Channel Performance
Where the dollars go, and what they bring back.
Per-channel CPC, CPL, CPQA, CPA, ROAS and conversion rate. Use the efficiency scatter to spot channels burning budget without proportional outcomes.
Meta Ads
$751,065 · 42.9% of paid
CPC
$1.32
CPQA
$717
CPA
$2,581
Sessions
14,984
QAs
1,048
Conv.
291
ROAS
1.20×
Google Ads
$648,998 · 37.0% of paid
CPC
$2.04
CPQA
$383
CPA
$818
Sessions
10,604
QAs
1,695
Conv.
793
ROAS
1.80×
LinkedIn Ads
$186,685 · 10.7% of paid
CPC
$5.91
CPQA
$1,253
CPA
$4,787
Sessions
2,027
QAs
149
Conv.
39
ROAS
0.75×
TikTok Ads
$108,924 · 6.2% of paid
CPC
$0.81
CPQA
$626
CPA
$3,204
Sessions
7,995
QAs
174
Conv.
34
ROAS
0.83×
Snapchat
$56,794 · 3.2% of paid
CPC
$1.05
CPQA
$645
CPA
$2,469
Sessions
2,511
QAs
88
Conv.
23
ROAS
0.90×
Referral
No paid spend
partner-sourced
CPC
—
CPQA
—
CPA
—
Sessions
4,882
QAs
662
Conv.
282
ROAS
—
Organic
No paid spend
unpaid
CPC
—
CPQA
—
CPA
—
Sessions
4,443
QAs
492
Conv.
161
ROAS
—
Direct
No paid spend
unpaid
CPC
—
CPQA
—
CPA
—
Sessions
2,554
QAs
291
Conv.
116
ROAS
—
Google: branded vs non-branded breakdown
Branded search is a small slice of Google spend but a major slice of Google revenue. The non-branded campaigns are the actual acquisition engine — branded is what happens when the rest of the funnel pays off.
Branded search
Search · Exact / Phrase on brand name
10.5× ROAS
Spend
$26K
Conversions
143
Revenue
$273K
4.0% of Google spend · 23.3% of Google revenue
Non-branded search
Prospecting, intent keywords, conquesting
1.44× ROAS
Spend
$623K
Conversions
650
Revenue
$896K
Bulk of Google spend · still meaningfully above 1× ROAS while feeding the funnel
Cost-per-conversion vs share-of-spend
Bubble size is conversions. Channels above the dashed line are above-average CPA — below the line are more efficient than the paid blend.
Campaign breakdown
Top 50 campaigns by spend across the period. Switch tabs to drill into a channel.
34 of 34 campaigns
| CPC | CTR | CPA | |||||
|---|---|---|---|---|---|---|---|
META Prospecting 1 | 13.7M | 143,022 | $189,134 | 4,442 | $1.32 | 1.04% | $43 |
GOOGLE Prospecting 1 | 1.6M | 75,566 | $175,170 | 5,770 | $2.32 | 4.85% | $30 |
META Retargeting 2 | 8.5M | 88,104 | $116,425 | 2,618 | $1.32 | 1.03% | $44 |
GOOGLE Retargeting 2 | 968K | 46,484 | $107,830 | 3,589 | $2.32 | 4.80% | $30 |
META Conquesting 3 | 6.3M | 66,456 | $87,656 | 2,032 | $1.32 | 1.05% | $43 |
GOOGLE Conquesting 3 | 724.4K | 35,053 | $81,185 | 2,706 | $2.32 | 4.84% | $30 |
LINKEDIN Prospecting 1 | 1.2M | 12,770 | $75,952 | 406 | $5.95 | 1.04% | $187 |
META Lookalike 4 | 5.2M | 54,278 | $71,668 | 1,594 | $1.32 | 1.04% | $45 |
GOOGLE Lookalike 4 | 593.7K | 28,340 | $66,377 | 2,078 | $2.34 | 4.77% | $32 |
META Interest 5 | 4.4M | 46,512 | $61,304 | 1,354 | $1.32 | 1.06% | $45 |
