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Executive Overview
Operational view of all active digital performance marketing across products, platforms and audiences.
AI Executive Summary
Generated 2 min ago
Postpaid acquisition is outperforming with ROAS 4.8x, driven by Google Search and retargeting. Home Wireless CPA is 22% above target due to high spend on low-converting Meta broad audiences. Recommend shifting AED 85K from broad Meta to high-intent search and retargeting pools. Forecast month-end revenue: AED 7.4M (+8% vs target) if AI recommendations are accepted.
Total Spend
On trackAED 1.64M
8.4%vs prev
Pacing 2% above plan; healthy.
Revenue Attributed
On trackAED 5.69M
14.2%vs prev
Driven by Postpaid + Programmatic.
ROAS
On track3.48x
5.2%vs prev
Above 3.5x target by 0.4x.
Cost per Acquisition
On trackAED 40
-6.4%vs prev
Improved by 6.4% vs previous period.
Cost per Lead
On trackAED 56
-2.2%vs prev
Postpaid + eLife driving efficiency.
Conversion Rate
On track3.12%
1.8%vs prev
Plan-comparison page is the next lever.
Digital Sales
On track41.2K
11.8%vs prev
Prepaid recharges accelerated.
App Installs
On track48.2K
9.2%vs prev
Apple Search Ads + TikTok dominant.
Active Campaigns
On track42
5.0%vs prev
3 in scaling, 2 underperforming.
Budget Utilization
Watch79%
3.8%vs prev
2 campaigns risk overspend.
Incremental Revenue
On trackAED 1.24M
21.0%vs prev
From AI-accepted recommendations.
Forecast Month-End
On trackAED 7.40M
8.0%vs prev
+8% vs target if 8 actions accepted.
Spend vs Revenue
Last 30 days, with month-end forecast
ROAS by platform
Higher is better
CPA by product
Cost per acquisition (AED)
Conversion funnel
Impression → order
Impressions56.33M
Clicks1.28M-98%
Landing visits1.15M-11%
Product views742.0K-35%
Plan comparisons412.0K-44%
Add to cart198.0K-52%
Checkout started124.0K-37%
KYC completed78.4K-37%
Payment completed52.3K-33%
Order confirmed47.8K-9%
Budget utilization by campaign
Spend vs approved budget
Top campaigns by revenue
Highest contribution this month
| Campaign | Product | Spend | Revenue | ROAS | Status |
|---|---|---|---|---|---|
| Postpaid Premium Plan Acquisition | Postpaid | AED 312.4K | AED 1.50M | 4.80x | Green |
| iPhone Device Bundle Campaign | Devices | AED 298.4K | AED 1.12M | 3.75x | Green |
| eLife Fiber Upgrade Campaign | eLife Home Internet | AED 148.2K | AED 612.0K | 4.13x | Green |
| Home Wireless Ramadan Offer | Home Wireless | AED 246.8K | AED 412.0K | 1.67x | Red |
| App Recharge Retargeting | Prepaid | AED 71.8K | AED 412.0K | 5.74x | Green |
| Digital-only 12 Month Plan | Digital-only Plans | AED 71.2K | AED 388.0K | 5.45x | Green |
| Family Plan Cross-sell | Postpaid | AED 142.8K | AED 388.0K | 2.72x | Amber |
| Prepaid Digital Recharge Boost | Prepaid | AED 92.4K | AED 268.0K | 2.90x | Green |
| Youth Prepaid Gaming Pack | Prepaid | AED 62.1K | AED 198.0K | 3.19x | Green |
| Roaming Summer Travel Pack | Roaming | AED 88.2K | AED 142.0K | 1.61x | Amber |
Product mix
Revenue contribution
Bottom campaigns by efficiency
Worst ROAS — needs intervention
| Campaign | Platform | Spend | ROAS | AI recommendation |
|---|---|---|---|---|
| Roaming Summer Travel Pack | Google Display | AED 88.2K | 1.61x | ●Narrow to traveler audience; current CPA 22% over target. |
| Home Wireless Ramadan Offer | Meta | AED 246.8K | 1.67x | ●Pause broad audiences; shift AED 85K to retargeting + Google Search. |
| Home Movers Broadband Campaign | Snapchat | AED 64.2K | 2.21x | ●Audience saturation — frequency 8.2; pause and rebuild. |
| Family Plan Cross-sell | YouTube | AED 142.8K | 2.72x | ●Conversion drops at plan-comparison page — UX review. |
| Accessories Flash Sale | Meta | AED 38.9K | 2.88x | ●Repeat campaign quarterly — 2.9x ROAS sustained. |
Platform mix
Spend share