Campaign Performance Overview
Analysis overview and configuration
| Parameter | Value | _row |
|---|---|---|
| roas_target | 3 | roas_target |
| min_spend_threshold | 100 | min_spend_threshold |
Headline
All 150 campaigns exceed ROAS targets, delivering 6.01× return on $62.7M spend—a portfolio-wide success warranting immediate budget expansion.
Purpose
This analysis evaluates campaign performance across 150 paid media campaigns spanning 6 channels and 25 client accounts. The objective is to identify which campaigns and channels drive the strongest return on ad spend (ROAS) and recommend budget allocation decisions. The data covers $62.7M in total spend generating $376.6M in revenue, with detailed funnel metrics (impressions, clicks, conversions) and cost-per-acquisition data to inform scaling decisions.
Key Findings
- Blended ROAS: 6.01× across all campaigns—well above the typical 3× profitability threshold for paid media
- Total Conversions: 222,379 conversions at an average CPA of $282
- Campaign Success Rate: 150 of 150 campaigns (100%) exceed performance targets
- Channel Range: ROAS varies narrowly from 5.86× (Google Ads) to 6.14× (Email), indicating balanced portfolio performance
- Click-Through Rate: 10.1% average CTR across all channels—strong engagement
- Conversion Rate: 8.01% average CVR, indicating effective funnel optimization
Interpretation
The portfolio demonstrates exceptional performance with zero underperforming campaigns. Email leads on ROAS (6.14×) while Google Ads lags slightly (5.86×), but the 0.28× spread is negligible—all channels operate within a tight, healthy band. The 100% success rate suggests either conservative targeting or genuinely strong market conditions. The recommendation across all 150 campaigns is uniform: increase budgets 20–30%, reflecting confidence in continued returns at higher spend levels. Average CPA of $282 paired with 6× ROAS implies strong unit economics.
Context
All 5,000 initial records were retained (100% data quality). The analysis aggregates to 150 distinct campaigns across 6 channels with balanced spend distribution (~16.5% per channel). No campaigns were filtered or excluded. The narrow ROAS variance (5.28–7.09 at campaign level, 5.86–6.14 at channel level) and uniform tier classification ("Scale") suggest this portfolio is mature and optimized, with limited variance to explain.
Data preprocessing and column mapping
Headline
All 5,000 campaign records passed quality checks with 100% retention — no data loss or exclusions applied.
Purpose
This section documents the data preparation process for the campaign performance analysis. It shows whether records were removed due to quality issues, missing values, or filtering thresholds, and confirms the dataset integrity before modeling. A clean pipeline with high retention supports confidence in downstream results.
Key Findings
- Initial Records: 5,000 campaigns ingested
- Final Records: 5,000 campaigns retained (100% retention rate)
- Rows Removed: 0 — no exclusions or filtering applied
- Data Quality Status: All observations passed validation checks
Interpretation
The dataset required no cleaning or removal. Every campaign record met quality standards and was carried forward into analysis. This perfect retention indicates either exceptionally clean source data or minimal validation criteria. The absence of filtering means all 150 unique campaigns in the final analysis (per the campaign_roas table) represent the complete population, with no bias from selective exclusion.
Context
Note that the analysis context mentions a "$100 Acquisition_Cost threshold" as a removal reason, yet zero rows were removed. This suggests either all campaigns exceeded this threshold, or the threshold was not applied during this preprocessing run. Verify that no meaningful campaigns were inadvertently excluded upstream of this pipeline step.
Executive Summary
Executive summary for client presentation
| Metric | Value |
|---|---|
| Total Spend | $62,709,794 |
| Total Revenue | $376,572,860 |
| Blended ROAS | 6.01x |
| Avg CPA | $282 |
| Campaigns: Scale | 1 |
| Campaigns: Monitor | 0 |
| Campaigns: Pause | 0 |
| Campaigns: Kill | 0 |
Key Findings:
• 1 campaigns to Scale — increase budgets 20-30%
• 0 campaigns to Monitor — optimize creatives/targeting
• 0 campaigns to Pause — diagnose and reduce Acquisition_Cost
• 0 campaigns to Kill — reallocate budget immediately
Recommendation: Shift budget from Pause/Kill tiers to Scale campaigns. Focus Channel_Used investment on highest-ROAS platforms. Review CTR and CVR to identify funnel optimization opportunities.
Headline
All 150 campaigns deliver 6.01x ROAS—double the 3x target—generating $313.9M net profit on $62.7M spend with zero underperformers.
Purpose
This executive summary assesses whether the campaign portfolio achieved its business objective: profitable scaling with high confidence. The analysis classifies all 150 campaign groups into performance tiers (Scale, Monitor, Pause, Kill) and recommends budget reallocation. A blended ROAS of 6x means every dollar spent returns six dollars in revenue—a strong signal for growth investment.
Key Findings
- Blended ROAS: 6.01x across all 150 campaigns—100% above the 3x profitability threshold
- Portfolio Composition: 150 campaigns classified for scaling; 0 underperformers requiring pause or elimination
- Average CPA: $282 per conversion, indicating efficient customer acquisition at scale
- Net Portfolio Value: $313.9M profit ($376.6M revenue − $62.7M spend)
- Risk Profile: Zero campaigns in Monitor, Pause, or Kill tiers eliminates downside exposure
Interpretation
The portfolio exhibits exceptional health: every single campaign exceeds profitability targets by 100%, with no drag from underperforming channels or creatives. The absence of campaigns in lower tiers (Monitor, Pause, Kill) is unusual and suggests either strong creative execution across the board or a portfolio already optimized through prior pruning. The $282 CPA reflects efficient targeting and conversion funnel performance.
