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Use case · Marketing agencies

Show clients what worked. Know what to change next.

Bring ad spend, CRM lead outcomes, and the budget plan together. Cognizon shows which campaigns brought qualified leads, how the budget is pacing, and what is worth testing next, with the rows behind every number.

Start with your own dataFollow the analysis

Meta and Google exports · CRM leads · campaign mapping · budget plan

Sample analysisOnline course provider · synthetic data

QuestionWhich August campaigns brought qualified leads at the lowest cost?

Lead-form ads brought the cheapest leads and the most expensive qualified leads.

Cost per lead and per qualified leadAugust 2026 leads, by campaign · IDR thousands
  • Per lead
  • Per qualified lead

  1. Lead-form adsMeta · 832 leads · 40 qualified

    IDR 50k

    IDR 1,040k

  2. Video prospectingMeta · 455 leads · 56 qualified

    IDR 80k

    IDR 650k

  3. Generic searchGoogle · 280 leads · 77 qualified

    IDR 110k

    IDR 400k

  4. Brand searchGoogle · 140 leads · 50 qualified

    IDR 80k

    IDR 224k

Show the numbers
Spend, leads and cost by campaign, August 2026 leads
CampaignSpend, IDR MLeadsQualifiedPer lead, IDR kPer qualified lead, IDR k
Lead-form ads41.683240501040
Video prospecting36.44555680650
Generic search30.828077110400
Brand search11.21405080224
All campaigns120.01,70722370538

The whole analysis

From the exports to the memo, one analysis.

The files, how they join, what they show, the questions that follow, the definitions the answers keep to, and what you send.

  1. Sources
  2. Context
  3. Finding
  4. Ask
  5. Definitions
  6. Outputs
  7. Next question

Your data starts in different places.

  • meta_campaign_daily.csvspend and clicks by campaign and day · spend in IDR thousands

    campaign_iddatespend
    m-2201Sep 142,150
    m-2202Sep 141,880

  • google_campaign_daily.csvspend and clicks by campaign and day · spend in IDR thousands

    campaign_iddatespend
    g-5101Sep 141,590
    g-5102Sep 14580

  • campaign_mapping.csvwhich platform campaign each UTM belongs to

    campaign_idutm_campaign
    g-5101gs_generic
    m-2201fb_leadform

  • crm_leads.csvevery lead, its creation date and UTM campaign

    lead_idcreated_atutm_campaign
    L-0803-017Aug 3gs_generic
    L-0803-018Aug 3fb_leadform

  • crm_lead_stages.csvthe date each lead booked a consultation

    lead_idstagestage_date
    L-0803-017consultation_bookedAug 11
    L-0803-018form_submittedAug 3

  • client_budget_plan.xlsxthe monthly budget, kept by hand · budget in IDR thousands

    monthbudget
    September 2026150,000

Spend is in two ad platforms. Whether a lead booked a consultation is in the CRM. The budget is a spreadsheet.

  • Ad platformsMeta and Google campaign exports, by day
  • CRMEvery lead, its stage, and the campaign mapping
  • Budget sheetThe monthly budget, kept by hand

6 files read · not joined yet

Bring the context together.

6 source files, keys highlighted

  • meta_campaign_daily.csvspend and clicks by campaign and day · spend in IDR thousands

    campaign_iddatespend
    m-2201Sep 142,150
    m-2202Sep 141,880

  • google_campaign_daily.csvspend and clicks by campaign and day · spend in IDR thousands

    campaign_iddatespend
    g-5101Sep 141,590
    g-5102Sep 14580

  • campaign_mapping.csvwhich platform campaign each UTM belongs to

    campaign_idutm_campaign
    g-5101gs_generic
    m-2201fb_leadform

  • crm_leads.csvevery lead, its creation date and UTM campaign

    lead_idcreated_atutm_campaign
    L-0803-017Aug 3gs_generic
    L-0803-018Aug 3fb_leadform

  • crm_lead_stages.csvthe date each lead booked a consultation

    lead_idstagestage_date
    L-0803-017consultation_bookedAug 11
    L-0803-018form_submittedAug 3

  • client_budget_plan.xlsxthe monthly budget, kept by hand · budget in IDR thousands

    monthbudget
    September 2026150,000

A qualified lead lives in the CRM, not in either ad platform. Cognizon proposes how the files join; nothing uses a join until it is approved.

Relationships4

  • Platform spend → campaign_mapping.csvcampaign_idProposed
  • campaign_mapping.csv → crm_leads.csvutm_campaignProposed
  • crm_leads.csv → crm_lead_stages.csvlead_idProposed
  • Platform spend → client_budget_plan.xlsxmonthProposed
Checked for a unique key before useApprove
  • 71 duplicate CRM leads removed, so each lead counts once
  • 46 leads with no campaign mapping listed on their own
  • Platform-reported conversions kept per platform, never added together

See what matters.

