Media, seen from the finance department
Every screen here answers one question: did this rand come back with a friend? CTR, quality rankings and platform-reported ROAS are shown only so you can see how badly they mislead.
Break-even is 1.86x at the client's 46.2% gross margin. Anything below that is a donation, no matter what the platform dashboard says.
Cut R140k from Meta Retargeting
Marginal ROAS 0.74x, saturation 94%. Holdout shows 78% of conversions occur without the ad.
Cut R120k from Brand Search
Incrementality test: 84% of brand clicks convert organically when paused. Classic budget laundering.
Move R180k into TikTok Prospecting
Marginal ROAS 2.44x, only 38% of the curve consumed. Headroom before diminishing returns.
Retire CR-01 and CR-06
Excellent platform quality rank, 3.9% and 4.6% CTR, and both destroy margin. Attention is not demand.