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Executive Summary
Smart Insights
Over the 31-day period, your combined media investment of $20,074 delivered strong results across all channels, with Google Ads leading on efficiency (ROAS 4.2x) and META driving the highest volume of conversions. LinkedIn performance remains premium-priced but shows the highest lead quality for B2B objectives.
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Cross-Platform Performance
R20,074
Total Ad Spend
10,425,134
Total Impressions
114,044
Total Clicks
3,888
Total Conversions
Google Analytics
Live Data
25,536
Sessions
18,385
Users
86,822
Pageviews
42.6%
Bounce Rate
3m 7s
Avg Session Duration
868
Conversions
Traffic by Channel
| Channel | Sessions | New Users | Conversions |
|---|---|---|---|
| Organic Search | 11,240 | 7,890 | 387 |
| Paid Search | 6,830 | 5,120 | 312 |
| Direct | 4,210 | 2,840 | 156 |
| Social | 2,940 | 2,100 | 88 |
| Referral | 1,560 | 980 | 42 |
| 980 | 340 | 67 |
Top Pages
| Page | Views | Sessions | Avg Time |
|---|---|---|---|
| 18,400 | 14,200 | 1m 34s | |
| 9,800 | 7,400 | 3m 7s | |
| 6,200 | 4,900 | 3m 34s | |
| 4,100 | 3,800 | 2m 22s | |
| 3,600 | 3,100 | 5m 12s | |
| 2,100 | 1,800 | 1m 18s |
Device Breakdown
| Device | Sessions | Users | Bounce Rate |
|---|---|---|---|
| Mobile | 14,800 | 10,200 | 48.2% |
| Desktop | 9,400 | 7,100 | 34.6% |
| Tablet | 2,200 | 1,600 | 41.8% |
Top Locations
| Country | Sessions | Users | Conversions |
|---|---|---|---|
| United Kingdom | 9,840 | 7,210 | 342 |
| United States | 4,120 | 3,180 | 148 |
| Australia | 2,640 | 1,980 | 94 |
| South Africa | 2,100 | 1,560 | 78 |
| Canada | 1,480 | 1,120 | 52 |
| Germany | 980 | 740 | 34 |
| Netherlands | 620 | 470 | 22 |
| New Zealand | 540 | 410 | 18 |
Audience Demographics
Age
| Age Group | Users | Sessions |
|---|---|---|
| 18–24 | 4,820 | 6,140 |
| 25–34 | 7,210 | 9,480 |
| 35–44 | 5,340 | 6,920 |
| 45–54 | 2,890 | 3,640 |
| 55–64 | 1,120 | 1,380 |
| 65+ | 420 | 510 |
Gender
| Gender | Users | Sessions |
|---|---|---|
| Male | 13,680 | 17,420 |
| Female | 8,140 | 10,080 |
| Unknown | 980 | 1,210 |
Organic search is your strongest acquisition channel — and it's free.
Key Insights
- Email converts at 6.8% — the highest of any channel despite being the lowest volume
- Mobile accounts for 56% of sessions but has a 13.6pt higher bounce rate than desktop
- The Red Edition product page averages 3m 34s — nearly double site average, signalling high intent
- 25–34 age group drives 33% of sessions and is your most valuable segment
Recommendations
- Add a lead magnet on the organic landing page to convert high-intent traffic into email subscribers
- Optimise mobile landing pages — closing the desktop/mobile bounce gap by 5pts could add ~400 conversions/month
- Create dedicated blog content targeting 'marathon training' and 'best running shoes' — already in your top search terms
Google Ads
Live Data
83,894
Impressions
3,188
Clicks
3.8%
Ctr
R1.81
Cpc
R5,764.69
Spend
172
Conversions
4.2x
Roas
vs. Industry Benchmark
CTR
3.8%
▲
+81% vs benchmark
(2.1%)
CPC
R1.81
▲
-18% vs benchmark
(R2.80)
Conversion Rate
5.4%
▲
+44% vs benchmark
(3.75%)
ROAS
4.2x
▲
+68% vs benchmark
(2.5x)
Top Search Terms
| Search Term | Clicks | Impressions | Spend | Conversions |
|---|---|---|---|---|
| running shoes men | 1,240 | 18,400 | R1,087.20 | 74 |
| best running shoes 2024 | 890 | 12,600 | R742.50 | 52 |
| red edition running shoes | 640 | 7,800 | R524.80 | 48 |
| performance running shoes | 520 | 8,900 | R412.40 | 31 |
| buy running shoes online | 480 | 6,400 | R384.00 | 39 |
| lightweight running shoes | 390 | 7,200 | R312.00 | 24 |
| marathon training shoes | 310 | 5,800 | R248.00 | 19 |
| trail running shoes | 280 | 5,200 | R218.40 | 14 |
| running shoes free delivery | 240 | 3,900 | R187.20 | 22 |