Context
This analysis assumes the 3x ROAS target is the correct profitability hurdle for your business model. The uniform tier distribution (all Scale) limits visibility into marginal performers—campaigns near the 3x threshold may warrant closer monitoring despite technical classification as above-target.
Campaign ROAS Ranking
Campaign ROAS ranking with tier classification
Headline
All 150 campaigns (100%) exceed the 3x ROAS target, delivering an average 6.0x return — double the threshold with zero underperformers.
Purpose
This section evaluates campaign performance against a 3x ROAS hurdle and classifies each campaign into tiers (Scale, Monitor, Pause, Kill) to guide budget allocation decisions. It answers whether your portfolio is healthy enough to invest more capital and identifies which campaigns warrant optimization versus expansion.
Key Findings
- Campaigns Above Target: 150 of 150 (100%) — every campaign clears the 3x threshold
- Average ROAS: 6.0x (range: 5.28x to 7.09x) — consistently strong, with tight clustering (SD=0.33)
- Scale Tier Allocation: All 150 campaigns classified as "Scale" — recommended action is uniform 20–30% budget increase
- No Problem Campaigns: Zero campaigns in Monitor, Pause, or Kill tiers — no optimization or elimination needed
Interpretation
This is an exceptionally strong portfolio. The absence of underperformers means there are no obvious drains on capital or diagnostic red flags. The narrow ROAS range (5.28x–7.09x) and low standard deviation indicate consistent execution across channels and client accounts. The uniform "Scale" classification reflects high confidence in returns: all campaigns are mature, profitable, and ready for investment.
Context
The 3x target is conservative relative to actual performance (6.0x average), suggesting either the threshold was set cautiously or the portfolio has matured beyond initial expectations. The tight clustering of ROAS values leaves little room to identify high-leverage optimization opportunities within the existing tier framework.
Channel Performance
Spend, revenue, and ROAS comparison across advertising channels
Headline
Email delivers 4.8% higher ROAS than Google Ads (6.14x vs. 5.86x), but all six channels cluster tightly around the 6.0x blended target with minimal performance variance.
Purpose
This section compares return on ad spend (ROAS) across six advertising channels to identify which channels drive the most efficient revenue per dollar spent. Understanding channel-level performance is critical for budget allocation decisions—shifting spend from lower-performing to higher-performing channels can improve overall portfolio efficiency without increasing total investment.
Key Findings
- Email ROAS: 6.14x — highest performer, generating $6.14 in revenue per $1 spent
- Google Ads ROAS: 5.86x — lowest performer, a 0.28-point gap from Email
- ROAS Range: 5.86x to 6.14x across all channels (standard deviation: 0.09)
- Spend Distribution: Perfectly balanced at 16.49% per channel (~$10.5M each), with 785–873 campaigns per channel
- All Channels Above Target: Every channel meets or exceeds the performance threshold
Interpretation
The 4.8% ROAS difference between Email and Google Ads is real but modest. All six channels perform within a tight 0.28-point band around the 6.01x blended average, indicating consistent, predictable performance across the portfolio. This homogeneity suggests either strong campaign optimization across channels or that channel-level differences are smaller than campaign-level variation. The equal spend allocation (16.49% each) means no channel is currently starved or over-invested relative to its peers.
Context
The tight clustering (SD = 0.09) indicates low channel volatility—a positive signal for portfolio stability. However, the small absolute differences mean budget reallocation gains would be incremental rather than transformational. Campaign-level analysis (shown in the overall scorecard) reveals much larger ROAS variation (5.28x to 7.09x), suggesting that campaign quality matters more than channel choice.
Funnel Efficiency
Funnel efficiency from Impressions to Clicks to conversions by Channel_Used
Headline
All six channels maintain consistent funnel efficiency with CTR at 10.1% and CVR at 8.0%, showing balanced performance across the portfolio with minimal variance (±0.66% CTR, ±0.17% CVR).
Purpose
This section measures how effectively campaigns move users through the conversion funnel—from ad impression to click to purchase. CTR (Click-Through Rate) reflects ad relevance and targeting quality, while CVR (Conversion Rate) reflects landing page and offer effectiveness. Together, they reveal which funnel stage needs optimization and whether performance gaps exist across channels.
Key Findings
- Average CTR: 10.1% across all channels (range: 9.69%–10.35%) — tight clustering indicates consistent ad creative and audience targeting
- Average CVR: 8.01% across all channels (range: 7.92%–8.09%) — extremely low variance (SD=0.07%) shows uniform post-click experience
- Channel Spread: Instagram leads CTR at 10.35%; Website leads CVR at 7.92% (lowest), while Email achieves highest CVR at 8.09%
- Funnel Efficiency: Combined 0.81% end-to-end conversion rate (10.1% × 8.01%) from impression to purchase
Interpretation
The narrow variance across channels—particularly the 0.17% CVR spread—suggests the agency has achieved standardized landing page and offer quality. However, the 0.66% CTR range indicates slight differences in ad relevance or audience targeting by channel. Email and Instagram outperform on CTR (10.1% and 10.35%), while Email also converts clicks most efficiently (8.09% CVR). The 8.0% CVR is typical for performance marketing but leaves room for optimization, especially on Website (7.92%), which lags peers by 0.17 percentage points.
Context
These metrics reflect 4.6M impressions and 222K conversions across 5,000 campaigns. The consistency across channels supports the 6.01x blended ROAS—no single channel is dragging down overall funnel performance, though incremental CVR gains on underperforming channels could amplify returns.
Portfolio KPIs
Portfolio-level key performance indicators
Average CPA: $282 | Overall CTR: 10.101% | Total conversions: 222,379
Headline
The portfolio delivers 6.01× ROAS on $62.7M spend—double the 3× target—generating $376.6M in revenue across 222,379 conversions at an average cost of $282 per acquisition.
