Paid media

Advertising performance of Maison Velours, per platform. Spend, conversions and ROAS as reported by each platform, checked against GA4 and actual revenue.

Luxury home textiles and fragrance · FR, DE, NL, UK, US · Stack: Shopify Plus, Amazon, bol, Klaviyo, Impact, Meta, Google Ads, Pinterest, Amazon Ads, Recharge, Okendo, GA4

4 of 4 platforms · 22 campaigns · daily data, last 30 days vs previous period

PM1Spend

17.9%

€98,698

Platform-reported cost

PM2Impressions

17.8%

10M

95,499 link clicks

PM3Reach

18.6%

1.4M

Meta, TikTok, LinkedIn only

PM4Frequency

0.0%

2.68

Impressions / reach

PM5CPM

0.1%

€9.90

Spend / impressions x 1000

PM6CPC (link)

0.6%

€1.03

Spend / link clicks

PM7CTR (link)

0.6%

0.96%

Link clicks / impressions

PM8Purchases

15.8%

2,336

Platform-reported, default window

PM9Purchase value

15.5%

€222,075

Sum of platform claims

PM10Purchase ROAS

2.1%

2.25x

Value / spend, platform-reported

PM11Leads (lead form)

21.0%

265

Instant Forms and web forms

PM12Cost per lead

2.3%

€30.88

Lead campaigns only

PM17New-customer purchases

17.5%

450

47.2% of purchases on Google and Amazon

Source: Meta insights.spend · Google metrics.cost_micros / 1e6 · TikTok spend · Pinterest SPEND_IN_MICRO_DOLLAR · Amazon cost · LinkedIn costInLocalCurrency

PM18Alerts

Computed from the numbers on this page: pacing, ROAS, cost per lead, impression share, fatigue and double counting

Search budget limits impression share

Shopping | Standard, best sellers, Search | Lead, trade enquiry: more than 20% of impression share lost to budget (search_budget_lost_impression_share).

3 creatives at fatigue risk

Frequency above 3.4 on Press mention v4, Before and after v1 and more. Rotate in fresh variants.

Platforms double count revenue

Platform-reported conversion value is 1.42x of the revenue actually attributed to the paid channels. Use MER (4.28x, net revenue / total marketing spend) for budget decisions, platform ROAS only to compare within a platform.

Campaign in learning phase

Prospecting | Collection ads, new season: expect volatile CPA for a few more days.

Recent days are preliminary

iOS ATT and consent mode modelling backfill conversions for up to 72 hours (Meta) and lookback days (Google). The last 3 to 7 days are re-synced on every run.

PM19Spend per platform over time

Stacked, per day

Source: Meta insights.spend · Google metrics.cost_micros / 1e6 · TikTok spend · Pinterest SPEND_IN_MICRO_DOLLAR · Amazon cost · LinkedIn costInLocalCurrency

PM20Spend share

Share of spend per platform in this period

PM21Platform comparison

Click a column header to sort. ROAS is platform-reported and overlaps between platforms


Meta	€37,966	38%	3.9M	0.94%	€1.05	624	€73,800	1.94x	148	€28.67
Google Ads	€33,588	34%	2.5M	1.68%	€0.80	737	€88,193	2.63x	83	€40.31
Amazon Ads	€20,005	20%	2.6M	0.43%	€1.82	801	€43,790	2.19x	-	-
Pinterest	€7,139	7%	1.1M	0.61%	€1.10	174	€16,292	2.28x	34	€17.47

Source: ROAS = conversion value / spend per platform (Meta purchase_roas, TikTok complete_payment_roas, Amazon roasClicks14d). Do not add up.

PM22Conversions per type over time

Conversions per type (own chart, not mixed with spend)

Source: Meta actions[omni_purchase | lead | onsite_conversion.lead_grouped] and action_values[omni_purchase] (offsite_conversion.fb_pixel_purchase is pixel-only, so it misses app and onsite purchases) · Google metrics.conversions by segments.conversion_action_category (PURCHASE, SUBMIT_LEAD_FORM, BOOK_APPOINTMENT) · TikTok complete_payment, onsite_form

PM23Conversion totals

Period totals per type with the cost basis

Purchases2,336 · €35.11 each
Add to cart14,032
Begin checkout5,821
Leads265 · €30.88 each

Cost per type uses only spend of campaigns with that objective. Awareness spend (€8,474) is not attributed to any conversion type.

