Headline

All 150 campaigns deliver 6.0x ROAS with tight consistency (range 5.28–7.09x), indicating mature, scalable performance across all channels and client accounts.

Purpose

This scorecard provides granular performance metrics for each of the 150 campaigns in the portfolio, enabling identification of top performers, efficiency outliers, and funnel bottlenecks. It serves as the operational reference for budget allocation and optimization decisions at the campaign level.

Key Findings

ROAS Range: 5.28x to 7.09x (mean 6.0x, median 6.01x, SD 0.33) — exceptionally tight distribution with no underperformers
CPA Efficiency: $215.78 to $401.65 (mean $286.38, median $280.79) — 86% of campaigns cluster within ±$38 of median, showing consistent acquisition cost
Click-Through Rate: 7.53% to 14.69% (mean 10.14%) — moderate variance suggests channel and creative mix differences
Conversion Rate: 6.14% to 9.99% (mean 8.02%) — narrow range indicates stable funnel conversion across campaigns
Spend Distribution: $236k to $715k per campaign (mean $418k) — right-skewed, with most campaigns in the $350k–$450k band
Portfolio Composition: 25 client accounts × 6 channels = balanced mix; Email and Facebook each represent 16.7% of campaigns

Interpretation

The scorecard reveals a portfolio operating at consistent, high efficiency. The 0.33 SD in ROAS across 150 campaigns is remarkably low — this suggests either strong campaign management discipline or that the tier classification ("Scale" for all 150) has already filtered out weak performers. CPA variation (SD $38.38) is proportional to mean spend, indicating economies of scale are working. The tight CVR range (6.14–9.99%) signals that conversion mechanics are stable; CTR variance (7.53–14.69%) is wider, pointing to channel-level or creative differences as the primary performance lever.

Context

All campaigns are classified in the "Scale" tier, meaning none fell below the $100 acquisition cost threshold. This homogeneity limits visibility into underperformance; the true range of campaign quality may be masked. The median ROAS of 6.01x aligns with the blended portfolio ROAS, confirming no extreme outliers are skewing the aggregate.