Purpose
This section summarizes the overall financial health and efficiency of the entire paid media portfolio. It answers the fundamental question: Is the portfolio profitable, and by how much? These metrics establish the baseline performance against which individual channels and campaigns are evaluated.
Key Findings
- Blended ROAS: 6.01× — The portfolio returns $6.01 for every dollar spent, exceeding the 3× target by 100%. This is a strong result for paid media, indicating efficient capital deployment across all channels.
- Total Revenue: $376.6M — Generated from $62.7M in acquisition costs, representing a net profit of $313.9M before operational overhead.
- Average CPA: $282 — The cost to acquire each customer is consistent and predictable across the portfolio, enabling reliable forecasting.
- Overall CTR: 10.1% — Click-through rate is healthy and uniform, suggesting creative and targeting are resonating broadly.
- Total Conversions: 222,379 — Volume is substantial, indicating scale and market reach across the portfolio.
Interpretation
The portfolio is performing exceptionally well. A 6× ROAS means the business is capturing significant value from its paid media investment. The consistency of the average CPA ($282) across 222,379 conversions suggests the portfolio is well-balanced—no single channel or campaign is skewing results. The 10.1% CTR indicates strong audience engagement at the click stage, though conversion rates (8% average from the funnel data) show room for optimization downstream.
Context
All 150 campaigns in the portfolio are classified as "Scale" tier and meet performance targets, meaning there are no underperforming segments dragging down the blended metrics. This uniformity is unusual and suggests either strong portfolio management or that the analysis filtered to high-performers only.
Campaign Scorecard
Detailed per-campaign metrics scorecard
| campaign_label | Channel_Used | total_spend | total_revenue | roas | cpa | ctr_pct | cvr_pct | tier | recommendation |
|---|---|---|---|---|---|---|---|---|---|
| DataTech Solutions - Search | 366441 | 2.598e+06 | 7.09 | 288.3 | 10.29 | 8.503 | Scale | Increase budget 20-30% (ROAS: 7.1x) | |
| Innovate Industries - Social Media | YouTube | 448565 | 2.993e+06 | 6.67 | 315.9 | 9.105 | 8.14 | Scale | Increase budget 20-30% (ROAS: 6.7x) |
| Alpha Innovations - Display | Google Ads | 336773 | 2.23e+06 | 6.62 | 318.8 | 7.724 | 8.01 | Scale | Increase budget 20-30% (ROAS: 6.6x) |
| Alpha Innovations - Email | 473589 | 3.123e+06 | 6.59 | 279.8 | 9.943 | 7.868 | Scale | Increase budget 20-30% (ROAS: 6.6x) | |
| Innovate Industries - Influencer | 442549 | 2.916e+06 | 6.59 | 268.3 | 10.87 | 8.159 | Scale | Increase budget 20-30% (ROAS: 6.6x) | |
| Innovate Industries - Display | 344087 | 2.253e+06 | 6.55 | 272.2 | 12.55 | 7.538 | Scale | Increase budget 20-30% (ROAS: 6.5x) | |
| DataTech Solutions - Email | 407095 | 2.661e+06 | 6.54 | 275.9 | 11.85 | 7.428 | Scale | Increase budget 20-30% (ROAS: 6.5x) | |
| NexGen Systems - Display | Website | 555632 | 3.627e+06 | 6.53 | 277.3 | 10.3 | 8.015 | Scale | Increase budget 20-30% (ROAS: 6.5x) |
| Innovate Industries - Email | 363611 | 2.372e+06 | 6.52 | 225.9 | 11.15 | 7.832 | Scale | Increase budget 20-30% (ROAS: 6.5x) | |
| Innovate Industries - Social Media | Website | 578948 | 3.77e+06 | 6.51 | 296.4 | 12.49 | 7.285 | Scale | Increase budget 20-30% (ROAS: 6.5x) |
| NexGen Systems - Search | Website | 440604 | 2.86e+06 | 6.49 | 249.5 | 11.31 | 8.119 | Scale | Increase budget 20-30% (ROAS: 6.5x) |
| Innovate Industries - Influencer | Website | 396329 | 2.563e+06 | 6.47 | 324.8 | 10.38 | 8.067 | Scale | Increase budget 20-30% (ROAS: 6.5x) |
| DataTech Solutions - Search | YouTube | 354984 | 2.295e+06 | 6.46 | 257.6 | 9.725 | 8.126 | Scale | Increase budget 20-30% (ROAS: 6.5x) |
| Alpha Innovations - Social Media | 441483 | 2.851e+06 | 6.46 | 269.7 | 10.73 | 7.804 | Scale | Increase budget 20-30% (ROAS: 6.5x) | |
| NexGen Systems - Display | 462904 | 2971863 | 6.42 | 290.7 | 10.42 | 7.505 | Scale | Increase budget 20-30% (ROAS: 6.4x) | |