PM24Conversion types and API fields

Which field delivers each conversion type, per platform, with this period's counts

Platform	Type	Count / value field	Count	Value	Cost per
Meta	Purchase	actions[omni_purchase] (offsite_conversion.fb_pixel_purchase is pixel-only)	624	€73,800	€45.44
Meta	Lead form	actions[lead] / onsite_conversion.lead_grouped (Instant Form)	148	-	€28.67
Google Ads	Purchase	metrics.conversions where segments.conversion_action_category = PURCHASE	737	€88,193	€38.14
Google Ads	Lead form	metrics.conversions where category = SUBMIT_LEAD_FORM	83	-	€40.31
Pinterest	Purchase	TOTAL_CHECKOUT	174	€16,292	€31.88
Pinterest	Lead form	TOTAL_LEAD	34	-	€17.47
Amazon Ads	Purchase	purchases14d (SP: purchases7d)	801	€43,790	€24.97

Source: Hover a field for the full mapping. [?] marks field names not yet verified. Google: cost and conversions segmented by conversion_action_category need two queries (the segment blocks cost metrics), joined on date and campaign.

PM25Cost per acquisition by type and platform

Spend of campaigns with that objective / conversions of that type

Platform	Cost per purchase	Cost per lead
Meta	€45.44 up 4%	€28.67 down 3%
Google Ads	€38.14 up 1%	€40.31 down 1%
Pinterest	€31.88 up 6%	€17.47 down 2%
Amazon Ads	€24.97 up 0%	-
All shown platforms	€35.11 up 2%	€30.88 down 2%

Source: Meta cost_per_action_type · Google cost / conversions segmented by conversion_action_category · TikTok cost_per_complete_payment, cost_per_onsite_form [?] · arrows show change vs previous period (down is good)

PM26Campaigns

Click a campaign to see its ad sets or ad groups. Click a header to sort


	Meta	OUTCOME_SALES	Active	€12,769	1.1M	1.13%	€1.02	259	€30,574	2.39x	-	-
	Google Ads	PERFORMANCE_MAX	Active	€10,986	909.7K	1.06%	€1.14	274	€32,624	2.97x	-	-
	Amazon Ads	SPONSORED_PRODUCTS	Active	€7,897	868.3K	0.42%	€2.14	307	€16,563	2.10x	-	-
	Meta	OUTCOME_SALES	Active	€7,699	782.4K	0.96%	€1.02	134	€14,414	1.87x	-	-
	Google Ads	SHOPPING	Active	€6,036	430.6K	1.31%	€1.07	153	€18,361	3.04x	-	-
	Meta	OUTCOME_AWARENESS	Active	€5,350	1.1M	0.44%	€1.10	-	-	-	-	-
	Google Ads	SEARCH	Active	€5,122	177.8K	4.64%	€0.62	97	€11,293	2.20x	-	-
	Meta	OUTCOME_SALES	Active	€5,085	300.4K	1.57%	€1.07	197	€24,782	4.87x	-	-
	Amazon Ads	SPONSORED_BRANDS	Active	€4,515	665.6K	0.34%	€1.98	118	€6,056	1.34x	-	-
	Meta	OUTCOME_LEADS	Active	€4,249	316.1K	1.38%	€0.97	-	-	-	148	€28.67
	Amazon Ads	SPONSORED_PRODUCTS	Active	€4,157	296.8K	1.10%	€1.27	278	€15,759	3.79x	-	-
	Google Ads	SEARCH	Active	€3,487	91.5K	8.17%	€0.47	186	€22,892	6.57x	-	-
	Amazon Ads	SPONSORED_DISPLAY	Active	€3,436	729.1K	0.24%	€1.97	98	€5,413	1.58x	-	-
	Pinterest	CATALOG_SALES	Active	€3,431	418.9K	0.72%	€1.14	121	€11,497	3.35x	-	-
	Google Ads	SEARCH	Active	€3,355	106.9K	5.18%	€0.61	-	-	-	83	€40.31
	Google Ads	DEMAND_GEN	Active	€2,489	384.3K	0.75%	€0.86	28	€3,023	1.21x	-	-
	Google Ads	VIDEO	Active	€2,114	392K	0.61%	€0.89	-	-	-	-	-
	Pinterest	WEB_CONVERSION	Active	€2,103	291.8K	0.64%	€1.13	53	€4,794	2.28x	-	-
	Meta	OUTCOME_SALES	Paused	€1,894	143.1K	1.00%	€1.32	20	€2,270	1.20x	-	-
	Pinterest	AWARENESS	Active	€1,011	280.7K	0.38%	€0.95	-	-	-	-	-
	Meta	OUTCOME_SALES	Learning	€920	75.1K	1.03%	€1.19	14	€1,760	1.91x	-	-
	Pinterest	WEB_CONVERSION	Active	€594	75.3K	0.69%	€1.15	-	-	-	34	€17.47
Total (22)				€98,698	10M	0.96%	€1.03	2,336	€222,075	2.25x	265	€30.88

