SEM Dashboard — Budget Pacing, Waste Reduction & Spend Efficiency
Vanta Facilities Management Platform • Month-to-Date: $187.3K / $215K Budget (87.1%)
Export Report
Budget Pacing Variance
+4.2%
Target CPA Compliance
67%
IS × Budget Efficiency
0.71
Neg. Keyword Coverage
35%
CPQO (Qualified Pipeline)
$1,840
Budget Pacing — Actual vs. Ideal Daily Spend
Rear-loading concentration drives high-CPC inventory windows at month-end
Wasted Spend Decomposition Waterfall
Zero-conversion click share by source
Device-Level CPA Efficiency Ratio
Actual CPA / Target CPA by device type
Campaign Efficiency Audit
Sorted by Wasted Spend Rate descending
| Campaign |
Budget |
Spend |
Wasted % |
CPQO |
Target CPA |
Compliance |
Bid Strategy |
Data Density |
| Brand — Exact Match |
$32,000 |
$28,420 |
18.3% |
$1,280 |
$1,200 |
107% |
Max Conversions |
High |
| Non-Brand — High Intent |
$48,000 |
$41,890 |
32.1% |
$1,650 |
$1,500 |
110% |
Target CPA |
High |
| Non-Brand — Discovery |
$22,000 |
$19,320 |
51.7% |
$2,340 |
$1,800 |
130% |
Maximize Clicks |
Medium |
| Competitor — Direct |
$18,000 |
$15,780 |
58.9% |
$2,910 |
$2,000 |
146% |
Enhanced CPC |
Low |
| Remarketing — Site Visitors |
$28,000 |
$26,140 |
24.6% |
$1,420 |
$1,300 |
109% |
Target CPA |
High |
| Dynamic Search Ads |
$14,000 |
$12,670 |
46.2% |
$2,120 |
$1,700 |
125% |
Target CPA |
Medium |
| Brand — Broad Match |
$12,000 |
$10,890 |
38.4% |
$1,880 |
$1,400 |
134% |
Max Conversions |
Medium |
| Non-Brand — Expansion |
$24,000 |
$21,340 |
63.1% |
$3,240 |
$2,200 |
147% |
Maximize Clicks |
Low |
Frequency-CPA Heatmap by Remarketing Audience
Frequency cap vs. actual CPA for 6 audiences
Audience
1-2x
3-5x
6-10x
11-20x
21+x
Site Visitors 1-7d
$920
$1,140
$1,680
$2,340
$3,120
Cart Abandoners
$780
$890
$1,240
$1,780
$2,650
Demo Requesters
$640
$710
$980
$1,520
$2,340
Trial Users 8-30d
$1,120
$1,290
$1,840
$2,680
$3,890
Blog Readers
$1,540
$1,780
$2,320
$3,420
$4,790
Pricing Page
$820
$1,040
$1,590
$2,480
$3,670
Negative Keyword Coverage Timeline
Coverage rate & wasted spend correlation
Bid Strategy Distribution
Campaign count by type
Conversion Data Density
Avg conversions per campaign/week
Impression Share vs Budget
IS lost to budget constraints
Avg Impression Share
68.4%
Budget Utilization Efficiency
0.71
IS / (1 - IS Lost Budget)
End-of-Month Budget Acceleration Rate (EMBAR)
Daily spend vs. month average — last 10 days show +34% acceleration vs first 20 days
Zero-Conversion Search Terms Volume Trend
Weekly impressions from terms with 0 conversions (30d lookback)
Top Wasted Spend Search Terms
Zero-conversion terms by spend (last 30 days)
| Search Term |
Clicks |
Spend |
Action |
| facilities management free trial |
487 |
$2,340 |
Add Negative |
| workplace software open source |
312 |
$1,890 |
Add Negative |
| facility maintenance jobs |
298 |
$1,760 |
Add Negative |
| vanta competitor pricing |
276 |
$1,620 |
Monitor |
| facilities management degree |
241 |
$1,450 |
Add Negative |
| vanta reviews reddit |
189 |
$1,120 |
Monitor |