Week 18
Weekly Performance Review
Executive readout — wins, issues, decisions and next-week priorities.
Executive summary · Week 18
Digital delivered AED 5.4M revenue at 3.62x ROAS, +14% w/w, on AED 1.49M spend. Postpaid + Programmatic carried the week; Home Wireless dragged ROAS by 0.3x — pause + reallocation actioned. 5 of 7 AI recommendations accepted, locking in AED 412K incremental revenue. Forecast month-end: AED 7.4M (+8% vs target).
Wins this week
- Postpaid Premium Acquisition scaled +20% — incremental AED 248K
- Programmatic retargeting hit 5.7x ROAS, best in portfolio
- Apple Search Ads on Digital-only Plans CPA improved -18%
- Cart-abandoner retargeting unlocked at 6.8x ROAS
- 5 AI recommendations accepted — AED 412K locked in
Issues & risks
- Home Wireless Ramadan ROAS 1.7x — broad Meta paused
- iPhone Bundle creative fatigue 0.62 — refresh in progress
- Coverage-check funnel drop 48% — Product engaged
- Snapchat Home Movers saturation freq 8.2 — paused
- Web Analytics data delay (>2h) — DE investigating
RAG · by product
- PostpaidGreen
- PrepaidGreen
- eLife Home InternetAmber
- Home WirelessRed
- DevicesGreen
- RoamingAmber
- Digital-only PlansGreen
- AccessoriesGreen
- Add-onsGreen
RAG · by platform
- Google SearchGreen
- MetaAmber
- TikTokAmber
- YouTubeAmber
- ProgrammaticGreen
- SnapchatRed
- Apple Search AdsGreen
- Google DisplayRed
RAG · by objective
- AcquisitionGreen
- UpgradeGreen
- RechargeGreen
- RetentionGreen
- Cross-sellAmber
- UpsellAmber
- App EngagementGreen
- Lead GenerationGreen
Budget movements
- +AED 60K · Postpaid Google Search
- +AED 40K · Programmatic retargeting
- -AED 85K · Meta Home Wireless broad
- -AED 25K · Google Display Roaming
Actions for next week
- • Launch 1% lookalike of 30-day rechargers (Prepaid)
- • Ship coverage-check pre-fill — Home Wireless
- • Brief 4 new Devices creatives, A/B test 7 days
- • Rebuild Snapchat Home Movers audience
- • Quarterly Accessories flash sale planning