Source: Meta level=campaign|adset, objective · Google campaign.advertising_channel_type, ad_group / asset_group · TikTok data_level=AUCTION_CAMPAIGN|AUCTION_ADGROUP · Pinterest level=CAMPAIGN|AD_GROUP · Amazon sponsoredProducts|sponsoredBrands|sponsoredDisplay campaigns

PM27Top creatives

Ads with their share of the ad set. Frequency above 3.4 is flagged as fatigue risk

									Health
Texture close-up v1Prospecting \| Advantage+ Shopping	Meta	Static 1:1	€4,142	1.03%	-	€65.50	1.89x	1.9	Healthy
Founder story v1Prospecting \| Advantage+ Shopping	Meta	UGC video	€3,870	1.21%	30%	€41.29	2.77x	1.8	Healthy
Review quote v1Performance Max \| All products	Google Ads	Static 4:5	€3,834	1.02%	-	€36.14	3.08x	2.8	Healthy
Bestseller roundup v1Prospecting \| UGC Reels, broad	Meta	Collection	€2,567	0.91%	-	€50.20	2.06x	2.9	Healthy
Gift wrapped v3Prospecting \| Advantage+ Shopping	Meta	Static 4:5	€2,554	1.11%	-	€50.07	2.49x	3.4	Healthy
Press mention v4Prospecting \| UGC Reels, broad	Meta	Collection	€2,307	1.06%	-	€50.30	2.13x	3.7	Fatigue risk
Studio tour v2Performance Max \| All products	Google Ads	Video 9:16	€2,280	1.25%	30%	€42.24	2.99x	3.1	Healthy
Unboxing ritual v2Prospecting \| Advantage+ Shopping	Meta	Static 4:5	€2,204	1.20%	-	€43.33	2.57x	3.0	Healthy
Weekend offer v2SP \| Auto, best sellers	Amazon Ads	Video 16:9	€1,990	0.40%	40%	€33.94	1.76x	2.1	Healthy
Texture close-up v3Awareness \| Reach, brand film	Meta	Collection	€1,872	0.46%	-	-	-	4.1	Fatigue risk

Source: Meta level=ad, video_p25_watched_actions / video_play_actions for hook rate [?] · Google ad_group_ad.ad.id, asset_group_asset performance_label · TikTok data_level=AUCTION_AD, ad_name · Pinterest level=AD

PM28Attribution windows

Same spend, different window: the effect on conversions and ROAS

Platform	Window	Conversions	Value	ROAS	vs default
Meta	1-day clickaction_attribution_windows=1d_click	381	€45,018	1.19x	-39%
Meta	7-day clickaction_attribution_windows=7d_click	512	€60,516	1.59x	-18%
Meta	1-day viewaction_attribution_windows=1d_view	112	€13,284	0.35x	-82%
Meta	7-day click + 1-day view (default)default when parameter is omitted	624	€73,800	1.94x	-
Google Ads	Model set per conversion action (data-driven default) (default)metrics.conversions	737	€88,193	2.63x	-
Pinterest	7d click / 1d view / 0 engagementclick_window_days=7, view_window_days=1, engagement_window_days=0	97	€9,123	1.28x	-44%
Pinterest	30d click / 30d view / 30d engagement (default)default windows	174	€16,292	2.28x	-
Amazon Ads	7-daypurchases7d / sales7d	753	€41,163	2.06x	-6%
Amazon Ads	14-day (default)purchases14d / sales14d	801	€43,790	2.19x	-

Source: Meta action_attribution_windows [1d_click, 7d_click, 1d_view] (7d_view and 28d_view are being retired [?]) · Google: model and lookback are set per conversion action (data-driven default), no report-time window · TikTok 7d click / 1d view · Pinterest click_window_days, view_window_days

PM29ROAS by window

Pick a platform

The default for Meta is 7-day click + 1-day view. Always compare platforms on equal windows.

