True ROI: revenue divided by all costs, not just ad spend. Ranked monthly.
You'd think this needs a finance + marketing analyst pairing — Astra runs the math monthly with all hidden costs and tells you exactly which to scale.
Astra calculates true per-channel ROI monthly using a 'fully loaded cost / attributed revenue' formula. For each channel (organic search, paid Google, paid LinkedIn, content marketing, email, podcast sponsorships, affiliate, etc.) she sums: direct spend (ad platforms, sponsorships) + allocated payroll (% of marketing team time on that channel from time tracking or self-report) + allocated tools (Ahrefs for SEO, ConvertKit for email) + allocated agency/contractor spend. Then she pulls 12-month attributed revenue from Stripe (using the right attribution model for your sales cycle) and computes ROI as revenue / cost. Channels ranked monthly with trend. The Lark report shows top 5 channels by ROI, biggest mover, recommended reallocation. Most teams find their highest-ROI channel by 5-10x is also the one they're under-investing in — and their flashiest channel (LinkedIn ads, podcast sponsorships) has the worst ROI.
Direct spend (ad platforms) + marketing payroll allocation (per channel time %) + tools (Ahrefs/ConvertKit/etc.) + agency/contractor billings. Per channel for 12mo trailing.
Stripe paid signups attributed to channel via GA4 + PostHog + post-signup self-report. Sum 12mo gross revenue per channel.
Per channel: ROI ratio + payback period (cost / monthly recurring revenue from channel). Rank descending.
Per channel ROI trend last 6 months. Flag biggest mover (improving or declining 30%+). Trend matters more than absolute ROI for direction-setting.
Monthly Lark: top 5 channels by ROI, biggest movers, recommended reallocation (cut $X from worst, redirect to best with scaling room).
Monthly Lark report: top 5 channels by ROI, biggest MoM movers, recommended reallocation move with projected revenue impact.
Monthly on the 5th. Quarterly deep-dive on attribution model.
We'll spin up your workspace, hand the prompt to Astra, and you see the answer in 60 seconds. Free.
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Default: ask each marketer their % time per channel quarterly (5-min self-report). For more rigor she can use Toggl/Harvest time tracking integration. Even rough allocation (CMO = 40% LinkedIn / 30% strategy / 30% other) gives you 80% of the insight; perfect tracking adds the last 20%.
30-day understates ROI for compounding channels (SEO, content, affiliate). A blog post written today drives revenue for 24+ months. 12-month trailing captures most of the long-tail. For pure performance channels (paid ads) 30-day and 12-month converge — the difference exposes which channels actually compound.
3x is the typical break-even bar (accounts for gross margin + opportunity cost). 5-10x is healthy. 10x+ means under-invested and you should scale. Below 2x = losing money. Astra benchmarks against your category and tells you which absolute level to target.
Yes — she'll project revenue impact assuming linear scaling for the first 50%, decreasing returns after that. She'll also flag scaling constraints (organic SEO is content-team-bound; affiliate is partnership-bound). The projection includes a confidence interval based on historical scaling curves.