MMM Details
Ad Channels
Modeling Period
Model Fits
Channel Contribution
MMM Insights
- Key insights revealed a blended Cost Per Acquisition (CPA) of $269.74 and an incremental CPA of $480.54.
- There is significant scope to improve CPA by increasing investments in Google and Facebook while reducing spend on YouTube and Instagram. This reallocation of the same quarterly budget could potentially generate around 3,000 additional leads, reducing the CPA per lead to $402.48.
Attribution Details
Attribution Insights
- Top-Performing Channel: Google achieved the highest form submissions (1,401) with the lowest CPA ($65.68), making it the most cost-effective channel.
- Engagement Highlights: Facebook and Instagram recorded the highest levels of engagement among all ad channels.
- Cost-Effectiveness: Despite high engagement, Facebook and Instagram had the highest CPA, indicating potential for cost efficiency improvements.
- Organic Search Performance: Organic search was a significant contributor with 1,402 form submissions, slightly outperforming Google in volume over the past four months.
Key recommendations from Lifesights blended approach
- Google emerges as the most cost-effective channel with the lowest CPA and highest lead contribution.
- Facebook and Instagram, though having higher CPAs, show the highest engagement, indicating strong conversion potential if cost efficiency improves.
- By reallocating your budget to increase spend on Google and Facebook, and reducing spend on YouTube and Instagram, you can maximize lead generation and reduce overall CPA.
- This strategy leverages Google’s cost-effectiveness and Facebook’s high engagement to drive better results within the same budget.