PM30Platform-reported vs GA4 vs actual revenue

Platforms claim the same order more than once. This block always covers all platforms of the client

Platforms claim

€222,075

Sum of platform-reported value

GA4 paid channels

€85,998

purchaseRevenue, last click

Actual paid-attributed

€156,473

Revenue attributed to paid channels, ex VAT

Overlap ratio

1.42x

Platform sum / actual paid-attributed

Meta (reported)

Google Ads (reported)

Pinterest (reported)

Amazon Ads (reported)

Sum of platforms

GA4 paid channels

Actual paid-attributed revenue

Actual net revenue, all channels

€73,800

€88,193

€16,292

€43,790

€222,075

€85,998

€156,473

€444,878

MER

4.28x

Net revenue / total marketing spend (ads, affiliate, email)

Paid-only MER

4.51x

Net revenue / paid ad spend

Platform blended ROAS

2.25x

Sum of claims / total spend

GA4 ROAS

0.87x

GA4 revenue / total spend

Source: GA4 runReport purchaseRevenue by sessionDefaultChannelGroup · Actual: net revenue and channel attribution from /revenue (orders, bookings; source of truth) · overlap = sum of platform value / paid-attributed actual revenue

PM31Claimed vs actual per platform

Platform-reported value / revenue actually attributed to that channel


Google Ads	2.63x	1.40x
Meta	1.94x	1.60x
Amazon Ads	2.19x	1.20x
Pinterest	2.28x	1.50x
Total	2.25x	1.42x Double counted

PM32Breakdowns

Where spend and purchases come from. Rows add up to the totals of the platforms that deliver the dimension (Amazon Ads excluded)


35-44 · Female	€15,613	1.19%	383	€40.79	2.90x
25-34 · Female	€13,095	1.19%	272	€48.14	2.41x
45-54 · Female	€11,080	1.19%	253	€43.76	2.68x
35-44 · Male	€8,294	1.07%	154	€53.81	2.15x
25-34 · Male	€6,956	1.07%	110	€63.50	1.79x
45-54 · Male	€5,886	1.07%	102	€57.73	1.99x
55-64 · Female	€5,036	1.19%	96	€52.32	2.20x
18-24 · Female	€4,029	1.19%	59	€68.77	1.63x
55-64 · Male	€2,676	1.07%	39	€69.02	1.64x
18-24 · Male	€2,140	1.07%	24	€90.71	1.22x
65+ · Female	€1,511	1.19%	21	€72.93	1.53x
65+ · Male	€803	1.07%	8	€96.21	1.15x
35-44 · Unknown	€488	0.91%	5	€91.05	1.23x
25-34 · Unknown	€409	0.91%	4	€107.44	1.03x
45-54 · Unknown	€346	0.91%	4	€97.67	1.14x
55-64 · Unknown	€157	0.91%	1	€116.78	0.94x
18-24 · Unknown	€126	0.91%	1	€153.49	0.71x
65+ · Unknown	€47	0.91%	0	€162.79	0.66x
Total	€78,693		1,535	€51.26	2.27x

35-44 · Female

25-34 · Female

45-54 · Female

35-44 · Male

25-34 · Male

45-54 · Male

55-64 · Female

18-24 · Female

55-64 · Male

18-24 · Male

65+ · Female

65+ · Male

35-44 · Unknown

25-34 · Unknown

45-54 · Unknown

55-64 · Unknown

18-24 · Unknown

65+ · Unknown

€15,613

€13,095

€11,080

€8,294

€6,956

€5,886

€5,036

€4,029

€2,676

€2,140

€1,511

€803

€488

€409

€346

€157

€126

€47

Source: Meta breakdowns=age,gender · Google ad_group_criterion.age_range, gender · TikTok dimensions age, gender

Google Ads

Search impression share, keywords, search terms and Performance Max

PM33Search impression share

Top campaigns over time, in percent

Source: metrics.search_impression_share · metrics.search_budget_lost_impression_share · metrics.search_rank_lost_impression_share

PM34Impression share by campaign

Sortable. Shares add up to 100% with lost shares


Shopping \| Standard, best sellers	45%	26%	22%	33%
Search \| Non-brand, category terms	82%	71%	9%	9%
Search \| Brand	91%	78%	5%	4%
Search \| Lead, trade enquiry	45%	29%	31%	25%

