Executive Summary
Total Spend (MTD)
$173,336
22 active campaigns
Total Conversions
3,260
$53.17 blended CPA
Total Clicks
154,910
$1.12 avg CPC
Total Impressions
10.2M
1.52% CTR
Two-Pronged Strategy in Motion: September is executing on both (1) maximizing new customer acquisition (NCAC) and (2) building top-of-funnel demand via Demand Gen + Video Views to prime the funnel for Q4 holiday season. TOF campaigns launched Sep 3 and are already showing measurable halo effects across the account.
Spend Pacing to $500K Target (Excluding Amazon Pilot)
Spend ex-Amazon
$158,755
9 days of data
Daily Average
$17,639
Target: $16,667/day
Remaining Budget
$341,245
21 days left
Need Per Day
$16,250
$1,389 ahead of pace
$0$250K$500K
Target Pace (33%)
$158,755 spent (31.8%)
Projecting ~$529K at current pace
On Track. At the current daily run rate of $17,639, the account would hit ~$529K for the month (ex-Amazon). Only $16,250/day is needed for the remaining 21 days to hit $500K. Budget adjustments following Google's holiday allocation recommendations will naturally shift spend distribution without impacting the total pace target.
Holiday Budget Allocation: Current vs. Google's Recommendation
Following Google's recommended holiday season channel allocation. Budget shifts are being made gradually to avoid algorithm shock.
| Channel | Current % | Google Rec % | Gap | Current $/Day | Target $/Day | Status |
|---|---|---|---|---|---|---|
| Brand Search | 20.4% | 20% | +0.4% | $3,446 | $3,333 | ✓ On Target |
| Non-Brand Search | 0.3% | 19% | -18.7% | $58 | $3,167 | Needs Scale |
| PMax | 43.8% | 25% | +18.8% | $7,413 | $4,167 | Over-Indexed |
| Shopping | 22.1% | 10% | +12.1% | $3,738 | $1,667 | Over-Indexed |
| Demand Gen | 6.4% | 20% | -13.6% | $1,087 | $3,333 | Needs Scale |
| Video | 6.9% | 6% | +0.9% | $1,760 | $1,000 | ✓ On Target |
| Total (ex-Amazon, ex-Labor Day) | $152,238 over 9 days | $16,915/day | $16,667/day | |||
Biggest Shifts Needed: Non-Brand Search and Demand Gen are significantly under Google's holiday recommendation. PMax and Shopping are heavily over-indexed. The gradual budget rebalancing you're executing will shift spend from PMax/Shopping into Demand Gen and Non-Brand Search over the coming days. This aligns with holiday strategy: cast a wider net with TOF/Demand Gen now so remarketing pools are rich heading into Black Friday/Cyber Monday.
Top-of-Funnel Impact: The Full Picture (Sep 3 Launch)
Demand Gen launched Sep 1, Video Views launched Sep 4. Combined TOF daily spend: ~$2,847/day post-launch. Here's how it rippled across the entire account.
Branded Search: The Headline Number
Pre-TOF (Sep 1-2)
85.2
conversions/day
Post-TOF (Sep 3-9)
175.4
conversions/day
+105.8% increase in branded conv/day
Branded Search USA: Daily Conversions
Pre-TOF
TOF Launch Day
Post-TOF
Conversion Lag*
*Sep 8-9 numbers will backfill as conversion reporting catches up (typically 24-72hr lag)
The Halo Effect: Every Campaign Felt It
TOF didn't just lift branded search. Multiple campaigns saw significant conversion increases after Sep 3, even campaigns with lower daily spend post-TOF.
