TL;DR Week 21 in plain English
We're on track to hit 84% of our Q2 sales target with 11 days to go — but France creative is showing fatigue.
Amazon is carrying us at €38 CPA (target €60). Meta GB is our hero — €41 cost per sale at scale. France needs a creative refresh — frequency hit 4.31, audience is seeing the same ad too often. NL Search is paused (price war with retailers). DSP retargeting just went live.
Q2 Pacing — W14 to W21
27 Apr – 25 May 2026
Sales (QTD)
1,832
of 2,187 target
83.8%355 to go
Spend (QTD)
€144k
of €179k planned
80.6%11 days left
Blended CPA (W21)
€80
avg cost per sale
↓ €14 better than W20 (€94)
Action Needed
2
items below
FR fatigue · NL price parity
Funnel Health · How each stage is performing
TOP → MID → BUC — each stage has its own job
📡 TOP — Awareness
Reach cold audiences.
Build the future retargeting pool. Mostly off-Meta — Radio + DOOH live in NL.
Reach (30d)1.4M
CPM <€10€8.94
🎯 MID — Consideration
Drive traffic & cart adds.
Warm audiences click through — feeding the BUC retargeting pool with high-intent users.
Link CTR >1.5%3.91%
CPC <€0.50€0.23
💰 BUC — Conversion
Close the sale.
Always-on. Hot audiences. This is where we measure CPA & ROAS — the real bottom line.
Pixel CPP <€60€47
Purchases (30d)572
What's happening this week
AI-generated — see all insights →
Spend vs Sales — Q2 2026
W5 = partial week (3 days)
Top alerts
France creative is wearing out
Frequency 4.31 · past fatigue threshold (4.0). CTR dropped 1.8% → 1.24%.
UK is our scale opportunity
3516a GB delivers €41 per sale. Has headroom for +43% budget.
NL Search paused — price parity
Amazon, Bol & Coolblue running promos. Holding spend until parity restored.
Campaign Performance
Live performance per campaign across Meta, Google Ads & Amazon · 30-day window (27 Apr – 27 May 2026)
Sales campaigns (BUC) · Judged on cost per sale
Target: under €60 cost per pixel purchase · Frequency below 4.0
Meta BUC — Always-on conversion
Live · Meta Ads API · 30-day window
| Campaign | Market | Spend | Purchases | Cost / sale | vs target | Frequency | Verdict |
|---|---|---|---|---|---|---|---|
| 3516a · AI Creatives | GB | €15,561 | 382 | €40.74 | −€19 ✓ | 3.03 | ★ Best — scale |
| 3518 · AI Creatives | FR | €10,929 | 190 | €57.52 | −€2 ✓ | 4.31 ⚠ | Refresh creative |
| 3528 · FR Test | FR | €2,114 | 3 | €704 | ×11 worse | 2.49 | Inconclusive · paused |
Mid-funnel campaigns (MID) · Judged on traffic & engagement
Don't judge on cost per sale — job is feeding the BUC pool
Meta MID — Add-to-cart traffic
Target: CTR >1.5% · CPC <€0.50
| Campaign | Market | Spend | Link clicks | Link CTR | CPC | ATC | Verdict |
|---|---|---|---|---|---|---|---|
| 3524 · UGC Bottom | NL | €16,584 | 70,414 | 3.92% | €0.24 | 96 | ★ Healthy · feeding pool |
Google Ads (Search & Shopping) · TOM Hardware
Account 5764346019 · 30-day window
SEA — Live per campaign
NL Shopping paused (price parity)
| Campaign | Market | Type | Spend | Sales | CPA | Verdict |
|---|---|---|---|---|---|---|
| 3123 · Performance Max | FR | PMax | €731 | 44 | €16.62 | ★ Hidden gem · scale |
| 3190 · Shopping | GB | Shopping | €355 | 9 | €39.46 | Healthy |
| 3189 · Shopping | FR | Shopping | €432 | 10.5 | €41.15 | Healthy |
| 3126 · Branded | NL | Search | €1,348 | 31 | €43.49 | OK |
| 3129 · Branded | GB | Search | €1,891 | 34 | €56.45 | OK |
| 3122 · Performance Max | NL | PMax | €1,264 | 18 | €70.21 | Watch |
| 3525 · DSP Retargeting | NL | Display | €548 | 0 | — | Just live · paused |
| 3188 · Shopping | NL | Shopping | €3,112 | 41 | €76.85 | ⏸ Paused · price war |
Funnel Analytics
Stage-by-stage view of the consumer journey · TOP → MID → BUC framework from Confluence
📡 TOP — Awareness
Reach cold audiences
Job: build the future retargeting pool. Cold audiences = no prior TomTom interaction. Broad demographics, interest segments, lookalikes (5–10%).
Reach1.4M
Frequency 1.5–3.0— (off-Meta)
CPM <€10€8.94
Video ThruPlay705k
🎯 MID — Consideration
Drive site traffic & cart adds
Job: feed BUC retargeting pool with high-intent users. Warm audiences who've seen brand content but not bought.