| cushioned running shoes | 210 | 3,600 | R163.80 | 12 |
Auction Insights
| Competitor | Impression Share | Overlap Rate | Position Above | Outranking Share |
|---|---|---|---|---|
| competitor-shoes.com | 64% | 52% | 28% | 41% |
| runnerworld-shop.co.uk | 48% | 39% | 19% | 58% |
| sportsrunstore.com | 31% | 24% | 12% | 67% |
| eliterunshop.com | 22% | 17% | 9% | 74% |
Campaign Breakdown
| Campaign | Impressions | Clicks | Spend | Conversions |
|---|---|---|---|---|
| Brand Search — UK | 42,000 | 3,100 | R2,840.50 | 187 |
| Non-Brand | Product A | 198,000 | 4,200 | R3,120.00 | 94 |
| Competitor Conquest | 67,000 | 890 | R1,340.20 | 28 |
| Remarketing — Cart Abandoners | 34,000 | 1,240 | R680.75 | 73 |
| YouTube — Brand Awareness | 312,000 | 1,890 | R1,240.00 | 12 |
Strong efficiency at 4.2x ROAS — brand campaigns are carrying the account.
Key Insights
- Brand Search delivers 187 conversions at a CPC 2.8× lower than non-brand campaigns
- Remarketing campaigns have the highest conversion rate (5.9%) despite modest budget
- YouTube drives 312K impressions but only 12 conversions — awareness only, not performance
- Competitor Conquest CPC is high with low conversion rate — lowest ROI campaign in the account
Recommendations
- Reallocate 20% of Competitor Conquest budget to Remarketing — Cart Abandoners to lift conversions
- Improve Quality Scores on Non-Brand campaigns: align ad copy more closely to landing page content
- Add negative keywords to YouTube campaign to prevent wasted spend on irrelevant placements
META Ads
Live Data
6,059,066
Impressions
3,817,211
Reach
72,708
Clicks
1.2%
Ctr
R0.10
Cpc
R7,389.11
Spend
2,035
Conversions
3.1x
Roas
2.4
Frequency
R1.94
Cpp
vs. Industry Benchmark
CTR
1.2%
▲
+33% vs benchmark
(0.9%)
CPM
R1.22
▲
-12% vs benchmark
(R14.50)
ROAS
3.1x
▲
+24% vs benchmark
(2.5x)
Frequency
2.4x
▼
+20% vs benchmark
(2.0x)
Organic Page Insights — Demo Brand
24,800
Page Fans
312
New Fans
184,000
Organic Reach
420,000
Organic Impressions
8,400
Engaged Users
12,600
Post Engagements
Top Performing Creatives
Campaign Breakdown
| Campaign | Impressions | Clicks | Spend | Conversions |
|---|---|---|---|---|
| Prospecting — Lookalike 1% | 1,240,000 | 9,800 | R2,980.00 | 214 |
| Retargeting — Website Visitors | 380,000 | 6,200 | R1,640.00 | 198 |
| Dynamic Product Ads | 560,000 | 7,400 | R1,920.50 | 167 |
| Brand Awareness Video | 2,100,000 | 4,200 | R980.00 | 18 |
| Instagram Stories — Summer | 420,000 | 3,600 | R840.00 | 54 |
Volume leader across channels but frequency is rising — creative refresh needed soon.
Key Insights
- Dynamic Product Ads deliver the best blended CPC and scale — your most efficient Meta format
- Retargeting converts at 3.2% vs 1.7% for prospecting — nearly 2× the efficiency
- Brand Awareness Video reaches 2.1M impressions at low cost but generates minimal direct conversions
- Frequency of 2.4 on prospecting campaigns is approaching the 2.5 fatigue threshold
Recommendations
- Shift 25% of prospecting budget to retargeting — modelled to improve blended ROAS by 0.4x
- Refresh top 3 prospecting creatives before frequency exceeds 2.5 to prevent CPM inflation
- Test Advantage+ Shopping Campaigns as an alternative to manual Dynamic Product Ads
LinkedIn Ads
Live Data
111,818
Impressions
615
Clicks
0.55%
Ctr
R6.41
Cpc
R3,941.73
Spend
25
Conversions
1,107
Engagements
vs. Industry Benchmark
CTR
0.55%
▲
+38% vs benchmark
(0.4%)
CPC
R6.41
▼
-25% vs benchmark
(R8.50)
Conversion Rate
4.2%
▲
+50% vs benchmark
(2.8%)
Campaign Breakdown
| Campaign | Impressions | Clicks | Spend | Conversions |
|---|---|---|---|---|
| B2B Lead Gen — CMOs UK | 84,000 | 420 | R2,940.00 | 18 |
| Thought Leadership Content | 62,000 | 310 | R1,680.00 | 9 |
| Product Demo — SaaS | 38,000 | 198 | R1,240.00 | 14 |
Premium CPC justified by lead quality — but targeting needs tightening.
