The story this month

Spend is pacing to plan; every efficiency metric is beating target.

Meta is still the engine of purchases while Performance Max scales installs at a falling cost. Nothing is off-track — the read is “keep pushing,” with headroom to add budget once the search rollout lands.

▲ On track — outperforming on efficiency

Budget pacing

Spend against flight dates — are we delivering on time?

Delivered€9.4k / €20k · 47%

20 of 31 days elapsed (50%) — spend is 3 pts under time, a healthy position.

Delivery vs goals

Volume pacing vs plan — above the time line = ahead.

Purchases312 / 550 · 57%

Impressions2.1M / 4.0M · 53%

Both ahead of the 50% time line — outperforming plan.

Spend

€9.4k

47% of €20k

On pace

Purchases

312

ROAS 3.8×

▲ 22%

CPA

€30.1

Target €38

▲ −21%

CTR

1.9%

CPC €0.62

▲ 0.4pt

Advertising as a story — the funnel

From spend to sale, step by step

Each stage carries its volume and its cost. Read left to right: the money buys attention, attention becomes interest, interest becomes revenue.

01 · SPEND

Investment

€9.4k

47% of budget

→

02 · REACH

Impressions

2.1M

CPM €4.48

→

03 · PEOPLE

Reach · Freq

640k

Frequency 3.3

→

04 · INTEREST

Clicks

39.4k

CTR 1.9% · CPC €0.62

→

05 · INTENT

Add-to-cart

1,180

Cost/ATC €7.96

→

06 · REVENUE

Purchases

312

CPA €30.1 · ROAS 3.8×

Period comparison

July so far vs June — and the read

KPI	June (full)	Jul 1–20	Proj. at budget	Read
Spend	€18,900	€9,400	€20,000	On plan — pacing to the €20k budget.
Purchases	256	312	≈ 484	Well ahead of June; efficiency-led growth.
CPA	€41.2	€30.1	—	−27% — the standout improvement.
CTR	1.5%	1.9%	—	Creative refresh lifting click-through.
ROAS	2.9×	3.8×	—	Above the 3.0× target.

The Read column is auto-drafted from the numbers (mechanical) — your team keeps or rewrites it. Strategy lives in the analysis block below.

By touchpoint

Where performance is coming from

Touchpoint	Spend	Impr.	Clicks	CTR	Purch.	CPA	Read
Social — Meta	€5,180	1.10M	22.1k	2.0%	198	€26.2	Primary purchase driver; scale further.
Video — PMax/YT	€2,640	0.72M	9.8k	1.4%	74	€35.7	Installs scaling; CPA falling week-on-week.
Search — Google	€1,180	0.18M	6.1k	3.4%	33	€35.8	Small but efficient; expands next week.
Retargeting	€400	0.10M	1.4k	1.4%	7	€57.1	Thin pool; hold budget flat.

Trend over time

Volume & cost, day by day

Purchases (volume) CPA (cost) — lower is better

W1W1W1W1W2W2 W2W2W3W3W3W3

Purchases climbing (bars) while CPA drifts down (line) — the campaign is getting more efficient as it scales. Volume and cost are shown on aligned strips so neither is distorted.

Best assets

The creatives doing the work

Best ROASFollicle Drops — Hero

Scalp-Care Launch

ROAS4.6×

CTR2.4%

CPA€24.8

Best CTRBefore / After

Transformation UGC

CTR3.1%

CPC€0.48

ROAS3.4×

Best reachFounder Story

Brand — Cultural

CPM€3.20

Reach210k

Freq2.1

Analysis & next steps

What this means

July is confirming the new setup. The account is deliberately Meta-led while search comes online — that keeps CPA low and lets us prove the creative testing framework before we widen the funnel. The Jul 4 dip was a normal US-holiday slowdown and has fully recovered.

Recommended next actions

Launch Search on the three priority products next week; move ~€1.5k of retargeting budget into it.
Scale the two winning creatives (Follicle Drops Hero, Before/After) and retire the two weakest.
Hold Meta as the primary purchase driver; revisit budget top-up once Search data lands.

Machine-ownedFigures, pacing, the mechanical “Read” per row — pulled & drafted automatically, every day.

Human-ownedThe verdict, the strategy, and the next actions — written by your team, in the same document.