21-Day Spend Overview - All Three Platforms
Google Ads
$217,856
35.9% of total spend
TV Ads
$24,753
4.1% of total spend
Total Combined
$607,562
2,413 new customers
Google and Meta spend verified against respective platform APIs. TV spend from Vegamour's CSV report. CAC and New Customer data from Vegamour's internal dashboard.
Correlation with CAC - Which Platform Impacts Acquisition Cost?
Pearson correlation coefficient (r) measures how strongly each platform's spend moves with CAC. Higher r = stronger relationship. Values above 0.70 indicate a strong connection.
Spend Per New Customer → CAC
Meta $/customer
r = 0.84High
Google $/customer
r = 0.59Mod
TV $/customer
r = 0.20Low
Raw Platform Spend → CAC
Meta raw spend
r = 0.58Mod
Google raw spend
r = 0.40Mod
Reading this chart: Meta's cost per new customer has the strongest same-day relationship with CAC (r = 0.84). When Meta spends more per acquisition, overall CAC rises almost proportionally. Google shows a moderate relationship (r = 0.59). TV shows almost no same-day relationship with CAC (r = 0.20) - but that doesn't mean TV isn't contributing. See the TV deep-dive below.
TV Ads Deep Dive - Top-of-Funnel Impact
TV ran as a "First Round Test Campaign" across all 21 days. Spend was ~$1,500/day from May 22 – Jun 4, then dropped to ~$265/day from Jun 6 – 10, with a ramp-back to $1,051 on Jun 11.
Phase 1: Heavy TV + Heavy Meta
May 22 – 26 (5 days)
Avg TV Spend$1,563/day
Avg Meta Spend$33,218/day
Avg Google Spend$17,016/day
Avg CAC$291
Avg New Customers158/day
Phase 2: Heavy TV + Declining Meta
May 27 – Jun 4 (9 days)
Avg TV Spend$1,546/day
Avg Meta Spend$14,890/day
Avg Google Spend$9,310/day
Avg CAC$228
Avg New Customers116/day
Phase 3: Low TV + Low Meta
Jun 5 – 10 (6 days)
Avg TV Spend$329/day
Avg Meta Spend$9,712/day
Avg Google Spend$7,212/day
Avg CAC$231
Avg New Customers83/day
Phase 4: TV Ramp-Back + Low Meta
Jun 11 (1 day)
TV Spend$1,051
Meta Spend$6,581
Google Spend$5,714
CAC$165
New Customers85
The TV Signal: TV's direct same-day correlation with CAC is weak (r = 0.20), but TV household reach has a moderate correlation with new customer volume (r = 0.67). The pattern: when TV is running heavily, new customer counts are higher - even if CAC is also higher. TV appears to be building top-of-funnel awareness that feeds into Google and Meta conversions.
Jun 11 is the most interesting data point. TV ramped back to $1,051 while Meta stayed low at $6,581 → produced the second-best CAC of the entire period ($165) with 85 new customers. This hints at the possibility that TV + Google is a more efficient combination than TV + heavy Meta.
TV Lagged Effects - Does Today's TV Improve Tomorrow?
| TV Metric Today → | CAC Next Day | CAC +2 Days | New Cust Next Day |
|---|
| TV Spend | r = 0.29 | r = 0.39 | r = 0.51 |
| TV Impressions | r = 0.27 | - | r = 0.52 |
| TV Households | r = 0.32 | - | r = 0.61 |
1-2 day lag confirmed. TV household reach today correlates at r = 0.61 with new customer count the next day. This is stronger than the same-day effect (r = 0.67 same-day for households → customers, but r = 0.20 same-day for spend → CAC). TV is planting seeds that convert 24-48 hours later through Google and Meta touchpoints.
Cost Efficiency by Platform - Daily Comparison
| Date |
Google $/Cust |
Meta $/Cust |
TV $/Cust |
CAC |
New Cust |
| May 22 | $67 | $237 | $11 | $328 | 141 |
| May 23 | $134 | $227 | $12 | $274 | 126 |
| May 24 | $114 | $211 | $9 | $353 | 172 |
| May 25 | $127 | $198 | $8 | $272 | 192 |
| May 26 | $95 | $189 | $10 | $227 | 157 |
| May 27 | $89 | $168 | $12 | $234 | 125 |
| May 28 | $99 | $131 | $12 | $220 | 128 |
| May 29 | $88 | $137 | $14 | $202 | 109 |
| May 30 | $62 | $87 | $11 | $169 | 144 |
| May 31 | $51 | $91 | $9 | $163 | 183 |
| Jun 1 | $72 | $119 | $14 | $208 | 117 |
| Jun 2 | $129 | $148 | $18 | $311 | 86 |
| Jun 3 | $94 | $172 | $19 | $294 | 81 |
| Jun 4 | $72 | $160 | $22 | $248 | 72 |
| Jun 5 | $86 | $153 | $8 | $247 | 78 |
| Jun 6 | $80 | $151 | $3 | $275 | 77 |
| Jun 7 | $104 | $161 | $3 | $285 | 85 |
| Jun 8 | $75 | $67 | $3 | $161 ★ | 100 |
| Jun 9 | $96 | $102 | $4 | $223 | 74 |
| Jun 10 | $86 | $84 | $3 | $193 | 81 |
| Jun 11 | $67 | $77 | $12 | $165 ★ | 85 |
Pattern: Google's cost per customer stays in a tight band ($51–$134) regardless of spend level. Meta's cost per customer swings wildly ($67–$237), with the highest figures concentrated in the days with the heaviest spend. On the best CAC days (Jun 8, 10, 11), Meta's per-customer cost dropped to match or fall below Google's - that's when efficiency peaked.
