Paid Media Efficiency & Blended ROAS Optimization

Meridian Nutrition · Last 90 Days · Updated Dec 2024

Blended New Customer CAC
$71.40
+32.2% vs. target
Marketing Efficiency Ratio
3.6
-16.3% vs. baseline
Channel Cannibalization
31.2%
Above 25% threshold
Incrementality-Adj ROAS
2.8×
Blended across channels
New Customer Revenue %
62%
Target 65%+
Avg CAC Payback (Days)
47
+11 vs. Q3

Blended CAC Waterfall by Channel

Reported vs. Incrementality-Adjusted ROAS by Channel

Frequency-to-Conversion Ratio by Audience

Creative Fatigue Index (Days Live vs. CTR Drop)

New vs. Returning Customer Revenue (Paid-Sourced)

Channel Budget Cannibalization Flow

Shows overlap: customers attributed to multiple channels. 31.2% of conversions have multi-channel touchpoints within 7-day window.

CAC Payback Period by Channel (Days)

Cost Per Engagement by Creative Format

Creative Performance & Fatigue Table

Creative Concept Channel Days Live Impressions CTR % CTR Drop % Cost/Conv Fatigue Action
Athlete Testimonial A Meta 14 1,240,000 2.8% -18% $68 Medium Refresh in 7d
Product Demo Loop TikTok 6 890,000 3.4% -4% $74 Low Scale budget
Before/After Grid Meta 21 2,100,000 1.9% -42% $89 Critical Pause now
Ingredient Story Meta 9 640,000 2.4% -9% $71 Low Monitor
UGC Carousel Pinterest 18 420,000 1.2% -31% $102 High Replace creative
Quick Wins Listicle Google Display 12 1,560,000 0.9% -22% $84 Medium Test new hook
Science Explainer TikTok 4 310,000 4.1% +2% $61 Low Scale budget
Founder Message Meta 27 1,820,000 1.6% -48% $96 Critical Retire

Spend vs. Inc-Adj ROAS Quadrant

Top-right: scale. Bottom-right: cut budget.

Marketing Efficiency Ratio (90-Day Trend)