Vegamour Campaign KPI Dashboard

Account Summary

Total Spend

$2,974,205

41 campaigns

Primary Revenue

$7,312,619

conversionsValue

Primary ROAS

2.46x

convValue / spend

All Conv Revenue

$25,901,753

allConversionsValue

All Conv ROAS

8.71x

allConvValue / spend

New Customers

29,952

NEW segment

Blended NCAC

$99.24

spend / new customers

Quarterly Performance

Spend

Primary Revenue

Primary ROAS

Quarter	Spend	Primary Revenue	Primary ROAS	All Conv Revenue	All Conv ROAS
Q1 (Jan-Mar)	$718,805	$1,891,456	2.63x	$4,943,237	6.88x
Q2 (Apr-Jun)	$773,368	$2,421,478	3.13x	$9,151,587	11.83x
Q3 (Jul-Sep)	$1,077,492	$2,444,950	2.27x	$9,045,792	8.39x
Q4 (Oct-Nov 8)	$404,541	$554,736	1.37x	$2,761,137	6.82x
YTD Total	$2,974,205	$7,312,619	2.54x	$25,901,753	8.71x

Strategic Insights

NCAC Campaigns: $212K Spent at 1.07x Primary ROAS

4 NCAC campaigns (Shopping USA NCAC, Hair Quiz PMax NCAC, Hair Serums NCAC, Shampoo NCAC) have spent $212,189 combined but generate only 1.07x primary ROAS. Their non-NCAC counterparts run 2.39-3.06x. These campaigns are cannibalizing profitable auctions and should be first cut.

Video Views: $105K Spent, $901 Primary Revenue (0.009x)

Only 8 primary conversions YTD. This awareness campaign has consumed $105K since Sep 4 with essentially zero return. Budget is better reallocated to proven PMax and Shopping campaigns.

Amazon Pilot: $65K Spent, $2.5K Revenue (0.04x)

Already paused. $65K wasted with 35 conversions. Should remain off permanently.

Demand Generation: $148K Spent, 0.82x Primary ROAS, Only 82 New Customers

The 4th biggest spender is underwater on primary ROAS. Only 82 new customers all year ($1,802 NCAC). Mostly re-engaging existing customers. Needs 50-75% budget cut and tighter audience exclusions.

Non-Brand Search: $64K Spent, 0.66x Primary ROAS

Generic non-brand search traffic that isn't converting profitably. Needs heavy negative keyword work or a pause while product-level non-brand campaigns are tested instead.

Top Performers to Scale

Branded Search (4.10x, $902K), PMax Hair Serums (3.06x, $126K), Shopping Catchall (3.04x, $18K), Subscription PMax (2.85x, $74K, currently paused), Shampoo Kits (2.69x, $124K), Memorial Day PMax (2.64x, $17K), Shopping USA (2.39x, $467K), Scalp Duo (2.31x, $64K).

All Campaigns (Grouped by Strategy)

Sorted by spend within each group. Yellow = NCAC campaigns. Blue = Top-of-Funnel campaigns. Red highlight = Primary ROAS below 1.0x.

