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

# Marketing & growth

> Campaign ROI, funnel analysis, and channel mix — for marketing teams on retail or SaaS data.

This cookbook is for **marketing and growth** teams who need campaign performance, funnel conversion, and channel mix — whether you sell D2C products or B2B subscriptions.

## Who this is for

|              |                                                                                                                       |
| ------------ | --------------------------------------------------------------------------------------------------------------------- |
| **Teams**    | Marketing, growth, demand gen, CMO office                                                                             |
| **Best fit** | Retail campaign data ([E-commerce](/cookbooks/ecommerce-retail)) or SaaS trial data ([B2B SaaS](/cookbooks/b2b-saas)) |

## Which data should I use?

| Your business    | Start with                                         | Why                                          |
| ---------------- | -------------------------------------------------- | -------------------------------------------- |
| D2C / e-commerce | [E-commerce cookbook](/cookbooks/ecommerce-retail) | Campaigns, web events, orders, ROAS          |
| B2B SaaS         | [B2B SaaS cookbook](/cookbooks/b2b-saas)           | Trials, feature adoption, segment conversion |

## Dashboard patterns

These three layouts work across most marketing reviews:

### KPI row and trend

Track spend, leads, conversion rate, and ROAS over time on one screen.

<img src="https://mintcdn.com/na-13f69f9a/Wr83bBDJ2uoLSQ3a/public/screenshots/cookbooks/marketing-kpi-trend.png?fit=max&auto=format&n=Wr83bBDJ2uoLSQ3a&q=85&s=1e9b2a7c43e2a108acdf02aeed3058cc" alt="Marketing KPI and trend dashboard" width="1" height="1" data-path="public/screenshots/cookbooks/marketing-kpi-trend.png" />

### Channel or campaign breakdown

Compare performance side by side with bar charts — by campaign, channel, or segment.

<img src="https://mintcdn.com/na-13f69f9a/Wr83bBDJ2uoLSQ3a/public/screenshots/cookbooks/marketing-channel-breakdown.png?fit=max&auto=format&n=Wr83bBDJ2uoLSQ3a&q=85&s=b977263bfd5b2efc125ff598384d7766" alt="Marketing channel breakdown dashboard" width="1" height="1" data-path="public/screenshots/cookbooks/marketing-channel-breakdown.png" />

### Funnel view

Show where prospects drop off from awareness to conversion.

<img src="https://mintcdn.com/na-13f69f9a/Wr83bBDJ2uoLSQ3a/public/screenshots/cookbooks/marketing-funnel.png?fit=max&auto=format&n=Wr83bBDJ2uoLSQ3a&q=85&s=3000a00618ba93cfabd6563a26964bdb" alt="Marketing funnel dashboard" width="1" height="1" data-path="public/screenshots/cookbooks/marketing-funnel.png" />

## Questions to ask by role

| Role              | Questions to try                                                               |
| ----------------- | ------------------------------------------------------------------------------ |
| Marketing manager | Compare leads, spend, and conversion rate by campaign.                         |
| Growth analyst    | Show daily add-to-cart rate for the last 30 days. Which segment converts best? |
| CMO               | What is channel mix and ROAS trend for the last quarter?                       |

## Example conversations

### Campaign comparison

**Ask:** Compare leads, spend, and conversion rate by campaign.

Look for spend and conversion on the same chart so you can spot efficient and inefficient programs quickly.

**Try next:** Filter to a single segment, then save the view on your campaign dashboard for recurring reviews.

## Metrics worth defining

Add to [Connector memory](/features/connector-memory):

* **ROAS** — attributed revenue ÷ spend
* **Conversion rate** — your team's standard numerator and denominator
* **Channel mix** — share of traffic or spend by channel