Marketing Channel Attribution & ROI Efficiency

Prism Demand Co. · Q2 2024 · Total Spend $1.84M

Blended Marketing ROI
3.8x
+0.4x vs Q1
Avg LTV:CAC
4.2
+0.6 vs Q1
Avg Payback Period
11.3mo
-1.8mo vs Q1
Cost Per Pipeline $
$0.26
-$0.03 vs Q1
Incremental Lift (Avg)
1.28
Organic highest 1.52
Cross-Channel Assist
38%
Multi-touch rate

Channel ROI Comparison (Q2 2024)

LTV:CAC Ratio by Channel

Payback Period (Months)

Spend Share vs Revenue Contribution Delta

Incremental Lift Index by Channel

Multi-Touch Attribution Assist Flow

Channels sorted by first-touch to last-touch contribution. Width = pipeline volume.
Organic SEO Paid Social Email Paid Search Affiliate Paid Search Email Direct First Touch Last Touch
38% of closed deals involved 2+ channels. Organic→Paid Search is highest-volume assist path.

Marginal ROAS at Current Spend

Organic SEO 5.2x
Email 4.8x
Paid Search 3.2x
Paid Social 1.9x

Time-to-Revenue Lag (Days)

Direct 32d
Paid Search 58d
Email 71d
Organic SEO 89d
Paid Social 112d

Brand vs Non-Brand ROI

Paid Search – Brand
6.4x
$142K spend, $912K pipeline
Paid Search – Non-Brand
2.8x
$318K spend, $890K pipeline
Paid Social – Brand
3.2x
$78K spend, $250K pipeline
Paid Social – Non-Brand
1.6x
$392K spend, $627K pipeline · iOS impact

Channel ROI Detail Table

Channel Q2 Spend Pipeline Gen Blended ROI LTV:CAC Payback (mo) Lift Index Assist % CPL
Organic SEO $221K $1,138K 5.1x 5.8 8.9 1.52 42% $124
Email $168K $812K 4.8x 5.2 9.4 1.38 51% $96
Paid Search $460K $1,802K 3.9x 4.1 10.8 1.21 38% $218
Direct $98K $342K 3.5x 4.6 11.2 1.18 22% $142
Affiliate $423K $1,184K 2.8x 3.2 14.6 1.14 18% $284
Paid Social $470K $877K 1.9x 2.1 18.3 1.08 34% $412
Alert: Paid Social ROI dropped from 3.1x to 1.9x in Week 8 due to iOS 17.2 audience contraction (+42% CPM). Recommend immediate budget reallocation to Organic SEO or Email.

Weekly ROI Trend – Paid Social (Q2)

Week 8 shows sharp drop from 3.1x → 1.9x ROI (iOS 17.2 impact). Spend held flat at ~$38K/week.

Recommended Budget Reallocation

Organic SEO +$180K (12% → 22%)
Email +$120K (9% → 16%)
Paid Social -$300K (26% → 9%)
Projected blended ROI: 4.6x (+0.8x). Payback: 9.8mo (-1.5mo). LTV:CAC: 5.1 (+0.9).
Data as of June 30, 2024 · Prism Demand Co. Internal Attribution Model v3.2