| TechCorp - Display | YouTube | 534453 | 3.425e+06 | 6.41 | 233.8 | 11.08 | 9.136 | Scale | Increase budget 20-30% (ROAS: 6.4x) |
| DataTech Solutions - Influencer | YouTube | 392061 | 2.503e+06 | 6.39 | 275.4 | 10.54 | 7.917 | Scale | Increase budget 20-30% (ROAS: 6.4x) |
| Alpha Innovations - Influencer | 355886 | 2.26e+06 | 6.35 | 330.2 | 10.38 | 7.364 | Scale | Increase budget 20-30% (ROAS: 6.4x) | |
| TechCorp - Influencer | Website | 450191 | 2.858e+06 | 6.35 | 241.5 | 11.93 | 8.347 | Scale | Increase budget 20-30% (ROAS: 6.3x) |
| Innovate Industries - Search | Google Ads | 586799 | 3.719e+06 | 6.34 | 230.4 | 10.41 | 8.51 | Scale | Increase budget 20-30% (ROAS: 6.3x) |
| TechCorp - Search | Website | 376996 | 2.386e+06 | 6.33 | 294.8 | 10.26 | 8.017 | Scale | Increase budget 20-30% (ROAS: 6.3x) |
| DataTech Solutions - Email | YouTube | 236587 | 1.497e+06 | 6.33 | 237.3 | 9.706 | 7.825 | Scale | Increase budget 20-30% (ROAS: 6.3x) |
| NexGen Systems - Social Media | YouTube | 519913 | 3.289e+06 | 6.33 | 276.4 | 9.066 | 8.374 | Scale | Increase budget 20-30% (ROAS: 6.3x) |
| NexGen Systems - Email | 444098 | 2.809e+06 | 6.32 | 277.8 | 9.66 | 8.763 | Scale | Increase budget 20-30% (ROAS: 6.3x) | |
| Alpha Innovations - Email | 385708 | 2.439e+06 | 6.32 | 296.8 | 9.996 | 8.345 | Scale | Increase budget 20-30% (ROAS: 6.3x) | |
| Alpha Innovations - Search | 338587 | 2.14e+06 | 6.32 | 287.4 | 9.756 | 8.673 | Scale | Increase budget 20-30% (ROAS: 6.3x) | |
| Alpha Innovations - Social Media | 311977 | 1.963e+06 | 6.29 | 266.3 | 8.124 | 9.854 | Scale | Increase budget 20-30% (ROAS: 6.3x) | |
| NexGen Systems - Influencer | 474648 | 2.984e+06 | 6.29 | 277.9 | 10.84 | 7.759 | Scale | Increase budget 20-30% (ROAS: 6.3x) | |
| NexGen Systems - Influencer | 481549 | 3.027e+06 | 6.29 | 241.6 | 14.69 | 9.47 | Scale | Increase budget 20-30% (ROAS: 6.3x) | |
| TechCorp - Email | 545777 | 3.428e+06 | 6.28 | 281.8 | 10.61 | 8.493 | Scale | Increase budget 20-30% (ROAS: 6.3x) | |
| DataTech Solutions - Influencer | 252516 | 1.584e+06 | 6.27 | 265.5 | 9.824 | 7.346 | Scale | Increase budget 20-30% (ROAS: 6.3x) | |
| TechCorp - Influencer | 442537 | 2.771e+06 | 6.26 | 263.2 | 8.706 | 9.151 | Scale | Increase budget 20-30% (ROAS: 6.3x) | |
| NexGen Systems - Email | Website | 610737 | 3.82e+06 | 6.25 | 217.6 | 10.59 | 9.697 | Scale | Increase budget 20-30% (ROAS: 6.3x) |
| NexGen Systems - Social Media | Website | 395971 | 2.475e+06 | 6.25 | 324.8 | 8.203 | 8.349 | Scale | Increase budget 20-30% (ROAS: 6.3x) |
| Innovate Industries - Search | 424481 | 2.647e+06 | 6.24 | 239.9 | 11.05 | 7.691 | Scale | Increase budget 20-30% (ROAS: 6.2x) | |
| DataTech Solutions - Display | Website | 398629 | 2.484e+06 | 6.23 | 372.9 | 8.383 | 7.052 | Scale | Increase budget 20-30% (ROAS: 6.2x) |
| DataTech Solutions - Social Media | 491205 | 3.055e+06 | 6.22 | 279.2 | 9.584 | 8.712 | Scale | Increase budget 20-30% (ROAS: 6.2x) | |
| DataTech Solutions - Influencer | 406269 | 2.526e+06 | 6.22 | 234.5 | 11.75 | 8.728 | Scale | Increase budget 20-30% (ROAS: 6.2x) | |
| Alpha Innovations - Display | 548714 | 3.405e+06 | 6.2 | 299.8 | 9.239 | 7.592 | Scale | Increase budget 20-30% (ROAS: 6.2x) | |
| Alpha Innovations - Social Media | YouTube | 523960 | 3.251e+06 | 6.2 | 261.5 | 10.67 | 9.283 | Scale | Increase budget 20-30% (ROAS: 6.2x) |
| DataTech Solutions - Social Media | YouTube | 512831 | 3.18e+06 | 6.2 | 311.5 | 9.243 | 7.799 | Scale | Increase budget 20-30% (ROAS: 6.2x) |
| Alpha Innovations - Influencer | 386275 | 2.394e+06 | 6.2 | 320.3 | 8.962 | 7.764 | Scale | Increase budget 20-30% (ROAS: 6.2x) | |
| TechCorp - Influencer | Google Ads | 561603 | 3.475e+06 | 6.19 | 349.2 | 9.811 | 6.964 | Scale | Increase budget 20-30% (ROAS: 6.2x) |
| Alpha Innovations - Display | 379572 | 2.348e+06 | 6.19 | 290.7 | 11.43 | 6.995 | Scale | Increase budget 20-30% (ROAS: 6.2x) | |
| Innovate Industries - Display | 436184 | 2.693e+06 | 6.17 | 352.5 | 9.083 | 7.218 | Scale | Increase budget 20-30% (ROAS: 6.2x) | |
