Campaign Spending and Lead Conversion Dataset
Compare spend, qualified leads and wins using matched campaign and date populations.
A practical workbook exercise for marketing analysts and agency account leads. Work from the underlying records, compare the relevant totals and explain how you reached your result.
About the dataset
This original synthetic dataset contains 984 source records across three related tables. The records are fictional and designed for descriptive business analysis.
Dataset details
| Industry | Media and advertising |
| Formats | Excel workbook and CSV files |
| Source records | 984 |
| Related tables | 3 |
| Fields across table schemas | 13 |
| Reporting cutoff | September 30, 2026 |
| Currency | USD for monetary fields |
| Source | Original synthetic data created for Jolene.pro Workbook Studies |
What's included
- Campaigns: 24 records and 4 fields. One campaign and its full approved budget.
- Spend: 240 records and 4 fields. One campaign spend record.
- Leads: 720 records and 5 fields. One lead with optional qualification and win dates.
Recommended analysis
- Which campaigns exceed budget?
- What is the cost per qualified lead by September 30?
- How do campaign win rates change with observation time?
- Which conversions occur after the reporting cutoff?
How to work with the data
Use the following relationships to connect the source tables:
- Spend.campaign_id → Campaigns.campaign_id
- Leads.campaign_id → Campaigns.campaign_id
Check the row grain before joining. Aggregate repeated child records to the required level before combining totals, so parent amounts are not counted more than once.
You can explore the workbook in Excel or Jolene.pro, or use the CSV files with SQL, Power BI and other analysis tools.
Definitions and assumptions
- Each lead is attributed to one campaign; no multi-touch model is implied.
- Blank qualification or win dates mean the event is not recorded. Ignore later events when measuring at September 30. Revenue values are not supplied.
Use the field definitions and nullable-column guidance in the included data dictionary. Interpret blank values and reporting dates according to the scenario notes.
Downloads
The complete dataset ZIP includes the Excel workbook, three matching CSV files, a data dictionary, scenario notes, a source-row preview and license details.
Reuse and attribution
These are synthetic records, not customer data or industry benchmarks. Reuse is allowed under Creative Commons Attribution 4.0 International (CC BY 4.0). Credit Jolene.pro and identify any changes you make.