Channel Performance
Media efficiency across paid, owned, and earned channels.
Channel Metrics
| Channel | Spend | Impr. | CPM | Clicks | CTR | CPC | Sessions | Purch. | CVR | CPA | Revenue | ROAS | Assisted | New % |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Google Search | $38K | 4.2M | $9.05 | 168K | 4% | $0.23 | 142K | 8,090 | 5.7% | $24 | $420K | 11.1x | 3,120 | 46% |
| Meta Prospecting | $62K | 18.4M | $3.37 | 210K | 1.14% | $0.3 | 178K | 3,240 | 1.8% | $47 | $244K | 3.9x | 5,890 | 78% |
| Meta Retargeting | $27K | 6.1M | $4.43 | 94K | 1.54% | $0.29 | 78K | 5,330 | 6.8% | $19 | $340K | 12.6x | 2,140 | 22% |
| TikTok | $24K | 12.6M | $1.9 | 220K | 1.75% | $0.11 | 168K | 2,856 | 1.7% | $61 | $92K | 3.8x | 4,020 | 82% |
| $8K | 2.1M | $4 | 128K | 6.1% | $0.07 | 122K | 7,920 | 6.5% | $12 | $486K | 57.8x | 1,200 | 8% | |
| Organic Social | $4K | 3.4M | $1.24 | 62K | 1.82% | $0.07 | 54K | 1,240 | 2.3% | $32 | $98K | 23.3x | 2,400 | 64% |
| Programmatic Display | $22K | 22.8M | $0.96 | 84K | 0.37% | $0.26 | 62K | 1,020 | 1.6% | $78 | $76K | 3.4x | 3,620 | 74% |
| Online Video | $18K | 9.4M | $1.91 | 48K | 0.51% | $0.38 | 41K | 890 | 2.2% | $68 | $82K | 4.6x | 2,890 | 71% |
Attribution Comparison
Same channels, different credit
Email as closing channel
Email has the highest last-click ROAS, but 62% of email purchasers previously interacted with paid social or search. Email primarily functions as a closing channel rather than the sole acquisition source.
Campaign Fatigue
Meta Retargeting — AlphaRefresh now
Freq 5.4
CTR -22%
CPA +31%
42d old
TikTok — Broad AwarenessWatch
Freq 3.2
CTR -14%
CPA +24%
28d old
Meta Prospecting — FamilyWatch
Freq 2.9
CTR -8%
CPA +12%
21d old
Search — BrandHealthy
Freq 1.1
CTR +3%
CPA -5%
90d old