Efficiency and diagnostics

Where budget is at risk against a 3.5x target ROAS, and which costs are moving against you.

Spend below target ROAS

51.6%

8 of 15 campaigns · ₹6.82 L

Cost trend alerts

Rising CPC or CPM against flat conversions

Pace vs plan (MTD)

147%

₹7.60 L of ₹9.43 L plan

Projected month-end spend

₹13.86 L

day 17 of 31

Spend concentration

Share of budget by campaign, with return against target

PLA — Top Sellers — FK12.97x vs 3.5x target · ₹1.56 L
Prospecting Video — GA13.49x vs 3.5x target · ₹1.09 L
Sponsored Products — Auto — MA33.13x vs 3.5x target · ₹1.01 L
PLA — Top Sellers — GA42.79x vs 3.5x target · ₹82.0K

Cost trend alerts

Rising cost of media against conversion volume

Amazon Ads
11.7%CPC
5.9%CPM9.8%conversions19.7%CPA
Media is getting more expensive while conversion volume is flat or falling.
Flipkart Ads
3.7%CPC
8.8%CPM17.2%conversions10.4%CPA
Cost is rising, but conversions are rising with it.
Meta Ads
3.2%CPC
12.5%CPM4.9%conversions1.5%CPA
Cost is rising, but conversions are rising with it.

Budget pacing against month-to-date plan

Day 17 of 31 · plan ₹9,42,699

Spent to date₹7,60,062

Expected by today at even pace₹5,16,964

Running 47% ahead of plan — projected to close at ₹13.86 L.

Creative performance

Where the platform exposes creative-level data


Product Demo v1 Video 15s · Flipkart Ads · PLA — Top Sellers — FK1	₹52.0K	1.61 L	1.73%	4.69x
UGC Review v2 Reel 9:16 · Flipkart Ads · PLA — Top Sellers — FK1	₹52.0K	1.61 L	1.25%	3.83x
Festive Hero v3 Video 15s · Flipkart Ads · PLA — Top Sellers — FK1	₹52.0K	1.61 L	1.61%	5.02x
UGC Review v1 Reel 9:16 · Google Ads · Retargeting — Cart — GA2	₹42.8K	1.21 L	1.12%	5.73x
Festive Hero v2 Static 4:5 · Google Ads · Retargeting — Cart — GA2	₹42.8K	1.21 L	1.73%	2.89x
UGC Review v3 Carousel · Google Ads · Retargeting — Cart — GA2	₹42.8K	1.21 L	1.40%	7.28x
Founder Story v1 Carousel · Google Ads · Prospecting Video — GA1	₹36.3K	1.03 L	1.36%	5.59x
Product Demo v2 Carousel · Google Ads · Prospecting Video — GA1	₹36.3K	1.03 L	2.81%	3.63x
Product Demo v3 Carousel · Google Ads · Prospecting Video — GA1	₹36.3K	1.03 L	2.27%	4.33x
Product Demo v1 Reel 9:16 · Meta Ads · Sponsored Products — Auto — MA3	₹33.7K	1.13 L	1.35%	5.61x
Offer Slab v2 Static 1:1 · Meta Ads · Sponsored Products — Auto — MA3	₹33.7K	1.13 L	1.42%	4.73x
Founder Story v3 Carousel · Meta Ads · Sponsored Products — Auto — MA3	₹33.7K	1.13 L	1.12%	2.63x

Keyword performance

Search and Sponsored Products terms


steel water bottle 1l Exact · Google Ads · Retargeting — Cart — GA2	₹32.1K	860	₹37.29	9.42x
buy cotton kurta online Broad · Google Ads · Retargeting — Cart — GA2	₹32.1K	1.4K	₹22.29	9.90x
ceramic dinner set Broad · Google Ads · Retargeting — Cart — GA2	₹32.1K	914	₹35.08	1.66x
buy cotton kurta online Broad · Google Ads · Retargeting — Cart — GA2	₹32.1K	1.2K	₹26.70	2.51x
wireless earbuds under 2000 Exact · Google Ads · Prospecting Video — GA1	₹27.2K	949	₹28.70	1.50x
organic protein powder Phrase · Google Ads · Prospecting Video — GA1	₹27.2K	1.0K	₹26.60	4.78x
best face wash oily skin Phrase · Google Ads · Prospecting Video — GA1	₹27.2K	910	₹29.92	3.18x
best face wash oily skin Exact · Google Ads · Prospecting Video — GA1	₹27.2K	1.1K	₹24.50	5.48x
steel water bottle 1l Phrase · Google Ads · PLA — Top Sellers — GA4	₹20.5K	689	₹29.78	1.03x
steel water bottle 1l Phrase · Google Ads · PLA — Top Sellers — GA4	₹20.5K	596	₹34.39	1.95x
steel water bottle 1l Broad · Google Ads · PLA — Top Sellers — GA4	₹20.5K	1.3K	₹15.37	3.46x
buy cotton kurta online Phrase · Google Ads · PLA — Top Sellers — GA4	₹20.5K	868	₹23.63	2.82x

Phase 2

Invalid traffic diagnostics

Phase 2 adds a validity column to every table here: what share of clicks and orders behind each campaign, creative and keyword were genuine, measured by the mFilterIt pixel rather than platform self-reporting.