Recent Efficiency Gains - Jun 8–11 vs Period Average
Avg CAC (Jun 8-11)
$186
vs $241 period avg (−23%)
Avg Daily Spend
$14,166
vs $28,932 period avg (−51%)
New Customers
85/day
vs 115/day period avg
Google Share of Mix
47%
vs 36% period avg
What changed Jun 8–11: Total ad spend was cut 51%, but new customer volume only declined 26%. The result: CAC improved 23% from $241 → $186. The spend reduction came predominantly from Meta (dropped from $17K/day avg to $7K/day), while Google remained relatively stable. TV was minimal during this window (~$267-$1,051/day).
This demonstrates significant diminishing returns at higher spend levels - the last $15K/day in spend was producing customers at a much higher marginal cost than the first $15K.
What-If Scenario - Optimal Mix Applied Across Full Period
If the Jun 8–11 spend mix had been maintained across all 21 days:
Actual Total Spend
$607,562
21 days combined
Projected Total Spend
$297,488
At $14,166/day × 21 days
Potential Savings
$310,074
−51% reduction
Volume Trade-Off
−26%
~1,785 vs 2,413 cust
The trade-off: Cutting spend 51% would reduce customer volume by ~26% (1,785 vs 2,413) but save $310K over 21 days. Each additional customer beyond the efficient threshold cost approximately $495 each vs the optimal $186 - nearly 2.7x the efficient CAC. The question for the team: is the incremental volume worth the incremental cost?
Diminishing Returns by Total Daily Spend Tier
| Spend Tier | Days | Avg CAC | Avg New Cust | Google % | Meta % | TV % | Grade |
|---|
| Under $20K/day |
6 |
$195 |
82 |
44.7% |
52.2% |
3.1% |
Optimal |
| $20K – $30K/day |
8 |
$229 |
117 |
36.8% |
57.3% |
5.9% |
Acceptable |
| $30K – $50K/day |
4 |
$258 |
134 |
32.3% |
63.7% |
4.1% |
Diminishing |
| Over $50K/day |
3 |
$314 |
157 |
34.2% |
63.3% |
2.6% |
Wasteful |
Each tier up costs more per customer: Going from the Optimal tier ($195 CAC) to the Wasteful tier ($314 CAC) increases acquisition cost by 61%, while only increasing daily customer volume from 82 → 157. The extra 75 customers per day cost $314 each vs $195 - a 61% premium per head for incremental volume.
TV's Role - Awareness Engine, Not Direct Converter
Total TV Spend
$24,753
4.1% of total budget
Total Impressions
1.08M
Across 21 days
Unique Households
808K
Across 21 days
Web Sessions from TV
2,403
Avg 114/day
TV Correlation Summary
| Metric | → CAC (same day) | → New Customers (same day) | → New Customers (+1 day) |
|---|
| TV Spend | r = 0.19 Low | r = 0.59 Mod | r = 0.51 Mod |
| TV Household Reach | r = 0.26 Low | r = 0.67 High | r = 0.61 High |
| TV Website Sessions | r = −0.42 Inverse | r = −0.57 Inverse | - |
How TV contributes: TV household reach has a strong positive relationship with new customer volume (r = 0.67 same-day, r = 0.61 next-day), but TV-driven website sessions actually have a negative correlation with new customers (r = −0.57). This means TV viewers who go directly to the website from a TV ad rarely convert - instead, TV builds brand awareness that leads people to search on Google or engage with Meta ads later. TV is planting seeds; Google and Meta are harvesting them.
On Jun 11, when TV ramped back to $1,051 while Meta stayed low, CAC hit $165 (second-best of the period). This suggests TV + Google may be a more cost-efficient awareness-to-conversion pipeline than TV + heavy Meta.
Key Findings
1. Meta spend has the strongest direct relationship with CAC (r = 0.84 per-customer). This is the primary lever - when Meta spends more per acquisition, overall CAC rises proportionally.
2. Google provides a stable, efficient baseline. Google's cost per customer stays in a tight $51–$134 range regardless of spend level, making it the consistent backbone of the acquisition engine.
