> ## Documentation Index
> Fetch the complete documentation index at: https://brandstack.mintlify.site/llms.txt
> Use this file to discover all available pages before exploring further.

# Marketing: Campaign Attribution, Funnels, and Audience Intelligence

> A comprehensive deep dive into Brandstack Marketing: track blended ROAS vs. platform ROAS, campaign Scale/Hold signals, conversion funnels, abandoned carts, and buyer demographics.

The **Brandstack Marketing** module gives founders and growth marketing leaders a unified command deck across paid media (**Meta Ads**, **Google Ads**), web analytics (**GA4**), and store conversions (**Shopify**).

Instead of relying on inflated in-platform ROAS numbers where Facebook and Google both claim the same sale, Brandstack reconciles **blended macro-returns (MER)** against **first-party site revenue, product views, and buyer demographics**.

<Frame caption="Brandstack Marketing: Ad performance KPI strip, automated campaign status signals, and AI insights">
  <img src="https://mintcdn.com/brandstack/LMmU9AikBeI4zGax/images/marketing/marketing-campaigns-insights.png?fit=max&auto=format&n=LMmU9AikBeI4zGax&q=85&s=cc5a3c6b67dfaf138e7bf2dd3b25657e" alt="Marketing Campaign Performance & Insights" width="1024" height="524" data-path="images/marketing/marketing-campaigns-insights.png" />
</Frame>

<Info>
  **The Attribution Dilemma:** If Meta reports ₹2.5L in sales and Google reports ₹1.5L, but your Shopify bank account only received ₹3.0L total, platform attribution is lying to you. Brandstack separates **Attributed ROAS** (what ad platforms claim) from **Blended ROAS / MER** (what actually hits your bank).
</Info>

***

## 1. The Marketing Executive KPI Strip

The top strip gives you an instant read on marketing efficiency and customer acquisition economics:

<CardGroup cols={3}>
  <Card title="Gross Sales" icon="cart-shopping">
    **Total store & marketplace demand** across all connected storefronts.

    *Current Period:* `₹12,42,685`
  </Card>

  <Card title="Total Ad Spend" icon="money-bill-wave">
    **Combined ad spend** across Meta Ads and Google Ads accounts.

    *Current Period:* `₹1,16,935` (`↘ 14.8%` spend reduction)
  </Card>

  <Card title="Blended ROAS (MER)" icon="chart-line-up">
    Total brand gross sales divided by total ad spend: `₹12.42L / ₹1.16L`.

    *Current Period:* `10.63x` (`Strong ROAS`)

    *Why it matters:* Reflects true macro marketing leverage across both direct and marketplace channels.
  </Card>

  <Card title="Attributed Sales" icon="bullseye-arrow">
    Direct purchase value attributed to ad clicks by Meta + Google pixels.

    *Current Period:* `₹3,03,250` (**24% of Gross Sales**)

    *The Lesson:* 76% of your business is driven organically, through marketplaces, or via indirect halo effects.
  </Card>

  <Card title="Attributed ROAS" icon="chart-pie">
    Direct ad efficiency reported by ad platforms: `₹3.03L / ₹1.16L`.

    *Current Period:* `2.59x`
  </Card>

  <Card title="Ad Spend % of Revenue & CAC" icon="user-tag">
    * **Marketing Load:** `9.4%` of Gross Sales (under 15% is healthy).
    * **Blended CAC:** `₹1,671` per newly acquired customer (`high CAC` alert).
  </Card>
</CardGroup>

***

## 2. Campaign Performance & Automated Action Signals

The **Campaign Performance** table aggregates every active campaign across Meta and Google, ranking them by actual attributed sales and assigning an automated operating status (**Scale**, **Hold**, or **Cut**):

<Frame caption="Campaign Performance table with automated Scale / Hold status and AI-powered performance insights">
  <img src="https://mintcdn.com/brandstack/LMmU9AikBeI4zGax/images/marketing/marketing-campaigns-insights.png?fit=max&auto=format&n=LMmU9AikBeI4zGax&q=85&s=cc5a3c6b67dfaf138e7bf2dd3b25657e" alt="Campaign Performance" width="1024" height="524" data-path="images/marketing/marketing-campaigns-insights.png" />
</Frame>

