Overview

Campaign Performance Overview

ROAS & Paid Media Analysis

Analysis overview and configuration

Configuration

Analysis TypePerformance Analysis
CompanyAgency Analytics Demo
ObjectiveAnalyze campaign performance and ROAS across channels
Analysis Date2026-03-28
Processing Idtest_1774721730
Total Observations5000

Module Parameters

ParameterValue_row
roas_target3roas_target
min_spend_threshold100min_spend_threshold
Performance Analysis analysis for Agency Analytics Demo

Interpretation

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 Preparation

Data Preprocessing

Data Quality & Campaign Filtering

Data preprocessing and column mapping

Data Quality

Initial Rows5000
Final Rows5000
Rows Removed0
Retention Rate100

Data Quality

MetricValue
Initial Rows5,000
Final Rows5,000
Rows Removed0
Retention Rate100%
Processed 5,000 observations, retained 5,000 (100.0%) after cleaning

Interpretation

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

Key Findings & Budget Recommendations

Key Metrics

total^Acquisition_Cost_|_Acquisition_Cost_|_Acquisition_Cost$
62709794
blended_roas
6.01
avg_cpa
282
campaigns_total
150
campaigns_above_target
150

Key Findings

MetricValue
Total Spend$62,709,794
Total Revenue$376,572,860
Blended ROAS6.01x
Avg CPA$282
Campaigns: Scale1
Campaigns: Monitor0
Campaigns: Pause0
Campaigns: Kill0

Summary

Bottom Line: Portfolio blended ROAS of 6x on $62,709,794 total Acquisition_Cost. 150 of 150 campaign groups above the 3x target.

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.

Interpretation

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.

Figure 4

Campaign ROAS Ranking

Campaigns ranked by Return on Ad Spend

Campaign ROAS ranking with tier classification

Interpretation

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.

Figure 5

Channel Performance

Spend vs Revenue by Advertising Channel

Spend, revenue, and ROAS comparison across advertising channels

Interpretation

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.

Figure 6

Funnel Efficiency

CTR and Conversion Rate by Channel

Funnel efficiency from Impressions to Clicks to conversions by Channel_Used

Interpretation

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.

Section 7

Portfolio KPIs

Blended ROAS & Efficiency Metrics

Portfolio-level key performance indicators

Portfolio Performance: Total Acquisition_Cost of $62,709,794 generated $376,572,860 in revenue, achieving a blended ROAS of 6x (target: 3x).

Average CPA: $282 | Overall CTR: 10.101% | Total conversions: 222,379

Interpretation

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.

