One campaign across four channels produces four sets of figures that do not add up.
Click data sits in the ad account, orders in the shop system, existing customers in the CRM. For the weekly report, someone pulls three exports, matches the campaign names by hand and recalculates revenue per segment. By the time the report is ready, this week's budget is already allocated.
4channelsSearch, social, newsletter and price comparison site all run for the same promotion.
3exportsAd account, shop system and CRM each deliver a file with its own campaign naming.
9segmentsNine target groups are addressed; at the end, the results are evaluated for all nine together.
6 dayslagThat is how long the matching takes, and by then the promotion week is over.
The 25% higher campaign performance comes from moving budget from the weak segment to the strong one while the week is still running.
The 25% higher campaign performance is this agent's headline figure. The nine segments and the six-day lag describe a typical weekly cycle in campaign management; they are illustrative, not counted.