Improving ROI from marketing spend requires getting a closed loop understanding of your campaign performance. To do this, you ensure that your channel groups and processing rules correctly categorize traffic in ways that align with your advertising activities. The advertising traffic will need to be tagged, with some integrations setup (EG: Google Ads). You’ll then need to use the analysis workspace to create custom reports and dashboards which allow you to go beyond the basic reporting of the UI, and deep dive into the results to identify key campaign winners and losers.