Read audience mix and frequency before increasing spend
A high overall ROAS can hide how much budget is reaching previous customers. This audit combines audience segments, attribution, and frequency to examine whether the account is actually supporting acquisition.
Break out new, engaged, and existing customers
Review the percentage of spend going to each group, not only the overall purchase count. The example shows an account where much of the budget repeatedly reaches people already familiar with the business. That calls for a different diagnosis from a pure acquisition campaign.
Add another attribution perspective
The video compares the standard return with incremental reporting and pays particular attention to new audiences. Use that view to investigate the acquisition result. It should add context to the analysis rather than replace the store's actual sales and economics.
Read frequency over a defined window
Frequency is impressions divided by reach. The same number can mean different things over seven days or 30 days, and for prospects or past purchasers. Review the customer group and lookback period together before deciding that the account is overexposed.
Give the campaigns understandable swim lanes
Define which groups prospecting, retargeting, and retention should serve, then inspect whether delivery follows that intent. Exclusions will not be perfect, but clear roles make it easier to see where additional budget is going and which group needs attention.
