Name: Marketing Campaigns & Conversions Dataset
Creator: Analytics Engineering
Published: 2026-09-05T16:52:47.003Z
License: https://creativecommons.org/licenses/by/4.0/

Download this dataset

Choose the version that fits your project. You do not need to download every file.

Analysis-ready dataDownload Excel workbookStart with prepared data for reporting, charts, and spreadsheet analysis.marketing-campaigns-v1.0.0-analysis.xlsx · 528.8 KB
Source tables for SQLDownload SQLite databaseOpen every related source table in one portable SQLite database.marketing-campaigns-v1.0.0.sqlite · 14.6 MB
Related source tablesDownload source tablesPractice joins, transformations, and data modeling with documented CSV files.marketing-campaigns-v1.0.0-source-csv.zip · 1.9 MB
Data-cleaning challengeDownload cleaning challengeInvestigate intentionally introduced data problems and compare with the unchanged release.marketing-campaigns-v1.0.0-cleaning-challenge.zip · 61.8 KB

View all files and formats

Preview the data

Explore a sample before downloading. Select a table to see its columns, row count, relationships, and what each row represents.

Campaigns

One row represents: One row per campaign.

Rows in this table: 120
Connects to: Daily spend, Leads

This preview shows a sample, not the full download.

Sample rows from campaigns. This preview is not the full download.
campaign_id	campaign_name	channel	objective	start_date	end_date	budget
CMP0001	Paid Search 2023 001	paid_search	awareness	2023-06-17	2023-08-17	14867.16
CMP0002	Paid Social 2023 002	paid_social	awareness	2023-09-27	2023-11-18	49422.28
CMP0003	Display 2024 003	display	lead_gen	2024-09-27	2024-12-26	40769.77
CMP0004	Video 2024 004	video	acquisition	2024-10-15	2025-02-16	29625.96
CMP0005	Affiliate 2024 005	affiliate	acquisition	2024-10-20	2024-12-29	18614.72

Campaigns data dictionary

Check identifiers, dates, numeric fields, and missing values before writing a query or building a chart.

Column	What it means	Data type	Key or requirement
campaign_id	Stable campaign key.	text	Required
campaign_name	Display name.	text	Required
channel	Paid media channel.	text	Required
objective	Awareness, lead_gen, or acquisition.	text	Required
start_date	First active date.	date	Required
end_date	Last active date.	date	Required
budget	Planned campaign budget.	decimal	Required

View the full data dictionary

campaigns

One row represents: One row per campaign.

Column	What it means	Data type	Key or requirement
campaign_id	Stable campaign key.	text	Required
campaign_name	Display name.	text	Required
channel	Paid media channel.	text	Required
objective	Awareness, lead_gen, or acquisition.	text	Required
start_date	First active date.	date	Required
end_date	Last active date.	date	Required
budget	Planned campaign budget.	decimal	Required

daily_spend

One row represents: One row per campaign active date.

Column	What it means	Data type	Key or requirement
spend_id	Stable delivery key.	text	Required
campaign_id	Delivered campaign.	text	Required
spend_date	Delivery date.	date	Required
impressions	Served impressions.	integer	Required
clicks	Recorded clicks.	integer	Required
spend	Media cost.	decimal	Required

leads

One row represents: One row per lead.

Column	What it means	Data type	Key or requirement
lead_id	Stable lead key.	text	Required
campaign_id	Attributed campaign.	text	Required
created_at	Lead creation date.	date	Required
lead_source	Attributed source channel.	text	Required
lead_score	Qualification score from 1 to 100.	integer	Required

conversions

One row represents: One row per converted lead.

Column	What it means	Data type	Key or requirement
conversion_id	Stable conversion key.	text	Required
lead_id	Converted lead.	text	Required
converted_at	Conversion date.	date	Required
conversion_type	trial or purchase.	text	Required
revenue	Attributed revenue.	decimal	Required

About the data

Marketing reports often combine records created at different levels of detail. In this release, planned budget is one row per campaign, spend is one row per campaign and active date, and leads and conversions are individual outcomes.

This synthetic scenario lets you practice connecting those records, choosing a reporting period, and explaining last-touch attribution before comparing performance.