Table 8

Campaign Scorecard

Full performance metrics by campaign

Detailed per-campaign metrics scorecard

campaign_labelChannel_Usedtotal_spendtotal_revenueroascpactr_pctcvr_pcttierrecommendation
DataTech Solutions - SearchFacebook3664412.598e+067.09288.310.298.503ScaleIncrease budget 20-30% (ROAS: 7.1x)
Innovate Industries - Social MediaYouTube4485652.993e+066.67315.99.1058.14ScaleIncrease budget 20-30% (ROAS: 6.7x)
Alpha Innovations - DisplayGoogle Ads3367732.23e+066.62318.87.7248.01ScaleIncrease budget 20-30% (ROAS: 6.6x)
Alpha Innovations - EmailInstagram4735893.123e+066.59279.89.9437.868ScaleIncrease budget 20-30% (ROAS: 6.6x)
Innovate Industries - InfluencerEmail4425492.916e+066.59268.310.878.159ScaleIncrease budget 20-30% (ROAS: 6.6x)
Innovate Industries - DisplayEmail3440872.253e+066.55272.212.557.538ScaleIncrease budget 20-30% (ROAS: 6.5x)
DataTech Solutions - EmailFacebook4070952.661e+066.54275.911.857.428ScaleIncrease budget 20-30% (ROAS: 6.5x)
NexGen Systems - DisplayWebsite5556323.627e+066.53277.310.38.015ScaleIncrease budget 20-30% (ROAS: 6.5x)
Innovate Industries - EmailFacebook3636112.372e+066.52225.911.157.832ScaleIncrease budget 20-30% (ROAS: 6.5x)
Innovate Industries - Social MediaWebsite5789483.77e+066.51296.412.497.285ScaleIncrease budget 20-30% (ROAS: 6.5x)
NexGen Systems - SearchWebsite4406042.86e+066.49249.511.318.119ScaleIncrease budget 20-30% (ROAS: 6.5x)
Innovate Industries - InfluencerWebsite3963292.563e+066.47324.810.388.067ScaleIncrease budget 20-30% (ROAS: 6.5x)
DataTech Solutions - SearchYouTube3549842.295e+066.46257.69.7258.126ScaleIncrease budget 20-30% (ROAS: 6.5x)
Alpha Innovations - Social MediaInstagram4414832.851e+066.46269.710.737.804ScaleIncrease budget 20-30% (ROAS: 6.5x)
NexGen Systems - DisplayInstagram46290429718636.42290.710.427.505ScaleIncrease budget 20-30% (ROAS: 6.4x)
TechCorp - DisplayYouTube5344533.425e+066.41233.811.089.136ScaleIncrease budget 20-30% (ROAS: 6.4x)
DataTech Solutions - InfluencerYouTube3920612.503e+066.39275.410.547.917ScaleIncrease budget 20-30% (ROAS: 6.4x)
Alpha Innovations - InfluencerEmail3558862.26e+066.35330.210.387.364ScaleIncrease budget 20-30% (ROAS: 6.4x)
TechCorp - InfluencerWebsite4501912.858e+066.35241.511.938.347ScaleIncrease budget 20-30% (ROAS: 6.3x)
Innovate Industries - SearchGoogle Ads5867993.719e+066.34230.410.418.51ScaleIncrease budget 20-30% (ROAS: 6.3x)
TechCorp - SearchWebsite3769962.386e+066.33294.810.268.017ScaleIncrease budget 20-30% (ROAS: 6.3x)
DataTech Solutions - EmailYouTube2365871.497e+066.33237.39.7067.825ScaleIncrease budget 20-30% (ROAS: 6.3x)
NexGen Systems - Social MediaYouTube5199133.289e+066.33276.49.0668.374ScaleIncrease budget 20-30% (ROAS: 6.3x)
NexGen Systems - EmailEmail4440982.809e+066.32277.89.668.763ScaleIncrease budget 20-30% (ROAS: 6.3x)
Alpha Innovations - EmailEmail3857082.439e+066.32296.89.9968.345ScaleIncrease budget 20-30% (ROAS: 6.3x)
Alpha Innovations - SearchEmail3385872.14e+066.32287.49.7568.673ScaleIncrease budget 20-30% (ROAS: 6.3x)
Alpha Innovations - Social MediaEmail3119771.963e+066.29266.38.1249.854ScaleIncrease budget 20-30% (ROAS: 6.3x)
NexGen Systems - InfluencerEmail4746482.984e+066.29277.910.847.759ScaleIncrease budget 20-30% (ROAS: 6.3x)
NexGen Systems - InfluencerInstagram4815493.027e+066.29241.614.699.47ScaleIncrease budget 20-30% (ROAS: 6.3x)
