Truth-based acquisition analytics: reconcile platform ROAS against actual Shopify data, measure true new-customer CAC net of existing-buyer contamination, and identify which channels deliver incremental reach at LTV-positive economics.
| Channel | Total Spend | New Customers | New Rev % | True CAC | Platform ROAS | Actual ROAS | Gap |
|---|---|---|---|---|---|---|---|
| Meta (Facebook/Instagram) | $127,450 | 1,842 | 58.3% | $38.21 | 4.12x | 3.48x | +18.4% |
| Google Ads (Search) | $89,320 | 982 | 71.2% | $47.55 | 3.84x | 3.61x | +6.4% |
| TikTok Ads | $56,780 | 1,127 | 82.1% | $33.94 | 3.92x | 3.74x | +4.8% |
| Google Shopping | $42,180 | 296 | 43.7% | $61.22 | 5.21x | 3.89x | +33.9% |
| Pinterest Ads | $18,920 | 387 | 76.4% | $29.87 | 2.94x | 2.81x | +4.6% |
| Snapchat Ads | $12,450 | 241 | 88.9% | $31.16 | 2.71x | 2.65x | +2.3% |
| Total / Blended | $347,100 | 4,875 | 66.8% | $42.15 | 3.89x | 3.29x | +18.2% |
| Creative Cluster | Impressions | CTR | Add-to-Cart | Purchase Rate | Full-Funnel CVR | CPA | Status |
|---|---|---|---|---|---|---|---|
| UGC Testimonial (Static) | 1,247,820 | 3.84% | 18.2% | 6.71% | 0.47% | $38.12 | Active |
| Problem-Agitation (Video) | 982,450 | 4.12% | 21.7% | 7.84% | 0.70% | $33.27 | Active |
| Lifestyle Photography | 1,543,290 | 2.17% | 12.4% | 4.38% | 0.12% | $67.82 | Paused |
| Before/After Comparison | 672,180 | 5.48% | 24.9% | 9.12% | 1.24% | $28.94 | Active |
| Feature Carousel | 834,920 | 2.94% | 16.1% | 5.87% | 0.28% | $49.36 | Testing |
| Founder Story (Video) | 421,380 | 3.67% | 19.4% | 7.21% | 0.51% | $41.18 | Active |
| Landing Page | Visits | Bounce Rate | Avg. Session (s) | Conversion Rate | Revenue/Visit | Total Revenue |
|---|---|---|---|---|---|---|
| /products/signature-bundle | 18,427 | 42.3% | 187 | 8.94% | $12.83 | $236,398 |
| /collections/new-arrivals | 14,892 | 38.1% | 203 | 6.72% | $9.47 | $141,027 |
| /pages/holiday-promo-2024 | 22,184 | 51.7% | 142 | 4.28% | $5.61 | $124,452 |
| /products/best-seller-kit | 9,327 | 36.9% | 221 | 10.84% | $14.72 | $137,293 |
| /collections/gift-sets | 11,748 | 44.2% | 168 | 5.93% | $7.28 | $85,533 |
| /pages/quiz-product-finder | 7,492 | 29.4% | 312 | 12.17% | $16.94 | $126,915 |
| /products/limited-edition-drop | 6,183 | 47.8% | 156 | 7.41% | $8.92 | $55,153 |
| /collections/all-products | 13,927 | 58.3% | 97 | 2.84% | $3.21 | $44,706 |
Platform ROAS is 33.9% higher than Shopify actuals. 56.3% of attributed revenue comes from returning customers. Reduce budget by 25% and reallocate to TikTok.
82.1% new customer revenue, lowest true CAC ($33.94), minimal platform gap (+4.8%). Incremental reach still at 71.4%. Increase budget 40% immediately.
Incremental reach dropped to 62.8%, avg frequency at 4.7x (CPA degrades above 5x). Refresh creative every 14 days and expand lookalike audience tiers.
Quiz finder converts at 12.17% ($16.94/visit) vs. holiday promo at 4.28% ($5.61/visit). Redirect 30% of promo traffic to quiz, potential +$47K monthly revenue.