| Status | Campaign | Spend | Impressions | Installs | L0 | CPI | CAC | CPR | Action |
|---|---|---|---|---|---|---|---|---|---|
| OK | GH App Acquisition - Cold | $6,112.46 | 4,685,255 | 4,623 | 1,530 | $1.32 | $1.32 | $4.00 | 📈 Scale |
| OK | App GH - Personal Loans - LN0 | $3,505.36 | 2,982,034 | 2,602 | 1,059 | $1.35 | $1.33 | $3.31 | 📈 Scale |
| Top | App GH - FidoBiz - LN0 | $2,088.39 | 2,072,732 | 2,053 | 672 | $1.02 | $1.01 | $3.11 | 📈 Scale |
| OK | GH App Retargeting - Funnel | $1,469.23 | 491,730 | 1,057 | 192 | $1.39 | $1.36 | $7.65 | 📈 Scale |
| Top | App GH - MoMo Agent - LN0 | $1,220.89 | 664,227 | 1,034 | 387 | $1.18 | $1.38 | $3.15 | 📈 Scale |
| OK | App GH - Salaried Workers - LN0 | $1,178.12 | 1,362,745 | 769 | 309 | $1.53 | $1.65 | $3.81 | 🔧 Optimize |
| OK | Web GH - Personal Loans - Reg | $770.99 | 552,962 | 0 | 0 | — | $0.07 | — | 🔧 Optimize |
| Review | App GH - Personal Loans - LN0 - Copy | $698.09 | 512,392 | 237 | 60 | $2.95 | $3.06 | $11.63 | ⏸ Pause |
| OK | GH App Acquisition - Cold - Copy | $482.42 | 320,048 | 248 | 42 | $1.95 | $1.81 | $11.49 | 🔧 Optimize |
| OK | Web GH - Finance - Reg | $422.68 | 911,030 | 0 | 0 | — | $0.08 | — | 🔧 Optimize |
| Web | GH - Existing Posts AdOps Marketing {SM IG} | $399.39 | 407,688 | 0 | 0 | — | — | — | 🔧 Optimize |
| Review | Web GH - Referral - Reg | $277.40 | 217,630 | 0 | 0 | — | $7.50 | — | 🔧 Optimize |
| OK | App GH - FidoBiz - LN0 - Copy | $273.05 | 232,120 | 205 | 39 | $1.33 | $1.41 | $7.00 | 📈 Scale |
| OK | App GH - Core Acquisition {App Purchase} | $236.44 | 218,268 | 150 | 39 | $1.58 | $2.02 | $6.06 | 🔧 Optimize |
| Review | App GH - Salaried Workers - LN0 - Copy | $229.52 | 231,476 | 79 | 21 | $2.91 | $3.28 | $10.93 | ⏸ Pause |
| OK | App GH - EasySave & Credit A/B Testing {App Purcha… | $215.81 | 112,390 | 152 | 60 | $1.42 | $1.69 | $3.60 | 📈 Scale |
| Review | App GH - MoMo Agent - LN0 - Copy | $203.58 | 127,467 | 67 | 21 | $3.04 | $3.08 | $9.69 | ⏸ Pause |
| OK | Web GH - EasySave - Reg | $134.91 | 123,578 | 0 | 0 | — | $0.09 | — | 🔧 Optimize |
| Web | GH - Existing Posts AdOps Marketing {SM FB} | $129.99 | 337,984 | 0 | 0 | — | — | — | 🔧 Optimize |
| Top | App GH - iOS Quick Credit - Installs | $95.72 | 104,811 | 116 | 0 | $0.83 | — | $0.83 | 🔧 Optimize |
| OK | Web GH - EasySave Market Ladies {Web Completed Re… | $90.41 | 149,563 | 0 | 0 | — | $1.35 | — | 🔧 Optimize |
| Top | App GH - Core Acquisition_Easysave {App Purchase} | $62.92 | 49,431 | 128 | 15 | $0.49 | $0.51 | $4.19 | 📈 Scale |
| OK | GH Web Acquisition Lander Test | $53.92 | 58,424 | 0 | 0 | — | $0.21 | — | 🔧 Optimize |
| Review | App GH - Easysave - Deposit | $8.69 | 3,866 | 3 | 0 | $2.90 | $2.17 | $2.90 | ⏸ Pause |
* CAC = spend ÷ L0 conversions (app purchases = first loan). Web campaigns show $0 installs — conversion event is web registration. CPI target: $1.50. CAC target: $4.50.
