Prepared for CMO, CEO, and performance marketing leaders · Analysis Period: July 2024 · Generated March 14, 2026
Conservative Constraint
July 2024
Overall Performance Summary
Across the full optimised budget for July 2024, the portfolio delivered strong returns under a conservative constraint framework.
$78.3M
Total Optimised Spend
Total budget allocated across all active channels
$562M
Total Optimised Revenue
Revenue generated from optimised channel mix
7.18x
Overall ROAS
Return on ad spend across the full portfolio
Channel-Level Budget Allocation
The optimisation engine redistributed spend across active channels based on incremental return signals. Google commands the largest share of spend at $35M, while Meta and Moloco punch above their weight in efficiency.
Optimised Spend by Channel
Google retains the dominant spend position with a marginal -0.3% reduction. Apple and Agency RE each receive a +5% budget increase, while TikTok and Moloco are trimmed by 5%.
Optimised Revenue by Channel
Google drives the largest revenue contribution at $235M. Notably, Meta generates $77.5M in revenue from just $847K in spend — a signal of exceptional incremental efficiency.
Incremental ROAS (iROAS) by Channel
iROAS measures the marginal return on each additional dollar spent — the true signal for budget reallocation decisions.
Meta's iROAS of 91.53x is a standout outlier, indicating significant untapped incremental value. Moloco at 10.00x and Agency RE at 7.06x also outperform the portfolio average of 7.18x.
Channel Budget Changes at a Glance
📈 Increased (+5%)
Agency RE: $10.1M → $10.6M
Apple: $11.7M → $12.3M
Meta: $807K → $847K
📉 Decreased (-5%)
Moloco: $8.0M → $7.6M
TikTok: $12.2M → $11.6M
Twitter: $422K → $401K
➡️ Held Flat
Google: $35.1M → $35.0M (-0.3%)
Digital Awareness: $0
Offline / OOH / TV / KOL: $0
Full Channel Detail
Channels with $0 spend (Digital Awareness, KOL, Offline, OOH, TV) were excluded from active optimisation during this period.
Key Optimisation Insights
Meta is Severely Underinvested
With an iROAS of 91.53x, Meta delivers extraordinary incremental returns relative to its current spend of under $1M. Even under conservative constraints, this channel warrants serious budget consideration.
Moloco Outperforms at Scale
Despite a 5% spend reduction, Moloco's iROAS of 10.00x remains well above the portfolio average, generating $76.5M in revenue from $7.6M in spend — a highly efficient channel.
TikTok Efficiency Lags
TikTok's iROAS of 2.87x is the lowest among active channels, falling well below the 7.18x portfolio average. The 5% spend reduction reflects its weaker marginal return profile.
Google Anchors the Portfolio
Google's $235M revenue contribution makes it the backbone of the media mix. Its near-flat allocation (-0.3%) reflects a mature, well-saturated channel operating near optimal efficiency.
Generated by Lifesight AI
This report was automatically generated by the Lifesight Budget Optimisation Platform — an AI-driven system that models incremental returns across channels to recommend optimal budget allocations under defined business constraints.
AI-Driven Recommendations
Powered by incrementality modelling and causal inference across all active media channels.
Conservative Constraint Applied
Budget changes capped at ±5% per channel to ensure stability and reduce execution risk.
Monthly Cadence
Analysis covers July 1–31, 2024, with recommendations ready for immediate activation.