Marketing dashboard sample - synthetic sample data
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Published with the guide https://www.findanomaly.ai/marketing-analytics-dashboard-guide-2026

Every row is invented by a seeded script (seed 20261008). It is not real company, account or customer data.

File: marketing-dashboard-sample-90-days.csv
Period: 2026-07-10 to 2026-10-07 (90 days)
Grain: one row per date and campaign; 12 campaigns across Paid search, Paid social, Email and Organic search.

Columns
  date                   calendar day
  channel                Paid search, Paid social, Email, Organic search
  campaign               campaign or content group name
  impressions            ad impressions; for Email, emails delivered; for Organic search, Search Console-style impressions
  clicks                 clicks reported by the ad platform, email tool or search console
  cost_usd               media spend in US dollars (0 for Email and Organic search)
  sessions               sessions recorded by the web analytics tool
  platform_conversions   conversions reported by the ad platform or email tool (blank for Organic search)
  analytics_conversions  conversions recorded by the web analytics tool
  conversion_value_usd   value of the analytics conversions, in US dollars

Planted quirks (the guide uses them; the size of each effect follows from this design, not from any benchmark)
  1. Diminishing returns: conversions grow more slowly than spend, and Social - Retargeting runs on a small,
     uneven budget. Low-spend days therefore show volatile, higher ROAS. Averaging daily ROAS overstates ROAS.
  2. Partial last day: 2026-10-07 was exported mid-morning. The script keeps 38% of that day's
     spend and clicks but only 20% of its conversions, because conversions lag clicks.
     In the file that comes to $641.10 of spend, about 45% of the average daily
     spend over the previous seven days (38% of 2026-10-06), and 5 analytics
     conversions against 55 on 2026-10-06.
  3. Two conversion sources: ad platforms and the email tool report more conversions than the analytics tool
     (paid social most of all). The columns are kept separate on purpose.
  4. The Fall launch campaigns (search, social, email) start on 2026-09-08.

File: marketing-dashboard-kpi-definitions.csv
  One row per KPI with its formula, aggregation rule, source columns and the trap to avoid.