Critical finding, budget misallocation identified
Top alpha asset generating 84.65 ROAS receiving only 4.1% of total budget (£11.79). Without this single creative, portfolio ROAS collapses to 16.41. Capital reallocation is the #1 priority.
Solo traveller | Alex (talking head)
84.65×
£11.79
Experience longing | Image
26.31×
£174.66
Experience/community | Video
14.77×
£67.62
Experience longing | Image v2
0.00×
£26.74
Experience longing | Louie
0.00×
£3.89
Elite performer
Marginal
Failed
Top performer
Solo traveller | Loneliness angle | Alex
84.65× ROAS
340% above account average. CPA of £11.79, 71% below average. CTR of 5.14%, 58% above average. Operating at 4.4× the efficiency of the next-best creative.
Capital leak
Experience longing | Adventure | Image v2
0.00× ROAS
112 clicks, zero checkouts initiated. Above-average CTR suggests strong hook but catastrophic messaging-offer mismatch on landing page. Pause immediately.
1
Scale alpha asset (Solo traveller | Alex), increase daily budget by 200% immediately. This creative is budget-constrained, not performance-constrained.
2
Kill zero-ROAS ads, pause Experience longing Image v2 (£26.74 wasted) and Louie variant (£3.89). Total £30.63 freed for reallocation.
3
Commission 3 new creative variants using loneliness-to-community transformation angle within 72 hours. This messaging is mathematically superior.
4
Audit checkout flow, test on 5 devices, check SSL, trust badges, mobile responsiveness. Implement abandoned checkout email recovery for 48 lost checkouts (est. £4,800+ recoverable revenue).