Cumulative Ad Spend vs. Revenue Pacing
Tracking budget trajectory against revenue delivery over trailing 30 days
Channel Capital Allocation
Share of media budget by platform
Campaign Portfolio Efficiency Matrix
Campaign distribution by Total Media Spend (X) vs. Return on Ad Spend (Y)
Active Campaign Anomaly & Triage Feed
SEV-1 Alert ActiveSevere Negative ROI: Spend is $144,323.59 with a 0.10x ROAS and $839.09 CAC. Keywords bid against competitors with zero conversion intent.
Sub-Target Efficiency: Current ROAS (1.73x) is below the 2.2x corporate hurdle rate. Retargeting audience showing signs of frequency exhaustion.
High Capital Efficiency: ROAS is 7.05x and 4.35x with CAC at $15.50 and $30.62. Has clear headroom for a +30% budget expansion.
Granular Campaign Performance Scorecard
| Campaign ID | Channel | Spend | Clicks | CTR | Conv | CVR | CAC | Revenue | ROAS | Health |
|---|---|---|---|---|---|---|---|---|---|---|
| SEM_BRAND_01 | Paid Search | $14,505.44 | 12,189 | 5.20% | 936 | 7.68% | $15.50 | $102,260.00 | 7.05x | TOP |
| SEM_GENERIC_PROD_02 | Paid Search | $22,044.06 | 6,298 | 4.10% | 720 | 11.43% | $30.62 | $95,395.40 | 4.35x | TOP |
| SEM_COMPETITOR_03 | Paid Search | $144,323.59 | 9,751 | 3.80% | 172 | 1.76% | $839.09 | $14,400.00 | 0.10x | CRITICAL |
| SOC_PROSP_LOOKALIKE_01 | Social Media | $15,116.51 | 8,398 | 1.80% | 336 | 4.00% | $44.99 | $33,725.00 | 2.23x | HEALTHY |
| SOC_RETARG_DPA_02 | Social Media | $32,870.43 | 13,696 | 2.20% | 754 | 5.51% | $43.59 | $83,790.00 | 2.55x | HEALTHY |
| SOC_INFLUENCER_BOOST_03 | Social Media | $24,579.10 | 11,238 | 1.40% | 675 | 6.01% | $36.41 | $57,950.58 | 2.35x | HEALTHY |
| DSP_PROG_AWARE_01 | Display | $19,554.21 | 22,347 | 0.60% | 127 | 0.57% | $153.97 | $8,800.00 | 0.45x | CRITICAL |
| DSP_RETARG_ABANDON_02 | Display | $17,321.45 | 8,882 | 1.20% | 272 | 3.06% | $63.68 | $30,092.24 | 1.73x | WARN |
| EML_ABANDONED_CART_02 | $988.09 | 4,940 | 4.80% | 455 | 9.21% | $2.17 | $58,770.00 | 59.48x | TOP |
Attribution Model Distortion Analysis
Comparing Attributed Revenue under Last-Touch vs. Multi-Touch Linear
Originated 87 first-touch journeys vs. 39 last clicks. Last-touch misses 45% of Display's conversion impact.
Key brand discovery engine (99 first-touch conversions). Serves as mid-funnel consideration catalyst.
Claims 106 last-touches vs 75 first-touches. Over-credited under last-click by capturing pre-existing demand.
The primary transaction closer (64 last-touch vs 16 first-touch). Highest ROI marketing channel.
Most Common Conversion Pathways
Top cross-channel touchpoint sequences by frequency and conversion velocity
Pause the $144,323.59 competitor search bleed and reallocate into top-tier campaigns to unlock instant operating margin.