Link CTR >1.5%3.91%
CPC <€0.50€0.24
ATC events96
Top campaign3524 NL
💰 BUC — Conversion
Close the sale
Always-on. Hot audiences: cart abandoners, purchase lookalikes, product viewers. Primary revenue engine.
Pixel CPP <€60€47
Purchases (30d)572
Hero campaign3516a GB
Fatigue alert3518 FR · 4.31
Conversion funnel · GA4 step-by-step (Meta paid traffic)
Source: BigQuery · facebook/paid attribution · 30-day window
End-to-end conversion path
GA4 source of truth
| Step | Source | Volume | % of prev step | Diagnostic |
|---|---|---|---|---|
| 1. Impressions | Meta | 4.97M | — | Total ad serves |
| 2. Reach (unique) | Meta | 1.40M | 28% | Freq 3.55 avg |
| 3. Link clicks | Meta | 114k | 2.30% | CTR healthy |
| 4. GA4 sessions | GA4 | 64k | 56% | UTM tracking gap (target 70%+) |
| 5. Viewed product | GA4 | 63.8k | 99.7% | Landing → product is healthy |
| 6. Added to cart | GA4 | 6,003 | 9.4% | ATC rate normal |
| 7. Began checkout | GA4 | 1,044 | 17.4% | Drop-off — shipping/UX friction? |
| 8. Purchase | GA4 | 153 | 14.7% | Checkout completion under target |
Weekly Tracker
Week-over-week performance · Q2 2026 (W14–W22)
Weekly trend · spend, sales & CPA
Live data via MCP · W5 = partial week (3 days)
Week-by-week breakdown
From W21 performance email · Rick Vlaar
| Week | Period | Days | Spend | Sales | CPA | vs Plan |
|---|---|---|---|---|---|---|
| W14–W17 | 30 Mar – 26 Apr | 28 | €67,420 | 962 | €70 | on track |
| W18 | 27 Apr – 3 May | 7 | €11,500 | 186 | €62 | +8% |
| W19 | 4–10 May | 7 | €16,640 | 241 | €69 | +12% |
| W20 | 11–17 May | 7 | €15,378 | 232 | €94 | −14% |
| W21 | 18–25 May | 7 | €16,919 | 211 | €80 | −27.8% vs plan |
| W22 (partial) | 25–27 May | 3 | €3,574 | — | — | in flight |
Channel Mix
Where the spend is going · Where the sales are coming from
Spend by channel · 30-day window
Total €58k Meta + €8k Google + €7k Amazon
Sales by channel · W21
Amazon dominates volume; Meta dominates spend
Channel scorecard · W21 (19–25 May)
| Channel | W21 Spend | W21 Sales | CPA | QTD CPA | Status |
|---|---|---|---|---|---|
| 🛒 Amazon AMS | €6,670 | 162 | €41 | €38 | Strong |
| 📘 Meta | €6,387 | 32 | €200 | — | FR fatigue |
| 🔍 Google SEA | €3,314 | 17 | €195 | — | NL paused |
| 📡 DSP Retargeting | €548 | 0 | — | — | Just live |
AI Insights
Auto-generated alerts and observations based on live data
France creative is wearing out
People in France have seen our ads 4.3 times on average — past the fatigue threshold of 4.0. CTR has dropped from 1.8% to 1.24%. CPA is creeping up. Refresh creative or expand audience before performance gets worse.
UK is our scale opportunity
3516a GB delivers €41 per sale — well under the €60 target. Frequency is healthy (3.0). Adding budget here will add ~7 more daily sales without hurting efficiency.
NL Search paused — wait for price parity
Amazon, Bol & Coolblue are running price promos. We pulled NL Shopping to avoid wasting spend until our pricing is competitive again. Expect re-activation when retailer promos end (estimated W23).
Q2 pacing: achievable if we hold the line
11 days left. Need 355 more sales. If Amazon and Meta maintain pace, we'll hit ~95% of target. DSP recovery is upside.
Hidden gem: FR Performance Max
3123 FR PMax (Google Ads) is delivering at €16.62 CPA — the best CPA in the entire portfolio. It's currently under-resourced at €30/day. Doubling budget could add ~90 sales/month.
FR Proposition Test inconclusive
3528 ran 8 days with only 3 purchases — well below the 50-conversion significance threshold. Don't draw conclusions. Either re-launch with more budget or accept the test is inconclusive and reallocate €100/day.
Creative Analysis
How each creative concept is performing across markets
Top creative
3516a GB
AI Creatives · €41 CPA
Fatigued
3518 FR
Frequency 4.31 · refresh due
Hottest engagement
3524 NL UGC
CTR 3.92% · best in portfolio
Failed test
3528 FR Prop
3 sales · inconclusive
Creative concept comparison
| Concept | Markets | Avg CTR | Avg CPA | Frequency | Sentiment |
|---|---|---|---|---|---|
| AI Creatives | GB, FR | 1.37% | €49 | 3.67 | Strong · GB scaling |
| UGC Bottom | NL | 3.92% | — (MID) | 3.56 | Best engagement |
| Proposition Test | FR | 1.84% | €704 | 2.49 | Failed test |
Recommended actions
Refresh 3518 FR creatives this week
Current creative has reached fatigue. Brief 3 new variants from the AI Creatives concept (which still works well in GB). Target launch: W23.
