction::class)->execute(AttributionModel::Linear);

execute(?AttributionModel $model = null): array looks at every contact that marketing reached: any campaign recipient (whether or not they engaged) and any contact with a form submission. Influenced deals are the deals associated with those contacts, in either direction.

Total marketing spend is the sum of all campaigns' actual_spend, or, if that sum is 0, the sum of actual_cost.

When there are no marketing contacts or influenced deals, every value except the spend (and cost_per_lead, when there are contacts) is 0. top_campaigns finds deals associated with the campaign's contacts in either direction, like the totals.

Conversion funnels#

Odden\Marketing\Actions\AnalyzeConversionFunnelAction counts each step of a funnel within a date range:

use Odden\Marketing\Actions\AnalyzeConversionFunnelAction;

$funnel = app(AnalyzeConversionFunnelAction::class)->execute(
    steps: [
        ['name' => 'Viewed pricing', 'type' => 'page_view', 'path' => '/pricing'],
        ['name' => 'Requested a demo', 'type' => 'form_submission', 'form_slug' => 'request-a-demo'],
        ['name' => 'Closed won', 'type' => 'deal_won'],
    ],
    startDate: now()->subDays(90),
);

foreach ($funnel['steps'] as $step) {
    echo "{$step['name']}: {$step['count']} ({$step['conversion_rate']}% of previous step)";
}

execute(array $steps, ?CarbonInterface $startDate = null, ?CarbonInterface $endDate = null): array defaults to the last 30 days (from the start of the day 30 days ago to the end of today). Step types and what they count:

Each step is counted independently over the whole date range; the action doesn't follow individual people from one step to the next. An unknown type counts 0.

The result has steps (each with index, name, type, count, conversion_rate from the previous step, dropoff_count, dropoff_rate, and overall_conversion_rate from the first step), total_top_of_funnel, total_bottom_of_funnel, overall_funnel_conversion_rate, and time_window_days. A step that follows a step with a count of 0 shows a 100% conversion rate.