Multi-Channel Traffic Source Comparison

Multi-Channel Funnel Analysis

Period: User-provided data
AOV: $120
Total Visitors: 16,000
Total Revenue: $146,400

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Channel Performance Comparison

Google Ads:

Step	Users	Step Conv. %	Cumulative Conv. %	Revenue
Visitors	5,000	-	100%	-
Product Views	2,500	50%	50%	-
Add to Cart	1,000	40%	20%	-
Purchase	500	50%	10%	$60,000

Facebook Ads:

Step	Users	Step Conv. %	Cumulative Conv. %	Revenue
Visitors	8,000	-	100%	-
Product Views	2,400	30%	30%	-
Add to Cart	720	30%	9%	-
Purchase	216	30%	2.7%	$25,920

Email:

Step	Users	Step Conv. %	Cumulative Conv. %	Revenue
Visitors	3,000	-	100%	-
Product Views	2,100	70%	70%	-
Add to Cart	840	40%	28%	-
Purchase	504	60%	16.8%	$60,480

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Key Findings

🏆 Winner: Email

• Highest overall conversion: 16.8% (vs 10% Google, 2.7% Facebook)
• Highest revenue per visitor: $20.16
• Best engagement: 70% view products
• Best purchase conversion: 60% from cart to purchase
• Revenue: $60,480 (41% of total from 19% of traffic)

📊 Runner-Up: Google Ads

• Solid conversion rate: 10%
• Revenue per visitor: $12.00
• Balanced funnel: 50% → 40% → 50% through stages
• Revenue: $60,000 (41% of total from 31% of traffic)

⚠️ Underperformer: Facebook Ads

• Lowest conversion: 2.7% (84% worse than Email, 73% worse than Google)
• Consistent 30% conversion at every stage (suspiciously uniform)
• Revenue per visitor: $3.24 (84% worse than Email)
• Revenue: $25,920 (18% of total despite 50% of traffic)
• Major red flag: Getting 50% of visitors but only 18% of revenue

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Critical Bottlenecks by Channel

Facebook Ads Issue: Catastrophic Performance Across All Steps

Every stage is failing at 30% conversion (70% drop-off):

1. Visitor → Product: 30% vs 50% (Google) and 70% (Email)

   • Losing 5,600 visitors immediately
   • Poor landing page match or completely wrong audience targeting
   • Gap to Email: 40 percentage points

2. Product → Cart: 30% vs 40% (Google/Email)

   • Losing 1,680 product viewers

3. Cart → Purchase: 30% vs 50% (Google) and 60% (Email)

   • Losing 504 carts

If Facebook matched Email performance:

• Visitors→Product (70%): 8,000 × 0.70 = 5,600 product views (vs 2,400 current)
• Product→Cart (40%): +1,280 additional carts (5,600 × 0.40 = 2,240 total)
• Cart→Purchase (60%): +864 additional purchases (2,240 × 0.60 = 1,344 total)
• Revenue impact: +1,128 customers × $120 = +$135,360/month (+522% improvement)

Google Ads Issue: Visitor → Product Drop-Off

• Only 50% view products (vs 70% for Email)
• Losing 2,500 visitors at first step
• Opportunity: Improve to 70% (match Email) = +1,000 product views → +400 carts → +200 purchases → +$24,000/month

Email: Already Optimized

• Performing well across all stages
• Highest engagement and intent
• Cart abandonment is lowest (60% purchase rate)

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Investment Recommendations

Priority 1: Fix Facebook Ads Immediately (Potential: $135K/month)

Facebook is hemorrhaging money. The perfectly consistent 30% conversion at every stage suggests:

• Wrong audience targeting (too broad or mismatched)
• Poor ad-to-landing page message match
• Low-intent traffic (clicks but no purchase intent)

Two Options:

Option A - Emergency Optimization:

• Week 1: Audit audience targeting
  • Review demographic/interest targeting
  • Compare Facebook audience to Email/Google converters
  • Test lookalike audiences based on existing customers
• Week 2: Fix landing page mismatch
  • Create Facebook-specific landing pages
  • Match ad creative messaging to landing page
  • Test different ad copy/imagery
• Week 3: Implement retargeting only
  • Pause cold traffic campaigns
  • Focus on website visitors and engaged users
  • Test Dynamic Product Ads for cart abandoners
• Goal: Bring conversion from 2.7% → 6% (still below others, but viable)
• Impact at 6%: 480 purchases = $57,600 (+$31,680 revenue)