What one row represents: Varies by source table
Data covers: Start: 2023-01-01 · End: 2025-12-31
Dataset version: 1.0.0
Release published: 2026-09-05

How the tables connect

Generated from the same relationship metadata as the table documentation.

Daily spendcampaign_idCampaignscampaign_id

many-to-one

Leadscampaign_idCampaignscampaign_id

many-to-one

Conversionslead_idLeadslead_id

one-to-one

Start your first analysis

Open a download, inspect the table, and answer one question. Each example identifies the file and dataset version it uses.

Start with Excel

Use the prepared campaign-day workbook to compare spending and attributed outcomes.

Download Excel

File used: marketing-campaigns-v1.0.0-analysis.xlsx
Dataset version: 1.0.0
File size: 528.8 KB

01Open "marketing-campaigns-v1.0.0-analysis.xlsx" and select the "Marketing Campaigns & Conversio" sheet.
02Place channel in Rows and spend and conversions in Values.
03Check the grand total against the source before calculating cost per conversion.

What you can build

Finished output from this release

How do spend and attributed conversion revenue compare by channel?

channel	spend	attributed_revenue
affiliate	857835.07	5610700.73
paid_search	897091.53	5439329.35
paid_social	984731.88	4690137.28
display	955297	3734117.43
video	828094.54	2087554.22

View the checked SQL

WITH campaign_spend AS (
  SELECT campaign_id, SUM(spend) AS spend
  FROM daily_spend
  GROUP BY campaign_id
),
campaign_revenue AS (
  SELECT l.campaign_id, SUM(c.revenue) AS revenue
  FROM conversions c
  JOIN leads l USING (lead_id)
  GROUP BY l.campaign_id
)
SELECT c.channel,
       ROUND(SUM(COALESCE(s.spend, 0)), 2) AS spend,
       ROUND(SUM(COALESCE(r.revenue, 0)), 2) AS attributed_revenue
FROM campaigns c
LEFT JOIN campaign_spend s USING (campaign_id)
LEFT JOIN campaign_revenue r USING (campaign_id)
GROUP BY c.channel
ORDER BY attributed_revenue DESC;

Campaign performance report

Compare recorded spending, leads, and conversions across campaigns using a consistent reporting period.

Cost-per-conversion analysis

Divide spending by the conversions covered by your definition. Explain what happens when a campaign has spending but no conversions.

Marketing data-cleaning report

Investigate the documented challenge, explain each correction, and compare the resulting totals with the unchanged reference files.

Campaign reporting model

Combine spending and outcomes without duplicating either one. Document the attribution and aggregation rules.

Questions about this dataset

Can I calculate cost per conversion?

Yes. Use recorded campaign spending and the conversions included by your stated rule. Keep reporting periods aligned, and report campaigns with no conversions separately.

Does the data prove that advertising caused a conversion?

No. A last-touch connection between a campaign and a recorded conversion is not a causal estimate.

Source, license, and versions

This dataset represents a fictional business. Its records and patterns were generated for education and testing. Use it to practice analytical methods, not to estimate real-world revenue, churn, conversion rates, or market conditions.

Before you interpret the results

This is synthetic educational data generated to model a fictional business. It does not represent a real company or establish industry benchmarks.
Synthetic attribution is last-touch.
Offline and view-through conversions are excluded.
No PII is included.

Source, license, and version

Use the version number when sharing your work so others can reproduce it with the same files. Coverage dates describe the records; the release date describes when this package was published.

Maintainer: Analytics Engineering
License: CC BY 4.0
Version: 1.0.0
Published: 2026-09-05T16:52:47.003Z

Cite this dataset

Analytics Engineering. (2026). Marketing Campaigns & Conversions Dataset (Version 1.0.0) [Data set]. https://www.analyticsengineering.com/datasets/marketing-campaigns.

Found an issue?

Tell us which dataset, version, and file you used, and what you expected to happen. A small example helps us investigate.

Report a dataset issue →

Keep learning

Clean campaign imports and preserve the daily-spend grain before joining to individual leads and conversions.

This exercise uses a smaller teaching example, not the full downloadable dataset.

Marketing Campaigns & Conversions Dataset