Monthly spend vs. ROAS
Bars = actual spend, grey = planned · Orange line = ROAS on the right axis.
Spend mix by retailer
Share of investment in the selected period.
Retailer trend — Spend
Jan → Dec by retailer. Switch the metric in the header to re-plot.
Efficiency map
Spend (x) vs ROAS (y) · bubble size = attributed sales. Dashed line = 3.0x benchmark.
Retailer scorecard —
Pacing = actual ÷ planned spend. Click any column header to sort.
F26 vs. F25 vs. F24 — spend and ROAS by fiscal month
Three-year view by fiscal month. The view for next year's planning.
Total investment by tactic, by month
Sponsored Search plus Display, all retailers and sources.
Sponsored Search vs. Display
Share of total investment in the selected period.
Retailer × tactic ledger
Display is reported on a separate attribution basis and never blended into a single ROAS.
Tactic efficiency by retailer
Blue = Sponsored Search · Purple = Display. Walmart's display test has no sales attribution.
— spend vs. prior month
Blue = selected month · Grey = prior month · Dots = ROAS on the right axis.
Month-over-month movement
% change in spend, sales and ROAS vs. the prior month.
New-to-brand contribution
NTB sales as a share of attributed sales, where reported.
CPC by retailer
Selected month vs. prior month. Lower is better.
Month scorecard with MoM deltas
Planned vs. actual spend
Budget consumed by retailer
Budget tracker — plan, spent, remaining
Monthly pacing heat map
F26 monthly pacing — reference
Last year's actual ÷ planned by retailer by month. Green = under plan, red = over.
Kept visible under F27 so this year's pacing can be read against how the same month behaved last year.
Spend by flavor family, by month
Retailer category names normalised into comparable flavor families.
Family spend share
Share of categorised spend in the selected period.
Family efficiency — spend vs. ROAS vs. NTB
Bars = spend · Orange = ROAS · Purple = NTB share of sales. The allocation view for next year's plan.
Retailer × family heat map — ROAS
Green ≥ 4.0x, amber 2–4x, red < 2.0x. Blank means the retailer does not run that family.
Category detail
Sponsored Search — monthly spend by campaign
Stacked monthly investment across the five F26 campaigns, with blended ROAS.
Campaign efficiency
Full-F26 spend (x) vs ROAS (y) · bubble = attributed sales.
F25 vs. F26 spend and ROAS
Same fiscal month, both years — the core F27 planning comparison.
Performance by page type
Where on Walmart.com the spend converts. Bars = spend, dots = ROAS.
Sponsored Search campaign summary — full F26
Walmart Sponsored Display One Time
Platform split
Page type detail
Daily spend by campaign
Stacked daily spend with blended clicked ROAS overlaid.
Sponsored Search vs. Display
Campaigns are classified as Search or Display from the campaign type.
Monthly spend vs. clicked & viewed ROAS
Clicked and Viewed revenue are reported separately and never summed.
Campaign efficiency
Spend (x) vs clicked ROAS (y) · bubble = clicked revenue.
Campaign summary by tactic
Detail
Display — daily spend by campaign
Stacked daily spend with blended direct ROAS overlaid.
Spend share by campaign
Monthly spend vs. direct & halo ROAS
Halo captures sales on brand items you did not advertise. Never summed with direct.
New-to-brand share of direct sales
Display is a prospecting tactic — NTB share is the metric that matters.
Display campaign summary
Instacart total — Sponsored Search plus Display
The two are additive. Grey = Sponsored Search · Purple = Display.
Display detail
by retailer and tactic
Built from retailer platform exports. Walmart uses the 14-day attributed sales basis.
spend mix
Month close — full detail
Each line notes its attribution basis, since the platforms do not all measure the same way.
vs. prior month by retailer
ROAS is measured on attributed spend only. The Walmart display test carries no
attributed sales, so its spend shows as a separate bar segment and is excluded from the ratio.
Instacart Sponsored Search — by category
Top SKUs by attributed sales
Spend vs. ROAS by SKU
Upper-left = efficient. Colour groups by retailer.
Cross-retailer SKU detail
Product and pack count resolved against the item master. The last column shows what the retailer actually sent.
Walmart item-level — selected fiscal year
Every advertised Walmart item resolved to the product catalog, plus the raw retailer string for audit.
September 2026 MTD — spend and ROAS by retailer & tactic
Month-to-date from retailer platform exports. Each line keeps its own attribution basis.
Spend mix
Share of September month-to-date investment.
F26 budget allocation by retailer
Plan of record for F26. Bars split Sponsored Search vs Display; the line is each retailer's projected ROAS.
Share of F26 budget
Percentage of the annual plan of record.
F26 allocation — full plan by retailer & tactic
Budget, share, rate type, projected ROAS and sales, plus the change against F25 actual spend.
Monthly budget phasing
Phased to seasonal demand — Big Game in February and grilling season in summer carry the heaviest months.
F26 plan vs F25 actual
Where the year-over-year increase is being invested.
September 2026 ledger — month to date
Coverage differs by retailer; the "Data through" column shows how far each export runs.
