Monthly yield report · Hypothetical outdoor-gear store
Headline: attributed revenue finished above target while cost per new customer stayed inside the agreed limit. Next month we scale the winning headline and publish two more buying guides.
- Ad spend
- $18,400 Budget $18,500
- Attributed revenue
- $71,800 Target $66,000
- ROAS
- 3.9 Target 3.6
- New customers
- 412 Target 400
- Cost per new customer
- $44.66 Target ≤ $46
- Wasted-spend share
- 6% Target ≤ 8%
What we changed
- Moved budget from the core-catalogue Shopping campaign to high-margin hero products
- Added 64 negative keywords from the weekly search-term review
- Launched a new headline test on the backpacking-tent ad group
What we learned
- Buying-guide copy on category pages kept visitors on the page longer than the plain grid
- Brand campaign costs held steady after the Performance Max brand exclusion
Next month
- Roll the winning headline into the family-tent ad group
- Publish two more category buying guides
- Review margin tiers with your team before the seasonal sale