Share of leads that qualifiedAugust 2026 leads · consultation booked within 14 days
  • Qualified
  • Not qualified

  1. Lead-form ads40 of 832 · 4.8%

  2. Video prospecting56 of 455 · 12.3%

  3. Generic search77 of 280 · 27.5%

  4. Brand search50 of 140 · 35.7%

Show the numbers
Qualified and not qualified leads by campaign, August 2026
CampaignLeadsQualifiedNot qualifiedQualified rate
Lead-form ads832407924.8%
Video prospecting4555639912.3%
Generic search2807720327.5%
Brand search140509035.7%
All campaigns1,7072231,48413.1%

The difference is how many leads qualified.

Lead-form ads had the cheapest leads, and 4.8% of them booked a consultation. Brand search qualified 35.7%. The August 2026 leads have all had the 14 days.

The next question

Why do lead-form ads cost the most per qualified lead?

Ask what is behind it.

Share of leads that qualified, August 2026

Share of leads that qualifiedAugust 2026 leads · consultation booked within 14 days
  • Qualified
  • Not qualified

  1. Lead-form ads40 of 832 · 4.8%

  2. Video prospecting56 of 455 · 12.3%

  3. Generic search77 of 280 · 27.5%

  4. Brand search50 of 140 · 35.7%

Show the numbers
Qualified and not qualified leads by campaign, August 2026
CampaignLeadsQualifiedNot qualifiedQualified rate
Lead-form ads832407924.8%
Video prospecting4555639912.3%
Generic search2807720327.5%
Brand search140509035.7%
All campaigns1,7072231,48413.1%
YouWhy do lead-form ads cost the most per qualified lead?

Cognizon

Cost per qualified lead is cost per lead divided by the share of leads that qualified. Lead-form ads cost IDR 50k a lead, but only 4.8% of those leads booked a consultation within 14 days, so each qualified lead cost IDR 1,040k.

Brand search cost IDR 80k a lead and 35.7% qualified: IDR 224k a qualified lead. The 46 leads with no campaign mapping are listed on their own.

Usedcrm_leads.csv + crm_lead_stages.csv + campaign_mapping.csv + both platform exports

Build on what you already know.

MemorySample client

  • Qualified lead · Sample client

    A consultation booked within 14 days of the lead. A submitted form is a lead, not a qualified lead.

    Saved for you

  • Lead cohorts · Sample client

    Compare a month’s leads only once every lead in it has had 14 days.

    Saved for you

  • For the whole team

    Both definitions, suggested for the team glossary.

    Waiting for a super user to approve

Spend, leads and costs are not saved as definitions. Each answer reads them from the files. Check or correct anything kept in Memory.

September spend against budgetCumulative, both platforms · IDR millions
  • Spend · IDR 81.2M by Sep 14
  • Even phasing, assumed · IDR 70.0M
  • Budget · IDR 150.0M
Show the numbers
September spend by day, IDR millions
DaySpendCumulativeEven phasing
Sep 15.45.45.0
Sep 25.611.010.0
Sep 35.716.715.0
Sep 45.522.220.0
Sep 55.828.025.0
Sep 66.134.130.0
Sep 75.940.035.0
Sep 85.645.640.0
Sep 95.751.345.0
Sep 106.057.350.0
Sep 115.963.255.0
Sep 126.069.260.0
Sep 135.875.065.0
Sep 146.281.270.0
YouFor Sample client, qualified means a consultation booked within 14 days, not a form submitted. Only compare leads that have had those 14 days.

From this messageSave for meSuggest for the team

MemorySample client

  • Qualified lead · Sample client

    A consultation booked within 14 days of the lead. A submitted form is a lead, not a qualified lead.

    Saved for you

  • Lead cohorts · Sample client

    Compare a month’s leads only once every lead in it has had 14 days.

    Saved for you

  • For the whole team

    Both definitions, suggested for the team glossary.

    Waiting for a super user to approve

Spend, leads and costs are not saved as definitions. Each answer reads them from the files. Check or correct anything kept in Memory.

YouIt’s Sep 14. How is September pacing?

Cognizon

Using your definitions

  • Qualified: consultation booked within 14 days
  • Leads compared only after 14 days

Spend is IDR 81.2M against IDR 70.0M planned by Sep 14, 16.0% ahead of an even phasing. At IDR 5.8M a day September ends IDR 24.0M over budget; IDR 4.3M a day from here lands on it.

None of September’s 912 leads has had 14 days yet, so their qualified rate is not compared with August’s.

