Vegamour Campaign KPI Dashboard

Strategic Context: Balancing Three Competing KPIs

Vegamour has been juggling multiple performance goals simultaneously, which often pull campaigns in different directions. This dashboard visualizes how each campaign has performed across all three KPIs over time, helping decide our next strategic shift, cutting what is not working and doubling down on what is as we ramp into the November and holiday shopping season.

Latest Strategy Update

We have reduced the daily budget for Hair Serums NCAC and Shampoo & Conditioner NCAC to $100/day each to test how they react at lower spend and whether efficiency improves. We pulled back the other two NCAC campaigns (Hair Quiz NCAC and Shopping USA NCAC) to $500/day, reallocating that budget toward the normal Shopping campaign, which had a search impression share lost to budget of around 20%. We are also transferring some budget to well-performing PMax campaigns.

We will continue monitoring closely. The goal is to confirm that new customer volume flows into Shopping or Branded Search organically as we optimize the NCAC campaigns. If those channels pick up new customer acquisition naturally, it validates pulling back NCAC spend and investing where efficiency is strongest.

Additionally, we are building a dedicated NCAC Demand Gen campaign specifically designed to drive top-of-funnel awareness among new customers. This campaign will focus on reaching net-new audiences and we will closely observe the push it makes on new customer acquisition volume across the account.

A note on "Unknown" customers: Due to privacy restrictions (cookie consent, iOS tracking limitations, incognito browsing), Google cannot classify a significant portion of conversions as "new" or "returning." For reference, across the last 30 days (Oct 13 - Nov 11), the account-wide breakdown was:
New: 808 conversions (18.9%)  |  Returning: 3,150 conversions (73.5%)  |  Unknown: 328 conversions (7.7%)
The actual new customer count is likely higher than reported, as a portion of "Returning" and "Unknown" may include first-time buyers whose data could not be matched.

Why New Customer Numbers Appear to Be Declining

The account-wide new customer trend chart above shows a decline from ~824/week in late April to ~109/week in early November. There are several contributing factors:

• Privacy attribution erosion: As more users browse in incognito, decline cookies, or use Safari ITP, Google defaults them to "Returning" or "Unknown" rather than "New." The actual new customer count is almost certainly higher than what shows in the data.
• Audience saturation at current targeting: After ~3 months of consistently targeting the same audiences with NCAC campaigns, the most responsive net-new prospects have already converted. The remaining pool becomes harder to convert at the same cost.
• Seasonal shift toward returning customers: As we enter the holiday shopping season, more returning customers come back for gift purchases and deals, naturally compressing the new customer ratio.
• NCAC campaign cannibalization: Some "new customers" the NCAC campaigns would have captured may already be converting through Shopping or Branded Search organically, where they are not labeled as NCAC-driven.

The budget reallocation above is designed to test this directly. If Shopping and Branded Search pick up new customer volume as NCAC spend decreases, it confirms the campaigns were partially cannibalizing organic new customer flow at a higher cost.