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
Pricing Intelligence 🕷️ LIVE
Tom by TomTom retail prices · Auto-refreshes every 5 minutes · Live scrape via Apify
—
PRICE WAR Why NL Search is on hold
TomTom.com is +€11.23 above the NL market average — competitors are undercutting us by 16.3%.
This is exactly why 3188 NL Shopping is paused (W21 decision). Until retailer promos end or our pricing aligns, paid spend would just drive shoppers to cheaper listings on Amazon, Bol, Coolblue & MediaMarkt. Re-activation gate: gap < €5.
Live prices per retailer
Loading…
Price comparison
Tom by TomTom prices · 27 May 2026
Lower bars = better deal for the customer · TomTom.com (red) is the manufacturer reference
Strategic implications
Coolblue is the deepest undercutter
At €59, Coolblue is €20.99 below RRP (-26%). Their checkout shows "Retail price TomTom 79,99" crossed out — they're using us as the reference price to make the deal look better.
Amazon listing is third-party
Amazon.nl shows €68.06 from yoursecondchance94, "only 5 left" — a third-party reseller, not Amazon retail. Sale-through is unstable but pricing pressure is real.
Re-activation criteria for NL Search
Watch this dashboard. Once the price gap closes to <€5 (either Coolblue promo ends or TomTom.com discounts), unpause 3188 NL Shopping. Expected timeline: late W23 based on typical promo cycles.
How this works
Cockpit calls
/api/competitor-prices → Apify rag-web-browser actor scrapes each retailer's product page → regex extracts price → cache 5 min. Coolblue + Amazon are live-scraped successfully. Bol + MediaMarkt use Akamai protection that needs Apify Pro proxies; current values are last-verified snapshots.Customer Journey 🗺️ LIVE GA4
One real anonymous Tom by TomTom buyer · their full session-by-session path · pulled live from ga360-data-project.GA4_results.test_ecom_funnel_with_orderid
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
Budget Simulator 🎛️ INTERACTIVE
Drag the sliders to reallocate daily budget across channels. The model uses live historical CPAs + diminishing-returns curves to project sales & blended CPA in real time.
Projected Daily Spend
€0
vs current —
Projected Daily Sales
0
vs current —
Blended CPA
€0
vs current —
Q2 Gap close (11 days left)
—
vs 355 sales needed
Channel allocation
Each slider goes from €0 to 3× current daily spend
Daily sales mix
Updates as you move the sliders
How the model works: Each channel has a baseline daily spend & CPA from live Meta/Google/Amazon data. As you push budget above baseline, marginal CPA degrades following a saturation curve (channels with low fatigue degrade slowly; high-fatigue channels degrade fast). Below baseline, CPA stays at the current rate.
Per-channel breakdown
Live model · updates instantly
| Channel | Current spend/day | New spend/day | Current CPA | Marginal CPA | Current sales/day | Projected sales/day | Δ Sales |
|---|
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.