| Campaign | Type | Pre-TOF Conv/Day | Post-TOF Conv/Day | Change | Pre $/Day | Post $/Day |
|---|---|---|---|---|---|---|
| Male | Hair Serum | PMax | PMax | 4.0 | 13.1 | +227% | $1,003 | $753 |
| PMax | Hair Serums | PMax | 6.0 | 16.6 | +174% | $1,000 | $841 |
| Hair Quiz | PMax | NCAC | NCAC | 1.0 | 2.3 | +131% | $208 | $192 |
| Branded Search USA | Brand | 85.2 | 175.4 | +106% | $3,243 | $3,505 |
| Hydr8 Oil | PMax | PMax | 2.5 | 4.7 | +87% | $202 | $114 |
| Pmax - Shampoo Cond Kits | PMax | 10.4 | 14.7 | +41% | $1,341 | $831 |
| Pmax - Shampoo Cond | NCAC | NCAC | 5.0 | 6.3 | +25% | $929 | $719 |
| Scalp Duo | PMax | New Product | PMax | 21.5 | 17.5 | -19% | $1,025 | $855 |
| PMax | Hair Serums | NCAC | NCAC | 9.3 | 6.6 | -29% | $804 | $626 |
| GRO Ageless | PMax | PMax | 45.0 | 27.3 | -39% | $1,302 | $746 |
| Shopping USA | NCAC | NCAC | 12.0 | 7.6 | -37% | $1,256 | $922 |
| Subscription | PMax | PMax | 16.3 | 8.6 | -47% | $1,386 | $859 |
| Shopping USA | Shopping | 74.0 | 35.9 | -51% | $3,574 | $2,504 |
| PMax | Lash Serum | PMax | 4.2 | 1.9 | -54% | $423 | $183 |
Key Takeaway: 7 campaigns saw conversion increases post-TOF, with Male Hair Serum (+227%), Hair Serums PMax (+174%), and Hair Quiz NCAC (+131%) leading the pack. What makes this remarkable: many of these campaigns had lower daily spend post-TOF, meaning the conversion lift came from improved audience quality and brand awareness, not more budget. The TOF campaigns are warming the audience, and when those users search for Vegamour products, they convert at higher rates across all campaigns.
Campaigns That Pulled Back: GRO Ageless (-39%), Shopping USA (-51%), and Subscription PMax (-47%) saw drops. These are primarily budget-reallocation effects as spend shifted toward TOF and NCAC campaigns. GRO Ageless dropped from $1,302/day to $746/day in spend, so the conversion decline is proportional. Shopping USA's dip also reflects the intentional budget shift toward Shopping NCAC to prioritize new customers.
New Customer Acquisition (NCAC) Deep Dive
NCAC campaigns target first-time Vegamour buyers. These are the highest-value conversions for long-term growth.
NCAC Total Spend
$23,605
14.9% of total (ex-Amazon)
New Customers Won
214.5
Blended CPA: $110.07
NCAC % of Conv
6.6%
of all conversions
Daily NCAC Spend
$2,623
~23.8 new customers/day
| NCAC Campaign | Spend | Clicks | New Customers | CPA | Pre-TOF Conv/Day | Post-TOF Conv/Day | Change |
|---|---|---|---|---|---|---|---|
| PMax | Hair Serums | NCAC | $5,990 | 2,072 | 65.1 | $91.96 | 9.3 | 6.6 | -29% |
| Shopping USA | NCAC | $8,967 | 2,687 | 77.3 | $115.98 | 12.0 | 7.6 | -37% |
| Pmax - Shampoo Cond | NCAC | $6,888 | 2,629 | 53.8 | $127.92 | 5.0 | 6.3 | +25% |
| Hair Quiz | PMax | NCAC | $1,760 | 2,232 | 18.2 | $96.94 | 1.0 | 2.3 | +131% |
| NCAC TOTAL | $23,605 | 9,620 | 214.5 | $110.07 | |||
NCAC Performance by Efficiency:
1. Hair Serums NCAC ($91.96 CPA) — Most efficient new customer campaign. Hair serums are the gateway product.
2. Hair Quiz NCAC ($96.94 CPA) — Quiz funnel delivers qualified traffic. +131% conv/day lift post-TOF suggests brand awareness makes quiz takers more likely to convert.
3. Shopping NCAC ($115.98 CPA) — High volume (77.3 new customers) but higher CPA. Expected for cold Shopping traffic.
4. Shampoo Conditioner NCAC ($127.92 CPA) — Highest CPA but saw +25% conv lift post-TOF. Higher-ticket bundle means higher CPA is acceptable.
1. Hair Serums NCAC ($91.96 CPA) — Most efficient new customer campaign. Hair serums are the gateway product.
2. Hair Quiz NCAC ($96.94 CPA) — Quiz funnel delivers qualified traffic. +131% conv/day lift post-TOF suggests brand awareness makes quiz takers more likely to convert.
