Marketing Demand Generation

Campaign tracking for each marketing channel

How much does each lead cost you on each marketing channel?

Works builds one sheet with the leads, spend and cost per lead of each channel for each month. Each quarter, you see the cost per qualified lead of each channel. A qualified lead is a lead that reaches the sales stage you choose. At quarter end, you move budget to the channel with the lowest cost per qualified lead.

Sign Up See it run →

Updated

What you get
Campaign results · July to September 2026
Ready for your approval
18
leads in September for $7,000 of spend
3 / 3
channels with a cost per qualified lead
Google Ads · $4,000 in September 8 leads at $500 each
LinkedIn · $2,000 in September 5 leads at $400 each
Website content · $1,000 in September 5 leads at $200 each
Lowest cost per qualified lead, July to September Website content at $500
Highest cost per qualified lead, July to September Google Ads at $2,000
Budget move for October to December $800 a month from Google Ads to website content

You approve the $800 monthly move from Google Ads to website content.

See it run

A quarter-end review in progress

Quarter in review
July to September 2026 · $21,000 of spend on three channels
September leads tracked by channel 18 / 18
Schedule
Every month
Lead quality and budget review each quarter
Run log
  1. You
    “Review September and the quarter for Google Ads, LinkedIn and website content. Recommend the budget move for October to December.”
    Your instruction
    ✓
  2. C
    Tracking sheet built Channel Analyst
    The Channel Analyst pulls the spend from Google Ads and LinkedIn into Google Sheets. The Channel Analyst pulls the leads by source from HubSpot. You chose a flat cost of $1,000 a month for website content. In September, the three channels have 18 leads for $7,000 of spend.
    ✓
  3. You
    Your decision to pause or adjust each channel You
    Google Ads cost $500 per lead against a $400 target. LinkedIn cost $400 per lead against a $300 target. Website content met its $200 target. You pause a channel only above 150% of its target. Google Ads is at 125% of its target. LinkedIn is at 133% of its target. You chose new targeting on LinkedIn.
    ✓
  4. C
    Lead quality added Channel Analyst
    The Channel Analyst counts the July to September leads by source in HubSpot. A lead counts as qualified when it reaches the opportunity stage. Of 24 Google Ads leads, 6 became sales opportunities (25%). Of 15 LinkedIn leads, 10 became sales opportunities (67%). Of 15 website content leads, 6 became sales opportunities (40%).
    ✓
  5. You
    Your approval needed You
    The Reallocation Advisor ranks the channels by cost per qualified lead. Website content has the lowest cost per qualified lead, at $500. Google Ads has the highest cost per qualified lead, at $2,000. The Reallocation Advisor recommends a move of $800 a month from Google Ads to website content. $800 is 20% of the Google Ads monthly budget. The written reason lists the cost per qualified lead of each channel.
  6. ↓
    Lead generation plan used Upstream
    The channel budgets and cost per lead targets come from Plan Lead Generation.
    ✓
  7. ↓
    Website analytics setup used Upstream
    The website analytics setup comes from Set Up Website Analytics.
    ✓
How it works

Move budget based on what each qualified lead costs

Cost per lead is the spend of a channel divided by its number of leads. You choose a cost for each channel with no direct spend, such as the cost of the time spent. Each quarter, the Channel Analyst adds the lead-to-opportunity rate of each channel to the sheet. The lead-to-opportunity rate is the share of leads that become sales opportunities. Cost per qualified lead is the spend of a channel divided by its number of qualified leads.

What it needs
Performance data from the ad platforms for all active channels
Email platform data on lead magnet and follow-up sequence results
CRM data on which leads become opportunities
The budget for each channel from the lead generation plan
What you get

A tracking sheet with the leads, spend, and cost per lead of each channel for each month. A monthly review of each channel. Quarterly lead-to-opportunity rates and a cost per qualified lead for each channel. A budget move written down with the data behind it.

Run sequence

Start to finish

The work starts from your lead generation plan and your website analytics setup. The work has four stages.

  1. 1
    Channel Tracking Sheet

    Build one sheet for all channels

    Leads, spend and cost per lead for each month
    Data from ad platforms, email platform and CRM
    You confirm the list of active channels
    Channel Analyst + You
  2. 2
    Monthly Channel Review

    Check each channel every month

    Cost per lead compared with the channel's target
    You adjust, pause or add budget to a channel
    You decide if the data is enough to act
    Channel Analyst + You
  3. 3
    Lead Quality by Channel

    Measure lead quality every quarter

    Lead-to-opportunity rate for each channel
    Lead-to-customer rate from your CRM data
    You choose which sales stage counts as qualified
    Channel Analyst + You
  4. 4
    Quarterly Budget Shift

    Move budget after each quarter

    Channels ranked by cost per qualified lead
    Usually 20% to 30% of budget moved between channels
    You approve each move and its written reason
    Reallocation Advisor + You
Before it starts

What Works asks you

A few questions in plain words. The answers set up the run for your business.

Which channels and data sources should the tracking sheet pull from?
YouOrganic channels and the lead source in the CRM
Should you review the tracking sheet monthly, with a deeper review each quarter, or on a different schedule?
YouMonthly, plus a deeper review each quarter
How far above its target can a channel go before you pause it instead of adjusting it?
YouPause above 150% of target
Which stage best marks a lead as qualified for your business?
YouReached opportunity stage
What is one customer worth to your business, so you can judge the cost per qualified lead against it?
YouAverage first-year revenue
How much budget should you move: the usual 20% to 30%, or more?
YouA 20% to 30% move
Who runs it

The agents behind this workflow

The Channel Analyst builds the tracking sheet. The Reallocation Advisor recommends the quarterly budget move.