Key Insights
- Product Demo campaign drives the highest conversion rate (7.1%) — your strongest LinkedIn format
- Thought Leadership content generates strong brand visibility at a lower CPC than lead gen
- B2B Lead Gen campaign reaches CMOs but CPA is 3.2× higher than Google Ads average
- Overall CTR of 0.55% is above the LinkedIn benchmark of 0.35–0.45% for sponsored content
Recommendations
- Scale Product Demo campaign budget by 30% — highest intent signal and best conversion rate
- Test LinkedIn InMail for the CMO audience — typically 3× higher open rate than sponsored content
- Add company size filter (200–1000 employees) to narrow B2B Lead Gen targeting and reduce CPA
TikTok Ads
Live Data
4,170,356
Impressions
37,533
Clicks
0.9%
Ctr
R0.08
Cpc
R2,978.83
Spend
788
Conversions
vs. Industry Benchmark
CTR
0.9%
▲
+50% vs benchmark
(0.6%)
CPM
R0.71
▲
-22% vs benchmark
(R9.50)
Completion Rate
34.2%
▲
+32% vs benchmark
(26.0%)
Video Engagement
4,020,000
Video Plays
2,890,000
2s Views
1,640,000
6s Views
34.2%
Completion Rate
11.4s
Avg Watch Time
Video Retention
25%: 3,218,000
50%: 2,410,000
75%: 1,608,000
100%: 1,375,000
Campaign Breakdown
| Campaign | Impressions | Clicks | Spend | Conversions | Video Plays | Completion |
|---|---|---|---|---|---|---|
| TopView — Product Launch | 2,400,000 | 14,400 | R1,840.00 | 124 | 0 | 0% |
| In-Feed — Summer Collection | 980,000 | 8,800 | R980.50 | 67 | 0 | 0% |
| Spark Ads — UGC | 640,000 | 5,200 | R640.00 | 38 | 0 | 0% |
Lowest CPM across all channels — ideal for reach. Spark Ads are your best performer.
Key Insights
- TopView delivers 2.4M impressions and 124 conversions — strong awareness-to-conversion pipeline
- Spark Ads (UGC) achieve 28% lower CPC than standard In-Feed placements
- 34.2% video completion rate exceeds the platform average of 25–28% for in-feed ads
- CPM is the lowest of all paid channels — making TikTok the most cost-efficient reach vehicle
Recommendations
- Increase Spark Ads budget by 40% and identify 3–5 micro-influencers in the running/fitness niche
- Test a 7-second hook variant on In-Feed ads to push completion rate above 40%
- Build a TikTok-to-Meta retargeting audience using video viewers to nurture awareness into conversions
🎯 Recommendations
HIGH
Shift META budget from prospecting to retargeting
Retargeting campaigns are converting at 2.1× the rate of prospecting. Reallocate 25% of prospecting budget to retargeting to improve blended ROAS by an estimated 0.4x.
HIGH
Optimise Google Ads non-brand Quality Scores
Non-brand campaigns show a CPC 2.3× higher than brand. Audit landing page relevance and ad copy alignment for top spend keywords to reduce CPC by 15–20%.
MEDIUM
Scale TikTok Spark Ads with creator partnerships
UGC-style Spark Ads deliver 28% lower CPCs. Identify 3–5 micro-influencers in your niche and test creator whitelisting to expand reach with authentic content.
MEDIUM
Refresh META ad creatives to address frequency fatigue
Frequency of 2.4 across 30 days signals creative fatigue is approaching. Introduce 3 new creative concepts for Q3 and rotate on a 2-week cycle.
LOW
Implement LinkedIn InMail A/B test
InMail typically delivers 3× higher open rates than sponsored content for B2B audiences. Test a 50/50 budget split over 4 weeks to validate for your audience.
LOW
Launch email acquisition campaign to capture organic traffic
Email has a 6.8% conversion rate — your highest. Add a lead magnet (guide/template) to capture organic visitors and build the email list by an estimated 800–1,200 subs/month.
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