3. Shopping NCAC ($115.98 CPA) — High volume (77.3 new customers) but higher CPA. Expected for cold Shopping traffic.
4. Shampoo Conditioner NCAC ($127.92 CPA) — Highest CPA but saw +25% conv lift post-TOF. Higher-ticket bundle means higher CPA is acceptable.
TOF Halo on NCAC: 2 of 4 NCAC campaigns improved after TOF launch. Hair Quiz NCAC jumped +131% (1.0 to 2.3 conv/day) and Shampoo Conditioner NCAC grew +25% (5.0 to 6.3 conv/day). Hair Serums NCAC and Shopping NCAC dipped, likely due to budget redistribution rather than performance degradation. As the holiday budget shift continues, watch for these NCAC campaigns to find new equilibrium.
Account-Wide New Customer Acquisition Analysis
Beyond the 4 dedicated NCAC campaigns, every campaign in the account contributes to new customer acquisition. This section analyzes the full account through the NCAC lens, showing how budget allocation, TOF spend, and campaign structure all feed the new customer pipeline.
Account Split: NCAC-Dedicated vs. Full Account
Total Account Spend
$158.8K
ex-Amazon Pilot
Total Conversions
3259
all campaigns
Blended Account CPA
$48.71
spend / all conv
NCAC % of Spend
14.9%
6.6% of conversions
🎯 NCAC-Dedicated Campaigns (4)
$23.6K spend
214 conversions
CPA: $110.10
14.9% of spend → 6.6% of conversions
🔄 All Other Campaigns (17)
$135.2K spend
3045 conversions
CPA: $44.39
85.1% of spend → 93.4% of conversions
Key Insight: NCAC-dedicated campaigns take 14.9% of the budget but deliver 6.6% of conversions at a 2.5x higher CPA than the rest of the account. This is expected and intentional. These campaigns use exclusion lists and tighter targeting specifically to find net-new customers, which always costs more than converting returning/branded traffic. The value shows up in LTV, not immediate CPA.
Budget Allocation by Strategy Bucket (ex-Amazon)
How the full $159K is distributed across acquisition strategies:
| Strategy Bucket | Campaigns | Spend | % of Total | Conv | CPA | Role in NCAC |
|---|---|---|---|---|---|---|
| Brand Search | 1 | $31,020 | 19.5% |
1398 | $22.19 | Captures demand created by TOF + NCAC |
| NCAC (Dedicated) | 4 | $23,605 | 14.9% |
214 | $110.10 | Direct new customer targeting |
| PMax (Non-NCAC) | 10 | $57,730 | 36.4% |
1189 | $48.57 | Mixed new + returning, broad reach |
| Shopping (Non-NCAC) | 1 | $24,674 | 15.5% |
399 | $61.90 | Product-level discovery, mixed audience |
| Top of Funnel | 2 | $20,339 | 12.8% |
39 | $516.22 | Awareness → drives branded search + NCAC lift |
| Other | 3 | $1,387 | 0.9% |
20 | $69.02 | Supporting campaigns |
| Total (ex-Amazon) | 21 | $158,755 | 100% | 3259 | $48.71 |
Every Campaign: Conversion Efficiency & TOF Impact
Full account view showing how each campaign performed pre/post TOF launch (Sep 3). Campaigns that saw conversion lifts after TOF are highlighted, demonstrating that awareness spending amplifies performance across the entire account.
