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Opportunity: The male segment represents 55% of your conversion volume but underperforms on efficiency. Small improvements here could significantly impact overall ROAS.
Recommended Actions:
1. Analyze Creative Performance by Gender
• Review which ad creatives perform best for each gender
• Consider testing gender-specific messaging or offers
2. Budget Reallocation Test
• Experiment with shifting 10-15% of budget toward female audiences
3. Male Segment Optimization
• Investigate male CPA is 10% higher
1. Executive Summary
Critical Alert: Account performance shows significant deterioration this week. While ROAS remains just above target at 5.11x, we're experiencing a 15.1% revenue decline (-$111.8K) despite 12.7% lower spend. The data reveals a concerning efficiency drop that demands immediate attention.
Top 3 Priorities:
1. Stem the Revenue Decline - Scale up proven winners (Campaign #14 at 4.52x ROAS)
2. Fix Budget Leaks - Two campaigns burning $2.2K with sub-2.0x ROAS need immediate action
3. Investigate Conversion Quality - 14.3% drop in conversions suggests audience or landing page issues
Top Performers (Maintain/Scale):
| Campaign | Spend | Revenue | ROAS |
|---|---|---|---|
| Summer Sale - Search | $25,234 | $83,110 | 3.29 |
| Women's Shoes - PMAX | $20,871 | $59,476 | 2.85 |
| Running Sneakers - NB | $21,378 | $54,550 | 2.55 |
Underperformers (Audit/Pause):
| Campaign | Spend | Revenue | ROAS | Status |
|---|---|---|---|---|
| Boots - DSA Broad | $25,234 | $25,234 | -32% | Low volume, acceptable ROAS but review search terms |
| Heels - Competitor | $4.69 | $0 | 0.00 | Pause immediately |
| Sandals - Display | $24.51 | $5.66 | 0.23 | Pause immediately |


Campaign's state-level performance reveals significant geographic variation in ROAS, with critical opportunities for optimization. Performance is remarkably stable across time periods, with most states showing similar efficiency in both windows.
| State | 30d ROAS | 90d ROAS | Consistency | Monthly Spend | Revenue |
| Arizona | 3.30 | 3.19 | ✓Consistent | $2,621 | $8,638 |
| New York | 3.21 | 3.44 | ✓Consistent | $4,924 | $15,792 |
| Oklahoma | 3.07 | 3.10 | ✓Consistent | $5,006 | $15,361 |
| Georgia | 3.06 | 2.99 | ✓Consistent | $4,354 | $13,313 |
| North Carolina | 3.05 | 2.76 | ▲Improving | $2,572 | $7,843 |
| Tennessee | 3.03 | 2.80 | ▲Improving | $3,269 | $9,900 |
| Michigan | 2.98 | 3.35 | ▲Declining | $4,965 | $14,770 |
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Bring your questions. We'll show insights + a prioritized action plan in real time.