3. TV operates as a brand awareness amplifier, not a direct converter. TV household reach correlates with higher new customer counts (r = 0.67), but TV website sessions correlate negatively with conversions (r = −0.57). The value is indirect - TV creates demand that Google and Meta capture.
4. The most efficient days had total spend under $20K. Average CAC of $195 vs $314 for days over $50K - a 61% cost premium for incremental volume.
5. Jun 11 (TV ramp-back + low Meta) produced $165 CAC - suggesting TV + Google as a potentially more efficient pipeline than TV + heavy Meta. This deserves further testing.
Full 21-Day Data Table - All Platforms
| Date |
Google |
Meta |
TV |
Total |
G% |
M% |
TV% |
CAC |
New Cust |
| May 22 | $9,388 | $33,486 | $1,542 | $44,416 | 21.1% | 75.4% | 3.5% | $328 | 141 |
| May 23 | $16,858 | $28,543 | $1,559 | $46,960 | 35.9% | 60.8% | 3.3% | $274 | 126 |
| May 24 | $19,546 | $36,298 | $1,592 | $57,436 | 34.0% | 63.2% | 2.8% | $353 | 172 |
| May 25 | $24,300 | $38,088 | $1,594 | $63,982 | 38.0% | 59.5% | 2.5% | $272 | 192 |
| May 26 | $14,988 | $29,676 | $1,529 | $46,192 | 32.4% | 64.2% | 3.3% | $227 | 157 |
| May 27 | $11,099 | $20,981 | $1,509 | $33,588 | 33.0% | 62.5% | 4.5% | $234 | 125 |
| May 28 | $12,629 | $16,813 | $1,524 | $30,966 | 40.8% | 54.3% | 4.9% | $220 | 128 |
| May 29 | $9,568 | $14,972 | $1,519 | $26,060 | 36.7% | 57.5% | 5.8% | $202 | 109 |
| May 30 | $8,906 | $12,486 | $1,544 | $22,936 | 38.8% | 54.4% | 6.7% | $169 | 144 |
| May 31 | $9,389 | $16,704 | $1,569 | $27,663 | 33.9% | 60.4% | 5.7% | $163 | 183 |
| Jun 1 | $8,372 | $13,877 | $1,590 | $23,839 | 35.1% | 58.2% | 6.7% | $208 | 117 |
| Jun 2 | $11,090 | $12,738 | $1,562 | $25,390 | 43.7% | 50.2% | 6.2% | $311 | 86 |
| Jun 3 | $7,581 | $13,951 | $1,544 | $23,076 | 32.9% | 60.5% | 6.7% | $294 | 81 |
| Jun 4 | $5,157 | $11,489 | $1,550 | $18,196 | 28.3% | 63.1% | 8.5% | $248 | 72 |
| Jun 5 | $6,727 | $11,930 | $646 | $19,302 | 34.8% | 61.8% | 3.3% | $247 | 78 |
| Jun 6 | $6,198 | $11,630 | $267 | $18,095 | 34.3% | 64.3% | 1.5% | $275 | 77 |
| Jun 7 | $8,834 | $13,700 | $266 | $22,800 | 38.7% | 60.1% | 1.2% | $285 | 85 |
| Jun 8 | $7,508 | $6,693 | $267 | $14,468 | 51.9% | 46.3% | 1.8% | $161 ★ | 100 |
| Jun 9 | $7,075 | $7,550 | $267 | $14,893 | 47.5% | 50.7% | 1.8% | $223 | 74 |
| Jun 10 | $6,929 | $6,767 | $262 | $13,959 | 49.6% | 48.5% | 1.9% | $193 | 81 |
| Jun 11 | $5,714 | $6,581 | $1,051 | $13,346 | 42.8% | 49.3% | 7.9% | $165 ★ | 85 |
| TOTAL |
$217,856 |
$364,953 |
$24,753 |
$607,562 |
35.9% |
60.1% |
4.1% |
$241 avg |
2,413 |
★ = Best CAC days. Green rows = lowest CAC, highest efficiency. Purple row = TV ramp-back test day.
Google & Meta spend verified against platform APIs. TV spend from Vegamour CSV report. CAC & New Customers from Vegamour dashboard.
Methodology & Data Sources
Google Ads: Daily spend pulled from Google Ads API (account 7567846915), ENABLED campaigns only, using metrics.cost_micros converted to USD.
Meta Ads: Daily spend pulled from Meta Marketing API (account act_542163415992887) using spend field with daily time increment.
TV Ads: Daily spend, impressions, households, and sessions from Vegamour-provided CSV report ("First round test campaign").
CAC & New Customers: Extracted from Vegamour's internal dashboard screenshot.
Correlation: Pearson correlation coefficient (r), computed in Node.js. Values: 0.70+ = Strong, 0.40–0.69 = Moderate, below 0.40 = Weak.
Spend Tiers: Days grouped by total combined spend across all three platforms. Averages computed within each tier.