| Campaign | Type | Spend | Conv | CPA | Pre-TOF Conv/Day | Post-TOF Conv/Day | Change |
|---|---|---|---|---|---|---|---|
| Branded Search USA | Brand | $31,020 | 1398 | $22.19 | 85.2 | 175.4 | ↑ +105.8% |
| Shopping USA | Shopping | $24,674 | 399 | $61.90 | 74.0 | 35.8 | ↓ -51.7% |
| GRO Ageless | PMax | PMax | $7,827 | 281 | $27.81 | 45.0 | 27.3 | ↓ -39.2% |
| Labor Day 26' | PMax | PMax | $5,656 | 223 | $25.42 | 0.0 | 37.1 | NEW |
| Scalp Duo | PMax | New Product | PMax | $8,034 | 165 | $48.61 | 21.5 | 17.5 | ↓ -18.8% |
| PMax | Hair Serums | | PMax | $7,885 | 128 | $61.53 | 6.0 | 16.6 | ↑ +174.3% |
| Pmax - Shampoo Conditioner Kits - USA | PMax | $8,495 | 124 | $68.44 | 10.4 | 14.7 | ↑ +41.2% |
| Male | Hair Serum | PMax | PMax | $7,279 | 100 | $73.06 | 4.0 | 13.1 | ↑ +227.3% |
| Subscription | PMax || | PMax | $8,786 | 93 | $94.35 | 16.3 | 8.6 | ↓ -47.1% |
| Shopping USA | NCAC | NCAC | $8,967 | 77 | $115.98 | 12.0 | 7.6 | ↓ -36.5% |
| PMax | Hair Serums | NCAC | NCAC | $5,990 | 65 | $91.96 | 9.3 | 6.6 | ↓ -28.8% |
| Pmax - Shampoo Conditioner | NCAC | NCAC | $6,888 | 54 | $127.92 | 5.0 | 6.3 | ↑ +25.3% |
| Hydr8 Oil | PMax | PMax | $1,201 | 38 | $31.84 | 2.5 | 4.7 | ↑ +87.0% |
| Demand Generation | TOF | $9,779 | 37 | $261.54 | 7.8 | 3.1 | ↓ -59.9% |
| PMax | Lash Serum | PMax | $2,129 | 22 | $97.74 | 4.2 | 1.9 | ↓ -53.8% |
| Hair Quiz | PMax | NCAC | NCAC | $1,760 | 18 | $96.94 | 1.0 | 2.3 | ↑ +130.8% |
| PMax | Style Wand | PMax | $439 | 15 | $29.24 | 0.0 | 2.1 | NEW |
| Storefront | Black Crow | Vegamour | "vegamour gro hair serum" | Other | $601 | 12 | $50.05 | 1.0 | 1.4 | ↑ +42.9% |
| Non-Brand Search USA | Other | $526 | 6 | $87.77 | 0.0 | 0.9 | NEW |
| Core Site | Black Crow | Vegamour | "vegamour gro hair serum" | Other | $261 | 2 | $123.22 | 0.0 | 0.3 | NEW |
| Video views - 2026-09-04 | TOF | $10,560 | 2 | $5280.18 | 0.0 | 0.3 | NEW |
The New Customer Acquisition Flywheel
🎬
TOP OF FUNNEL
Video Views + Demand Gen spend $20.3K (12.8% of budget) to build awareness
→
🔍
BRAND LIFT
Branded Search conv/day jumped +106% post-TOF. PMax campaigns saw +41% to +227% lifts.
→
🎯
NEW CUSTOMERS
NCAC campaigns capture net-new buyers at $110 CPA. Shampoo NCAC improved +25% post-TOF.
The flywheel: TOF awareness → increased brand searches → more efficient PMax + Shopping → cheaper NCAC acquisition
Biggest TOF Beneficiaries (Non-NCAC, Non-TOF Campaigns)
These campaigns are not labeled NCAC and are not TOF awareness campaigns, yet they saw major conversion lifts after Sep 3. This proves the awareness spending is creating a rising tide that lifts all campaigns.
Male | Hair Serum | PMax
Pre: 4.0/day
+227.3%
Post: 13.1/day
CPA: $250.86 → $57.53 ✅
PMax | Hair Serums |
Pre: 6.0/day
+174.3%
Post: 16.6/day
CPA: $165.50 → $50.70 ✅
Branded Search USA
Pre: 85.2/day
+105.8%
Post: 175.4/day
CPA: $38.06 → $19.98 ✅
Hydr8 Oil | PMax
Pre: 2.5/day
+87.0%
Post: 4.7/day
CPA: $81.00 → $24.32 ✅
Storefront | Black Crow | Vegamour | "vegamour gro hair serum"
Pre: 1.0/day
+42.9%
Post: 1.4/day
CPA: $73.41 → $45.37 ✅
Pmax - Shampoo Conditioner Kits - USA
Pre: 10.4/day
+41.2%
Post: 14.7/day
CPA: $128.37 → $56.32 ✅
The Full NCAC Picture:
- Direct NCAC Investment: $23.6K across 4 campaigns → 214 verified new customers at $110.10 CPA
- TOF Investment: $20.3K in awareness → directly lifted branded search by +106% and PMax campaigns by +41% to +227%
- Total NCAC + TOF Investment: $43.9K (27.7% of budget) working together to maximize new customer acquisition
- Halo Effect: Non-NCAC PMax campaigns saw CPA drops of 38-77% post-TOF, meaning returning customers also cost less to convert when awareness is running
- Shampoo Conditioner NCAC: Only dedicated NCAC campaign that improved post-TOF (+25.3% conv/day), validating the flywheel for product-specific acquisition
Performance by Strategy Bucket
All 22 campaigns organized by channel type. Amazon Pilot excluded from totals and analysis.
