---
title: "Marketing Spend"
description: |
  Marketing investment by channel, campaign and day — cost, leads, and signups — attributed to
  the cohort of accounts each channel brings in rather than to individual accounts. The numerator
  and denominator of customer acquisition cost, and the starting point for payback analysis.
tags: ["owox"]
type: "OWOX Data Mart"
timestamp: 2026-07-23T12:51:25.000Z
---

# Schema

| Column | Type | Alias | Description |
|--------|------|-------|-------------|
| `spend_id` | STRING | Spend ID | PK. Unique identifier for each spend record. |
| `spend_date` | DATE | Spend Date | Day the spend was incurred. |
| `channel` | STRING | Channel | Acquisition channel the spend targeted — attributed to the cohort of accounts acquired through it, not to individual accounts. FK to [Account](./account.md) |
| `campaign` | STRING | Campaign | Campaign the spend belongs to. |
| `cost` | NUMERIC | Cost | Money spent — the CAC numerator. |
| `leads` | INTEGER | Leads | Leads generated by the spend. |
| `signups` | INTEGER | Signups | Accounts created — CAC denominator. |

# Example Questions

- What is blended and per-channel acquisition cost, and which channels turn leads into signups most efficiently?
- Which channels pay back fastest once their spend is set against the revenue their cohort retains?
- How has cost per signup shifted over time as spend scaled up or down?

## Joins

- [Account](./account.md) — `channel = acquisition_channel`