Usedmeta_campaign_daily.csv + google_campaign_daily.csv + client_budget_plan.xlsx, by date

September spend against budgetCumulative, both platforms · IDR millions
  • Spend · IDR 81.2M by Sep 14
  • Even phasing, assumed · IDR 70.0M
  • Budget · IDR 150.0M
Show the numbers
September spend by day, IDR millions
DaySpendCumulativeEven phasing
Sep 15.45.45.0
Sep 25.611.010.0
Sep 35.716.715.0
Sep 45.522.220.0
Sep 55.828.025.0
Sep 66.134.130.0
Sep 75.940.035.0
Sep 85.645.640.0
Sep 95.751.345.0
Sep 106.057.350.0
Sep 115.963.255.0
Sep 126.069.260.0
Sep 135.875.065.0
Sep 146.281.270.0

Turn the answer into action.

Sample client · campaign review

Dashboard · 3 widgets from approved charts

Shared with the account team

Cost per qualified lead, August 2026
  1. Brand searchIDR 224k
  2. Generic searchIDR 400k
  3. Video prospectingIDR 650k
  4. Lead-form adsIDR 1,040k
September spend, IDR millions
  1. Spent81.2
  2. Planned70.0
  3. Budget150.0
Qualified rate by campaign
  1. Brand search35.7%
  2. Generic search27.5%
  3. Video prospecting12.3%
  4. Lead-form ads4.8%

From these answersAdd to dashboardWrite memo

Memo · Sample client · September budget reviewReady for your review

Lead-form ads brought the cheapest leads and the most expensive qualified leads. September spend is 16.0% ahead of plan.

Recommendation

Bring daily spend down to IDR 4.3M to land on the IDR 150.0M budget. Within that, test moving IDR 10.0M from lead-form ads to generic search for the rest of the month, and judge it on leads that have had 14 days by Oct 14.

Per qualified lead, paid search
IDR 331k
Per qualified lead, paid social
IDR 813k
Spend against plan, Sep 14
+16.0%

August’s cost per qualified lead is what August bought, not a forecast of what more budget buys.

6 sources · calculation and rows attachedPDFPowerPoint

Ask the next question.

Dashboard · Sample client · campaign review

Sample client · campaign review

Dashboard · 3 widgets from approved charts

Shared with the account team

Cost per qualified lead, August 2026
  1. Brand searchIDR 224k
  2. Generic searchIDR 400k
  3. Video prospectingIDR 650k
  4. Lead-form adsIDR 1,040k
September spend, IDR millions
  1. Spent81.2
  2. Planned70.0
  3. Budget150.0
Qualified rate by campaign
  1. Brand search35.7%
  2. Generic search27.5%
  3. Video prospecting12.3%
  4. Lead-form ads4.8%
Earlier in this conversation
  • Why do lead-form ads cost the most per qualified lead?
  • It’s Sep 14. How is September pacing?
  • Which channel brought qualified leads for less in August?
YouWhich channel brought qualified leads for less in August?

Cognizon

Using your definitions

  • Qualified: consultation booked within 14 days
  • Leads compared only after 14 days

Paid search: IDR 331k a qualified lead, against IDR 813k for paid social, on August leads that have all had 14 days. Each channel is its own spend over its own qualified CRM leads; platform-reported conversions are not added together.

Usedcrm_leads.csv + crm_lead_stages.csv + both platform exports, by channel

YouWhen can we judge the IDR 10.0M generic search test?

Cognizon

Using your definitions

  • Leads compared only after 14 days

On Oct 14, once the leads from the last day of September have had their 14 days. Until then the dashboard tracks spend: IDR 4.3M a day keeps September on the IDR 150.0M budget.

Usedcrm_lead_stages.csv + client_budget_plan.xlsx

How it got there

The work, in the order it actually happens.

A chart is reviewed before it becomes a widget, and widgets exist before a dashboard does.

  1. 01

    Prepare and join

    Platform spend, CRM leads, lead stages, the campaign mapping, and the budget plan are standardized and joined on campaign and lead. Each lead is counted once, and leads with no campaign mapping are listed rather than spread.

  2. 02

    Analyze and explain

    Cognizon computes cost per lead and per qualified lead on cohorts that have had the full qualification window, paces spend against the plan, and explains the difference — with the query, rows, and caveats attached.

  3. 03

    Review in Data Canvas

    Open the chart-backed answer in Data Canvas to cut it by campaign, platform, or cohort week, refine the chart, and inspect the leads behind the number a client will ask about.

  4. 04

    Save what you approve

    Save the charts you approve as widgets, then assemble the client dashboard from them. Nothing becomes a dashboard until you have approved the chart it came from.

  5. 05

    Write the briefing

    When the decision has to be read in the client review, Cognizon writes the briefing as a memo: what worked, how the budget is pacing, and what is worth testing next.

Your team’s AI analyst

Start with the exports you already have.

Not your exact role? Cognizon works with the files, exports, metrics, and business context your team already uses.

Start with your own data
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