Test UGC concept in GB/FR
UGC is the strongest engagement concept (3.92% CTR in NL). Adapt for GB/FR markets — likely improves BUC retargeting pool quality.
Audience Analysis
Reach, frequency & audience saturation per market
Frequency by market · Are we over-exposing?
Average frequency per market
Threshold 4.0 = fatigue · 5.0+ = action required
Audience pool health
GB Reach (30d)
440k
Freq 3.03 · healthy
FR Reach (30d)
360k
Freq 4.31 · fatigue
NL Reach (30d)
505k
Freq 3.56 · healthy
Total unique
1.4M
across all markets
Q2 Projections
Where we'll land · Based on current pace
Projected Q2 sales
2,075
95% of 2,187 target
Based on current weekly pace
Projected Q2 spend
€176k
98% of €179k plan
11 days left
Projected blended CPA
€85
If no creative refresh
€72 if FR refresh lands
Gap to target
112 sales
5% miss · recoverable
If GB scales as recommended
Scenario analysis · what would close the gap
| Scenario | Action | Extra sales | Extra spend | Closes gap? |
|---|---|---|---|---|
| Current pace | Do nothing | 0 | €0 | Miss by 112 |
| Scale GB | +€300/day on 3516a | +77 | €3,300 | Close to 65% |
| + Double FR PMax | +€30/day on 3123 | +30 | €330 | Reach 90%+ |
| + Reactivate DSP | Resume tracking-fixed | +15 | €1,200 | Hit target ✓ |
Recommendations AI
AI-suggested actions based on live performance · Click "Apply" to queue (Preview mode — nothing pushed to Meta/Google)
AI Smart Budget Allocator
4 recommendations · Total impact: +14 daily sales · €0 net spend change
CampaignBudget nowRecommendationExpected impactAction
3516a UK · AI Creatives Best performer · €41 CPA · Has room to scale
€700 / day
↑ €1,000 / day +€300 (+43%)
+7–9 sales / day at similar CPA
3518 FR · AI Creatives Frequency 4.31 · fatigue · refresh creative first
€500 / day
↔ Hold + refresh brief this week
Stabilise CPA prevent drift
3123 FR · Performance Max (Google) Outstanding €16.62 CPA · under-resourced
€30 / day
↑ €60 / day +€30 (+100%)
~+90 sales / month at €17–22 CPA
3528 FR · Proposition Test €704 cost per sale · 3 conversions · inconclusive
€100 / day
↓ Pause test reallocate to UK
Save €700 / week redeploy to 3516a
Automation Rules
Standing rules that monitor your campaigns 24/7
Active monitoring rules
4 rules · all in preview
| Rule | Condition | Action | Status |
|---|---|---|---|
| Fatigue alert | Frequency > 4.0 in any market for 3 days | Email team + flag in cockpit | Preview |
| CPA breach | CPA > €60 for any BUC campaign for 2 days | Pause campaign + alert | Preview |
| Budget pacing | Spend < 80% of plan with 7 days left | Suggest scale on top performer | Preview |
| Test significance | Test campaign at < 50 conv after 10 days | Recommend pause or extend | Preview |
Glossary
Key terms used in this cockpit · For people new to marketing analytics
TOP
Upper funnel — AwarenessCold audiences who don't know us yet. Job: build the future retargeting pool. Measured by reach, video views, frequency.
MID
Mid funnel — ConsiderationWarm audiences who've seen us. Job: get them to the site & add to cart. Measured by CTR, CPC, ATC rate.
BUC
Bottom funnel — ConversionHot audiences (cart abandoners, lookalikes). Job: drive sales. Measured by CPA, ROAS, purchases.
TEST
ExperimentIsolated hypothesis. Needs ≥50 conversions before drawing conclusions. Results inform always-on strategy.
CPA / CPP
Cost per saleSpend ÷ Sales. Lower is better. Tom by TomTom target: under €60 per sale on Meta.
Frequency
Times same person sees adBelow 1.5: under-spending. Above 4.0: fatigue — audience saturated.
CTR
Click-through rateLink clicks ÷ Impressions. Healthy MID: >1.5%. Healthy BUC retargeting: >3%.
Pixel vs GA4
Two ways of counting salesPixel = Meta's count (under-reports iOS by 30–50%). GA4 = source of truth.
ROAS
Return on ad spendRevenue ÷ Spend. ROAS 3.0× = €3 in sales for every €1 spent.
ATC
Add to cartUser added product to cart but hasn't bought yet. ATC is the strongest mid-funnel intent signal.