TechCorp - EmailEmail5457773.428e+066.28281.810.618.493ScaleIncrease budget 20-30% (ROAS: 6.3x)
DataTech Solutions - InfluencerEmail2525161.584e+066.27265.59.8247.346ScaleIncrease budget 20-30% (ROAS: 6.3x)
TechCorp - InfluencerFacebook4425372.771e+066.26263.28.7069.151ScaleIncrease budget 20-30% (ROAS: 6.3x)
NexGen Systems - EmailWebsite6107373.82e+066.25217.610.599.697ScaleIncrease budget 20-30% (ROAS: 6.3x)
NexGen Systems - Social MediaWebsite3959712.475e+066.25324.88.2038.349ScaleIncrease budget 20-30% (ROAS: 6.3x)
Innovate Industries - SearchFacebook4244812.647e+066.24239.911.057.691ScaleIncrease budget 20-30% (ROAS: 6.2x)
DataTech Solutions - DisplayWebsite3986292.484e+066.23372.98.3837.052ScaleIncrease budget 20-30% (ROAS: 6.2x)
DataTech Solutions - Social MediaEmail4912053.055e+066.22279.29.5848.712ScaleIncrease budget 20-30% (ROAS: 6.2x)
DataTech Solutions - InfluencerFacebook4062692.526e+066.22234.511.758.728ScaleIncrease budget 20-30% (ROAS: 6.2x)
Alpha Innovations - DisplayInstagram5487143.405e+066.2299.89.2397.592ScaleIncrease budget 20-30% (ROAS: 6.2x)
Alpha Innovations - Social MediaYouTube5239603.251e+066.2261.510.679.283ScaleIncrease budget 20-30% (ROAS: 6.2x)
DataTech Solutions - Social MediaYouTube5128313.18e+066.2311.59.2437.799ScaleIncrease budget 20-30% (ROAS: 6.2x)
Alpha Innovations - InfluencerFacebook3862752.394e+066.2320.38.9627.764ScaleIncrease budget 20-30% (ROAS: 6.2x)
TechCorp - InfluencerGoogle Ads5616033.475e+066.19349.29.8116.964ScaleIncrease budget 20-30% (ROAS: 6.2x)
Alpha Innovations - DisplayEmail3795722.348e+066.19290.711.436.995ScaleIncrease budget 20-30% (ROAS: 6.2x)
Innovate Industries - DisplayFacebook4361842.693e+066.17352.59.0837.218ScaleIncrease budget 20-30% (ROAS: 6.2x)
NexGen Systems - Social MediaFacebook4321532.668e+066.173498.2678.247ScaleIncrease budget 20-30% (ROAS: 6.2x)
TechCorp - Social MediaEmail3327012.054e+066.17229.611.749.001ScaleIncrease budget 20-30% (ROAS: 6.2x)
TechCorp - DisplayFacebook4144852.558e+066.17287.69.4668.014ScaleIncrease budget 20-30% (ROAS: 6.2x)
DataTech Solutions - EmailEmail4680512.88e+066.15268.79.3677.759ScaleIncrease budget 20-30% (ROAS: 6.2x)
DataTech Solutions - SearchInstagram3680782.262e+066.15298.19.4886.897ScaleIncrease budget 20-30% (ROAS: 6.1x)
DataTech Solutions - SearchEmail3864582.374e+066.14249.210.448.399ScaleIncrease budget 20-30% (ROAS: 6.1x)
Innovate Industries - Social MediaFacebook3405582.091e+066.14399.58.5826.166ScaleIncrease budget 20-30% (ROAS: 6.1x)
TechCorp - DisplayWebsite4077922.503e+066.14379.59.6726.888ScaleIncrease budget 20-30% (ROAS: 6.1x)
NexGen Systems - InfluencerYouTube7153844.388e+066.13323.810.727.138ScaleIncrease budget 20-30% (ROAS: 6.1x)
Alpha Innovations - Social MediaFacebook3005711.843e+066.13220.510.179.442ScaleIncrease budget 20-30% (ROAS: 6.1x)
TechCorp - EmailYouTube3865612.369e+066.13277.88.1829.439ScaleIncrease budget 20-30% (ROAS: 6.1x)
NexGen Systems - Social MediaEmail3883452.38e+066.13307.19.8647.355ScaleIncrease budget 20-30% (ROAS: 6.1x)
TechCorp - SearchYouTube41122125196416.13338.87.6078.211ScaleIncrease budget 20-30% (ROAS: 6.1x)
Innovate Industries - DisplayGoogle Ads3985132.439e+066.123128.577.22ScaleIncrease budget 20-30% (ROAS: 6.1x)
Alpha Innovations - EmailYouTube2701281.652e+066.12276.37.6218.315ScaleIncrease budget 20-30% (ROAS: 6.1x)
DataTech Solutions - EmailInstagram4080662.495e+066.11225.810.927.834ScaleIncrease budget 20-30% (ROAS: 6.1x)