Walmart — daily spend by campaign
Sponsored Search, 14-day attribution. White line = blended ROAS.
Walmart campaign detail
Instacart Sponsored Search — daily spend
Stacked by category with blended ROAS overlaid.
Instacart campaign detail
Amazon — daily spend by campaign
Sponsored Products, Brands and Display; 14-day ROAS overlaid.
Amazon campaign detail
Roundel — campaign detail
Roundel reports campaign totals rather than dailies, so no trend is available.
September 2026 MTD vs. September 2025
September 2026 month-to-date against the full September 2025 month. Not like-for-like on days elapsed — read directionally.
Top SKUs by spend — resolved names
Retailer titles matched to the item master on UPC, so product and pack count are explicit.
Spend by family
Rolled up using the flavor-family taxonomy.
Spend by pack format
Pack sizes are distinguishable — single bags vs multipacks never collapse together.
SKU efficiency
Spend (x) vs clicked ROAS (y) · bubble = clicked revenue. Dashed line = 3.0x.
Kroger SKU detail — F26
Every advertised item with its resolved product name, pack count, family and format. Click any header to sort.
Name resolution audit
What the retailer sent vs. what the master file resolves it to.
Top SKUs by spend — resolved names
Walmart titles parsed to flavour, pack count and multipack, then mapped to the family taxonomy.
Spend by family
Live SKUs only — discontinued lines excluded.
Single unit vs. multipack
Multipacks are distinct listings so you can compare a single bag against the multipack of the same flavor.
Spend by pack format
Pack sizes are explicit — single bags vs multipacks never collapse.
Walmart SKU detail — F26
Every live advertised item with resolved product name, pack count, multipack flag, family and format.
Excluded SKUs
Discontinued lines and non-product rows, held out of all figures on this tab.
Monthly spend vs. ROAS
Bars = spend · Orange = online ROAS · Green = omni ROAS including in-store.
Online vs. in-store
Online vs. in-store attributed sales.
Attribution window — 3 / 14 / 30 day
Sales keep accruing after the click. The 14-day window is the reporting standard.
Conversion funnel
Impression → click → product page view → add to cart → order.
Advertised vs. halo SKU sales
"Other SKU" is basket spillover onto products you did not advertise.
New-to-brand share
NTB sales as a share of attributed sales, by month.
Campaign detail
Monthly detail
Walmart Sponsored Display One Time
CPC, spend vs. sales and NTB by month
Bars = spend and attributed sales · Orange = ROAS · Purple = NTB share · Gold = CPC.
Full export — every column Walmart
The complete retailer export with all metrics. Choose a grain to roll the rows up;
rates are recalculated from underlying totals rather than averaged. Picking a fiscal year here
overrides the period filter at the top of the page.
Monthly spend by ad type vs. ROAS
Stacked Sponsored Products, Brands and Display spend · orange = ROAS (14-day).
Ad type efficiency
Spend and 14-day sales by ad type, ROAS as dots.
ACOS & CPC by month
ACOS = spend ÷ sales. Rising CPC with flat conversion pushes ACOS up.
New-to-brand share by ad type
Share of 14-day sales from shoppers who have not bought the brand in the last year.
Top-of-search impression share
Sponsored Products and Brands campaigns. Green ≥ 35%, amber 20–35%, red < 20%.
Shopper funnel
Impression → click → detail page view → order.
Campaign detail
Monthly detail
CPC, spend vs. sales and efficiency by month
Bars = spend and 14-day sales · Orange = ROAS · Purple = NTB share · Gold = CPC.
Full export — every column Amazon
The complete platform export with all metrics. Choose a grain to roll the rows up;
rates are recalculated from underlying totals rather than averaged. Picking a fiscal year here
overrides the period filter at the top of the page.
Monthly cost by campaign type vs. ROAS
Search, Performance Max and Video / Demand Gen · orange = conversion-value ROAS.
Campaign type efficiency
Cost and conversion value by campaign type, ROAS as dots.
Search impression share
Share of eligible searches won, and what was lost to budget vs. ad rank.
Cost per conversion & conversion rate
Monthly CPA against site conversion rate.
Campaign efficiency
Cost (x) vs ROAS (y) · bubble = conversion value · purple = video.
Conversion funnel
Impression → click → conversion.
Campaign detail
Monthly detail
CPC, spend vs. sales and efficiency by month
Bars = cost and conversion value · Orange = ROAS · Gold = CPC.
Full export — every column Google Ads
The complete platform export with all metrics. Choose a grain to roll the rows up;
rates are recalculated from underlying totals rather than averaged. Picking a fiscal year here
overrides the period filter at the top of the page.
Monthly spend by campaign type vs. ROAS
Advantage+, prospecting, retargeting and holiday · orange = purchase ROAS.
Campaign type efficiency
Spend and purchase value by campaign type, ROAS as dots.
Purchase funnel
Impression → link click → landing page view → add to cart → purchase.
CPM & link CTR
What the auction charges vs. how well the creative earns the click.
Cost per purchase & frequency
Watch for cost per purchase climbing as frequency rises — a sign of audience fatigue.
