Cross-Channel Ad Performance

Key Metrics Overview

Total Spend

$130,245

across 3 platforms

Impressions

40.5M

$3.22 CPM avg

Total Conversions

13,363

1.94% avg CVR

Avg CPA

$9.75

weighted across channels

Avg CTR

1.70%

688K total clicks

Budget Allocation vs. Conversion Output

Where the money goes vs. where the conversions come from — misalignment signals optimization opportunity

💡 Key Insight

TikTok is over-indexed on spend relative to conversions. It consumes 57% of budget but delivers only 50.5% of conversions, at the highest CPA ($11.00). Facebook shows the opposite pattern — 14% of spend driving 17.9% of conversions. Consider reallocating 5-10% of TikTok budget toward Facebook retargeting, which has a $5.95 CPA.

Performance Trends

Daily Spend by Channel

30-day trend · stacked area

CPA by Channel

Cost per acquisition trend

Campaign Breakdown

All Campaigns — Ranked by CPA Efficiency

Lower CPA = higher efficiency · green dot = top quartile

Platform	Campaign	Spend	Conv.	CPA	CTR	CVR	Efficiency

Channel Efficiency Matrix

CPA vs. Conversion Volume — bubble size = spend

📊 Executive Summary & Recommendations

Across the 30-day period, the three-channel portfolio spent $130,245 to generate 13,363 conversions at a blended $9.75 CPA. Google Search Brand and Facebook Retargeting are the efficiency leaders at $5.10 and $5.95 CPA respectively — these are proven, intent-driven channels that should be scaled first. Google Generic Search is the outlier at $24.80 CPA — keyword refinement and negative keyword expansion would likely bring this in line. TikTok delivers massive reach (28.7M impressions, 71% of total) at the lowest CPM ($2.59), making it ideal for top-of-funnel awareness. Its 26% video completion rate suggests strong creative resonance, but the conversion path needs optimization to justify its 57% spend share. Action items: (1) Shift 10% of TikTok budget to Facebook Retargeting, (2) Audit Google Generic Search keywords, (3) Test TikTok-to-landing-page funnel improvements.