Marketing Performance Report (Buckets Breakdown)

What does this report show?

  • The Marketing Performance (Buckets Breakdown) report enables you to calculate weighted CPA/ROAS against marketing placements for new and existing users.
  • For a given time frame, it shows all marketing spend and conversions mapped back to each marketing placement
  • The data in this report mirrors the view you see in the Analytics -> Reports view in the platform

When to use this report

This report should be leveraged for enhanced analysis and reporting outside of the Analytics -> Reports view.

Examples of when to use this report:

  • Layering Rockerbox data into your weekly/monthly/quarterly performance reports
  • Comparing New vs. Repeat customer performance
  • Comparing performance by Tactic or Audience

Primary Use Cases

The primary use cases for leveraging the Buckets Breakdown include:

1. CPA/ROAS at the channel and placement level

2. New vs. Repeat user CPA/ROAS

3. Comparing CPA/ROAS by attribution type


Report schema and Definitions

See here for schema and associated definitions

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Commonly asked questions on Buckets Breakdown schema

1) What do the values starting with NTF mean?

NTF stands for "New to File" - this represents all conversions and revenue from New Customers Only

2) Which conversion/revenue values have the multi-touch model applied?

The "normalized" values are your conversion & revenue values with the MTA model applied


How to leverage the Buckets Breakdown Report

When using the Buckets Breakdown report - you will need to utilize a Pivot table along with custom fields to create the view best suited to answer your priority questions.


If you optimize to a CPA goal

If you optimize primarily to a CPA goal, you will want to include custom fields in your pivot table to calculate CPA by attribution type and customer type (new vs. repeat).


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Calculations to leverage for CPA

These can be copied and pasted directly into your google sheet/excel doc.

First touch: =if(first_touch=0,0,(spend)/(first_touch))

Last touch: =if(last_touch=0,0,(spend)/(last_touch))

Even weight: =if(even=0,0,(spend)/(even))

MTA/Normalized: =if(normalized=0,0,(spend)/(normalized))

New customers (normalized): =if(ntf_normalized=0,0,(spend)/(ntf_normalized))

Returning customers (normalized): =if(normalized-ntf_normalized = 0,0,(spend)/(normalized-ntf_normalized))


If you optimize to a ROAS goal

If you optimize primarily to a ROAS goal, you will want to include custom fields in your pivot table to calculate ROAS by attribution type and customer type (new vs. repeat).


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Calculations to leverage for ROAS

First touch: =if(spend=0,0,revenue_first_touch/spend)

Last touch: =if(spend=0,0,revenue_last_touch/spend)

Even weight: =if(spend=0,0,revenue_even/spend)

MTA/Normalized: =if(spend=0,0,revenue_normalized/spend)

Returning customers (normalized): =if(spend=0,0,(revenue_normalized - ntf_revenue_normalized)/spend)

New customers (normalized): =if(spend=0,0,ntf_revenue_normalized/spend)


See Buckets Breakdown - Primary Use Cases for step-by-step instructions for specific use cases.



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