Marketing health · EcomDoctor AI

What happened

Blended ROAS fell from 4.13x to 3.41x and CAC rose to ₹563.

Why it happened

Meta scaled into lower-intent audiences while checkout completion collapsed, so paid clicks convert worse.

What to do

Hold spend flat, refresh Meta creative, and shift budget to Google and Email until checkout recovers.

Ad spend

₹3.79L

prev ₹3.09L

Revenue

₹12.92L

ROAS

3.41x

prev 4.13x

CAC

₹563

prev ₹481

MER

3.41x

Paid sessions

25,775

Paid conversion rate

1.41%

Revenue / session

₹33

Revenue trend

Spend efficiency shows up here first.

ROAS by channel

Channel performance

Sorted by spend. Flagged rows need attention.

Channel	Spend	Revenue	Orders	ROAS	CVR	CAC	ROAS change
Meta Ads	₹1.20L	₹4.10L	218	3.42x	1.22%	₹550	-18.4%
Google Ads	₹80.0K	₹3.20L	190	4.00x	2.10%	₹421	-4.2%
Google Shopping	₹46.0K	₹1.68L	96	3.65x	1.84%	₹479	-6.8%
Organic	₹0	₹2.80L	201	—	3.40%	—	+2.1%
Email / CRM	₹12.0K	₹1.42L	88	11.83x	4.60%	₹136	+8.4%

Blended revenue change 1.2% against spend change 22.6%.

Channel conversion quality

Traffic that grows while converting worse is the clearest sign of a quality problem.

Segment	Sessions	Orders	Revenue	CVR	AOV	CVR change
Meta Ads	34,120	418	₹7.70L	1.23%	₹1,842	-25.3%
Google Ads	21,402	402	₹7.65L	1.88%	₹1,902	-8.2%
Organic search	16,884	268	₹5.59L	1.59%	₹2,084	+2.1%
Direct	8,902	142	₹3.07L	1.60%	₹2,162	-3.4%
Referral	3,613	54	₹1.07L	1.49%	₹1,986	-1.2%

WarningMarketing

Marketing efficiency is falling

ROAS: 3.41x vs 4.13x (-17.5%)

Est. revenue impact

₹96.0K

AI Estimate

Impact

76/100

Confidence

86%

Urgency

High

Priority

56/100

Blended ROAS fell from 4.13x to 3.41x and CAC rose from ₹481 to ₹563. Meta is the largest contributor at -18.4% ROAS change.

Create action

WarningMarketing

Traffic quality problem on paid channels

Sessions vs orders: 39.1% / 4.8% vs balanced (-34.3%)

Est. revenue impact

₹72.0K