#	Campaign	Status	Active Since	YTD Spend	Primary Conv	Primary Rev	Primary ROAS	New Cust	NCAC
CORE CAMPAIGNS
1	Branded Search USA	Enabled	Jan 1	$901,898	38,265	$3,700,788	4.10x	14,767	$61
2	Shopping USA	Enabled	Jan 1	$466,951	13,030	$1,113,815	2.39x	7,013	$67
3	Nonbranded Shopping USA	Paused	Jan 1	$153,769	3,152	$179,835	1.17x	2,778	$55
4	PMax \| Hair Serums	Enabled	Jan 1	$125,686	3,267	$384,303	3.06x	857	$147
5	Pmax - Shampoo Conditioner Kits	Enabled	Jan 1	$123,836	3,246	$333,077	2.69x	996	$124
6	Subscription \| PMax	Paused	Jan 1	$73,595	2,365	$210,059	2.85x	-	-
7	Scalp Duo \| PMax \| New Product	Enabled	Jul 22	$64,246	1,766	$148,682	2.31x	361	$178
8	Non-Brand Search USA	Enabled	Jan 1	$63,961	489	$42,292	0.66x	366	$175
9	US_Mid_C_Combo_Search-NB-Exact	Paused	Jan 1	$49,731	612	$53,714	1.08x	383	$130
10	Male \| Hair Serum \| PMax	Enabled	Jan 1	$44,781	1,044	$97,143	2.17x	195	$230
11	PMax \| Style Wand	Enabled	Jan 1	$35,831	739	$76,782	2.14x	212	$169
12	US_Mid_C_Combo_Search-NB-DSA	Paused	Jan 1	$34,036	338	$23,241	0.68x	199	$171
13	Pmax - Everything Else - USA	Enabled	Jan 1	$28,553	464	$56,617	1.98x	299	$96
14	US_Mid_C_Hair_Search-NB-Broad	Paused	Jan 1	$28,546	194	$17,822	0.62x	109	$262
15	PMax \| Lash Serum	Enabled	Jan 1	$28,024	905	$79,577	2.84x	232	$121
16	Shopping Catchall USA (t)	Enabled	Jan 1	$18,145	716	$55,227	3.04x	410	$44
17	Memorial Day Sale 2026 \| PMax	Paused	May 1	$17,320	475	$45,684	2.64x	169	$103
18	US_Mid_C_Hair_Shopping-NB-Shampoo	Paused	Jan 1	$11,299	73	$6,366	0.56x	42	$269
19	US_Mid_C_LashBrow_Search-NB-Lash	Paused	Jan 1	$10,628	83	$5,944	0.56x	29	$367
20	US_Lower_C_Combo_Search-BR	Enabled	Jan 1	$10,546	548	$45,076	4.27x	231	$46
21	Hydr8 Oil \| PMax	Enabled	Jul 13	$10,146	286	$27,158	2.68x	104	$98
22	US_Mid_C_Hair_Shopping-NB-Serum	Paused	Jan 1	$7,437	39	$3,967	0.53x	19	$391
23	PMax \| Spring Sale	Paused	Mar 1	$5,725	201	$20,769	3.63x	46	$124
24	US_Lower_C_Combo_Search-BR_2	Paused	Jan 1	$4,833	31	$2,458	0.51x	13	$372
25	Pmax - Everything Else - (t)	Enabled	Jan 1	$3,711	61	$8,666	2.34x	22	$169
26	NB Shopping Spring Sale 2026	Paused	Mar 1	$2,319	50	$3,754	1.62x	36	$64
27	Pmax - Scalp - USA	Paused	Jan 1	$1,880	38	$4,656	2.48x	10	$188
28	Remarketing \| PMax \| Returning	Paused	Jan 1	$1,179	46	$3,760	3.19x	2	$589
NCAC (NEW CUSTOMER ACQUISITION) CAMPAIGNS
29	Shopping USA \| NCAC	Enabled	Aug 14	$85,508	922	$74,689	0.87x	495	$173
30	Hair Quiz \| PMax \| NCAC	Enabled	Jul 3	$58,310	1,082	$90,633	1.55x	417	$140
31	PMax \| Hair Serums \| NCAC	Enabled	Aug 20	$34,190	335	$30,585	0.89x	247	$138
32	Pmax - Shampoo Conditioner \| NCAC	Enabled	Aug 19	$34,182	329	$30,820	0.90x	233	$147
33	Male \| Hair Serum \| PMax \| NCAC	Paused	-	$0	0	$0	-	0	-
34	PMax \| Lash Serum \| NCAC	Paused	-	$0	0	$0	-	0	-
	NCAC Subtotal			$212,190	2,668	$226,727	1.07x	1,392	$153
TOP-OF-FUNNEL / AWARENESS CAMPAIGNS
35	Demand Generation	Enabled	May 13	$147,755	1,411	$120,889	0.82x	82	$1,802
36	Video views - 2026-09-04	Enabled	Sep 4	$105,073	8	$901	0.009x	3	$35,024
37	Amazon Pilot \| Demand Gen	Paused	Sep 4	$64,968	35	$2,492	0.04x	11	$5,906
38	US_Upper_R_Combo_DG-RM-Remarketing	Paused	Jan 1	$21,902	288	$29,364	1.34x	69	$317
39	US_Upper_R_Combo_DG-PR-Shorts	Paused	Jan 1	$21,387	82	$6,438	0.30x	8	$2,673
40	US_Upper_C_Hair_DG-Seed-YouTube	Paused	Jan 1	$2,509	13	$1,072	0.43x	3	$836
41	US_Upper_C_Hair_DG-Seed-Discover	Paused	Jan 1	$2,509	10	$1,159	0.46x	2	$1,254
	Top-of-Funnel Subtotal			$366,103	1,847	$162,315	0.44x	178	$2,057
	GRAND TOTAL			$2,974,205	42,780	$7,312,619	2.46x	29,952	$99

NCAC Campaign Analysis

NCAC vs Non-NCAC Comparison (Same Product)