GOOGLE Interest 5 | 511.5K | 24,359 | $56,778 | 1,727 | $2.33 | 4.76% | $33 |
META Seasonal 6 | 4M | 40,674 | $53,959 | 1,204 | $1.33 | 1.02% | $45 |
GOOGLE Seasonal 6 | 443.6K | 21,210 | $49,975 | 1,582 | $2.36 | 4.78% | $32 |
META High-Intent 7 | 3.5M | 36,682 | $48,439 | 992 | $1.32 | 1.04% | $49 |
LINKEDIN Retargeting 2 | 745.8K | 7,814 | $46,753 | 193 | $5.98 | 1.05% | $242 |
GOOGLE High-Intent 7 | 407K | 19,290 | $44,863 | 1,433 | $2.33 | 4.74% | $31 |
META Awareness 8 | 3.4M | 33,519 | $44,117 | 947 | $1.32 | 1.00% | $47 |
GOOGLE Awareness 8 | 367.3K | 17,524 | $40,860 | 1,227 | $2.33 | 4.77% | $33 |
META Prospecting 9 | 3M | 30,837 | $40,625 | 755 | $1.32 | 1.05% | $54 |
META Retargeting 10 | 2.7M | 28,659 | $37,737 | 528 | $1.32 | 1.06% | $71 |
TIKTOK Prospecting 1 | 2.6M | 43,684 | $35,511 | 204 | $0.81 | 1.69% | $174 |
LINKEDIN Conquesting 3 | 584.1K | 6,055 | $35,200 | 9 | $5.81 | 1.04% | $3,911 |
LINKEDIN Lookalike 4 | 474.7K | 4,972 | $28,780 | 1 | $5.79 | 1.05% | $28,780 |
SNAPCHAT Prospecting 1 | 2.1M | 22,025 | $23,106 | 175 | $1.05 | 1.05% | $132 |
TIKTOK Retargeting 2 | 1.6M | 26,849 | $21,859 | 179 | $0.81 | 1.72% | $122 |
TIKTOK Conquesting 3 | 1.2M | 20,326 | $16,458 | 29 | $0.81 | 1.68% | $568 |
SNAPCHAT Retargeting 2 | 1.3M | 13,541 | $14,220 | 9 | $1.05 | 1.06% | $1,580 |
TIKTOK Lookalike 4 | 973.5K | 16,641 | $13,456 | 15 | $0.81 | 1.71% | $897 |
Google Branded Search · Exact | 234.6K | 24,646 | $12,980 | 2,225 | $0.53 | 10.51% | $6 |
Google Branded Search · Phrase | 237K | 25,267 | $12,980 | 2,272 | $0.51 | 10.66% | $6 |
TIKTOK Interest 5 | 833.5K | 14,267 | $11,510 | 6 | $0.81 | 1.71% | $1,918 |
SNAPCHAT Conquesting 3 | 989.9K | 10,145 | $10,713 | 1 | $1.06 | 1.02% | $10,713 |
TIKTOK Seasonal 6 | 734.2K | 12,566 | $10,130 | 3 | $0.81 | 1.71% | $3,377 |
SNAPCHAT Lookalike 4 | 790.8K | 8,332 | $8,756 | 1 | $1.05 | 1.05% | $8,756 |
Top Meta Ads creatives by attributed conversions
Platform-attributed conversions, ranked by volume.
image
“The detail that changes everything”
Conv.
1,590
Spend
$72,479
CPA
$46
researching
image
“Why pay more for the same thing?”
Conv.
1,511
Spend
$63,045
CPA
$42
price-sensitive
image
“You shouldn't have to choose between style and substance”
Conv.
1,472
Spend
$63,045
CPA
$43
researching
Top Google keywords by attributed conversions
Derived from ad-group naming conventions.
- GOOGLE Prospecting 1 / AG 22912 conv.$87585 spent$30 CPA
- GOOGLE Prospecting 1 / AG 12858 conv.$87585 spent$31 CPA
- GOOGLE Conquesting 3 / AG 11353 conv.$40592 spent$30 CPA
- GOOGLE Conquesting 3 / AG 21353 conv.$40592 spent$30 CPA
- GOOGLE Retargeting 2 / AG 21227 conv.$35943 spent$29 CPA
- GOOGLE Retargeting 2 / AG 31196 conv.$35943 spent$30 CPA
- GOOGLE Retargeting 2 / AG 11166 conv.$35943 spent$31 CPA
- Branded Search · Phrase / AG 11137 conv.$6490 spent$6 CPA