Ecommerce Acquisition & Paid Channel Efficiency

Velta Active | Last 90 Days | Updated 2 hours ago

META iROAS BELOW TARGET
38% CREATIVES FATIGUED
Blended iROAS
2.31x
↑ 0.14 vs prior 12w
New Customer Rate
34.7%
↓ 6.5pp vs 8w ago
Avg New Cust CAC
$67
↓ $8 vs 90d avg
Meta 7d CPM
$21.60
↑ 21% vs 90d avg
Email RPM
$4.82
↑ $0.41 MoM
UGC Format CAC
$51
Best format, -35% vs avg

Marginal ROAS Diminishing Returns Curve

Meta weekly spend vs marginal iROAS — inflection point at ~$42K/week

iROAS vs Attributed ROAS by Channel

Incrementality gap reveals true performance

CPM Trend by Platform

7-day average vs 90-day baseline

Landing Page CVR by Source & Device

ATC-to-Purchase Rate by Segment

Attribution Window Sensitivity

Creative Performance & Fatigue Table

15 active creatives — 38% flagged for fatigue (CTR decay >30%)

Creative ID Format Weekly Spend CTR 7d CTR Decay New Cust CAC Status
VD-0047 Video $89,200 1.34% ↓ 41% $83 FATIGUED
UGC-0021 UGC $52,100 2.87% ↑ 3% $51 ACTIVE
ST-0103 Static $41,800 1.92% ↓ 34% $78 FATIGUED
VD-0052 Video $38,600 2.21% ↓ 18% $71 ACTIVE
UGC-0024 UGC $34,900 2.64% ↑ 7% $49 ACTIVE
ST-0108 Static $29,400 1.58% ↓ 38% $81 FATIGUED
VD-0049 Video $26,700 2.03% ↓ 22% $76 MONITOR
UGC-0019 UGC $23,500 2.41% ↓ 12% $54 ACTIVE
ST-0112 Static $19,800 1.73% ↓ 31% $79 FATIGUED
VD-0051 Video $17,200 1.98% ↓ 15% $74 ACTIVE

New Customer Rate Trend by Week

12-week trend — declining from 41.2% to 34.7%

Email & SMS Revenue per Subscriber/Month

Owned channel efficiency

Paid Social New Customer CAC by Creative Format

UGC outperforms by 35% — reallocate budget from static/video

Channel Efficiency Scorecard

Bubble size = weekly spend | X = new customer CAC | Y = 90d retention-weighted iROAS