If you’re on a GTM (go-to-market) team, you’ve probably been asked, “So, what’s the ROI on that campaign?” more times than you’d like. You need answers that don’t involve guesswork or a 17-tab spreadsheet nightmare. This guide is for marketers, sales ops, and anyone tired of fuzzy attribution. We’ll break down exactly how to track campaign ROI in Orcaforce, step by step, without getting lost in the weeds—or falling for dashboard voodoo.
Why Tracking Campaign ROI Actually Matters
Let’s be real: most campaign reporting is either too high-level (“our MQLs are up 37%!”) or so buried in data that no one knows what’s working. ROI cuts through the noise. It tells you: are you getting more out than you’re putting in? With tight budgets and even tighter deadlines, this isn’t optional.
Orcaforce claims to make this easy. The truth? It does a decent job if you set it up right—but it’s not magic. You’ll need to be clear about what ROI means for your team, and you’ll need to connect a few dots yourself.
Step 1: Define What Counts as “ROI” for Your Team
Before you touch a single tool, nail down what ROI actually means for your business. Seriously, skip this and you’ll end up with numbers that don’t mean squat.
Ask yourself: - Are you tracking revenue, pipeline, or just leads? - How do you attribute revenue—last touch, first touch, or multi-touch? - What costs need to be included (ad spend, headcount, tools, swag...)?
Pro tip: Don’t overcomplicate this. Start with the basics: dollars in, dollars out. You can always get fancier later.
Step 2: Set Up Campaign Tracking in Orcaforce
Once you know what you’re measuring, it’s time to set up your campaigns in Orcaforce.
2.1 Create Campaigns
- Go to the Campaigns module in Orcaforce.
- Click “New Campaign.” Fill in the basics: name, type (email, paid, event, etc.), and start/end dates.
- Don’t skip: Assign an owner. Otherwise, campaigns end up orphaned, and nobody takes responsibility.
2.2 Tag Your Assets
- Attach all related assets—emails, landing pages, ads—to the campaign. If it touches your prospects, tag it.
- Use consistent naming. “Q3 Paid Social 2024” and “Paid Social Q3 2024” are not the same to software.
2.3 Set Up Tracking Links
- Use Orcaforce’s built-in UTM generator for any outbound links.
- Make sure your links are actually used everywhere. This is what ties leads and revenue back to the campaign.
- Skip vanity UTM parameters. Stick to source, medium, and campaign.
What Doesn’t Work
- Relying on “catch-all” campaigns. You’ll end up with data soup.
- Forgetting to tag assets—your attribution will be toast.
Step 3: Connect Your Data Sources
Orcaforce is only as good as the data you feed it. Garbage in, garbage out.
3.1 Integrate CRM and Ad Platforms
- Connect your CRM (Salesforce, HubSpot, etc.) to Orcaforce. This is non-negotiable if you want revenue attribution.
- Hook up ad platforms (Google Ads, LinkedIn, Facebook) so spend and click data flow in automatically.
- If you’re running webinars or events, integrate those tools too.
3.2 Clean Up Data
- Standardize lead and opportunity stages in your CRM. “Demo booked” should mean the same thing everywhere.
- Map fields from your CRM to Orcaforce. If “campaign source” is called “lead program” in Salesforce, make sure Orcaforce knows that.
Pro tip: Run a test campaign first. Check if leads actually show up tied to the right campaign in Orcaforce. Fix issues before launch.
What to Ignore
- Don’t bother integrating every single tool on day one. Start with the sources that generate most of your leads and spend. Add the rest later.
Step 4: Track Costs Accurately
ROI is meaningless if you only track revenue. You’ve got to know what you spent.
4.1 Log Direct Costs
- In each campaign, enter your ad spend, sponsorship fees, or other direct costs.
- For recurring spend (like monthly ad budgets), set up recurring costs in Orcaforce.
4.2 Add Indirect Costs (If You Care)
- Some teams try to track headcount or design hours. You can log these as “soft costs” in Orcaforce, but don’t get bogged down.
- If you’re just starting, stick to what’s easy to measure. You can refine later.
Where People Mess Up
- Forgetting about “hidden” costs—like agency fees or discounts in paid media.
- Making cost tracking so complex that nobody actually updates it.
Step 5: Set Up ROI Dashboards in Orcaforce
Now for the payoff: seeing ROI in black and white.
5.1 Build Your Dashboard
- Use Orcaforce’s dashboard builder to select your main campaign KPIs: spend, pipeline created, closed revenue, cost per lead, and ROI.
- Filter by campaign, source, channel, or time period.
- Save views that match how you actually report (by quarter, by region, etc.).
5.2 Customize for the Team
- Sales wants to see pipeline and closed/won. Marketing wants leads and cost per lead. Execs want ROI and trends.
- Create different dashboard views for each group to avoid dashboard overload.
5.3 Automate Reports
- Schedule reports to go out weekly or monthly to stakeholders.
- Don’t spam people—send only what’s useful.
What Looks Good But Isn’t
- Over-designed dashboards with 30+ metrics. People will tune them out.
- ROI calculations that include “potential” pipeline but never actual closed revenue.
Step 6: Analyze and Actually Use the Data
Here’s where most teams flop: reporting for the sake of reporting. The point is to spot what’s working—and do more of it.
6.1 Look for Patterns
- Which channels deliver the best ROI?
- Are certain campaigns consistently underperforming?
- Is there a lag between campaign spend and pipeline? (There usually is.)
6.2 Ignore the Noise
- Don’t chase every blip. Look at trends over several months.
- Attribution isn’t perfect. Accept it. Focus on the big signals, not the edge cases.
6.3 Act on Insights
- Cut underperforming channels quickly. Don’t wait for “one more month.”
- Double down on what works, but don’t assume it’ll last forever. Markets shift.
Pro tip: Share wins and losses with the whole GTM team. Transparency leads to smarter bets next time.
FAQs and Honest Advice
Is Orcaforce’s ROI tracking “accurate”?
It’s as accurate as your inputs. If your data is a mess, your ROI will be too. No tool can fix bad process.
Can I trust the attribution?
Mostly, but treat it as directional, not gospel. Multi-touch attribution is always a bit fuzzy.
Should we track every tiny cost?
No. Focus on the big-ticket items. If tracking a cost takes more time than it’s worth, skip it.
What about offline campaigns?
You can track them, but attribution gets trickier. Use unique promo codes or dedicated landing pages.
Wrapping Up: Keep It Simple, Iterate Fast
Tracking campaign ROI in Orcaforce isn’t rocket science, but it takes discipline. Start with clear definitions, tag everything, and don’t get lost in dashboard glitter. The best teams run simple, honest reports and adjust quickly. Don’t wait for “perfect” data—ship, learn, and improve as you go.