| Campaign Name                    | Channel / Type    | Spend   | Attr. Sales | Orders | ROAS      | Automated Status                                                                                                                         |
| :------------------------------- | :---------------- | :------ | :---------- | :----- | :-------- | :--------------------------------------------------------------------------------------------------------------------------------------- |
| **Retargeting — Cart & Viewers** | Meta Retargeting  | ₹14,591 | **₹53,876** | 6      | **3.69x** | <span style={{backgroundColor: "#dcfce7", color: "#166534", padding: "2px 8px", borderRadius: "9999px", fontWeight: "600"}}>Scale</span> |
| **Always-On Prospecting**        | Meta Broad / TOFU | ₹16,230 | ₹46,084     | 7      | **2.84x** | <span style={{backgroundColor: "#fef3c7", color: "#92400e", padding: "2px 8px", borderRadius: "9999px", fontWeight: "600"}}>Hold</span>  |
| **Lookalike 1% — Purchasers**    | Meta Lookalike    | ₹12,753 | ₹38,243     | 5      | **3.00x** | <span style={{backgroundColor: "#fef3c7", color: "#92400e", padding: "2px 8px", borderRadius: "9999px", fontWeight: "600"}}>Hold</span>  |
| **Catalog Sales — Dynamic Ads**  | Meta DPA          | ₹12,064 | ₹30,290     | 5      | **2.51x** | <span style={{backgroundColor: "#fef3c7", color: "#92400e", padding: "2px 8px", borderRadius: "9999px", fontWeight: "600"}}>Hold</span>  |
| **Shopping — All Products**      | Google Shopping   | ₹7,255  | **₹23,608** | 3      | **3.25x** | <span style={{backgroundColor: "#dcfce7", color: "#166534", padding: "2px 8px", borderRadius: "9999px", fontWeight: "600"}}>Scale</span> |
| **Brand Awareness — Reach**      | Meta Reach        | ₹8,074  | ₹20,264     | 4      | **2.51x** | <span style={{backgroundColor: "#fef3c7", color: "#92400e", padding: "2px 8px", borderRadius: "9999px", fontWeight: "600"}}>Hold</span>  |

### Automated AI Marketing Insights (Right Panel)

Brandstack continuously evaluates your campaign roster and surfaces high-priority executive alerts:

* 📈 **Best Performer:** *"Retargeting — Cart & Viewers generated 3.69x ROAS on ₹14,591 spend."*
* ⚠️ **Needs Attention:** *"Search — Competitor Conquest returned 1.34x on ₹5,095 — below your 2.6x average."*
* 〰️ **Macro Trend:** *"Ad spend down 15% while attributed sales down only 5% vs. previous period."*
* 💡 **Immediate Opportunity:** *"Retargeting is beating your 2.6x benchmark — test a 20% budget increase here."*

***

## 3. The On-Site Conversion Funnel & Abandoned Cart Recovery

Driving traffic is only half the battle; tracking where prospective buyers abandon the funnel dictates on-site revenue efficiency:

<Frame caption="GA4 Sessions-to-Purchase conversion funnel, Shopify abandoned carts, and real-time live users">
  <img src="https://mintcdn.com/brandstack/LMmU9AikBeI4zGax/images/marketing/marketing-funnel-abandoned.png?fit=max&auto=format&n=LMmU9AikBeI4zGax&q=85&s=0d493939067c68d68346307860173547" alt="Conversion Funnel and Abandoned Carts" width="1024" height="400" data-path="images/marketing/marketing-funnel-abandoned.png" />
</Frame>

### A. The 4-Stage Conversion Funnel (GA4)

* **Stage 1: Sessions (11,032 · 100.0%)** $\longrightarrow$ Total site visits.
* **Stage 2: Add to Cart (259 · 2.3%)** $\longrightarrow$ **Session-to-Cart Conversion: 2.35%**.
* **Stage 3: Checkouts (115 · 1.0%)** $\longrightarrow$ **Cart-to-Checkout: 44.40%**.
* **Stage 4: Purchases (49 · 0.4%)** $\longrightarrow$ **Checkout-to-Purchase: 42.61%**.
* **Overall Site Conversion Rate:** **0.44%**.

<Warning>
  **Funnel Diagnosis:** Notice that once a customer enters the checkout flow, **42.6% complete their order**, which is strong. The bottleneck is at the top of the funnel: **only 2.35% of visitors add a product to their cart**. This indicates high product curiosity but hesitation on pricing, lack of customer reviews on PDPs, or poorly communicated delivery timelines.
</Warning>

### B. Abandoned Carts: The Unlocked Revenue Pool

* **Abandoned Carts:** **66 carts** currently unrecovered.
* **Abandoned Cart Value:** **₹4,51,242** in pipeline revenue.
* **Average Cart Value:** **₹6,837**.