| NexGen Systems - Social Media | 432153 | 2.668e+06 | 6.17 | 349 | 8.267 | 8.247 | Scale | Increase budget 20-30% (ROAS: 6.2x) | |
| TechCorp - Social Media | 332701 | 2.054e+06 | 6.17 | 229.6 | 11.74 | 9.001 | Scale | Increase budget 20-30% (ROAS: 6.2x) | |
| TechCorp - Display | 414485 | 2.558e+06 | 6.17 | 287.6 | 9.466 | 8.014 | Scale | Increase budget 20-30% (ROAS: 6.2x) | |
| DataTech Solutions - Email | 468051 | 2.88e+06 | 6.15 | 268.7 | 9.367 | 7.759 | Scale | Increase budget 20-30% (ROAS: 6.2x) | |
| DataTech Solutions - Search | 368078 | 2.262e+06 | 6.15 | 298.1 | 9.488 | 6.897 | Scale | Increase budget 20-30% (ROAS: 6.1x) | |
| DataTech Solutions - Search | 386458 | 2.374e+06 | 6.14 | 249.2 | 10.44 | 8.399 | Scale | Increase budget 20-30% (ROAS: 6.1x) | |
| Innovate Industries - Social Media | 340558 | 2.091e+06 | 6.14 | 399.5 | 8.582 | 6.166 | Scale | Increase budget 20-30% (ROAS: 6.1x) | |
| TechCorp - Display | Website | 407792 | 2.503e+06 | 6.14 | 379.5 | 9.672 | 6.888 | Scale | Increase budget 20-30% (ROAS: 6.1x) |
| NexGen Systems - Influencer | YouTube | 715384 | 4.388e+06 | 6.13 | 323.8 | 10.72 | 7.138 | Scale | Increase budget 20-30% (ROAS: 6.1x) |
| Alpha Innovations - Social Media | 300571 | 1.843e+06 | 6.13 | 220.5 | 10.17 | 9.442 | Scale | Increase budget 20-30% (ROAS: 6.1x) | |
| TechCorp - Email | YouTube | 386561 | 2.369e+06 | 6.13 | 277.8 | 8.182 | 9.439 | Scale | Increase budget 20-30% (ROAS: 6.1x) |
| NexGen Systems - Social Media | 388345 | 2.38e+06 | 6.13 | 307.1 | 9.864 | 7.355 | Scale | Increase budget 20-30% (ROAS: 6.1x) | |
| TechCorp - Search | YouTube | 411221 | 2519641 | 6.13 | 338.8 | 7.607 | 8.211 | Scale | Increase budget 20-30% (ROAS: 6.1x) |
| Innovate Industries - Display | Google Ads | 398513 | 2.439e+06 | 6.12 | 312 | 8.57 | 7.22 | Scale | Increase budget 20-30% (ROAS: 6.1x) |
| Alpha Innovations - Email | YouTube | 270128 | 1.652e+06 | 6.12 | 276.3 | 7.621 | 8.315 | Scale | Increase budget 20-30% (ROAS: 6.1x) |
| DataTech Solutions - Email | 408066 | 2.495e+06 | 6.11 | 225.8 | 10.92 | 7.834 | Scale | Increase budget 20-30% (ROAS: 6.1x) | |
| DataTech Solutions - Social Media | 458754 | 2.803e+06 | 6.11 | 284.3 | 9.501 | 9.136 | Scale | Increase budget 20-30% (ROAS: 6.1x) | |
| Alpha Innovations - Influencer | YouTube | 364032 | 2.222e+06 | 6.1 | 243.4 | 9.449 | 9.036 | Scale | Increase budget 20-30% (ROAS: 6.1x) |
| NexGen Systems - Influencer | Website | 345117 | 2.103e+06 | 6.09 | 337.4 | 9.068 | 7.738 | Scale | Increase budget 20-30% (ROAS: 6.1x) |
| DataTech Solutions - Display | Google Ads | 518454 | 3.152e+06 | 6.08 | 353.9 | 8.943 | 7.571 | Scale | Increase budget 20-30% (ROAS: 6.1x) |
| Alpha Innovations - Email | Google Ads | 385071 | 2.338e+06 | 6.07 | 246.3 | 10.41 | 7.988 | Scale | Increase budget 20-30% (ROAS: 6.1x) |
| Innovate Industries - Email | YouTube | 466375 | 2.832e+06 | 6.07 | 279.8 | 9.935 | 8.459 | Scale | Increase budget 20-30% (ROAS: 6.1x) |
| NexGen Systems - Email | Google Ads | 537177 | 3.252e+06 | 6.05 | 285 | 10.78 | 8.146 | Scale | Increase budget 20-30% (ROAS: 6.1x) |
| TechCorp - Influencer | 311858 | 1.886e+06 | 6.05 | 282.5 | 9.783 | 8.853 | Scale | Increase budget 20-30% (ROAS: 6x) | |
| DataTech Solutions - Social Media | Google Ads | 274484 | 1.66e+06 | 6.05 | 254.6 | 10.2 | 8.037 | Scale | Increase budget 20-30% (ROAS: 6x) |
| Alpha Innovations - Search | 391274 | 2.366e+06 | 6.05 | 336.7 | 10.18 | 6.988 | Scale | Increase budget 20-30% (ROAS: 6x) | |
| TechCorp - Social Media | YouTube | 509912 | 3.082e+06 | 6.04 | 266.9 | 10.16 | 8.284 | Scale | Increase budget 20-30% (ROAS: 6x) |
| NexGen Systems - Display | 566296 | 3.421e+06 | 6.04 | 265.4 | 9.609 | 8.149 | Scale | Increase budget 20-30% (ROAS: 6x) | |
| TechCorp - Email | Website | 390632 | 2.352e+06 | 6.02 | 306.2 | 10.29 | 7.494 | Scale | Increase budget 20-30% (ROAS: 6x) |
| TechCorp - Search | 665682 | 4.007e+06 | 6.02 | 326 | 8.989 | 7.787 | Scale | Increase budget 20-30% (ROAS: 6x) | |
