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E-commerce ROAS-Based Channel Reallocation
Evaluates 5 months of e-commerce marketing data using ROAS metrics: Facebook 3.2x, Google Shopping 5.8x, TikTok 1.9x. Identifies Google Shopping as severely underfunded (33% of budget despite 5.8x ROAS) and TikTok as underperformer (1.9x ROAS consuming 22% of budget). Recommends shifting $10K-$18K to Google Shopping from TikTok and Facebook. Projects 24-47% revenue increase and blended ROAS improvement from 3.78x to 4.65x-5.20x. Demonstrates handling of ROAS metrics vs CAC and provides detailed scaling guidance for each channel.
Input
What you provide to the skill
E-commerce brand with 5 months: Facebook $20k/mo 3.2x ROAS, Google Shopping $15k/mo 5.8x ROAS, TikTok $10k/mo 1.9x ROAS. Goal: improve blended ROAS.
Output
What the skill generates for you
Budget Allocation Analysis & Recommendations
Current Performance Summary
| Channel | Monthly Spend | ROAS | Revenue | Efficiency Rank |
|---|---|---|---|---|
| Google Shopping | $15,000 | 5.8x | $87,000 | #1 (Excellent) |
| $20,000 | 3.2x | $64,000 | #2 (Acceptable) | |
| TikTok | $10,000 | 1.9x | $19,000 | #3 (Poor) |
| TOTAL | $45,000 | 3.78x | $170,000 | - |
Critical Finding: Google Shopping (5.8x ROAS) is 3x more efficient than TikTok (1.9x) yet receives only 33% of budget. TikTok’s 1.9x ROAS is critically low.
Recommended Reallocation - Conservative Scenario
| Channel | Current | Recommended | Change |
|---|---|---|---|
| Google Shopping | $15,000 | $25,000 | +$10,000 (67%) |
| $20,000 | $17,000 | -$3,000 (15%) | |
| TikTok | $10,000 | $3,000 | -$7,000 (70%) |
| TOTAL | $45,000 | $45,000 | $0 |
Expected Impact:
- Projected revenue: $210K-$220K/month (+$40K-50K, +24-29% increase)
- Projected blended ROAS: 4.65x-4.90x (+0.87-1.12x, +23-30% improvement)
- Confidence: High (75-80%)
- Timeline: 30-60 days
Aggressive Scenario: $33K to Google Shopping projects $230K-$250K revenue (+35-47%) with 4.80x-5.20x ROAS. Requires +$3K total budget increase.
Channel-Specific Recommendations
Google Shopping (+$10K): Expand product feed, increase bids on top SKUs, test Performance Max. Monitor for 10-20% efficiency degradation at higher spend.
Facebook (-$3K): Focus on top audiences only, pause underperformers. May improve efficiency at lower, focused spend.
TikTok (cut to $3K): Keep only best creative, use as testing ground, re-evaluate in 90 days.
Implementation Timeline
- Weeks 1-2: Audit campaigns, plan scaling strategy
- Weeks 3-4: Scale Google gradually ($15K→$18K→$21K→$25K), cut TikTok to $6K then $3K
- Months 2-3: Monitor daily ROAS, optimize based on results
Limitations: Does not account for audience saturation, cross-channel attribution effects, customer LTV differences, or seasonality.
About This Skill
Analyze historical marketing channel performance and get actionable budget reallocation recommendations to maximize ROI.
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