DataTech Solutions - Social MediaInstagram4587542.803e+066.11284.39.5019.136ScaleIncrease budget 20-30% (ROAS: 6.1x)
Alpha Innovations - InfluencerYouTube3640322.222e+066.1243.49.4499.036ScaleIncrease budget 20-30% (ROAS: 6.1x)
NexGen Systems - InfluencerWebsite3451172.103e+066.09337.49.0687.738ScaleIncrease budget 20-30% (ROAS: 6.1x)
DataTech Solutions - DisplayGoogle Ads5184543.152e+066.08353.98.9437.571ScaleIncrease budget 20-30% (ROAS: 6.1x)
Alpha Innovations - EmailGoogle Ads3850712.338e+066.07246.310.417.988ScaleIncrease budget 20-30% (ROAS: 6.1x)
Innovate Industries - EmailYouTube4663752.832e+066.07279.89.9358.459ScaleIncrease budget 20-30% (ROAS: 6.1x)
NexGen Systems - EmailGoogle Ads5371773.252e+066.0528510.788.146ScaleIncrease budget 20-30% (ROAS: 6.1x)
TechCorp - InfluencerEmail3118581.886e+066.05282.59.7838.853ScaleIncrease budget 20-30% (ROAS: 6x)
DataTech Solutions - Social MediaGoogle Ads2744841.66e+066.05254.610.28.037ScaleIncrease budget 20-30% (ROAS: 6x)
Alpha Innovations - SearchFacebook3912742.366e+066.05336.710.186.988ScaleIncrease budget 20-30% (ROAS: 6x)
TechCorp - Social MediaYouTube5099123.082e+066.04266.910.168.284ScaleIncrease budget 20-30% (ROAS: 6x)
NexGen Systems - DisplayEmail5662963.421e+066.04265.49.6098.149ScaleIncrease budget 20-30% (ROAS: 6x)
TechCorp - EmailWebsite3906322.352e+066.02306.210.297.494ScaleIncrease budget 20-30% (ROAS: 6x)
TechCorp - SearchEmail6656824.007e+066.023268.9897.787ScaleIncrease budget 20-30% (ROAS: 6x)
NexGen Systems - SearchEmail3799342.281e+066278.29.8798.537ScaleIncrease budget 20-30% (ROAS: 6x)
TechCorp - Social MediaInstagram4045742.426e+066350.29.9276.907ScaleIncrease budget 20-30% (ROAS: 6x)
DataTech Solutions - DisplayInstagram34779420799565.98275.811.527.95ScaleIncrease budget 20-30% (ROAS: 6x)
TechCorp - InfluencerYouTube3800642.27e+065.97263.611.488.085ScaleIncrease budget 20-30% (ROAS: 6x)
DataTech Solutions - InfluencerWebsite4009492.394e+065.97280.911.097.404ScaleIncrease budget 20-30% (ROAS: 6x)
Alpha Innovations - Social MediaGoogle Ads5195223.101e+065.97285.69.8548.003ScaleIncrease budget 20-30% (ROAS: 6x)
DataTech Solutions - DisplayEmail4731772.823e+065.97308.99.1517.07ScaleIncrease budget 20-30% (ROAS: 6x)
TechCorp - DisplayInstagram2810221.674e+065.96259.89.3089.539ScaleIncrease budget 20-30% (ROAS: 6x)
Alpha Innovations - DisplayWebsite3649752.173e+065.95274.39.0657.625ScaleIncrease budget 20-30% (ROAS: 6x)
TechCorp - SearchInstagram4951712.942e+065.94266.110.298.284ScaleIncrease budget 20-30% (ROAS: 5.9x)
Innovate Industries - DisplayWebsite4646182.76e+065.9427811.388.883ScaleIncrease budget 20-30% (ROAS: 5.9x)
NexGen Systems - DisplayFacebook3757892.226e+065.923367.5298.366ScaleIncrease budget 20-30% (ROAS: 5.9x)
Innovate Industries - EmailWebsite2766741.635e+065.91296.38.3057.845ScaleIncrease budget 20-30% (ROAS: 5.9x)
DataTech Solutions - Social MediaWebsite3252081.921e+065.91321.210.016.704ScaleIncrease budget 20-30% (ROAS: 5.9x)
NexGen Systems - InfluencerFacebook4395822.596e+065.91268.211.178.164ScaleIncrease budget 20-30% (ROAS: 5.9x)
Innovate Industries - DisplayInstagram4585402.707e+065.9287.410.148.472ScaleIncrease budget 20-30% (ROAS: 5.9x)
Alpha Innovations - SearchInstagram3557802.099e+065.931910.647.108ScaleIncrease budget 20-30% (ROAS: 5.9x)