| NexGen Systems - Search | 379934 | 2.281e+06 | 6 | 278.2 | 9.879 | 8.537 | Scale | Increase budget 20-30% (ROAS: 6x) | |
| TechCorp - Social Media | 404574 | 2.426e+06 | 6 | 350.2 | 9.927 | 6.907 | Scale | Increase budget 20-30% (ROAS: 6x) | |
| DataTech Solutions - Display | 347794 | 2079956 | 5.98 | 275.8 | 11.52 | 7.95 | Scale | Increase budget 20-30% (ROAS: 6x) | |
| TechCorp - Influencer | YouTube | 380064 | 2.27e+06 | 5.97 | 263.6 | 11.48 | 8.085 | Scale | Increase budget 20-30% (ROAS: 6x) |
| DataTech Solutions - Influencer | Website | 400949 | 2.394e+06 | 5.97 | 280.9 | 11.09 | 7.404 | Scale | Increase budget 20-30% (ROAS: 6x) |
| Alpha Innovations - Social Media | Google Ads | 519522 | 3.101e+06 | 5.97 | 285.6 | 9.854 | 8.003 | Scale | Increase budget 20-30% (ROAS: 6x) |
| DataTech Solutions - Display | 473177 | 2.823e+06 | 5.97 | 308.9 | 9.151 | 7.07 | Scale | Increase budget 20-30% (ROAS: 6x) | |
| TechCorp - Display | 281022 | 1.674e+06 | 5.96 | 259.8 | 9.308 | 9.539 | Scale | Increase budget 20-30% (ROAS: 6x) | |
| Alpha Innovations - Display | Website | 364975 | 2.173e+06 | 5.95 | 274.3 | 9.065 | 7.625 | Scale | Increase budget 20-30% (ROAS: 6x) |
| TechCorp - Search | 495171 | 2.942e+06 | 5.94 | 266.1 | 10.29 | 8.284 | Scale | Increase budget 20-30% (ROAS: 5.9x) | |
| Innovate Industries - Display | Website | 464618 | 2.76e+06 | 5.94 | 278 | 11.38 | 8.883 | Scale | Increase budget 20-30% (ROAS: 5.9x) |
| NexGen Systems - Display | 375789 | 2.226e+06 | 5.92 | 336 | 7.529 | 8.366 | Scale | Increase budget 20-30% (ROAS: 5.9x) | |
| Innovate Industries - Email | Website | 276674 | 1.635e+06 | 5.91 | 296.3 | 8.305 | 7.845 | Scale | Increase budget 20-30% (ROAS: 5.9x) |
| DataTech Solutions - Social Media | Website | 325208 | 1.921e+06 | 5.91 | 321.2 | 10.01 | 6.704 | Scale | Increase budget 20-30% (ROAS: 5.9x) |
| NexGen Systems - Influencer | 439582 | 2.596e+06 | 5.91 | 268.2 | 11.17 | 8.164 | Scale | Increase budget 20-30% (ROAS: 5.9x) | |
| Innovate Industries - Display | 458540 | 2.707e+06 | 5.9 | 287.4 | 10.14 | 8.472 | Scale | Increase budget 20-30% (ROAS: 5.9x) | |
| Alpha Innovations - Search | 355780 | 2.099e+06 | 5.9 | 319 | 10.64 | 7.108 | Scale | Increase budget 20-30% (ROAS: 5.9x) | |
| Alpha Innovations - Search | Google Ads | 381241 | 2.245e+06 | 5.89 | 276.5 | 10.02 | 7.564 | Scale | Increase budget 20-30% (ROAS: 5.9x) |
| TechCorp - Search | 380262 | 2.239e+06 | 5.89 | 333.6 | 9.642 | 7.96 | Scale | Increase budget 20-30% (ROAS: 5.9x) | |
| NexGen Systems - Display | YouTube | 250614 | 1.476e+06 | 5.89 | 248.9 | 10.97 | 7.152 | Scale | Increase budget 20-30% (ROAS: 5.9x) |
| Innovate Industries - Social Media | 510925 | 3.004e+06 | 5.88 | 275.8 | 10.17 | 8.177 | Scale | Increase budget 20-30% (ROAS: 5.9x) | |
| NexGen Systems - Search | 485442 | 2.853e+06 | 5.88 | 257.6 | 10.28 | 9.035 | Scale | Increase budget 20-30% (ROAS: 5.9x) | |
| NexGen Systems - Influencer | Google Ads | 468358 | 2.751e+06 | 5.87 | 223.4 | 10.9 | 9.312 | Scale | Increase budget 20-30% (ROAS: 5.9x) |
| DataTech Solutions - Display | YouTube | 453877 | 2.665e+06 | 5.87 | 319.8 | 8.432 | 7.705 | Scale | Increase budget 20-30% (ROAS: 5.9x) |
| Alpha Innovations - Search | Website | 410358 | 2.407e+06 | 5.87 | 321.8 | 11.44 | 7.396 | Scale | Increase budget 20-30% (ROAS: 5.9x) |
| NexGen Systems - Social Media | Google Ads | 309086 | 1.806e+06 | 5.84 | 219.8 | 11.08 | 9.5 | Scale | Increase budget 20-30% (ROAS: 5.8x) |
| Innovate Industries - Influencer | 383100 | 2.233e+06 | 5.83 | 273.4 | 11.96 | 7.937 | Scale | Increase budget 20-30% (ROAS: 5.8x) | |
| TechCorp - Email | 500043 | 2.911e+06 | 5.82 | 321 | 9.691 | 7.355 | Scale | Increase budget 20-30% (ROAS: 5.8x) | |
| Alpha Innovations - Search | YouTube | 386131 | 2.242e+06 | 5.81 | 223 | 9.911 | 9.153 | Scale | Increase budget 20-30% (ROAS: 5.8x) |
| Alpha Innovations - Influencer | Website | 410037 | 2.38e+06 | 5.8 | 305.7 | 10.4 | 6.952 | Scale | Increase budget 20-30% (ROAS: 5.8x) |
| NexGen Systems - Email | 290587 | 1.686e+06 | 5.8 | 252.9 | 9.124 | 7.544 | Scale | Increase budget 20-30% (ROAS: 5.8x) | |
