Paid Acquisition Performance

NovaSpark Commerce · $2.1M Monthly Spend

Dec 1 – Dec 30, 2024
Blended CAC
$187
+26% vs target
Target: $148
Total Conversions
2,487
+3.6%
Avg iROAS (All Channels)
2.25x
+0.18x
Budget Pacing Variance
+11.2%
Overpacing
Alert: Day 18 spike
Auction Pressure Index
79
+46% (ThreadCo)
Cross-Channel Overlap
58%
High duplication
Brand × Match

Incrementality-Adjusted ROAS by Channel

Google Search
2.8x
Above target
Meta
1.9x
On target
LinkedIn
1.2x
Below threshold
TikTok
2.1x
Strong performance

CAC Trend vs. Target

Budget Pacing by Channel

Impression Share Lost (Google Search)

Lost to Budget
18%
Lost to Rank
12%

Quality Score Components

Avg QS: 7.2 · Expected CTR driving score

Conversion Rate by Match Type

Match Type Conv Rate CPC CAC
Exact 4.8% $2.14 $45
Phrase 3.2% $1.67 $52
Broad 1.9% $1.21 $64
Brand 8.1% $0.89 $11
Exact match delivers 2.5x conversion rate of Broad with acceptable CPC premium

Creative Fatigue Score

Winter_Video_v3 3.1 / 10
Dropped from 8.2 over 18 days – rotate
Holiday_Static_Set 7.8 / 10
Spring_Collection_Video 6.4 / 10
Black_Friday_Carousel 5.2 / 10

ROAS by Audience Segment

Segment Spend iROAS CAC Conv. Status
Brand Remarketing $182K 3.8x $98 1,857 Optimal
Customer Match $124K 2.9x $142 873 58% overlap
Lookalike 1% $298K 2.2x $176 1,693 On target
In-Market Apparel $214K 1.8x $221 968 Marginal
Cold Prospecting $312K 1.1x $389 802 Review budget
LinkedIn Decision-Makers $87K 1.2x $312 279 High CAC

Assisted Conversion Value (Non-Last-Touch)

Meta and TikTok contribute 42% of assisted value in multi-touch journeys

Cross-Channel Frequency Distribution

Peak conversion at 5–7 exposures; 8+ shows diminishing returns

Active Alerts

LinkedIn CAC $312 – 111% above target
iROAS 1.2x below 1.8x threshold · Recommend 30% budget shift to Google/Meta
Budget pacing +11.2% on Day 18 due to automated bid overshoot
Google Shopping bid multiplier triggered; expected to normalize by Day 22
Creative Winter_Video_v3 fatigue score 3.1 – rotate immediately
CTR down 68% from launch; deploy Holiday_Static_Set as replacement
ThreadCo competitor pressure raised Auction Index 54→79 on Day 14
Outerwear category CPCs +22%; consider negative keywords or bid floor adjustments