PMax Campaigns (43.8% of spend, $72,369)
| Campaign | Spend | Clicks | Impressions | Conv | CPA | Days Active |
|---|---|---|---|---|---|---|
| GRO Ageless | PMax | $7,827 | 2,546 | 113,205 | 281.4 | $27.81 | 9 |
| Scalp Duo | PMax | New Product | $8,034 | 3,277 | 474,376 | 165.3 | $48.61 | 9 |
| PMax | Hair Serums | $7,885 | 1,450 | 145,099 | 128.1 | $61.53 | 9 |
| Pmax - Shampoo Cond Kits | $8,495 | 2,133 | 354,134 | 124.1 | $68.44 | 9 |
| Male | Hair Serum | PMax | $7,279 | 6,786 | 521,106 | 99.6 | $73.06 | 9 |
| Subscription | PMax | $8,786 | 11,545 | 439,349 | 93.1 | $94.35 | 9 |
| Labor Day 26' | PMax | $5,656 | 5,861 | 138,801 | 222.5 | $25.42 | 6 |
| PMax | Hair Serums | NCAC | $5,990 | 2,072 | 412,907 | 65.1 | $91.96 | 9 |
| Pmax - Shampoo Cond | NCAC | $6,888 | 2,629 | 578,929 | 53.8 | $127.92 | 9 |
| Hydr8 Oil | PMax | $1,201 | 275 | 33,296 | 37.7 | $31.84 | 9 |
| PMax | Lash Serum | $2,129 | 628 | 49,952 | 21.8 | $97.74 | 9 |
| Hair Quiz | PMax | NCAC | $1,760 | 2,232 | 112,215 | 18.2 | $96.94 | 9 |
| PMax | Style Wand | $439 | 135 | 14,270 | 15.0 | $29.24 | 9 |
| PMax Total (13 campaigns) | $72,369 | 41,569 | 3,387,639 | 1,325.8 | $54.58 |
PMax Stars: Labor Day PMax ($25.42 CPA) and GRO Ageless ($27.81 CPA) are the most efficient converters. Style Wand at $29.24 CPA is a hidden gem at low spend. Subscription PMax at $94.35 CPA is expected for subscription-first targeting. As budget reallocates toward Google's 25% PMax recommendation (from current 43.8%), prioritize keeping GRO Ageless, Scalp Duo, and Hair Serums at their current spend levels since they carry the best CPAs.