Playbook specialist
C

Campaign Performance Analyst

Owns this area

Analyzes campaign results and channel performance, and turns them into budget shift recommendations and competitor monitoring summaries.

Measure campaigns against goals and spendcompare cost and results across channelsrecommend where to move budget
On this workflow
C

Channel Analyst

Builds the tracking sheet and runs the monthly and quarterly channel analysis

Pull data from ad, email, and CRM sourcesCalculate cost per lead by channelAdd conversion rates by channelRank channels by cost per qualified leadFlag channels above or below target
R

Reallocation Advisor

Recommends the quarterly budget move and writes down the reason

Rank channels by cost per qualified leadSize a budget move to fit channel capacityWeigh lead quality against raw costWrite down the reason for a decisionSet a check on the expected improvement
Jeanie, your Chief of Staff Works Crew

Jeanie leads a core crew of seven that runs your company day to day. They direct the specialist and workflow agents in each playbook, including the ones on this workflow.

Connections · apps · integrations

Bring what you already run

The apps and accounts this workflow reads from and writes to. Connect them once and Works keeps them in sync.

Google Sheets
  • Google Sheets. The Channel Analyst agent connects to Google Sheets.

These are starting points, not a limit. Connect the tools you already use.

Related workflows

Three Marketing workflows use these campaign results.

Builds on Set Up Website Analytics
Builds on Plan Lead Generation
This one
Track Campaign Results
Feeds into 3 workflows
Set Up Revenue Attribution
Scale Demand Generation
Establish Marketing Operations
Works · AI business OS

One workflow inside your whole business

In Marketing, Track Campaign Results is part of the Demand Generation work.

Prebuilt playbooks, plus your own
StrategyMarketingSalesCustomer SuccessPartnershipsProducts & ServicesOperationsFinancePeopleLegal & Compliance + Build your own
The Marketing playbook
74
Workflows
20
Specialist agents
147
Workflow agents
226
Templates
You're here
Track Campaign Results
One of 74 Marketing workflows · run by 2 workflow agents
Templates

What comes with it

Built for this workflow
PPTX
Campaign Performance Readout
Slides where you present the results of a campaign. It opens in Works after you sign up.
XLSX
Campaign Results Tracker
A sheet where you record the results of each campaign. It opens in Works after you sign up.
XLSX
Channel Performance Model
A sheet where you compare results across channels. It opens in Works after you sign up.
Also included here
DOCX
Analytics Measurement Plan
A document where you plan what you measure with your analytics. It opens in Works after you sign up.
XLSX
Conversion Event Map
A table of the actions that you count as conversions. It opens in Works after you sign up.
DOCX
UTM Naming Convention
Rules for how you name the tracking codes (UTM tags) in your links. It opens in Works after you sign up.
DOCX
Monthly Performance Review Template
A document where you write up your monthly marketing review. It opens in Works after you sign up.
DOCX
Organic KPI Definitions Library
Definitions of the KPIs for organic channels, which have no direct spend. It opens in Works after you sign up.
XLSX
SEO Performance Model
A sheet where you track your search engine optimization (SEO) results. It opens in Works after you sign up.
XLSX
Demand Funnel Model
A sheet where you count the leads at each stage, from first lead to sale. It opens in Works after you sign up.
XLSX
Paid Media Budget and Pacing Model
A sheet where you plan your paid ad budget and how fast you spend it. It opens in Works after you sign up.
XLSX
Referral Tracker
A sheet where you track the leads from referrals. It opens in Works after you sign up.
XLSX
Outbound Performance Tracker
A sheet where you track your outbound results. It opens in Works after you sign up.
XLSX
Revenue Attribution Model
A sheet where you link each sale to the channel of its lead. It opens in Works after you sign up.
XLSX
Channel ROI Model
A sheet where you compare the return on investment (ROI) of each channel. It opens in Works after you sign up.
XLSX
Full-Funnel Performance Model
A sheet where you track results at each stage from lead to customer. It opens in Works after you sign up.
PPTX
Marketing Performance Review
Slides where you present your marketing results. It opens in Works after you sign up.
XLSX
Expansion Influence Tracker
A sheet where you track how marketing affects sales to current customers. It opens in Works after you sign up.

Each template opens inside Works after you sign up.

Questions

What people ask

What goes into the tracking sheet?

The sheet has one row for each active channel and month. Each row lists the leads, the spend and the cost per lead. The Channel Analyst pulls the numbers from your ad platforms, your email platform and your CRM. You confirm the list of channels, including any active channel that you do not measure today.

When do you pause a channel instead of adjusting it?

Every month, the Channel Analyst compares the cost per lead of each channel with its target. You decide how far above its target a channel can go before you pause it. You can pause a channel above 150% of its target. You can also adjust the channel first. You pause it if its cost per lead stays above target.

What counts as a qualified lead?

You choose the sales stage at which a lead counts as qualified. The choices include the opportunity stage, a booked sales call or a paying customer. Each quarter, the Channel Analyst counts the qualified leads from each channel in your CRM. To get the cost per qualified lead, divide the spend of a channel by its qualified leads.

How do you move budget at quarter end?

The Reallocation Advisor ranks the channels by cost per qualified lead. You take 20% to 30% of the budget of the channel with the highest cost per qualified lead. You move it to the channel with the lowest cost per qualified lead. You can also choose a smaller or a larger move.

Know what each channel costs per qualified lead

Sign up to build your channel tracking sheet.

Sign Up