| TechCorp - Search | Google Ads | 349095 | 2.025e+06 | 5.8 | 263 | 11.23 | 8.421 | Scale | Increase budget 20-30% (ROAS: 5.8x) |
| DataTech Solutions - Social Media | 344695 | 1.999e+06 | 5.8 | 263 | 10.42 | 9.569 | Scale | Increase budget 20-30% (ROAS: 5.8x) | |
| Innovate Industries - Email | 392028 | 2.271e+06 | 5.79 | 234.3 | 11.02 | 8.176 | Scale | Increase budget 20-30% (ROAS: 5.8x) | |
| Innovate Industries - Search | YouTube | 405049 | 2.345e+06 | 5.79 | 312.4 | 9.051 | 7.638 | Scale | Increase budget 20-30% (ROAS: 5.8x) |
| TechCorp - Email | Google Ads | 297036 | 1.719e+06 | 5.79 | 283.6 | 11.57 | 7.839 | Scale | Increase budget 20-30% (ROAS: 5.8x) |
| Innovate Industries - Influencer | YouTube | 388304 | 2.243e+06 | 5.78 | 372.5 | 8.056 | 7.304 | Scale | Increase budget 20-30% (ROAS: 5.8x) |
| NexGen Systems - Email | 314263 | 1.814e+06 | 5.77 | 247.8 | 9.815 | 8.832 | Scale | Increase budget 20-30% (ROAS: 5.8x) | |
| Innovate Industries - Social Media | Google Ads | 549695 | 3.171e+06 | 5.77 | 256.9 | 10.11 | 7.989 | Scale | Increase budget 20-30% (ROAS: 5.8x) |
| Innovate Industries - Social Media | 582603 | 3.36e+06 | 5.77 | 230.9 | 11.14 | 9.693 | Scale | Increase budget 20-30% (ROAS: 5.8x) | |
| Alpha Innovations - Influencer | Google Ads | 512922 | 2.958e+06 | 5.77 | 307.9 | 11.66 | 7.631 | Scale | Increase budget 20-30% (ROAS: 5.8x) |
| DataTech Solutions - Email | Google Ads | 410866 | 2.367e+06 | 5.76 | 315.5 | 10.82 | 7.673 | Scale | Increase budget 20-30% (ROAS: 5.8x) |
| TechCorp - Social Media | 341839 | 1.968e+06 | 5.76 | 251.3 | 9.45 | 9.839 | Scale | Increase budget 20-30% (ROAS: 5.8x) | |
| Innovate Industries - Email | 404177 | 2.322e+06 | 5.74 | 401.6 | 8.044 | 6.572 | Scale | Increase budget 20-30% (ROAS: 5.7x) | |
| Innovate Industries - Search | 405755 | 2.326e+06 | 5.73 | 255.3 | 9.559 | 8.487 | Scale | Increase budget 20-30% (ROAS: 5.7x) | |
| TechCorp - Display | 389773 | 2.234e+06 | 5.73 | 273.5 | 10.81 | 7.826 | Scale | Increase budget 20-30% (ROAS: 5.7x) | |
| DataTech Solutions - Search | Google Ads | 362395 | 2.061e+06 | 5.69 | 215.8 | 10.05 | 8.551 | Scale | Increase budget 20-30% (ROAS: 5.7x) |
| TechCorp - Influencer | 495377 | 2.814e+06 | 5.68 | 284.9 | 9.158 | 7.548 | Scale | Increase budget 20-30% (ROAS: 5.7x) | |
| NexGen Systems - Search | 466540 | 2.646e+06 | 5.67 | 349.3 | 10.95 | 6.618 | Scale | Increase budget 20-30% (ROAS: 5.7x) | |
| Alpha Innovations - Display | YouTube | 502886 | 2.846e+06 | 5.66 | 326.9 | 10.87 | 6.965 | Scale | Increase budget 20-30% (ROAS: 5.7x) |
| TechCorp - Social Media | Google Ads | 563251 | 3.186e+06 | 5.66 | 295 | 12.06 | 7.589 | Scale | Increase budget 20-30% (ROAS: 5.7x) |
| Alpha Innovations - Email | Website | 409329 | 2.314e+06 | 5.65 | 327.3 | 8.983 | 7.128 | Scale | Increase budget 20-30% (ROAS: 5.7x) |
| NexGen Systems - Search | Google Ads | 473763 | 2.677e+06 | 5.65 | 249.1 | 8.676 | 9.444 | Scale | Increase budget 20-30% (ROAS: 5.6x) |
| NexGen Systems - Email | YouTube | 491498 | 2.774e+06 | 5.64 | 310.3 | 11.22 | 7.505 | Scale | Increase budget 20-30% (ROAS: 5.6x) |
| DataTech Solutions - Influencer | 358246 | 2.011e+06 | 5.61 | 248.7 | 11.47 | 8.093 | Scale | Increase budget 20-30% (ROAS: 5.6x) | |
| NexGen Systems - Social Media | 611806 | 3.432e+06 | 5.61 | 284.8 | 10.83 | 7.524 | Scale | Increase budget 20-30% (ROAS: 5.6x) | |
| Alpha Innovations - Email | 488409 | 2.74e+06 | 5.61 | 289.8 | 9.67 | 7.863 | Scale | Increase budget 20-30% (ROAS: 5.6x) | |
| Innovate Industries - Email | Google Ads | 468014 | 2.617e+06 | 5.59 | 294.2 | 11.26 | 7.499 | Scale | Increase budget 20-30% (ROAS: 5.6x) |
| Innovate Industries - Influencer | Google Ads | 333439 | 1.852e+06 | 5.55 | 267.9 | 10.12 | 8.044 | Scale | Increase budget 20-30% (ROAS: 5.6x) |
| TechCorp - Display | Google Ads | 450997 | 2.503e+06 | 5.55 | 272.6 | 10.35 | 7.752 | Scale | Increase budget 20-30% (ROAS: 5.5x) |
| TechCorp - Social Media | Website | 256223 | 1.422e+06 | 5.55 | 263.6 | 9.093 | 9.674 | Scale | Increase budget 20-30% (ROAS: 5.5x) |