| Status | Campaign | Spend | Impressions | Installs | L0 | CPI | CAC | CPR | Action |
|---|---|---|---|---|---|---|---|---|---|
| OK | UG App Acquisition - Cold | $2,063.16 | 1,003,020 | 862 | 330 | $2.39 | $1.73 | $6.25 | 🔧 Optimize |
| OK | UG App Retargeting - Funnel | $678.37 | 252,207 | 288 | 42 | $2.36 | $1.66 | $16.15 | 🔧 Optimize |
| Top | App UG - Boda Boda Rider {App purchase} | $554.78 | 475,527 | 574 | 183 | $0.97 | $0.63 | $3.03 | 📈 Scale |
| Web | UG - IG Existing Posts Marketing {SM Engagement} | $484.48 | 927,756 | 0 | 0 | — | — | — | 🔧 Optimize |
| OK | Web UG - Personal Loans - Reg | $447.32 | 103,221 | 0 | 0 | — | $0.18 | — | 🔧 Optimize |
| OK | UG App Acquisition - Cold - Copy | $443.02 | 244,115 | 179 | 99 | $2.47 | $1.64 | $4.47 | 🔧 Optimize |
| OK | UG App Retargeting - Funnel - Copy | $433.00 | 186,215 | 174 | 30 | $2.49 | $1.90 | $14.43 | 🔧 Optimize |
| Top | App UG - FidoBiz - LN0 | $390.54 | 255,745 | 264 | 87 | $1.48 | $0.91 | $4.49 | 📈 Scale |
| Web | GH - FB Existing Posts Marketing {SM Engagement} | $206.02 | 631,706 | 0 | 0 | — | — | — | 🔧 Optimize |
| Web | UG Lander · Personal Credit · Traffic → App Instal… | $181.26 | 174,212 | 0 | 0 | — | — | — | 🔧 Optimize |
| Review | UG Retargeting · Bottom Funnel · App Install | $167.28 | 81,895 | 42 | 15 | $3.98 | $2.88 | $11.15 | ⏸ Pause |
| OK | Web UG - Food Vendor Awareness {Website Completed … | $125.77 | 41,421 | 0 | 0 | — | $0.67 | — | 🔧 Optimize |
| OK | Web UG - Driver Loan Awareness {Website Completed … | $123.18 | 96,270 | 0 | 0 | — | $0.96 | — | 🔧 Optimize |
| OK | App UG - FidoBiz - LN0 - Copy | $55.97 | 46,186 | 33 | 6 | $1.70 | $1.00 | $9.33 | 📈 Scale |
| Web | UG Lander · Personal Credit · Traffic → App Install | $36.59 | 46,431 | 0 | 0 | — | — | — | 🔧 Optimize |
| Top | App UG - Credit {App purchase} | $32.52 | 28,026 | 37 | 6 | $0.88 | $0.49 | $5.42 | 📈 Scale |
| OK | App UG - Credit {App purchase} - Copy | $4.72 | 3,276 | 2 | 0 | $2.36 | $2.36 | $2.36 | 🔧 Optimize |
* CAC = spend ÷ L0 conversions. CPI target: $2.00. CAC target: $6.50.
Both are significantly below CPI targets with strong L0 volumes. GH FidoBiz ($1.02 CPI, $3.01 CAC) and UG Boda Boda ($0.97 CPI, $3.03 CAC) have proven audience-creative fit. Increase daily budgets by 30–50% incrementally — watch for diminishing returns as audiences saturate. Test lookalike expansion based on existing converters.
GH's two largest campaigns are performing at/below CPI target. "Cold" at $6.1K with 1,530 L0s at $4.00 CAC is the most efficient acquisition engine. Prioritize creative refresh to avoid fatigue before scaling further — test 2–3 new ad variations against current winners.
Every "Copy" campaign underperforms its original by 50–150% on CPI. These are splitting budget with no differentiation. Pause them all and consolidate budget into originals or net-new A/B tests with meaningfully different creative angles. Estimated budget recovery: ~$1,500/month redirectable to scaling top performers.
At 2× target CPI and 70%+ over CAC target, this campaign isn't generating efficient conversions. Pool is likely exhausted. Pause, refresh the retargeting audience (exclude last 60 days), and re-launch with a different offer angle (urgency, limited-time rate).
Both funnel retargeting campaigns show CPI near/above target (GH $1.39, UG $2.36). Implement frequency cap of 3–4 per week. Segment by funnel stage (installed → KYC → L0) for tailored messaging. Separate audiences for installed-no-KYC vs KYC-no-L0 for more relevant ad copy.
Two UG lander campaigns ($217 total spend) show 0 installs — the web-to-app handoff is broken. Verify UTM → Play Store referrer passthrough in the n8n webhook. GH iOS campaign shows 116 installs but 0 L0s tracked — check Firebase attribution for iOS events and ensure purchase event fires correctly via SKAdNetwork or ATT consent path.
UG Boda Boda at $0.97 CPI proves vertical audiences massively outperform generic cold traffic. GH equivalents: Market Traders, Seamstresses/Tailors, Street Food Vendors, Teachers. Launch 3–4 vertical campaigns at $50/day each with occupation-specific hero imagery and copy. Compare CPI vs GH Cold benchmark ($1.32).
UG FidoBiz at $1.48 CPI / $4.49 CAC is performing well with only $391 spend. This is under-tested. Scale to $100–150/day to validate efficiency at larger budget. Test lookalike from UG FidoBiz converters to find more high-intent SME borrowers.