This guide is for new and experienced users looking for a consistent routine to answer the question, "Are we doing well?" Get more value from the platform by building a repeatable, actionable process for ongoing marketing optimization.
Why a Weekly Routine Matters
Marketing data is most valuable when it's used consistently to inform decisions. Creating a weekly analysis habit helps you:
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Identify wasted ad spend before it gets out of control
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Spot trends early—both positive and negative
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Build a story you can confidently share with stakeholders
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Continuously improve marketing results based on clear, intentional insights
Rather than relying on a single metric like ROAS or MER, this routine gives you a well-rounded view of your marketing health—and a clear direction for action.
Step 1: Start with the “Find Wasted Ad Spend” View
Before you begin, make sure you’ve already created your Find Wasted Ad Spend View. If not, visit and follow the steps in this article first. The weekly review routine builds directly on top of that work.
Step 2: Set Up Your Weekly Review View
Once your Wasted Ad Spend view is ready, duplicate it and make the following changes:
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Duplicate the “Find Active Waste” View
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Rename it to something like Weekly Review
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Remove the following filters:
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First Click Date
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Last Click Date
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ROAS filter
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- Change the Channel Filter to Overall
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Add the following columns if they’re not already included:
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Total Revenue
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Clicks to Customer Conversion Rate
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Create the new view
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Add Summary Metrics for the new columns
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Rearrange the Summary Metrics to reflect what’s most important to you
Step 3: Start with the Big Picture
Now that your view is ready, it’s time for analysis. You might currently rely heavily on ROAS or MER to answer the question:
“Did we do well this week?”
That’s a decent start—but it's not enough to give you the full story. To go deeper, we recommend organizing your metrics into three strategic categories:
The 3 Key Analysis Categories
1. Budget
What it means:
Budget is the fuel behind each campaign—the dollars you’re putting at risk. It tells you when to pour on more spend, hold steady, or cut back entirely.
Primary Metric(s):
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ROAS (Return on Ad Spend)
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nCAC (New Customer Acquisition Cost), if that’s your preferred benchmark
2. Traffic
What it means:
Traffic is the stream of visitors, leads, and customers you’re attracting. It shows how well you’re reaching new audiences and re-engaging past ones—based on the intention of your campaign.
Primary Metric(s):
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New vs. Repeat Visitors (Aim for 50%+ new)
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New vs. Repeat Leads
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New vs. Repeat Customers
3. Creative + Offer
What it means:
Creative + Offer reflects the power of your messaging and how compelling your value proposition is. It tells you how effectively you're converting traffic into paying customers.
Primary Metric(s):
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Clicks to Customer Conversion Rate
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AOV (Average Order Value)
Step 4: Apply the Scale / Chill / Kill Framework
Now that you’ve identified your key metrics, we recommend defining performance ranges for analysis.
Here’s a simple framework:
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Scale Zone = 10% or more above your target
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Chill Zone = Within ±10% of your target
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Kill Zone = 10% or more below your target
Start with ROAS (or nCAC) under the Budget category to set the stage:
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If ROAS is in the Scale Zone → Look for high-performing campaigns you can confidently scale.
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If ROAS is in the Kill Zone → Prioritize optimization, reallocation, or shutting off ineffective campaigns.
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If ROAS is in the Chill Zone → Performance is okay, but there’s likely room for improvement.
Step 5: Look Beyond Budget — Dive into Traffic & Creative + Offer
If you’re Budget metric (ROAS or nCAC) is in the Chill or Kill Zones, the next step is to explore your Traffic and Creative + Offer metrics.
Here’s s few ideas of what to look for:
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Low New Visit %? → You may have a targeting problem.
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Low Conversion Rate? → Review your landing or sales pages.
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Low AOV? → You might want to promote higher-priced products or bundles.
These give you clear high-level improvement areas.
Step 6: Drill Down to Channels, Then Campaigns
Once you know where the problem lies, identify which channel is causing it.
Examples:
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If Creative + Offer is the issue due to low conversion rate, look at which channels have the worst performance here.
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If Traffic is underperforming based on New Visit %, identify the channels with the lowest new visitor percentages.
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If several channels are struggling equally, start with the one where you’re spending the most.
Then go one level deeper:
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Which campaigns inside the underperforming channel are the weakest?
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Start there and repeat the process.
Pro tip: Even if you’re in the Scale Zone, don’t ignore optimization. Top-performing areas often still hold hidden upside.
Step 7: Real-World Example
Let’s walk through a real scenario from a customer analysis call:
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ROAS was in the Chill Zone, even after increasing ad spend.
Great! More spend, still profitable. -
New Visit % was high → they were doing a great job attracting new traffic
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New Customer % was also high → their goal of acquiring new customers was being met
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AOV was strong → No concern here
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But Clicks to Customer Conversion Rate was low → This hinted at issues with creative or offer
They dug deeper:
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Facebook stood out as the weakest channel
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Their campaigns were split into 3 creative themes, each with equal budget
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Two themes were performing well on conversion rate, one wasn’t
Result:
They reallocated budget from the poor-performing theme (based on conversion rate) into the better ones—even though ROAS at the top level looked just fine. This led to better returns without increasing spend.
Final Thoughts
This weekly review process gives you:
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A more holistic view of performance
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Better decisions grounded in more than one metric
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A clear roadmap to optimize what's not working—and scale what is
Build the view. Do the analysis. Look deeper than ROAS.
Make more strategic, confident decisions week after week.