Paid Acquisition & ROAS Optimization

True ROAS (CRM)

3.8x

+0.4x vs prior period

Total Paid Spend

$168.4K

+5.2% MoM

CRM-Validated Conversions

247

+31 vs prior

Blended CPC

$4.82

+$0.34 MoM

CPSQL

$412

-$58 MoM

Platform vs CRM Delta

28.4%

Stable

Marginal ROAS by Spend Tier

Platform-Reported vs CRM-Validated Conversions

Creative Fatigue Detection

Spend Allocation — Current Month

Impression Share Analysis

Audience Overlap Matrix

G Remarket

LI ABM

M Lookalike

M Retarget

G In-Market

G Remarket

—

18%

22%

47%

12%

LI ABM

18%

—

25%

14%

9%

M Lookalike

22%

25%

—

34%

16%

M Retarget

47%

14%

34%

—

28%

G In-Market

12%

9%

16%

28%

—

Weekly Channel Performance Trends

Landing Page Conversion Performance

Incrementality Test Results

Campaign Detail Table

Campaign Name	Platform	Objective	Spend	Clicks	CTR	Platform Conv	CRM Conv	CRM ROAS	Fatigue
Non-Brand — Data Protection	Google	Lead Gen	$28,400	8,230	2.0%	189	142	5.2x	22
ABM — Enterprise Target List	LinkedIn	Lead Gen	$24,600	2,840	1.5%	67	41	3.8x	35
Lookalike — Website Visitors	Meta	Prospecting	$14,200	12,400	1.4%	234	156	2.9x	58
Brand — CloudVault	Google	Brand	$12,100	18,900	7.7%	312	287	8.1x	12
Retargeting — Demo Visitors	Meta	Retarget	$8,600	4,120	1.2%	98	34	1.4x	71
Sponsored Content — CISO	LinkedIn	Awareness	$15,400	1,870	1.2%	42	28	2.1x	44
Display — In-Market Security	Google	Prospecting	$9,800	3,600	0.3%	28	11	1.2x	38
Video — Product Demo	Meta	Awareness	$11,200	6,780	1.2%	89	52	1.8x	63
Competitor Conquest — ShieldStack	Google	Conquest	$18,600	4,560	2.3%	112	78	3.4x	29
InMail — VP Engineering	LinkedIn	Lead Gen	$8,200	1,240	3.6%	31	22	4.1x	18
DSP — B2B Tech Publishers	Programmatic	Prospecting	$7,400	2,100	0.1%	14	5	0.7x	42
Dynamic Retargeting — Pricing Page	Google	Retarget	$9,900	5,670	2.0%	145	89	3.2x	51

Day-of-Week Performance Heatmap

Google

LinkedIn

Meta

All

Mon

3.6x

3.2x

3.8x

3.6x

Tue

4.8x

4.1x

4.9x

4.5x

Wed

4.4x

4.3x

4.6x

4.4x

Thu

4.1x

3.6x

4.1x

3.9x

Fri

3.2x

2.8x

3.6x

3.2x

Sat

2.1x

0.8x

3.6x

2.4x

Sun

2.4x

1.1x

3.8x

2.8x

Budget Reallocation Recommendation

Projected ROAS improvement: 3.8x → 4.3x