Multi-Platform with Target ROAS Analysis

=== MULTI-PLATFORM AD PERFORMANCE ANALYSIS ===
Time Period: August 2024
Platforms: Google Ads, Meta Ads, LinkedIn Ads

=== BLENDED METRICS ===
Total Ad Spend: $28,000
Total Conversions: 1,858
Total Conversion Value: $446,510
Blended ROAS: 15.9x (Target: 5.0x)
Average CPA: $15.07
Performance vs. Target: +218.9% Above Target

=== PLATFORM COMPARISON ===

| Platform | Spend | Conv | Conv Value | ROAS | CPA | Rev Share |
|———–|———–|—––|———––|—––|–––––|———–||
| Google | $ 12,500 | 840 | $ 194,540 | 15.6x | $ 14.88 | 43.6% |
| Meta | $ 10,200 | 936 | $ 230,650 | 22.6x | $ 10.90 | 51.7% |
| LinkedIn | $ 5,300 | 82 | $ 21,320 | 4.0x | $ 64.63 | 4.8% |

Platform Rankings:
1st Place - Meta: Highest ROAS (22.6x) and lowest CPA ($10.90)
2nd Place - Google: Highest volume (840 conversions), strong ROAS (15.6x)
3rd Place - LinkedIn: Below target ROAS (4.0x vs 5.0x target), CPA 5.9x higher than Meta

=== PERFORMANCE ALERTS ===

CRITICAL: LinkedIn Underperforming

• ROAS: 4.0x (-19.5% below 5.0x target)
• CPA: $64.63 (493% higher than Meta)
• Consuming 18.9% of budget, generating only 4.8% of revenue

STRENGTH: Meta Efficiency

• ROAS: 22.6x (+352.3% above target)
• Retargeting_Dynamic delivering 21.8x ROAS at $2,900 spend
• Room to scale with strong unit economics

=== TOP PERFORMERS (by Campaign ROAS) ===

1. Meta - Retargeting_Dynamic
   Spend: $2,900 | Conversions: 245 | Revenue: $63,210
   ROAS: 21.8x | CPA: $11.84
   SCALING OPPORTUNITY: High efficiency with medium spend

2. Meta - August_Collection_Feed
   Spend: $3,800 | Conversions: 412 | Revenue: $97,340
   ROAS: 25.6x | CPA: $9.22
   SCALING OPPORTUNITY: Highest revenue generator with exceptional ROAS

3. Google - Shopping_Summer_Sale
   Spend: $4,200 | Conversions: 385 | Revenue: $89,250
   ROAS: 21.3x | CPA: $10.91
   STRONG PERFORMER: Largest single campaign, solid efficiency

=== UNDERPERFORMERS ===

LinkedIn - Sponsored_Content_B2B
Spend: $2,100 | ROAS: 4.2x (16% below target)
CPA: $61.76 (5.2x higher than top performers)

LinkedIn - Lead_Gen_Forms
Spend: $1,800 | ROAS: 4.2x (16% below target)
CPA: $62.07

LinkedIn - Text_Ads_Retargeting
Spend: $900 | ROAS: 3.5x (30% below target)
CPA: $75.00 (highest in portfolio)

=== RECOMMENDATIONS ===

1. Reduce LinkedIn Budget by 60% [HIGH PRIORITY - Risk Mitigation]
   Current: $5,300/mo -> Recommended: $2,100/mo (-$3,200)

   Rationale:

   • LinkedIn ROAS (4.0x) is 57% below Meta (22.6x) and 45% below Google (15.6x)
   • CPA is $64.63 vs $10.90 (Meta) - paying 5.9x more per conversion
   • All 4 LinkedIn campaigns underperform target
   • Platform consumes 18.9% of budget but generates only 4.8% of revenue

   Action: Keep only Sponsored_Content_B2B ($2,100), pause other three campaigns
   Expected Impact: Reallocate $3,200 to higher-performing channels

2. Scale Meta Budget by $2,700 [HIGH PRIORITY - Growth Opportunity]
   Current: $10,200/mo -> Recommended: $12,900/mo (+$2,700)

   Rationale:

   • Meta delivers highest ROAS (22.6x) at lowest CPA ($10.90)
   • August_Collection_Feed: 25.6x ROAS with $3,800 spend - significant headroom
   • Retargeting_Dynamic: 21.8x ROAS shows strong demand signal

   Budget Allocation:

   • August_Collection_Feed: $3,800 -> $5,500 (+$1,700)
   • Retargeting_Dynamic: $2,900 -> $4,000 (+$1,100)

   Expected Impact: +$62,100 additional revenue at ~23x ROAS

3. Increase Google Shopping by 25% [STRATEGIC - Volume Growth]
   Current: $4,200/mo -> Recommended: $5,250/mo (+$1,050)

   Rationale:

   • Shopping_Summer_Sale delivers 21.3x ROAS with strong volume (385 conversions)
   • Lowest CPA in Google portfolio ($10.91)
   • Shopping campaigns typically have more scale capacity than search

   Expected Impact: +$22,300 revenue (+81 conversions) while maintaining 21x+ ROAS

=== BUDGET REALLOCATION SUMMARY ===

Proposed Changes:

• LinkedIn: $5,300 -> $2,100 (-$3,200)
• Meta: $10,200 -> $12,900 (+$2,700)
• Google Shopping: $4,200 -> $5,250 (+$1,050)

Total Spend: $28,000 -> $29,000 (+$1,000 or +3.6%)

Expected Performance:

• Projected Revenue: $446,510 -> $540,000 (+$94,000 or +21%)
• Projected ROAS: 15.9x -> 17.9x (+2.0x or +12%)

=== EXECUTIVE SUMMARY ===

August 2024 delivered strong results with $446,510 in conversion value at 15.9x ROAS, beating the 5.0x target by 219%. However, performance is unevenly distributed across platforms, creating a significant reallocation opportunity.

Critical Finding: LinkedIn underperforms dramatically at 4.0x ROAS - 57% below Meta’s 22.6x and 45% below Google’s 15.6x. Despite consuming 18.9% of the $28K budget, LinkedIn generates only 4.8% of total revenue. All four LinkedIn campaigns miss the 5.0x target, with CPAs ranging from $61-$75 compared to Meta’s $10.88 average.

Strategic Opportunity: Meta shows exceptional efficiency (22.6x ROAS, $10.90 CPA) with clear scaling headroom. The August_Collection_Feed campaign alone delivers 25.6x ROAS on $3,800 spend, while Retargeting_Dynamic achieves 21.8x on $2,900 spend.

Recommended Action: Execute a strategic reallocation: reduce LinkedIn by 60% (-$3,200), scale Meta by +$2,700, and increase Google Shopping by +$1,050. This shift maintains the budget near $29K while projecting +$94K incremental revenue (+21%) and improving blended ROAS to ~17.9x.

=== ANALYSIS COMPLETE ===
Platform with Underperformance: LinkedIn Ads
Severity: HIGH - All campaigns below target, ROAS 57% below top performer
Recommended Action: Reduce budget 60% and reallocate to Meta/Google