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Marketing Campaign Report One-Pager

Show spend and results for each paid channel. Growth teams use it to move budget.

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What’s on It

  • Small charts side by sideSpend, Cost and Return: Each on Its Own Scale
  • Share of total barHow Each Channel Splits Its Money
  • RankingReturn by Channel
  • RecommendationsWhere Next Quarter's $560k Goes

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Paid Media Performance: Q3
Growth marketing · Lumen & Co · July to September
Spend, Cost and Return: Each on Its Own Scale
Media spend
$166KAprSep
Cost per acquisition
$41.8AprSep
Return on ad spend
4.2×AprSep
How Each Channel Splits Its Money
Paid search
Paid social
Video
Affiliate
ProspectingRetargetingBrand
Return by Channel
1Video4.9×
2Search: brand4.4×
3Affiliate3.8×
4Paid social3.1×
5Search: generic2.2×
Where Next Quarter's $560k Goes
High priorityMove $90k out of generic search and into video
Generic search returns $2.20 on the pound and takes $127k a quarter. Video returns $4.90 and is held back by budget, not by audience size.
Amount moved: $90kExpected return: +$240kOwner: Performance
High priorityRebuild the retargeting pool once, for everyone
Affiliate runs 71% retargeting and paid social 28%. The same shopper is bought twice in the same week, from two budgets.
Saving: $48k a quarterTimeline: 4 weeksOwner: Growth
Medium priorityThree new video cuts before the peak
Two of the four cuts running are past 4.1 frequency, and cost per acquisition on those two has doubled since August.
Investment: $35kLive by: 1 NovemberOwner: Creative
Q4 budget
$560k
Cost per acquisition target
$38
Approval needed by
10 October

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