Alpha Innovations - SearchGoogle Ads3812412.245e+065.89276.510.027.564ScaleIncrease budget 20-30% (ROAS: 5.9x)
TechCorp - SearchFacebook3802622.239e+065.89333.69.6427.96ScaleIncrease budget 20-30% (ROAS: 5.9x)
NexGen Systems - DisplayYouTube2506141.476e+065.89248.910.977.152ScaleIncrease budget 20-30% (ROAS: 5.9x)
Innovate Industries - Social MediaEmail5109253.004e+065.88275.810.178.177ScaleIncrease budget 20-30% (ROAS: 5.9x)
NexGen Systems - SearchFacebook4854422.853e+065.88257.610.289.035ScaleIncrease budget 20-30% (ROAS: 5.9x)
NexGen Systems - InfluencerGoogle Ads4683582.751e+065.87223.410.99.312ScaleIncrease budget 20-30% (ROAS: 5.9x)
DataTech Solutions - DisplayYouTube4538772.665e+065.87319.88.4327.705ScaleIncrease budget 20-30% (ROAS: 5.9x)
Alpha Innovations - SearchWebsite4103582.407e+065.87321.811.447.396ScaleIncrease budget 20-30% (ROAS: 5.9x)
NexGen Systems - Social MediaGoogle Ads3090861.806e+065.84219.811.089.5ScaleIncrease budget 20-30% (ROAS: 5.8x)
Innovate Industries - InfluencerInstagram3831002.233e+065.83273.411.967.937ScaleIncrease budget 20-30% (ROAS: 5.8x)
TechCorp - EmailInstagram5000432.911e+065.823219.6917.355ScaleIncrease budget 20-30% (ROAS: 5.8x)
Alpha Innovations - SearchYouTube3861312.242e+065.812239.9119.153ScaleIncrease budget 20-30% (ROAS: 5.8x)
Alpha Innovations - InfluencerWebsite4100372.38e+065.8305.710.46.952ScaleIncrease budget 20-30% (ROAS: 5.8x)
NexGen Systems - EmailFacebook2905871.686e+065.8252.99.1247.544ScaleIncrease budget 20-30% (ROAS: 5.8x)
TechCorp - SearchGoogle Ads3490952.025e+065.826311.238.421ScaleIncrease budget 20-30% (ROAS: 5.8x)
DataTech Solutions - Social MediaFacebook3446951.999e+065.826310.429.569ScaleIncrease budget 20-30% (ROAS: 5.8x)
Innovate Industries - EmailEmail3920282.271e+065.79234.311.028.176ScaleIncrease budget 20-30% (ROAS: 5.8x)
Innovate Industries - SearchYouTube4050492.345e+065.79312.49.0517.638ScaleIncrease budget 20-30% (ROAS: 5.8x)
TechCorp - EmailGoogle Ads2970361.719e+065.79283.611.577.839ScaleIncrease budget 20-30% (ROAS: 5.8x)
Innovate Industries - InfluencerYouTube3883042.243e+065.78372.58.0567.304ScaleIncrease budget 20-30% (ROAS: 5.8x)
NexGen Systems - EmailInstagram3142631.814e+065.77247.89.8158.832ScaleIncrease budget 20-30% (ROAS: 5.8x)
Innovate Industries - Social MediaGoogle Ads5496953.171e+065.77256.910.117.989ScaleIncrease budget 20-30% (ROAS: 5.8x)
Innovate Industries - Social MediaInstagram5826033.36e+065.77230.911.149.693ScaleIncrease budget 20-30% (ROAS: 5.8x)
Alpha Innovations - InfluencerGoogle Ads5129222.958e+065.77307.911.667.631ScaleIncrease budget 20-30% (ROAS: 5.8x)
DataTech Solutions - EmailGoogle Ads4108662.367e+065.76315.510.827.673ScaleIncrease budget 20-30% (ROAS: 5.8x)
TechCorp - Social MediaFacebook3418391.968e+065.76251.39.459.839ScaleIncrease budget 20-30% (ROAS: 5.8x)
Innovate Industries - EmailInstagram4041772.322e+065.74401.68.0446.572ScaleIncrease budget 20-30% (ROAS: 5.7x)
Innovate Industries - SearchInstagram4057552.326e+065.73255.39.5598.487ScaleIncrease budget 20-30% (ROAS: 5.7x)
TechCorp - DisplayEmail3897732.234e+065.73273.510.817.826ScaleIncrease budget 20-30% (ROAS: 5.7x)
DataTech Solutions - SearchGoogle Ads3623952.061e+065.69215.810.058.551ScaleIncrease budget 20-30% (ROAS: 5.7x)
TechCorp - InfluencerInstagram4953772.814e+065.68284.99.1587.548ScaleIncrease budget 20-30% (ROAS: 5.7x)
