EXAMPLECO MARKETING METRICS
Fictional sample data for an ML Clever tutorial. Not real company results.
Source ID: METRICS
Periods: August 1-31, 2026 and September 1-30, 2026.
Currency: USD. Each row covers the full calendar month named.

Row ID | Month | Channel | Ad spend (USD) | New customers
A1 | August 2026 | Paid search | 12000 | 60
A2 | August 2026 | Paid social | 6000 | 30
A3 | August 2026 | Retargeting | 2000 | 10
A4 | September 2026 | Paid search | 12000 | 80
A5 | September 2026 | Paid social | 6000 | 20
A6 | September 2026 | Retargeting | 2000 | 10

Definitions:
D1. New customers are first-time customers credited to a channel by last paid click.
D2. Customers are deduplicated across the three channels in this example. Channel counts can be summed within each month.
D3. Ad spend includes media spend only. It excludes salaries, agency fees, creative production, and sales expenses.
D4. Cost per acquired customer (ad spend only) = ad spend / new customers. This is not fully loaded customer acquisition cost.
D5. Blended cost per acquired customer = total ad spend / total new customers. Do not average channel costs without weighting them by customer counts.
D6. Percentage change = (September value - August value) / August value * 100.
D7. These are monthly totals, not daily rates. Do not describe them as changes in daily acquisition rates.
D8. Revenue, gross margin, customer lifetime value, lead counts, and conversion rates are not supplied.

Source references can use the filename and row or definition ID, for example:
marketing-metrics.txt, A1 and A4; marketing-metrics.txt, D4.