Daily Performance Digest

Essentials Report

June 27, 2025
|Generated June 28, 2025 at 08:00 AM|1.2 MBCompleted

156 conversions, $1,850 spend, $11.86 CPA. LinkedIn capped out at 2:10pm again (78 conv at $5.40 CPA before budget exhausted). Meta retargeting CPA rose to $14.20 as frequency hit 11.8 on 'Cart Abandoners 7d' -- audience pool now 29K, down from 31K yesterday. Google brand exact match quiet: Rippling still absent from auction (day 9).

Key Metrics

Total Spend

$1,850

+12.1%

Impressions

245K

-5.2%

Clicks

7.8K

+8.3%

Cost Per Click

$0.237

+3.5%

Conversions

156

+22.4%

Cost / Conv.

$11.86

-8.9%

CTR

3.18%

+14.2%

CPM

$7.55

+18.5%

ROAS

3.8x

+15.2%

CPA

$11.86

-8.9%

Platform Breakdown

in

LinkedIn

Budget exhausted at 2:10pm. 64 of 78 conversions from 'VP Decision Makers 35-55'. 'SaaS Founders 28-40' segment starting to show fatigue -- frequency 7.2, CTR down 9% vs last week.

Spend

$750

Conv.

78

ROAS

4.2x

+28.5%
f

Facebook

Retargeting CPA $14.20 (was $7.80 last week). Audience pool 29K and shrinking. Lattice still active in auction -- their 'HR Platform' ad is showing on 38% of our target impressions per overlap report.

Spend

$650

Conv.

45

ROAS

3.1x

-12.3%
G

Google Ads

Brand CPA $3.65 with Rippling absent (day 9). Broad match wasted $48 again -- top junk query today: 'how to repair running shoes at home' (62 clicks, 0 conv).

Spend

$450

Conv.

33

ROAS

4.5x

+5.7%

Insights

LinkedIn Leaving ~11 Conversions/Day on the Table

High

Campaign exhausted budget at 2:10pm with a 5.4% conversion rate in the afternoon window (historically the best hours for VP-level engagement). At current $5.40 CPA, adding $300/day would capture the 2pm-8pm window.

Raise daily budget $750 to $1,050

Meta Retargeting Pool Declining 6% Daily

High

Cart abandoner pool: 29K today (31K yesterday, 48K two weeks ago). At this rate the segment will be below 20K by next Friday, making it uneconomical. Frequency already 11.8. The 14-day window expansion would add ~27K users.

Expand window to 14d + frequency cap at 6

Rippling Brand Bid Withdrawal Holding

Low

Day 9 with no Rippling ads on our brand terms. CPC down 8%, saving ~$12/day vs when they were active. Their LinkedIn spend in 'Project Management' segments is up 31% -- may indicate a channel shift rather than a budget cut.

Monitor; if they return, our brand CPC will revert to ~$3.95

Recommendations

1.

Raise LinkedIn daily budget to $1,050 before Monday -- we've lost an estimated 55 conversions this week to the 2pm cap

2.

Expand Meta retargeting from 7d to 14d window today and add frequency cap of 6. Swap 'Free Shipping' banner for 'Customer Success Story' video

3.

Add 'shoe repair', 'free running app', 'couch to 5k' + 11 other negative keywords flagged in today's query report. Est. savings: $48/day ($1,460/month)