Sample report — illustrative data, not a real client account

Paid media performance report

Coastline FitnessMarch 2026

Meta Ads Google Ads Google Analytics 4 1 Mar – 31 Mar 2026 vs. February 2026

March bought more traffic than February — and converted less of it.

Spend rose 5.7% to $65,188 and delivered 7.7% more impressions, but attributed revenue was essentially flat at $235,154. Conversions fell 5.5%, which pushed cost per acquisition up 11.8% to $30.63.

The site data tells the same story from the other side. Sessions were up 24.8% and users up 36.5%, but engagement rate fell 14.1% and average order value fell 8.9%. More people arrived; a smaller share of them were the right people.

The clearest fixable issue is allocation. Budget share and efficiency currently run in almost exactly opposite order — the campaign taking the largest share of spend returns the least, and the campaign returning the most takes the smallest share.

What to know first

  • Brand Awareness – Spring is the most efficient campaign at 4.08× ROAS and $27.50 CPA, on the smallest budget.
  • Retargeting – Website Visitors takes 28.3% of spend at the lowest return (3.19×) and highest CPA ($36.62).
  • Roughly $12,191 in revenue sits below account pace across the two underperformers.
  • Platforms claim 35% more revenue than GA4 records — down from 46% in February, but still a live measurement gap.

Headline performance

Meta Ads + Google Ads combined · change vs. February 2026
Ad spend
$65,188
▲ 5.7%Meta + Google
Attributed revenue
$235,154
▲ 0.8%Platform-reported
Blended ROAS
3.61×
▼ 4.7%3.78× in February
Conversions
2,128
▼ 5.5%Across both platforms
Cost per acquisition
$30.63
▲ 11.8%$27.39 in February
Click-through rate
2.58%
▼ 5.2%CPC $1.53 ▲ 3.6%

Platform split

Meta carries 68% of budget at a +0.12× ROAS difference

Meta Ads

68% of budget
Spend$44,047▼ 0.9%
Revenue$160,609▼ 5.4%
ROAS3.65×▼ 4.5%
CPA$30.40▲ 15.4%
CTR2.42%▼ 9.1%
CPM$34.58▼ 7.1%

Google Ads

32% of budget
Spend$21,140▲ 23.0%
Revenue$74,545▲ 17.4%
ROAS3.53×▼ 4.6%
CPA$31.12▲ 2.0%
CTR3.11%▲ 6.4%
CPM$56.12▲ 10.6%
The two platforms are performing within 0.12× of each other on ROAS and $0.72 on CPA. This is a campaign-level problem, not a platform-level one — there is no case for shifting budget wholesale between Meta and Google.

Daily trend

Spend by platform · daily blended ROAS
Meta Ads spend Google Ads spend Blended ROAS Month average (3.61×)
Daily ROAS swings between roughly 1.5× and 7.5× with no consistent weekday pattern, which points to creative and audience variance rather than a scheduling issue. Spend is heaviest in the first three weeks; the final week runs lighter on both platforms while returns hold up, another sign the account is not budget-constrained at the top.

Where budget goes vs. where it earns

Bubble size = conversions · dashed line = account average ROAS
Share of spend Share of revenue
Brand Awareness - Spring
20.8% of spend
23.6% of revenue
+2.7 pts
Prospecting - Lookalike
24.7% of spend
27.2% of revenue
+2.4 pts
Shopping - Best Sellers
26.1% of spend
24.2% of revenue
−1.9 pts
Retargeting - Website Visitors
28.3% of spend
25.0% of revenue
−3.3 pts
Every campaign above the account's 3.61× average returns a larger share of revenue than it takes in budget, and every campaign below it does the opposite. Read the right-hand column as the size of the correction available: moving budget toward the top two rows and away from the bottom two closes most of the gap without needing new creative or new audiences.

Campaign detail

Ranked by ROAS · both platforms combined
CampaignSpendShareRevenue ROASCPAConv.vs. account pace
1Brand Awareness - Spring$13,59220.8%$55,4914.08×$27.50494+6,462
2Prospecting - Lookalike$16,12824.7%$63,9103.96×$29.51547+5,729
3Shopping - Best Sellers$17,01826.1%$56,8843.34×$29.16584−4,505
4Retargeting - Website Visitors$18,45028.3%$58,8703.19×$36.62504−7,686
vs. account pace shows the revenue each campaign produced above or below what it would have returned at the account's blended 3.61×. It isolates efficiency from budget size: a campaign can be the biggest revenue contributor and still sit in deficit if it consumed more than its share of spend to get there.

Site behaviour — Google Analytics 4

All traffic · change vs. February 2026
Sessions
73,528
▲ 24.8%
Total users
58,382
▲ 36.5%
New users
28,465
▲ 34.4%
Engagement rate
50.3%
▼ 14.1%
Purchases
1,856
▲ 19.4%
Average order value
$93.91
▼ 8.9%
Site conversion rate
2.52%
▼ 4.3%
Pages per session
2.87
▲ 7.9%
Sessions Engaged sessions Revenue
Traffic grew strongly through the month, but engaged sessions did not keep pace — the gap between the two bands widens after mid-month. Engagement rate finished at 50.3%, down from 58.6% in February. Combined with average order value falling to $93.91, this suggests March's incremental traffic was lower-intent than February's.

Measurement check

Platform-reported revenue vs. GA4 recorded revenue
Meta + Google reported$235,154
GA4 recorded revenue$174,301
Unreconciled difference$60,853

The platforms claim 35% more revenue than GA4 recorded, a difference of $60,853. Conversion counts show the same pattern: 2,128 platform-attributed conversions against 1,856 GA4 purchase events.

Some divergence is expected — view-through windows, modelled conversions on Google Ads, and cross-device matching all inflate platform figures relative to last-click site data. A gap of this size, though, is wide enough that it should be narrowed before revenue targets are set against platform numbers.

Encouragingly, the gap has closed from 46% in February to 35% in March. We recommend a UTM and conversion-tag audit next month to establish which of the two figures to plan against.

Priorities for April

Ordered by expected impact
1

Rebalance budget toward Brand and Prospecting

Shift roughly 15–20% of Retargeting's budget into Brand Awareness and Prospecting, which are the only two campaigns returning above account pace. Move in one step and hold for a full two weeks before judging.

Target: blended ROAS back above 3.78×
2

Diagnose Retargeting before cutting further

A high CPA on a retargeting campaign usually means a saturated pool. Pull frequency and audience size, and check the membership window — the fix may be a frequency cap or a shorter window rather than a budget reduction.

Current: $36.62 CPA at 3.19×
3

Review Google Shopping feed and bidding

Google's Shopping line is the weakest single placement in the account at 2.74×, while the same campaign on Meta runs at 3.62×. Check feed quality, product-level bids, and whether low-margin SKUs are absorbing budget.

$5,298 at 2.74× ROAS
4

Run a UTM and conversion-tag audit

Confirm every ad destination carries correct UTMs and that GA4 purchase events fire once per transaction. Until platform and site figures agree more closely, plan against GA4 and treat platform revenue as directional.

Close the $60,853 reporting gap