<Tip>
  **Founder Action:** Over ₹4.5 Lakhs is abandoned in shopping carts with a high average value of ₹6,837. Deploying an automated 3-tier WhatsApp and email recovery workflow (1 hour, 12 hours with 5% discount, 24 hours with urgency) can recover 10%–15% of these carts—generating **₹45,000 to ₹67,000 in pure high-margin revenue** without spending extra ad dollars.
</Tip>

***

## 4. Multi-Channel Marketing Trends & Global Active Users

<Frame caption="Marketing Spend vs. Sales vs. ROAS trendline with anomaly detection, alongside active users by country">
  <img src="https://mintcdn.com/brandstack/LMmU9AikBeI4zGax/images/marketing/marketing-trends-geo.png?fit=max&auto=format&n=LMmU9AikBeI4zGax&q=85&s=6d27e295ed0f42c5c579437d2ec63bd1" alt="Marketing Trends and Active Users by Country" width="1024" height="356" data-path="images/marketing/marketing-trends-geo.png" />
</Frame>

### A. Marketing Trend & Anomaly Alerts

This multivariate trendline overlays:

* <span style={{color: "#dc2626", fontWeight: "bold"}}>Solid Red Line:</span> **Meta Spend**
* <span style={{color: "#3b82f6", fontWeight: "bold"}}>Dashed Blue Line:</span> **Google Spend**
* <span style={{color: "#b45309", fontWeight: "bold"}}>Solid Gold Line:</span> **Sales**
* <span style={{color: "#16a34a", fontWeight: "bold"}}>Dashed Green Line:</span> **ROAS**
* <span style={{color: "#d97706", fontWeight: "bold"}}>● Orange Dots:</span> **Detected Anomalies**

The chart exposes specific efficiency surges (e.g., September 2, 6, and 13 where ROAS spiked to 15.0x–17.5x) and flags days where ad spend spiked without an accompanying sales response.

### B. Active Users by Country (Global Demand Signals)

Highlights where international traffic originates:

1. 🇮🇳 **India:** `7,719` active users (Domestic core)
2. 🇺🇸 **United States:** `314` active users
3. 🇬🇧 **United Kingdom:** `180` active users
4. 🇦🇪 **United Arab Emirates:** `180` active users
5. 🇨🇦 **Canada:** `108` active users
6. 🇦🇺 **Australia:** `108` active users
7. 🇸🇬 **Singapore:** `90` active users
8. 🇩🇪 **Germany:** `72` active users

*Takeaway:* Over 1,000 international visitors from the US, UK, UAE, Canada, and Australia visit the store monthly. This high-purchasing-power audience is a prime opportunity for launching cross-border international shipping on your Shopify store.

***

## 5. Channel Attribution & Product Merchandising Funnel

<Frame caption="Marketing Channel Performance comparing Organic, Direct, Meta, and Google, alongside Product Funnel">
  <img src="https://mintcdn.com/brandstack/LMmU9AikBeI4zGax/images/marketing/marketing-channel-product.png?fit=max&auto=format&n=LMmU9AikBeI4zGax&q=85&s=6ce1cb72e583983ad39c05de6ea1903f" alt="Marketing Channels and Product Performance" width="1024" height="347" data-path="images/marketing/marketing-channel-product.png" />
</Frame>

### A. Channel Performance Comparison (GA4 + Ad Spend)

| Channel            | Sessions | Orders | Sales         | Conv %    | Ad Spend | Direct Site ROAS       |
| :----------------- | :------- | :----- | :------------ | :-------- | :------- | :--------------------- |
| **Organic Search** | 4,745    | 19     | **₹1,60,973** | 0.39%     | —        | — (Zero CAC)           |
| **Direct Visits**  | 3,086    | 5      | **₹43,294**   | 0.16%     | —        | — (Brand Equity)       |
| **Meta Ads**       | 2,098    | 19     | **₹1,31,077** | **0.86%** | ₹70,275  | **1.87x**              |
| **Google Ads**     | 1,103    | 6      | **₹43,994**   | 0.69%     | ₹46,660  | **0.94x** (Below 1.0x) |

<Warning>
  **The Google Ads Audit:** Notice that on direct website attribution, **Google Ads generated a 0.94x Site ROAS** (spent ₹46,660 to make ₹43,994). However, Google Ads often drives high-intent shoppers who end up buying on Amazon. Before pausing Google campaigns, cross-reference whether your Amazon search sales rise or fall when Google spend is modified.
</Warning>

### B. Product Marketing Performance (Merchandising Funnel)

Tracks how individual catalog items perform from traffic view to checkout:

1. **Festive Pearl Set:** 80 views $\rightarrow$ 12 carts $\rightarrow$ 4 orders $\rightarrow$ **₹55,996 sales** (Hero high-ticket earner).
2. **Everyday Gold Set:** 100 views $\rightarrow$ 15 carts $\rightarrow$ 5 orders $\rightarrow$ **₹37,495 sales**.
3. **Bridal Kundan Set:** 21 views $\rightarrow$ 4 carts $\rightarrow$ 1 order $\rightarrow$ **₹24,999 sales**.
4. **Gold Kada Pair:** 51 views $\rightarrow$ 9 carts $\rightarrow$ 3 orders $\rightarrow$ **₹20,997 sales**.
5. **Kundan Drop Earrings:** **132 views** $\rightarrow$ **30 add to carts (22.7% cart rate!)** $\rightarrow$ 6 orders $\rightarrow$ **₹20,994 sales**.

*Catalog Strategy:* *Kundan Drop Earrings* has the highest intent-to-cart rate (22.7%). It is your best "entry-level" product to feature in Meta top-of-funnel ads to get first-time buyers through the door.

***

## 6. Top Delivery Cities, Page Analytics & Buyer Demographics

<Frame caption="Top delivery cities, page engagement metrics, and buyer persona age/gender demographic breakdown">
  <img src="https://mintcdn.com/brandstack/LMmU9AikBeI4zGax/images/marketing/marketing-persona-pages.png?fit=max&auto=format&n=LMmU9AikBeI4zGax&q=85&s=21815f7b24b0338cc8b0e6d020c880d4" alt="Marketing Personas and Pages" width="1024" height="734" data-path="images/marketing/marketing-persona-pages.png" />
</Frame>

### A. Top Delivery Cities by Realized Sales

* **Pune:** 1,576 sessions · **₹73,589 sales** (#1 Revenue city)
* **Jaipur:** 1,126 sessions · **₹47,794 sales**
* **Surat:** 901 sessions · **₹46,995 sales**
* **Ahmedabad:** 1,801 sessions · **₹42,791 sales**
* **Bengaluru:** 1,126 sessions · **₹40,894 sales**
* **London & New York:** Combined ₹25K+ in international direct revenue.

### B. Buyer Persona: Age & Gender Economics (Meta Ads)

Who actually buys your jewelry and accessories?

| Age Bracket | Gender | Ad Spend | Clicks | Orders   | Attributed Sales | Realized ROAS            |
| :---------- | :----- | :------- | :----- | :------- | :--------------- | :----------------------- |
| **25–34**   | Female | ₹21,785  | 1,475  | 8        | **₹69,549**      | **3.19x**                |
| **35–44**   | Female | ₹16,866  | 1,141  | 8        | **₹61,367**      | **3.64x** (Highest ROI!) |
| **18–24**   | Female | ₹11,947  | 811    | 0 direct | ₹26,592          | **2.23x**                |
| **45–54**   | Female | ₹7,730   | 521    | 0 direct | ₹24,547          | **3.18x**                |

<Tip>
  **Demographic Allocation Playbook:**

  * Women aged **25 to 44** generate over **70% of total revenue at \~3.4x average ROAS**.
  * The **35–44 age bracket** produces the highest return on ad spend (**3.64x**).
  * Reallocate ad budget away from 18–24 prospecting ads and double down on creative styling geared toward working women and wedding attendees aged 25–44.
</Tip>

***

## 7. The Growth Marketer's Weekly Playbook

<Steps>
  <Step title="1. Review Automated Campaign Statuses">
    Check campaigns tagged with <span style={{backgroundColor: "#dcfce7", color: "#166534", padding: "1px 6px", borderRadius: "4px"}}>Scale</span>. Increase daily budgets by 15%–20% incrementally on winners like *Retargeting — Cart & Viewers*.
  </Step>

  <Step title="2. Audit Underperforming Ad Channels">
    Check Google Ads and TOFU prospecting campaigns. If direct Site ROAS is below 1.0x, verify if branded search terms or competitor conquesting campaigns are burning cash.
  </Step>

  <Step title="3. Execute Abandoned Cart Recovery">
    Ensure automated WhatsApp and email abandoned checkout sequences are functioning to recover part of the ₹4.5L pipeline value.
  </Step>

  <Step title="4. Refine Audience Age Targeting">
    Focus ad creatives on the 25–44 female demographic who generate the bulk of purchases and command the highest AOV.
  </Step>
</Steps>