Option B - Reallocate Budget (Recommended):

• Pause Facebook spend immediately
• Redirect budget to Email list growth and Google Ads
• Facebook traffic quality is 84% worse than Email
• Even after optimization, unlikely to match Email/Google performance
• Better ROI: Invest in Email marketing to grow that 3,000 visitor base

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Priority 2: Expand Email Marketing (Highest ROI channel)

• Current performance: $20.16 revenue per visitor (best channel)
• Action: Grow email list and increase email send frequency
• Tactics:
  • Implement email capture popups with incentives (10% off)
  • Create lead magnets (buying guides, lookbooks)
  • Increase email frequency (weekly→2x/week)
  • Segment emails by past behavior
  • Implement abandoned cart email sequences
  • Create win-back campaigns for inactive subscribers
• Opportunity: +2,000 monthly email visitors = +336 customers = +$40,320/month

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Priority 3: Optimize Google Ads Landing Pages (Good baseline, clear fix)

• Current performance: $12.00 revenue per visitor
• Issue: Only 50% view products (vs 70% Email)
• Root cause: Landing page not matching ad expectations
• Tactics:
  • Improve ad-to-page message match
  • Reduce page load time (<2 seconds)
  • Add trust signals above the fold
  • Test headline variations
  • Implement urgency/scarcity messaging
  • A/B test different landing page layouts
• Opportunity: Improve visitor→product 50%→70% = +1,000 views → +200 purchases = +$24,000/month

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Revenue Impact Summary

Email Expansion: +$40,320/month
Google Ads Optimization: +$24,000/month
Facebook Ads (if fixed to 6%): +$31,680/month
Facebook Budget Reallocation (recommended): Save ad spend + invest in Email/Google with 3-6x better ROI

Total Potential with All Improvements: +$96,000/month (+66% revenue increase)

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Recommended Budget Allocation

Current State Analysis:

• Email: 19% of traffic → 41% of revenue (2.2x efficiency)
• Google: 31% of traffic → 41% of revenue (1.3x efficiency)
• Facebook: 50% of traffic → 18% of revenue (0.36x efficiency)

If maintaining Facebook (after fixes):

• Current implied: 50% Facebook / 31% Google / 19% Email effort
• Recommended: 20% Facebook / 35% Google / 45% Email

If cutting Facebook (recommended):

• Aggressive: 0% Facebook / 45% Google / 55% Email growth
• Redirect all Facebook ad spend to:
  • Email list growth campaigns (lead ads, content marketing)
  • Google Ads expansion (more keywords, higher bids)
  • Organic search/SEO

Key principle: Facebook is delivering 1/6th the revenue per visitor compared to Email. Unless you can dramatically improve it, this is a money pit.

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Testing Roadmap

Week 1-2: Facebook Emergency Audit

• Pause worst-performing campaigns
• Test audience refinements
• Create channel-specific landing pages
• Decision point: If no improvement to 5%+ conversion, pause Facebook entirely

Week 3-4: Email List Growth

• Launch email capture campaigns
• Implement abandoned cart emails
• Create first lead magnet
• Target: +1,000 email subscribers

Month 2: Google Ads Optimization

• A/B test landing pages
• Optimize page speed
• Expand keyword targeting
• Target: Improve visitor→product from 50%→60%

Month 3: Scale Winners

• Double down on Email marketing
• Increase Google Ads budget by 30%
• Either optimize Facebook or eliminate entirely
• Target: +$60K monthly revenue

Conservative Total Impact: +$60K/month (Email + Google improvements)
If all targets hit: +$96K/month (all three channels optimized)

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Immediate Action Items

1. Today: Audit Facebook Ads audience targeting
2. This week: Calculate actual Facebook CPA and compare to Google/Email
3. This week: Implement email capture popup on site
4. Next week: Create abandoned cart email sequence
5. Within 2 weeks: A/B test Google Ads landing pages
6. Within 1 month: Decide to fix or kill Facebook Ads based on Week 1-2 results

Bottom line: Email is your goldmine (16.8% conversion, $20/visitor). Facebook is burning money (2.7% conversion, $3/visitor). Shift resources accordingly.