Source: metrics.search_top_impression_share, search_absolute_top_impression_share

PM35Top keywords

Search campaigns, spend ranked. Quality score 1-10


maison veloursBrand	Exact	10/10	73.9K	9.6%	€0.34	€2,421	223	9.48x
luxury bed linen	Phrase	7/10	28.9K	3.9%	€1.38	€1,567	12	0.69x
velvet cushion covers	Phrase	8/10	30K	5.2%	€0.92	€1,424	19	1.20x
scented candles luxury	Broad	7/10	24.2K	4.7%	€1.12	€1,282	11	0.74x
silk pillowcase	Exact	8/10	25.6K	4.2%	€1.05	€1,139	13	0.99x
room spray home fragrance	Phrase	8/10	25.3K	4.6%	€0.86	€997	11	1.03x
designer duvet cover	Broad	6/10	15.3K	4.5%	€1.46	€997	5	0.44x
maison velours throwBrand	Exact	9/10	20.6K	10.1%	€0.41	€855	58	6.92x
diffuser refill luxury	Phrase	7/10	20.9K	4.4%	€0.78	€712	10	1.21x
gift set candle blanket	Broad	6/10	15.3K	3.8%	€0.97	€570	5	0.79x

Source: keyword_view · ad_group_criterion.keyword.text, keyword.match_type, quality_info.quality_score · metrics.cost_micros, conversions

PM36Performance Max

Reporting is limited: campaign and asset group level only

Asset group	Strength	Cost	Conv.	ROAS
Bedding and throws	BEST	€3,622	36	1.01x
Home fragrance	GOOD	€3,159	127	4.95x
Cushions	GOOD	€2,390	66	3.39x
Gift sets	LOW	€1,815	45	2.87x

Source: asset_group · asset_group_asset.performance_label (BEST, GOOD, LOW) · metrics on campaign with advertising_channel_type = PERFORMANCE_MAX

Channel split is not available

The Google Ads API does not return a Search, YouTube, Display, Gmail, Maps split for Performance Max. Only campaign and asset group metrics exist; a split by segments.ad_network_type is limited and unverified [?]. This dashboard therefore shows no channel mix for PMax. Search term categories are available through campaign_search_term_insight.

PM37Budget pacing

Month to date, day 4 of 31. Budget is the monthly plan per platform

Meta€5,300 of €40,935On pace

Expected to date €5,282 · projected month-end €41,075 · planned €1,320 per day · €1,320 per day left to hit budget

Google Ads€4,509 of €32,754On pace

Expected to date €4,226 · projected month-end €34,945 · planned €1,057 per day · €1,046 per day left to hit budget

Pinterest€1,005 of €7,822On pace

Expected to date €1,009 · projected month-end €7,789 · planned €252 per day · €252 per day left to hit budget

Amazon Ads€2,877 of €20,794On pace

Expected to date €2,683 · projected month-end €22,297 · planned €671 per day · €664 per day left to hit budget

Source: Spend per day from the same reports (Meta spend, Google cost_micros, TikTok spend) vs a monthly budget plan kept in the dashboard · Meta also exposes campaign daily_budget and lifetime_budget

GA4 for paid channels

Independent measurement of the same traffic: sessions, key events and revenue per default channel group

PM38Paid channels in GA4

Last-click style attribution, lower than platform-reported numbers


Paid Social	34,785	436	€39,108	3,348	1,297	0.82x	1.96x
Paid Search	15,411	219	€19,827	1,580	619	1.66x	2.86x
Cross-network	6,907	147	€16,964	1,374	534	1.54x	2.97x
Paid Shopping	4,337	86	€10,098	806	323	1.67x	3.04x
Paid Video	1,670	0	€0	0	0	-	-
Total paid	63,109	888	€85,998	7,108	2,773	1.09x

Source: GA4 Data API runReport · dimension sessionDefaultChannelGroup · metrics sessions, keyEvents, purchaseRevenue, addToCarts, checkouts, ecommercePurchases

PM39Paid traffic funnel in GA4

From session to outcome, paid channels only

Sessions

Add to carts

Checkouts

Purchases (ecommercePurchases)

Leads (keyEvents:generate_lead)

63,109

7,108

2,773

737

156

GA4 sessions are about 26% lower than platform link clicks (consent, blockers, quick bounces). Key events must be marked as such in GA4.

Source: addToCarts, checkouts, ecommercePurchases, keyEvents:purchase | generate_lead