Gradient Performance

Q1 target: $4.2M revenue.
Q1 result: $4.6M.

Here is exactly how — and what it means for Q2.

Full-Funnel Performance

Impressions
48M
Clicks
1.4M
Sessions
920K
Leads
34K
Qualified Leads
9.2K
Purchases
6,800
Revenue
$4.6M

Channel Breakdown

Channel Spend Revenue ROAS CPA MoM Δ
Display Retargeting $28K $118K 4.2× $17 +38%
Paid Social $92K $294K 3.2× $24 +6%
Email $58K $278K 4.8× $14 +22%
Paid Search $64K $186K 2.9× $26 -4%
Organic Social $12K $38K 3.2× $19 +12%
Jan Feb Mar 3.1× 3.8× 4.2×

Retargeting outperformed forecast by 38%.

Audience segmentation refresh in week 3 improved match rates across all display partners. ROAS climbed from 3.1× in January to 4.2× by March close.

The March Anomaly

Jan Feb Mar $18 $19 $29 Spike

Root Cause

  • • iOS 17.4 ATT re-prompt reduced audience size by 22%
  • • Competitor Norda Home tripled spend week of March 10
  • • We re-allocated $40K to email within 72 hours

The Response

March 11

Detected Spike

48 hours after week start, CPL hit $29

March 12

Diagnosed Cause

ATT impact + competitor spend surge

March 13

Reallocated Budget

$40K shifted to email automation

March 21

Recovered CPL

CPL stabilized at $21

4.8×

ROAS on email during March CPL crisis — email became the Q1 unsung hero.

Customer Acquisition Cohort

61% New 22% Lapsed 17% Upsell

Lifetime Value by Cohort

Lapsed Reactivated $842
New Customers $612
Existing Upsell $524

Q2 Strategy Adjustments

Budget Shift

Shift 8% from paid social to email automation based on March crisis learnings

Data Clean Room

Launch first-party data clean room integrated with Asher's CRM for better attribution

Audience Testing

Test three new retargeting audience segments with $12K testing reserve

Incrementality

Introduce incrementality testing for brand spend to isolate true lift

Q2 Budget Allocation

Paid Social $88K (37%)
$88K
Paid Social
$62K
Email
$54K
Paid Search
$24K
Display Retargeting
$12K
Testing Reserve
Total Q2 Budget $240K

Q2 Targets

Revenue Target
$5.1M
ROAS Floor
3.2×
CPL Ceiling
$22
New Customer Target
7,400

Q2 retainer. $240K.
Starting April 1.

Every delay costs an estimated $84K in missed new-customer acquisition based on Q1 velocity.

Contact Maya Osei, Growth Lead
Gradient Performance