Click-Through Rate & Conversion Rate vs. Benchmarks
| Channel |
CTR Actual |
CTR Benchmark |
CTR Diff |
CVR Actual |
CVR Benchmark |
CVR Diff |
| Facebook Ads |
2.68% | 2.5% |
+0.18pp |
3.22% | 3.8% |
−0.58pp |
| Google Ads |
3.13% | 5.0% |
−1.87pp |
5.39% | 4.5% |
+0.89pp |
| TikTok Ads |
1.95% | 2.0% |
−0.05pp |
1.04% | 0.9% |
+0.14pp |
| Email |
N/A | 15.0% |
— |
2.33% | 2.1% |
+0.23pp |
Insights
Google Ads CTR is 37% below benchmark (3.13% vs 5.0%). Despite this, the channel closes at a best-in-class CVR of 5.39%, suggesting ad creative draws fewer clicks but attracts highly qualified intent. Explore broad match expansion or higher-funnel keywords to capture more volume.
Email CVR outperforms benchmark (2.33% vs 2.1%). The Abandoned Cart Sequence in particular converts retained audiences efficiently. CTR is not measurable without send volume data.
Facebook CTR above benchmark but CVR trails by 0.58pp. The top of funnel is working; focus on reducing friction in the checkout experience for this audience to close the gap.
TikTok CTR marginally below benchmark (1.95% vs 2.0%) and CVR, while technically above benchmark, remains very low (1.04%). Combined with negative net profit, the audience engagement is not translating to sustainable revenue.
Efficiency Metrics Target ROAS: 4.0x | Max CPA: $50
| Channel |
Total Spend |
Total Revenue |
ROAS |
Status |
CPA |
Status |
Net Profit |
Status |
| Facebook Ads |
$36,678 |
$165,248 |
4.51x |
✓ Above |
$21.91 |
✓ Below |
$57,494 |
✓ Positive |
| Google Ads |
$28,185 |
$170,523 |
6.05x |
✓ Above |
$17.07 |
✓ Below |
$69,377 |
✓ Positive |
| TikTok Ads |
$37,983 |
$58,532 |
1.54x |
✗ Below |
$57.29 |
✗ Above |
−$5,296 |
✗ Negative |
| Email |
$1,837 |
$237,597 |
129.37x |
✓ Above |
$0.79 |
✓ Below |
$133,943 |
✓ Positive |
Insights
Email is the highest-ROI channel by far (129x ROAS, $133,943 profit on $1,837 spend). At only 1.7% of total budget, it generates 38% of total profit. This channel is dramatically underfunded relative to its returns.
Google Ads is the most efficient paid channel with a 6.05x ROAS and the lowest CPA ($17.07). Both campaigns — Brand Search and Dynamic Remarketing — are performing strongly. Scaling this channel is the correct move.
Facebook Ads is just above threshold (4.51x ROAS, 113% of target). The Retargeting campaign is driving most of the value while Prospecting and Product Launch Awareness are diluting returns. Consider shifting Facebook budget toward Retargeting.
TikTok Ads is actively losing money: $37,983 spend generating only $58,532 revenue with $5,296 in net losses after costs. Both campaigns fail on every efficiency metric. A 45% budget cut is recommended immediately.
Recommended Budget Changes Week 2 Starting Budget
Facebook Ads
Current$36,678
Change$0
New Budget$36,678
MAINTAIN 0%
Google Ads
Current$28,185
Change+$4,228
New Budget$32,412
INCREASE +15%
TikTok Ads
Current$37,983
Change−$17,092
New Budget$20,891
CUT −45%
Email
Current$1,837
Change+$276
New Budget$2,112
INCREASE +15%
Unallocated Savings (Reserve)
Freed from TikTok cut, not capped by Google/Email limits
$12,589
Decision Logic
| Channel |
ROAS |
% of Target |
CPA |
% of Max |
Net Profit |
Classification |
| Facebook Ads |
4.51x | 113% |
$21.91 | 44% |
+$57,494 |
MAINTAIN |
| Google Ads |
6.05x | 151% |
$17.07 | 34% |
+$69,377 |
INCREASE |
| TikTok Ads |
1.54x | 38% |
$57.29 | 115% |
−$5,296 |
DECREASE_HEAVY |
| Email |
129.37x | 3,234% |
$0.79 | 2% |
+$133,943 |
INCREASE |
Note on Email cap: Email's 15% cap limits its increase to just $276, leaving $11,260 of the freed TikTok budget unallocated. Consider raising Email's budget cap significantly — the channel's 129x ROAS means almost any additional send budget pays back immediately. This $12,589 reserve is an opportunity, not savings.
Data Quality Report 70 Rows Checked
✓
No missing values — all required numeric columns (clicks, conversions, spend, revenue, orders) are populated across all 70 rows.
✓
No negative values — all numeric fields are non-negative.
✓
No conversion anomalies — no rows with conversions recorded but zero clicks.
✓
Email impressions correctly absent — all 14 Email rows have empty impressions, as expected. CTR for Email is N/A.
✓
Complete date coverage — 7 consecutive days (Dec 9–15, 2024) with all 10 campaigns active every day.
✓
All 4 channels present — Facebook Ads, Google Ads, TikTok Ads, Email.