Shopping Campaigns (22.1% of spend, $33,640)
| Campaign | Spend | Clicks | Impressions | Conv | CPA |
|---|---|---|---|---|---|
| Shopping USA | $24,674 | 4,733 | 1,604,928 | 399.6 | $61.74 |
| Shopping USA | NCAC | $8,967 | 2,687 | 1,091,308 | 77.3 | $115.98 |
| Shopping Total | $33,640 | 7,420 | 2,696,236 | 476.9 | $70.54 |
Brand Search (20.4% of spend, $31,020)
| Campaign | Spend | Clicks | Impressions | Conv | CPA |
|---|---|---|---|---|---|
| Branded Search USA | $31,020 | 5,625 | 27,710 | 1,398.1 | $22.19 |
Top-of-Funnel: Demand Gen + Video (13.3% of spend, $20,339 ex-Amazon)
| Campaign | Spend | Clicks | Impressions | Conv | CPM | Active Since |
|---|---|---|---|---|---|---|
| Demand Generation TOF | $9,779 | 32,861 | 583,559 | 37.4 | $16.76 | Sep 1 |
| Video Views TOF | $10,560 | 58 | 563,832 | 2.0 | $18.73 | Sep 4 |
| Amazon Pilot | Demand Gen Separate | $14,581 | 67,136 | 2,960,281 | 0 | $4.93 | Sep 4 |
| TOF Total (ex-Amazon) | $20,339 | 32,919 | 1,147,391 | 39.4 | $17.73 |
TOF is a Brand Awareness Play, Not a Direct Conversion Channel. Demand Gen produced 37.4 direct conversions, but its real value is the branded search lift (+106%) and the halo effect across PMax campaigns. Video Views generated 563K impressions in 6 days at $18.73 CPM. These are view-through audiences who will convert via branded search, Shopping, and PMax over the coming weeks. The Amazon Pilot Demand Gen is running separately at $4.93 CPM, dramatically cheaper reach but with zero direct conversions (expected for a pilot).
Non-Brand Search (0.3% of spend, $526)
| Campaign | Spend | Clicks | Impressions | Conv | CPA |
|---|---|---|---|---|---|
| Non-Brand Search USA | $526 | 119 | 4,960 | 6.0 | $87.77 |
Major Opportunity: Non-Brand Search is at just 0.3% of spend vs. Google's 19% recommendation. At $87.77 CPA, it's viable but underfunded. Scaling this from $58/day to Google's recommended ~$3,167/day would capture high-intent "hair growth serum", "hair loss treatment", and "lash serum" searches that competitors are winning. This is likely the single biggest growth lever in the holiday budget shift.
Other (Black Crow Retargeting, 0.5% of spend)
| Campaign | Spend | Clicks | Conv | CPA |
|---|---|---|---|---|
| Storefront | Black Crow | $601 | 80 | 12.0 | $50.05 |
| Core Site | Black Crow | $261 | 42 | 2.1 | $123.22 |
Daily Spend Trend (All Campaigns)
Pre-TOF
TOF Launch
Post-TOF Ramp
Weekend Dip
Spend Pattern: Weekday spend has been consistently $19K-$22K/day. Weekend dips to $15K-$17K are normal for DTC ecommerce. Sep 7 (Sunday) actually hit the highest spend day ($22K), driven by Demand Gen and PMax algorithms ramping. The Sep 8-9 dip reflects the budget changes you're making in real-time as you shift toward Google's holiday allocation.
Daily Conversions Trend
*Sep 8-9 conversion lag (24-72hr reporting delay). These numbers will increase as data backfills.
Pre-TOF Daily Avg
305
Sep 1-2 (2 days)
Post-TOF Daily Avg
477
Sep 3-7 (5 days, ex-lag)
Account-Wide Lift
+56%
All campaigns combined
Account-Wide Conversion Lift: Total daily conversions jumped from ~305/day (pre-TOF) to ~477/day (Sep 3-7, excluding lag days). That's a +56% lift across the entire account. Combined with spend staying relatively flat (~$20K/day), the blended CPA improved significantly during the TOF-active period.
Key Insights (V2)
1. TOF is Working Exactly as Intended. The Sep 3 activation of Demand Gen and Video Views created a measurable halo effect. Branded Search doubled. PMax campaigns like Male Hair Serum (+227%) and Hair Serums (+174%) saw massive conv lifts with less spend. This validates the holiday ramp strategy: invest in awareness now, convert through remarketing and branded search later.
2. NCAC at $110.07 Blended CPA is Healthy for DTC Beauty. 214.5 new customers in 9 days with the most efficient channel (Hair Serums NCAC) at $91.96. Hair Quiz NCAC's +131% lift post-TOF is particularly promising: TOF awareness is making quiz-takers more purchase-ready. As budget shifts per Google's recommendation, NCAC efficiency should improve further.
3. Non-Brand Search is the Biggest Untapped Lever. Currently at 0.3% of spend vs. Google's 19% holiday recommendation. At $87.77 CPA on just $526 total spend, there's barely any data to optimize against. Scaling Non-Brand Search would capture high-intent "hair growth", "lash serum", and "hair loss" queries. This is where holiday gift shoppers search, and competitors are likely winning these auctions uncontested.
