Google Ads + Meta Ads, January 1 to July 8, 2026 (YTD)
New customer share dropped from 80.3% in February to 18.6% in July. The account is increasingly reliant on returning customers. While returning customers have a higher AOV ($100.32 vs $83.54), the shrinking new customer pipeline signals potential long-term revenue risk. Branded Search and Shopping campaigns dominate, which naturally skew toward returning customers.
Account 756-784-6915 | Jan 1 to Jul 8, 2026
| Month | Spend | Clicks | Impressions | Conversions | Revenue | ROAS |
|---|---|---|---|---|---|---|
| Jan | $288,078 | 81,012 | 12,019,438 | 5,355 | $538,815 | 1.87x |
| Feb | $208,119 | 56,523 | 7,105,098 | 13,404 | $730,092 | 3.51x |
| Mar | $222,608 | 64,193 | 6,597,027 | 5,628 | $622,548 | 2.80x |
| Apr | $252,505 | 81,140 | 5,198,978 | 7,842 | $848,820 | 3.36x |
| May | $311,537 | 136,693 | 7,050,490 | 9,133 | $976,414 | 3.13x |
| Jun | $209,325 | 113,897 | 6,202,684 | 5,543 | $579,025 | 2.77x |
| Jul (1-8) | $85,958 | 42,576 | 3,090,999 | 1,519 | $164,810 | 1.92x |
| Total | $1,578,130 | 576,034 | 47,264,714 | 48,424 | $4,460,524 | 2.83x |
| Month | New Conv | New Rev | New AOV | Ret Conv | Ret Rev | Ret AOV | Unk Conv | New % |
|---|---|---|---|---|---|---|---|---|
| Jan | 4,187 | $423,027 | $101.03 | 873 | $84,991 | $97.35 | 294 | 78.2% |
| Feb | 10,763 | $564,185 | $52.42 | 2,039 | $106,943 | $52.45 | 602 | 80.3% |
| Mar | 3,156 | $345,919 | $109.60 | 866 | $101,999 | $117.84 | 1,607 | 56.1% |
| Apr | 2,964 | $338,860 | $114.33 | 2,570 | $273,157 | $106.27 | 2,307 | 37.8% |
| May | 1,848 | $207,991 | $112.55 | 5,956 | $633,267 | $106.32 | 1,329 | 20.2% |
| Jun | 1,152 | $125,077 | $108.57 | 3,919 | $411,130 | $104.90 | 472 | 20.8% |
| Jul (1-8) | 282 | $29,402 | $104.08 | 1,120 | $128,359 | $114.62 | 99 | 18.6% |
| Total | 24,354 | $2,034,461 | $83.54 | 17,343 | $1,739,846 | $100.32 | 6,710 | 50.3% |
Account act_542163415992887 | Jan 1 to Jul 8, 2026
| Month | Spend | Clicks | Impressions | Purchases | Revenue | ROAS | CPA |
|---|---|---|---|---|---|---|---|
| Jan | $262,003 | 111,123 | 13,014,905 | 1,279 | $143,822 | 0.55x | $204.85 |
| Feb | $291,944 | 176,032 | 11,573,165 | 868 | $86,010 | 0.29x | $336.34 |
| Mar | $358,402 | 148,455 | 15,315,273 | 2,626 | $265,862 | 0.74x | $136.48 |
| Apr | $465,591 | 227,975 | 24,439,993 | 3,521 | $370,854 | 0.80x | $132.23 |
| May | $565,821 | 334,410 | 27,483,710 | 4,131 | $434,534 | 0.77x | $136.97 |
| Jun | $308,884 | 150,095 | 13,306,082 | 1,542 | $185,780 | 0.60x | $200.31 |
| Jul (1-8) | $80,074 | 39,710 | 3,041,537 | 727 | $85,600 | 1.07x | $110.14 |
| Total | $2,332,719 | 1,187,800 | 108,174,665 | 14,694 | $1,572,462 | 0.67x | $158.76 |
All active campaigns with new vs returning data (Google Ads)
| Campaign | Spend | Clicks | Conv | Revenue | ROAS |
|---|---|---|---|---|---|
| Branded Search USA | $572,558 | 147,414 | 26,814 | $2,526,272 | 4.41x |
| Shopping USA | $288,158 | 71,482 | 8,352 | $691,599 | 2.40x |
| Nonbranded Shopping USA | $153,769 | 42,079 | 3,152 | $179,835 | 1.17x |
| Pmax - Hair Growth Serums | $67,162 | 47,172 | 1,739 | $223,650 | 3.33x |
| Pmax - Shampoo Conditioner Kits | $55,432 | 38,206 | 1,553 | $183,240 | 3.31x |
| US_Mid_C_Combo_Search-NB-Exact | $54,693 | 10,935 | 484 | $43,060 | 0.79x |
| US_Mid_C_Combo_Search-NB-DSA | $35,129 | 6,136 | 344 | $23,731 | 0.68x |
| US_Mid_C_Hair_Search-NB-Broad+AI-Max | $30,404 | 5,005 | 208 | $19,115 | 0.63x |
| Non-Brand Search USA | $28,877 | 9,361 | 254 | $28,523 | 0.99x |
| PMax | Lash Serum | $25,856 | 11,296 | 788 | $71,510 | 2.77x |
| Subscription | PMax | $25,724 | 41,691 | 849 | $76,994 | 2.99x |
