Cross-Channel Campaign Performance

NovaStack B2B SaaS • $520K/mo Advertising Spend

Current Period
Dec 1–28, 2024
Day 24 of Flight
Meta ROAS Gap: 3.2× → 1.9× verified Pacing +7% overshoot CTV iROAS 1.72× validated
cmROAS
2.84×
+0.12
Blended CAC
$184
+$9
Total Spend
$416K
80% of plan
Verified Conversions
2,261
+142
Channel Mix HHI
0.28
Moderate conc.
Realloc Score
8.2
High opportunity

Verified vs Platform-Reported ROAS Gap by Channel

Platform over-reporting most severe on Meta (+68%) and Display (+52%). CTV and Audio aligned within 10%.

Contribution-Margin-Adjusted ROAS

Incremental ROAS from Holdout Tests

Blended CAC by Acquisition Cohort

Marginal ROAS at Current Spend Tier

Spend Pacing Variance vs. Flight Plan

Channel Mix Concentration (30-Day)

Cost Per Qualified Conversion (Post-CRM Filter)

Channel Raw Conv. Qualified Filter % CPQC vs Avg
Meta 842 521 61.9% $298 +62%
Google Search 634 567 89.4% $142 -23%
LinkedIn 289 271 93.8% $221 +20%
Connected TV 412 356 86.4% $176 -4%
Display 318 187 58.8% $312 +70%
Audio (Spotify) 156 134 85.9% $201 +9%
Blended 2,651 2,036 76.8% $184 —

Budget Reallocation Opportunity Analysis

Reduce Allocation ↓

Meta
Verified ROAS 1.9× (reported 3.2×)
-$28K
-18%
Display
CPQC $312 (+70% vs avg)
-$12K
-21%

Increase Allocation ↑

Connected TV
iROAS 1.72× validated in holdout
+$35K
+56%
Google Search
CPQC $142, 89% qualification
+$5K
+5%
Projected Impact
Reallocation expected to lift blended cmROAS from 2.84× to 3.12× (+10%) while maintaining total spend envelope.