Reading Campaign ROI Reports
The ROI report is where you find out if your marketing spend is actually paying off. This guide explains every metric in Campaigns → Reports, how the ROI calculation works, and how to export data for further analysis.
Opening the reports screen
Go to Campaigns in the sidebar and click the Reports tab. You'll see a summary table with one row per campaign, plus an aggregated totals row at the bottom.
ROI figures only appear if you've either connected a Google Ads or Meta Ads account, or manually entered ad spend against each campaign. Without spend data, you'll still see leads, conversion rates, and attributed revenue — just no cost or ROI columns.
Filtering by date and channel
Use the date picker in the top-right to filter by lead arrival date. Choose from presets (Last 30 days, This quarter, This year) or set a custom range.
Use the "Channel" dropdown to view only Google Ads, only Meta, only email broadcasts, etc. Select "All channels" to compare them side by side.
Use the "Status" filter to include or exclude active, paused, and ended campaigns. By default, all statuses are shown.
What each metric means
Total leads attributed to this campaign in the selected date range.
How many of those leads received a quote from your team.
Leads that converted into a booked job. The conversion rate shown is jobs booked ÷ leads.
Total value of paid invoices linked to jobs that came from this campaign.
Total spend recorded for this campaign in the date range. Pulled automatically if your ad account is connected, or entered manually.
Ad spend ÷ leads. The lower this is, the more efficiently your campaign generates enquiries.
Attributed revenue ÷ ad spend. An ROI of 5x means every £1 spent returned £5 in booked revenue.
How ROI is calculated
ROI = Attributed revenue ÷ Ad spend
Example: £3,200 attributed revenue ÷ £400 ad spend = 8x ROI
Note that “attributed revenue” only includes invoices that have been marked as paid in Trade2Base. Unpaid invoices are shown separately in the pipeline column as potential revenue.
There can be weeks between a lead arriving and an invoice being paid. Always check ROI over a rolling 60–90 day window rather than just the current month, as recent leads may not have converted yet.
The revenue figure is gross (before your costs). Your true profit ROI will be lower once materials, labour, and overhead are factored in. Use this as a top-line marketing efficiency metric.
Exporting to CSV
Click Export CSV in the top-right of the Reports screen to download the current filtered view. The CSV includes all columns visible on screen, plus the lead-level breakdown (each individual lead, their source, and their job/invoice status).
The CSV export is useful for sharing marketing ROI data with your accountant or business coach without giving them access to your full Trade2Base account.
Next steps
For a broader view of all revenue (not just campaign-attributed), check the revenue report under Reports → Revenue. This shows total invoiced and paid amounts across all jobs, regardless of source.
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