Campaign detail
Monthly detail
CPC, spend vs. sales and efficiency by month
Bars = spend and purchase value · Orange = purchase ROAS · Gold = CPC.
Full export — every column Meta Ads
The complete platform export with all metrics. Choose a grain to roll the rows up;
rates are recalculated from underlying totals rather than averaged. Picking a fiscal year here
overrides the period filter at the top of the page.
Monthly spend vs. Direct & Halo ROAS
Halo is sales on brand items you did not advertise. Display only.
Sponsored Listings vs. Display
Different objectives, different attribution — compared side by side, never blended.
Direct vs. halo contribution
Display total return is direct plus halo. Search reports direct only.
New-to-brand rate
NTB share of direct sales — the prospecting metric.
Media efficiency — CPM & CPC
Display buys on CPM, Sponsored Listings on CPC.
Campaign efficiency
Spend vs direct ROAS · bubble = direct sales.
Campaign detail
Monthly detail
CPC, spend vs. sales and NTB by month
Bars = spend and direct sales · Orange = direct ROAS · Purple = NTB share · Gold = CPC.
Full export — every column Instacart
The complete retailer export with all metrics. Choose a grain to roll the rows up;
rates are recalculated from underlying totals rather than averaged. Picking a fiscal year here
overrides the period filter at the top of the page.
Monthly spend vs. ROAS
Bars = spend · Orange = attributed ROAS · Dashed = 3.0x benchmark.
Online vs. in-store sales
Target attributes both channels back to the ad.
Missed opportunity — capped-out budget
Roundel reports the spend, clicks and sales lost when a campaign caps out. This is recoverable revenue.
Capture rate — sales won vs. sales missed
How much of the available demand each month actually converted.
Basket economics
Average order value, units per order and conversion rate by month.
Campaign detail
Monthly detail
CPC, spend vs. sales by month
Bars = spend and attributed sales · Orange = ROAS · Gold = CPC.
Full export — every column Roundel
The complete retailer export with all metrics. Choose a grain to roll the rows up;
rates are recalculated from underlying totals rather than averaged. Picking a fiscal year here
overrides the period filter at the top of the page.
Monthly spend vs. attributed sales
Bars = spend and sales · Orange line = ROAS on the right axis.
Campaign split
Share of Acme investment.
New-to-brand contribution
Acme reports NTB on both sales and units — the highest NTB rate of any retailer.
Auction health — win rate & CPC
Win rate is the share of eligible auctions won. Rising CPC with flat win rate means bid pressure.
Reach & frequency
Exposed users and average frequency — Acme is the only retailer reporting both.
Traffic quality — gross vs. net
Invalid clicks and impressions filtered out before billing.
Campaign detail
Monthly detail
Full export — every column Acme
The complete retailer export with all metrics. Choose a grain to roll the rows up;
rates are recalculated from underlying totals rather than averaged. Picking a fiscal year here
overrides the period filter at the top of the page.
Monthly spend vs. ROAS — retailer raw
Straight from each retailer's own daily export. Stacked by retailer, ROAS overlaid.
Spend mix
Share of investment in the selected fiscal year.
Search vs. Display
Tactics stay on separate attribution bases and are never blended into one ROAS.
Retailer efficiency
Spend (x) vs ROAS (y) · bubble = attributed sales.
Retailer × tactic — raw ledger
"Source" shows whether the line comes from the retailer's own export or from agency reporting.
Agency reporting vs. retailer raw — agency-reported months
The months both sources cover. Agency reports should reconcile to retailer raw within rounding.
Campaign detail
✦
Insights & next moves
Analyzing performance data…
Recommended next moves
Next fiscal year budget planner
Starts from this year's landing spend per channel, then splits your budget so the next dollar goes where it returns the most. Change the inputs and everything below updates.
Budget by channel — this year vs next
Monthly phasing
Each channel follows its own seasonal shape, tilted toward its most efficient months.
Recommended channel plan
Quarterly flighting
Next campaign builder
Pick a flavor family and a budget. The brief uses how that family has performed on each channel, its best months, its top SKUs and the tactics you've already proven.
Channel split
Campaign channel plan
How these insights are generated
Everything here is calculated inside this file from the loaded exports — nothing is sent anywhere. Channel efficiency uses the last 12 months of attributed spend and sales. Spend is modelled with diminishing returns (sales grow with spend0.7), so each extra dollar on a channel returns a little less than the one before; the planner keeps adding budget wherever the next dollar returns the most, within the "max change" guardrail. Projections are directional estimates for planning, not guarantees — validate big shifts with a test first.
Coverage by platform — tactic families
How many distinct tactics each platform offers in each family. Darker = deeper offering.
Tactic mix by platform
Each bar is one platform's catalog, split by family.
Tactic library
Starts on one platform — pick another, or All platforms. Narrow by family, funnel stage and testing status, or search any word (e.g. "CTV", "in-store", "self-serve", "new-to-brand"). Open a card for placements, buying, targeting, measurement and source.
Full tactic catalog
Every tactic in the current filter as a sortable table — export it to Excel to plan or share.