Campaign Optimization & Creative Performance Intelligence

Meridian Health Tech • 28-day period ending Dec 15, 2024

Blended CPQL
$287
↓ 16.1% vs goal
Campaign ROAS
3.42
↑ 18.3%
Avg CES
0.89
18 creatives
Creatives Fatigued
4
rotate now
Budget Efficiency
81%
↑ 7.2%
Avg Hook Rate
4.8%
↑ 0.6pp

Creative Lifecycle Map — Efficiency vs. Age

Peak (CES ≥1.0)
Mature (0.8–1.0)
Decline (0.6–0.8)
Exhaustion (< 0.6)

Frequency Fatigue Index — Top 6 Creatives

Audience Saturation Monitor

Alert: Lookalike 1% (US Women 35-54) at 79% saturation — expand to Lookalike 2% or new geo.

CPQL Decomposition Waterfall — Key Drivers

Placement ROAS Index — Scale vs. Pause

Hook Rate by Creative Format

Top Performer
UGC-Testimonial-Dr-Chen
$241 CPQL
CES 1.38 • Peak stage
Worst Performer
Static-Banner-Holiday-v3
$487 CPQL
CES 0.41 • Exhaustion • 14.2w live
Budget Utilization
$227K
of $280K monthly budget (81%)

All Active Creatives — Performance Snapshot

Creative Name Format Stage CES CPQL FFI Slope Weeks Live Action
UGC-Testimonial-Dr-Chen UGC Video Peak 1.38 $241 +0.08 3.1 Scale
Video-ExplainerQ4-Short Animated Peak 1.21 $258 +0.04 2.8 Scale
UGC-Lifestyle-Mom-Sarah UGC Video Mature 0.94 $279 -0.02 5.6 Hold
Static-Infographic-Benefits Static Mature 0.87 $291 -0.03 6.2 Hold
Animation-Product-Demo-Q4 Animated Decline 0.68 $318 -0.09 9.4 Monitor
Video-Founder-Story-v2 Brand Video Decline 0.71 $334 -0.08 8.8 Monitor
Static-Banner-Holiday-v3 Static Exhaustion 0.41 $487 -0.14 14.2 Rotate Now
Carousel-BeforeAfter-Dec Carousel Exhaustion 0.53 $421 -0.11 11.7 Rotate Now

Conversion Lag Adjusted ROAS — 28-Day Trend

Bid Strategy Alignment Score by Ad Set

Conversion Campaign A 0.94
Retargeting 30-Day 0.89
Lookalike 1% US Women 0.76
Broad Prospecting Q4 0.71
Display Awareness 0.62
YouTube Discovery 0.48
BSAS threshold: ≥0.75 aligned, <0.60 review bid strategy.