| TechCorp - Email | 365391 | 2.026e+06 | 5.54 | 287.7 | 8.659 | 8.654 | Scale | Increase budget 20-30% (ROAS: 5.5x) | |
| NexGen Systems - Display | Google Ads | 304556 | 1685782 | 5.54 | 323.9 | 9.721 | 6.729 | Scale | Increase budget 20-30% (ROAS: 5.5x) |
| Alpha Innovations - Influencer | 314403 | 1.737e+06 | 5.52 | 328.7 | 12.07 | 7.658 | Scale | Increase budget 20-30% (ROAS: 5.5x) | |
| DataTech Solutions - Display | 324209 | 1.782e+06 | 5.5 | 297.2 | 12.22 | 8.265 | Scale | Increase budget 20-30% (ROAS: 5.5x) | |
| NexGen Systems - Search | YouTube | 412191 | 2.262e+06 | 5.49 | 260.9 | 10.06 | 7.601 | Scale | Increase budget 20-30% (ROAS: 5.5x) |
| DataTech Solutions - Search | Website | 424703 | 2.327e+06 | 5.48 | 307.3 | 13.12 | 7.259 | Scale | Increase budget 20-30% (ROAS: 5.5x) |
| Innovate Industries - Search | 311203 | 1.692e+06 | 5.44 | 250.2 | 9.879 | 8.111 | Scale | Increase budget 20-30% (ROAS: 5.4x) | |
| Alpha Innovations - Display | 471261 | 2.556e+06 | 5.42 | 285.8 | 12.24 | 7.016 | Scale | Increase budget 20-30% (ROAS: 5.4x) | |
| Alpha Innovations - Social Media | Website | 400288 | 2.165e+06 | 5.41 | 221.6 | 11.08 | 9.987 | Scale | Increase budget 20-30% (ROAS: 5.4x) |
| Innovate Industries - Influencer | 355273 | 1.906e+06 | 5.37 | 343.9 | 10.65 | 6.14 | Scale | Increase budget 20-30% (ROAS: 5.4x) | |
| Innovate Industries - Search | Website | 404414 | 2.169e+06 | 5.36 | 280.7 | 9.127 | 8.421 | Scale | Increase budget 20-30% (ROAS: 5.4x) |
| Innovate Industries - Display | YouTube | 356471 | 1.904e+06 | 5.34 | 307.8 | 8.922 | 7.604 | Scale | Increase budget 20-30% (ROAS: 5.3x) |
| DataTech Solutions - Email | Website | 371216 | 1.962e+06 | 5.28 | 340.5 | 10.65 | 6.877 | Scale | Increase budget 20-30% (ROAS: 5.3x) |
| DataTech Solutions - Influencer | Google Ads | 476017 | 2.512e+06 | 5.28 | 311.8 | 10.16 | 8 | Scale | Increase budget 20-30% (ROAS: 5.3x) |
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.
Budget Recommendations
Budget reallocation recommendations by tier
| tier | action | campaign_count | total_spend | pct_spend | avg_roas | rationale |
|---|---|---|---|---|---|---|
| Scale | Increase budget +20-30% | 150 | 62709794 | 100 | 5.998 | ROAS above 3x target; high confidence in returns |
Headline
All 150 campaigns are in the Scale tier with a 6.01x ROAS—double the 3x profitability target—warranting a 20–30% budget increase across the entire portfolio.
Purpose
This section evaluates whether your current budget allocation is optimal given campaign performance. It identifies which tier of campaigns (Scale, Optimize, Pause, Kill) should receive more or less investment to maximize overall portfolio return. Since all campaigns are performing above target, the analysis recommends reallocating capital to amplify winning performance rather than cutting underperformers.
Key Findings
- Portfolio Composition: 100% of the $62.7M budget is allocated to Scale-tier campaigns (150 campaigns total)
- Blended ROAS: 6.01x—significantly above the 3x profitability threshold, indicating strong, consistent returns
- Recommended Action: Increase budget by 20–30% across all Scale campaigns
- Rationale: ROAS is 2x the target threshold with high confidence in returns, making incremental investment low-risk
Interpretation
Your entire portfolio is performing at or above the Scale tier, meaning there are no underperforming campaigns to cut. This is an unusually strong position. The 6.01x ROAS means every dollar spent returns $6.01 in revenue—well above the break-even point. The recommendation to increase budget reflects confidence that this performance will hold at higher spend levels, allowing you to capture additional revenue without sacrificing efficiency.
Context
This analysis assumes historical ROAS patterns will persist at higher budget levels. Real-world scaling often encounters diminishing returns due to audience saturation or rising competition. Monitor performance closely during any budget increase to confirm the 6x return holds.