| Pmax | GRO Ageless | $22,419 | 18,506 | 516 | $59,862 | 2.67x |
| Campaign | New Conv | New Rev | Ret Conv | Ret Rev | New % |
|---|---|---|---|---|---|
| Branded Search USA | 13,301 | $1,137,566 | 9,924 | $1,005,852 | 49.6% |
| Shopping USA | 5,435 | $417,587 | 2,749 | $257,992 | 65.1% |
| Nonbranded Shopping USA | 2,778 | $150,694 | N/A | N/A | 88.1% |
| Pmax - Hair Growth Serums | N/A | $89,512 | N/A | $123,596 | ~33% |
| Pmax - Shampoo Kits | N/A | $74,357 | N/A | $100,690 | ~34% |
| Subscription | PMax | N/A | $31,416 | N/A | $37,131 | ~41% |
| PMax | Lash Serum | N/A | $34,179 | N/A | $28,846 | ~49% |
| Campaign | Spend | Clicks | Purchases | Revenue | ROAS |
|---|---|---|---|---|---|
| Retention DPA | $533,063 | 280,413 | 6,037 | $653,997 | 1.23x |
| US_MidFunnel_Hair_ASC Evergreen | $356,297 | 128,419 | 1,746 | $172,729 | 0.48x |
| US_MidFunnel_Lash_ASC Evergreen | $335,610 | 120,985 | 1,437 | $149,802 | 0.45x |
| US_UpperFunnel_Hair_ASC Scaling | $311,073 | 193,085 | 1,064 | $100,825 | 0.32x |
| US_UpperFunnel_Lash_ASC Scaling | $228,362 | 140,218 | 794 | $82,987 | 0.36x |
| US_UpperFunnel_Hair_ASC Testing | $171,116 | 88,756 | 737 | $80,456 | 0.47x |
| US_LowerFunnel_Hair_ASC Evergreen | $59,634 | 22,921 | 275 | $29,048 | 0.49x |
| US_LowerFunnel_Lash_ASC Evergreen | $47,281 | 18,063 | 206 | $21,979 | 0.46x |
Performance trends across the year
Data-driven analysis from YTD performance
New customers represented 80% of Google conversions in February but only 18.6% in July. This 61-point decline over 5 months indicates that prospecting campaigns are either underfunded, fatigued, or being out-competed. The account is living on repeat buyers, which is unsustainable for growth.
Meta spent $2.33M YTD but only generated $1.57M in attributed purchase revenue, a 0.67x ROAS. The best-performing Meta campaign (Retention DPA at 1.23x) is the only one above breakeven. Upper-funnel campaigns (Scaling, Testing) are running at 0.32x to 0.47x ROAS, burning significant budget.
Branded Search USA accounts for $572K spend and $2.53M revenue at 4.41x ROAS. This is the highest-efficiency campaign by far and should be protected. However, it inherently skews toward returning customers (50.4% new), meaning it captures existing demand rather than creating new demand.
Hair Growth Serums PMax (3.33x), Shampoo Conditioner Kits PMax (3.31x), Subscription PMax (2.99x), and Lash Serum PMax (2.77x) are all profitable. These campaigns serve as the bridge between prospecting and branded search.
Returning customers average $100.32 per order vs $83.54 for new customers, a 20.1% premium. This validates the retention strategy but also means revenue per new customer acquired is lower, requiring higher volume to maintain revenue targets.
February showed 13,404 conversions on only $208K spend (3.51x ROAS) with 80.3% new customers. This is likely due to a promotional event, seasonal spike, or measurement change. The unusually low AOV ($52.42 for new customers in Feb vs $100+ in other months) suggests a high-volume low-price offer was running.
Three non-brand search campaigns (Combo-NB-Exact at 0.79x, Combo-NB-DSA at 0.68x, Hair-NB-Broad at 0.63x) collectively spent $120K at sub-1.0x ROAS. These are prospecting campaigns that should be driving new customers, but their current efficiency is unsustainable at this spend level.
The first 8 days of July show Meta at 1.07x ROAS ($80K spend, $85.6K revenue, 727 purchases), which is the first month above breakeven. CPA dropped to $110.14, the lowest of the year. If this trend holds, the Meta optimization is starting to show results.