4. Budget Shift is in Progress, Not Shocking the System. The gradual approach is correct. PMax (43.8% vs. 25% target) and Shopping (22.1% vs. 10% target) need to come down, while Demand Gen (6.4% vs. 20% target) and Non-Brand Search (0.3% vs. 19% target) need significant scale-up. Making these shifts incrementally over the next 1-2 weeks avoids resetting smart bidding algorithms.
5. Sep 8-9 Conversion Lag is Not a Red Flag. 159 and 106 conversions on those days will backfill to likely 350-450+ once reporting catches up (Google's conversion reporting lag is typically 24-72 hours). Do not make budget decisions based on these incomplete numbers.
Full Campaign Performance Table (22 Campaigns)
| # | Campaign | Bucket | Spend | Clicks | Impressions | Conv | CPA | CPC |
|---|---|---|---|---|---|---|---|---|
| 1 | Branded Search USA | Brand | $31,020 | 5,625 | 27,710 | 1,398.1 | $22.19 | $5.51 |
| 2 | Shopping USA | Shop | $24,674 | 4,733 | 1,604,928 | 399.6 | $61.74 | $5.21 |
| 3 | Amazon Pilot | Demand Gen | TOF | $14,581 | 67,136 | 2,960,281 | 0 | -- | $0.22 |
| 4 | Video Views | TOF | $10,560 | 58 | 563,832 | 2.0 | -- | -- |
| 5 | Demand Generation | TOF | $9,779 | 32,861 | 583,559 | 37.4 | $261.54 | $0.30 |
| 6 | Shopping USA | NCAC | NCAC | $8,967 | 2,687 | 1,091,308 | 77.3 | $115.98 | $3.34 |
| 7 | Subscription | PMax | PMax | $8,786 | 11,545 | 439,349 | 93.1 | $94.35 | $0.76 |
| 8 | Pmax - Shampoo Cond Kits | PMax | $8,495 | 2,133 | 354,134 | 124.1 | $68.44 | $3.98 |
| 9 | Scalp Duo | PMax | PMax | $8,034 | 3,277 | 474,376 | 165.3 | $48.61 | $2.45 |
| 10 | PMax | Hair Serums | PMax | $7,885 | 1,450 | 145,099 | 128.1 | $61.53 | $5.44 |
| 11 | GRO Ageless | PMax | PMax | $7,827 | 2,546 | 113,205 | 281.4 | $27.81 | $3.07 |
| 12 | Male | Hair Serum | PMax | PMax | $7,279 | 6,786 | 521,106 | 99.6 | $73.06 | $1.07 |
| 13 | Pmax - Shampoo Cond | NCAC | NCAC | $6,888 | 2,629 | 578,929 | 53.8 | $127.92 | $2.62 |
| 14 | PMax | Hair Serums | NCAC | NCAC | $5,990 | 2,072 | 412,907 | 65.1 | $91.96 | $2.89 |
| 15 | Labor Day 26' | PMax | PMax | $5,656 | 5,861 | 138,801 | 222.5 | $25.42 | $0.97 |
| 16 | PMax | Lash Serum | PMax | $2,129 | 628 | 49,952 | 21.8 | $97.74 | $3.39 |
| 17 | Hair Quiz | PMax | NCAC | NCAC | $1,760 | 2,232 | 112,215 | 18.2 | $96.94 | $0.79 |
| 18 | Hydr8 Oil | PMax | PMax | $1,201 | 275 | 33,296 | 37.7 | $31.84 | $4.37 |
| 19 | Storefront | Black Crow | AI | $601 | 80 | 1,253 | 12.0 | $50.05 | $7.51 |
| 20 | Non-Brand Search USA | NB Search | $526 | 119 | 4,960 | 6.0 | $87.77 | $4.42 |
| 21 | PMax | Style Wand | PMax | $439 | 135 | 14,270 | 15.0 | $29.24 | $3.25 |
| 22 | Core Site | Black Crow | AI | $261 | 42 | 761 | 2.1 | $123.22 | $6.21 |
| TOTAL (22 campaigns) | $173,336 | 154,910 | 10,226,231 | 3,260.4 | $53.17 | $1.12 |