SQL for Marketing Analytics: 15 Essential Queries Every Analyst Needs

SQL is the most important technical skill for marketing analysts. You'll use it daily to pull campaign data, calculate ROAS, analyze customer cohorts, and build the datasets that power your dashboards and presentations.

This guide covers the 15 SQL patterns you'll use most frequently, with marketing-specific examples.

Foundational Queries

1. Campaign Performance Summary

The most common query you'll write — summarizing campaign metrics:

```sql

SELECT

campaign_name,

SUM(impressions) AS total_impressions,

SUM(clicks) AS total_clicks,

ROUND(SUM(clicks)::DECIMAL / NULLIF(SUM(impressions), 0) * 100, 2) AS ctr_pct,

SUM(spend) AS total_spend,

SUM(conversions) AS total_conversions,

ROUND(SUM(spend) / NULLIF(SUM(conversions), 0), 2) AS costperconversion

FROM campaigndailystats

WHERE date BETWEEN '2026-01-01' AND '2026-03-31'