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营销活动投入与转化分析

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分析用户导出的活动数据，计算 ROI、ROAS 和漏斗转化，比较不同渠道的归因结果。

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github最新版本 0.1.1更新于 2026-10-21下载 2 次2 个版本

assets/channel_comparison_template.md

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1# Channel Performance Comparison
2
3**Period:** [Start Date] - [End Date]
4**Compared Against:** [Previous period / Industry benchmarks / Both]
5**Prepared By:** [Name]
6
7---
8
9## Summary
10
11[1-2 sentence overview: which channels are performing best, which need attention, and the overall channel mix health.]
12
13---
14
15## Channel Scorecard
16
17| Channel | Spend | Revenue | Profit | ROI | ROAS | CTR | CPA | CPL | Grade |
18|---------|-------|---------|--------|-----|------|-----|-----|-----|-------|
19| Email | $ | $ | $ | % | x | % | $ | $ | [A-F] |
20| Paid Search | $ | $ | $ | % | x | % | $ | $ | [A-F] |
21| Paid Social | $ | $ | $ | % | x | % | $ | $ | [A-F] |
22| Display | $ | $ | $ | % | x | % | $ | $ | [A-F] |
23| Organic Search | $ | $ | $ | % | x | % | $ | $ | [A-F] |
24| Organic Social | $ | $ | $ | % | x | % | $ | $ | [A-F] |
25| Referral | $ | $ | $ | % | x | % | $ | $ | [A-F] |
26| Direct | $ | $ | $ | % | x | % | $ | $ | [A-F] |
27| **Total** | **$** | **$** | **$** | **%** | **x** | **%** | **$** | **$** | |
28
29**Grading Scale:**
30- A: Exceeds all benchmarks
31- B: Meets or exceeds target benchmarks
32- C: Between low and target benchmarks
33- D: Below low benchmark on 1+ key metrics
34- F: Underperforming on multiple metrics or unprofitable
35
36---
37
38## Channel Deep Dives
39
40### [Channel Name]
41
42**Performance Summary:** [1-2 sentences]
43
44| Metric | Actual | Target | Benchmark | vs. Target | vs. Benchmark |
45|--------|--------|--------|-----------|-----------|---------------|
46| Spend | $ | $ | - | % | - |
47| Revenue | $ | $ | - | % | - |
48| ROI | % | % | % | pp | pp |
49| ROAS | x | x | x | % | % |
50| CTR | % | % | % | pp | pp |
51| CPA | $ | $ | $ | % | % |
52| CPL | $ | $ | $ | % | % |
53| CPC | $ | $ | $ | % | % |
54
55**Trend (Last 3 Periods):**
56
57| Period | Spend | Revenue | ROI | ROAS | Key Event |
58|--------|-------|---------|-----|------|-----------|
59| [Period 1] | $ | $ | % | x | [Note] |
60| [Period 2] | $ | $ | % | x | [Note] |
61| [Current] | $ | $ | % | x | [Note] |
62
63**Assessment:** [Improving / Stable / Declining]
64
65**Action Items:**
661. [Specific action for this channel]
672. [Specific action for this channel]
68
69---
70
71[Repeat deep dive section for each channel]
72
73---
74
75## Attribution View
76
77How each channel is valued under different attribution models:
78
79| Channel | First-Touch | Last-Touch | Linear | Time-Decay | Position-Based |
80|---------|------------|------------|--------|------------|----------------|
81| [Channel 1] | $ (X%) | $ (X%) | $ (X%) | $ (X%) | $ (X%) |
82| [Channel 2] | $ (X%) | $ (X%) | $ (X%) | $ (X%) | $ (X%) |
83| [Channel 3] | $ (X%) | $ (X%) | $ (X%) | $ (X%) | $ (X%) |
84
85**Insight:** [Which channels are over/undervalued by single-touch models?]
86
87---
88
89## Funnel Performance by Channel
90
91| Stage | [Ch 1] | [Ch 2] | [Ch 3] | [Ch 4] | Overall |
92|-------|--------|--------|--------|--------|---------|
93| Awareness | [Count] | [Count] | [Count] | [Count] | [Count] |
94| Interest | [Rate]% | [Rate]% | [Rate]% | [Rate]% | [Rate]% |
95| Consideration | [Rate]% | [Rate]% | [Rate]% | [Rate]% | [Rate]% |
96| Intent | [Rate]% | [Rate]% | [Rate]% | [Rate]% | [Rate]% |
97| Purchase | [Rate]% | [Rate]% | [Rate]% | [Rate]% | [Rate]% |
98| **Overall** | **[Rate]%** | **[Rate]%** | **[Rate]%** | **[Rate]%** | **[Rate]%** |
99
100**Best Funnel:** [Channel with highest overall conversion rate]
101**Biggest Bottleneck:** [Channel + stage transition with worst drop-off]
102
103---
104
105## Budget Allocation Analysis
106
107### Current vs. Optimal Allocation
108
109| Channel | Current % | Current $ | Recommended % | Recommended $ | Rationale |
110|---------|----------|-----------|--------------|---------------|-----------|
111| [Channel] | % | $ | % | $ | [Why] |
112| [Channel] | % | $ | % | $ | [Why] |
113| [Channel] | % | $ | % | $ | [Why] |
114| [Channel] | % | $ | % | $ | [Why] |
115| **Total** | **100%** | **$** | **100%** | **$** | |
116
117### Reallocation Impact Estimate
118
119| Scenario | Projected Revenue | Projected ROI | Change vs Current |
120|----------|------------------|---------------|-------------------|
121| Current allocation | $ | % | - |
122| Recommended allocation | $ | % | +% |
123| Aggressive growth | $ | % | +% |
124| Cost optimization | $ | % | +% |
125
126---
127
128## Competitive Context
129
130| Metric | Our Performance | Industry Average | Gap |
131|--------|----------------|-----------------|-----|
132| Channel Mix Diversity | [X channels active] | [X channels] | |
133| Overall ROAS | [X]x | [X]x | |
134| Paid vs Organic Split | [X/X]% | [X/X]% | |
135| Digital vs Traditional | [X/X]% | [X/X]% | |
136
137---
138
139## Recommendations
140
141### Immediate Actions (This Week)
142
1431. **[Action]** -- [Expected impact], [Owner]
1442. **[Action]** -- [Expected impact], [Owner]
145
146### Short-Term (This Month)
147
1481. **[Action]** -- [Expected impact], [Owner]
1492. **[Action]** -- [Expected impact], [Owner]
150
151### Strategic (This Quarter)
152
1531. **[Action]** -- [Expected impact], [Owner]
1542. **[Action]** -- [Expected impact], [Owner]
155
156---
157
158*Template from campaign-analytics skill. Populate with data from attribution_analyzer.py, funnel_analyzer.py, and campaign_roi_calculator.py.*

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