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 much of the influenced revenue is credited to marketing:

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

The models don't distribute credit across individual touchpoints. Each model is a fixed multiplier applied to the total influenced pipeline and won revenue, as shown in the tables below. Treat them as weighting presets for reporting, not as per-touch attribution. The labels' percentages describe the classic models; the code doesn't apply them.

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']; // won revenue × model weight
$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 equals the campaign's name, or the name lowercased with spaces replaced by hyphens (Q3 Launch matches Q3 Launch and q3-launch).
• Engaged contacts: the campaign's recipients who opened or clicked.

It then sums the amounts of every deal associated with any of these contacts: won deals into won revenue and open deals into pipeline. Each deal is counted once.

The campaign's own utm_campaign field isn't used. Links tagged by UTM auto-tagging use Str::slug() of the utm_campaign field or the name, so they match only when utm_campaign is empty and the name slugs the same way (letters, digits, and single spaces).

The returned array:

For example, a campaign with one lead whose contact has a $5,000 won deal and $1,000 actual_spend, using UShaped without engaged recipients (weight 0.6), reports attributed_won_revenue 3000, roi_percentage 200, 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.

The weights here are 1.0 for FirstTouch, LastTouch, and no model, then 0.8 (UShaped), 0.7 (WShaped), 0.65 (TimeDecay), and 0.5 (Linear). 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 only finds deals where the contact is the parent of the association ($contact->associateWith($deal)), while the totals count both directions.

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.