Product	Non-NCAC Spend	Non-NCAC ROAS	NCAC Spend	NCAC ROAS	ROAS Gap
Shopping USA	$466,951	2.39x	$85,508	0.87x	-1.52x
Hair Serums PMax	$125,686	3.06x	$34,190	0.89x	-2.17x
Shampoo Kits PMax	$123,836	2.69x	$34,182	0.90x	-1.79x
Hair Quiz PMax	No non-NCAC counterpart		$58,310	1.55x	-

Best NCAC (New Customer Acquisition Cost)

Campaign	Spend	New Customers	NCAC	Primary ROAS
Shopping Catchall USA (t)	$18,145	410	$44	3.04x
US_Lower_C_Combo_Search-BR	$10,546	231	$46	4.27x
Nonbranded Shopping USA	$153,769	2,778	$55	1.17x
Branded Search USA	$901,898	14,767	$61	4.10x
NB Shopping Spring Sale	$2,319	36	$64	1.62x
Shopping USA	$466,951	7,013	$67	2.39x

Worst NCAC (Money Pits)

Campaign	Spend	New Customers	NCAC	Primary ROAS
Video views - 2026-09-04	$105,073	3	$35,024	0.009x
Amazon Pilot \| Demand Gen	$64,968	11	$5,906	0.04x
US_Upper_R_Combo_DG-PR-Shorts	$21,387	8	$2,673	0.30x
Demand Generation	$147,755	82	$1,802	0.82x
US_Upper_C_Hair_DG-Seed-Discover	$2,509	2	$1,254	0.46x

Underperforming Campaigns (Primary ROAS Below 1.0x)

These campaigns are spending more than they generate in primary conversion revenue.

Campaign	Status	YTD Spend	Primary Rev	ROAS	Loss
Demand Generation	Enabled	$147,755	$120,889	0.82x	-$26,866
Video views - 2026-09-04	Enabled	$105,073	$901	0.009x	-$104,172
Shopping USA \| NCAC	Enabled	$85,508	$74,689	0.87x	-$10,819
Amazon Pilot \| Demand Gen	Paused	$64,968	$2,492	0.04x	-$62,476
Non-Brand Search USA	Enabled	$63,961	$42,292	0.66x	-$21,669
PMax \| Hair Serums \| NCAC	Enabled	$34,190	$30,585	0.89x	-$3,605
Pmax - Shampoo Conditioner \| NCAC	Enabled	$34,182	$30,820	0.90x	-$3,362
US_Mid_C_Combo_Search-NB-DSA	Paused	$34,036	$23,241	0.68x	-$10,795
US_Mid_C_Hair_Search-NB-Broad	Paused	$28,546	$17,822	0.62x	-$10,724
US_Upper_R_Combo_DG-PR-Shorts	Paused	$21,387	$6,438	0.30x	-$14,949
US_Mid_C_Hair_Shopping-NB-Shampoo	Paused	$11,299	$6,366	0.56x	-$4,933
US_Mid_C_LashBrow_Search-NB-Lash	Paused	$10,628	$5,944	0.56x	-$4,684
US_Mid_C_Hair_Shopping-NB-Serum	Paused	$7,437	$3,967	0.53x	-$3,470
US_Lower_C_Combo_Search-BR_2	Paused	$4,833	$2,458	0.51x	-$2,375
US_Upper_C_Hair_DG-Seed-YouTube	Paused	$2,509	$1,072	0.43x	-$1,437
US_Upper_C_Hair_DG-Seed-Discover	Paused	$2,509	$1,159	0.46x	-$1,350
Total Underperforming		$698,821	$371,135	0.53x	-$327,686

Recommended Gameplan

Phase 1: Immediate Cuts (This Week)

1. Pause all 4 NCAC campaigns ($212K YTD, 0.87-1.55x ROAS)
2. Pause Video Views ($105K YTD, 0.009x ROAS)
3. Pause Non-Brand Search USA ($64K YTD, 0.66x ROAS)
4. Confirm Amazon Pilot stays off ($65K YTD, 0.04x ROAS)
Monthly savings: ~$45-50K/mo

Phase 2: Budget Restructuring (Next Week)

1. Cut Demand Generation budget by 50-75% ($148K at 0.82x, only 82 new customers all year)
2. Tighten Demand Gen audience exclusions (mostly hitting returning customers)
Additional monthly savings: ~$8-12K/mo

Phase 3: Reallocation to Winners

Push freed budget into proven performers:
1. PMax Hair Serums (3.06x, $126K spend, room to scale)
2. Shampoo Kits PMax (2.69x, $124K spend)
3. Scalp Duo PMax (2.31x, $64K, newest product performer since Jul 22)
4. PMax Lash Serum (2.84x, $28K, significantly under-scaled)
5. Shopping USA (2.39x, $467K, still efficient at scale)
6. Consider reactivating Subscription PMax (2.85x before pause)