NexGen Systems - SearchInstagram4665402.646e+065.67349.310.956.618ScaleIncrease budget 20-30% (ROAS: 5.7x)
Alpha Innovations - DisplayYouTube5028862.846e+065.66326.910.876.965ScaleIncrease budget 20-30% (ROAS: 5.7x)
TechCorp - Social MediaGoogle Ads5632513.186e+065.6629512.067.589ScaleIncrease budget 20-30% (ROAS: 5.7x)
Alpha Innovations - EmailWebsite4093292.314e+065.65327.38.9837.128ScaleIncrease budget 20-30% (ROAS: 5.7x)
NexGen Systems - SearchGoogle Ads4737632.677e+065.65249.18.6769.444ScaleIncrease budget 20-30% (ROAS: 5.6x)
NexGen Systems - EmailYouTube4914982.774e+065.64310.311.227.505ScaleIncrease budget 20-30% (ROAS: 5.6x)
DataTech Solutions - InfluencerInstagram3582462.011e+065.61248.711.478.093ScaleIncrease budget 20-30% (ROAS: 5.6x)
NexGen Systems - Social MediaInstagram6118063.432e+065.61284.810.837.524ScaleIncrease budget 20-30% (ROAS: 5.6x)
Alpha Innovations - EmailFacebook4884092.74e+065.61289.89.677.863ScaleIncrease budget 20-30% (ROAS: 5.6x)
Innovate Industries - EmailGoogle Ads4680142.617e+065.59294.211.267.499ScaleIncrease budget 20-30% (ROAS: 5.6x)
Innovate Industries - InfluencerGoogle Ads3334391.852e+065.55267.910.128.044ScaleIncrease budget 20-30% (ROAS: 5.6x)
TechCorp - DisplayGoogle Ads4509972.503e+065.55272.610.357.752ScaleIncrease budget 20-30% (ROAS: 5.5x)
TechCorp - Social MediaWebsite2562231.422e+065.55263.69.0939.674ScaleIncrease budget 20-30% (ROAS: 5.5x)
TechCorp - EmailFacebook3653912.026e+065.54287.78.6598.654ScaleIncrease budget 20-30% (ROAS: 5.5x)
NexGen Systems - DisplayGoogle Ads30455616857825.54323.99.7216.729ScaleIncrease budget 20-30% (ROAS: 5.5x)
Alpha Innovations - InfluencerInstagram3144031.737e+065.52328.712.077.658ScaleIncrease budget 20-30% (ROAS: 5.5x)
DataTech Solutions - DisplayFacebook3242091.782e+065.5297.212.228.265ScaleIncrease budget 20-30% (ROAS: 5.5x)
NexGen Systems - SearchYouTube4121912.262e+065.49260.910.067.601ScaleIncrease budget 20-30% (ROAS: 5.5x)
DataTech Solutions - SearchWebsite4247032.327e+065.48307.313.127.259ScaleIncrease budget 20-30% (ROAS: 5.5x)
Innovate Industries - SearchEmail3112031.692e+065.44250.29.8798.111ScaleIncrease budget 20-30% (ROAS: 5.4x)
Alpha Innovations - DisplayFacebook4712612.556e+065.42285.812.247.016ScaleIncrease budget 20-30% (ROAS: 5.4x)
Alpha Innovations - Social MediaWebsite4002882.165e+065.41221.611.089.987ScaleIncrease budget 20-30% (ROAS: 5.4x)
Innovate Industries - InfluencerFacebook3552731.906e+065.37343.910.656.14ScaleIncrease budget 20-30% (ROAS: 5.4x)
Innovate Industries - SearchWebsite4044142.169e+065.36280.79.1278.421ScaleIncrease budget 20-30% (ROAS: 5.4x)
Innovate Industries - DisplayYouTube3564711.904e+065.34307.88.9227.604ScaleIncrease budget 20-30% (ROAS: 5.3x)
DataTech Solutions - EmailWebsite3712161.962e+065.28340.510.656.877ScaleIncrease budget 20-30% (ROAS: 5.3x)
DataTech Solutions - InfluencerGoogle Ads4760172.512e+065.28311.810.168ScaleIncrease budget 20-30% (ROAS: 5.3x)

Interpretation

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.

Table 9

Budget Recommendations

Reallocation strategy by performance tier

Budget reallocation recommendations by tier

tieractioncampaign_counttotal_spendpct_spendavg_roasrationale
ScaleIncrease budget +20-30%150627097941005.998ROAS above 3x target; high confidence in returns

Interpretation

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.

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