Marketing KPI workbench

Calculate metrics from a sample or compatible CSV, inspect the totals and prepare a grounded analyst brief.

Check the numbers before writing the story.

Try the synthetic sample or load a campaign CSV. This workbench recomputes campaign totals and rates so you can inspect the evidence before asking AI to interpret it.

Your CSV stays in browser memory. This tool sends no file contents to a server, model, analytics event, or browser storage. Reloading clears the uploaded data and returns to the sample.

Load a campaign CSV

Up to 200 KB and 2,000 data rows. Required column names:

campaign,spend,impressions,clicks,conversions,revenue

Use plain nonnegative numbers, one currency, and one reporting period. Extra named columns are ignored. Blank rows are skipped; malformed rows reject the whole file.

Synthetic practice data: Synthetic campaign sample. 4 input rows, 3 campaign groups.

CTR: 1.64%
CPC: 0.65
CVR: 7.53%
CPA: 8.62
ROAS: 3.48×

Rates use the summed inputs, not the average of row percentages. A zero denominator is shown as unavailable.

Synthetic sample calculations. Repeated campaign labels are combined. Amounts use the input’s currency units.
Campaign	Spend	Impressions	Clicks	Conversions	Revenue	CTR	CPC	CVR	CPA	ROAS
Search brand	200.00	5,000.00	500.00	40.00	1,200.00	10.00%	0.40	8.00%	5.00	6.00×
Community newsletter	60.00	12,000.00	120.00	12.00	360.00	1.00%	0.50	10.00%	5.00	6.00×
Social prospecting	240.00	30,000.00	150.00	6.00	180.00	0.50%	1.60	4.00%	40.00	0.75×
All campaigns	500.00	47,000.00	770.00	58.00	1,740.00	1.64%	0.65	7.53%	8.62	3.48×

Display values are rounded to two decimals. Calculations use unrounded inputs. No performance recommendation is inferred from these numbers.

Metric definitions and checks before interpretation

CTR: Clicks ÷ impressions: Click-through rate, shown as a percentage.
CPC: Spend ÷ clicks: Cost per click, in the same currency units as spend.
CVR: Conversions ÷ clicks: Click-based conversion rate. Other systems may use a different denominator.
CPA: Spend ÷ conversions: Cost per recorded conversion, in the same currency units as spend.
ROAS: Revenue ÷ spend: Return on ad spend, shown as a multiple. This is not a profit calculation.

Use one reporting period, currency, and attribution basis. These columns do not verify that those match.
Repeated campaign labels are combined exactly and case-sensitively. Duplicate records are not removed automatically.
Aggregate rates are recomputed from summed inputs, never averaged from row rates. A zero denominator is unavailable.
CVR uses clicks as its denominator. ROAS compares revenue with spend and is not profit. Attribution does not establish causation.
Only numeric format and range are checked. Verify source completeness, metric definitions, missing records, and duplicate exports before drawing conclusions.

Give an AI analyst a better brief

Copy these instructions into your assistant, then decide which approved report or sources to provide. Copying this brief does not include your CSV or its campaign values.

Review the calculated campaign KPI report I choose to provide. It contains synthetic practice data; do not treat it as a real business result.

First confirm the source, reporting period, currency, attribution basis, and metric definitions. Identify missing context and possible duplicate records. Reproduce an important total or rate using its numerator and denominator. CVR here is conversions divided by clicks.

Separate observations supported by the report from hypotheses that need more evidence. Cite the table row or source behind each observation. Do not infer trends from a single period or causation from attribution.

Return a short performance-meeting brief: verified observations, data-quality questions, hypotheses to investigate, and the next measurement that would help. Do not change budgets, publish claims, or modify source data.

Save this as a draft for “Calculate first, then write the decision brief.” Review it in the lesson before marking it complete.

Open the lesson →