Fonio • Country Performance

Cost vs revenue by day

HS Demos Scheduled

Meta budget by conversion goal

Meta Ads spend only, classified from campaign names (position 2 of the naming convention). Below each chart: the conversion goal whose share of budget shifted most vs. the previous period.

All markets overview

Selected period, arrows vs. the immediately preceding period of equal length. Click a row to select that market.

CAC over time by market

Top 3 spending markets of the selection · 7-day rolling CAC (spend ÷ purchases over the trailing 7 days) · follows the selected period · gaps = no purchases in the window

Methodology & caveats

• Spend → country: GA4 cost data has no geo dimension; spend is mapped from campaign-name market codes (AT/DE, IT, FR, UK, PL, NL, US, BRA, ES; CH & FR-CH → DACH; "Int | EN", Jobs & Webinar → Other). Reconciles exactly with GA4 platform totals.
• US Meta spend is missing in GA4 (SegmentStream import drops US ads — name-based parameter validation fails). It is backfilled here directly from the Meta API (account 1506414981277441, reconciled to the cent vs monthly totals) and deduplicated against GA4 per campaign/day, so nothing double-counts once the import is fixed.
• Comparison arrows compare the selected range with the immediately preceding range of equal length (e.g. Last 30d vs the 30 days before). Green = moved in the good direction (revenue/ROAS/conversions up, CAC down). Spend is neutral (gray). "–" = no complete previous period in the data.
• Meta budget by conversion goal: Meta spend only. InstantForm/Webinar → Meta Lead Forms (leads land in HubSpot, not GA4 — GA4-based CPAs are overstated where this share is high); SALES/Purchase → Purchases; Register/SelfSignUp/Trial → SignUps; Demo → Demos; ConvMix/Max Conv/Value → ConversionMix; Call/FormSubmit → Calls.
• CAC = spend ÷ purchase events in range (GA4 totalPurchasers is not day-additive). Revenue = GA4 purchaseRevenue (first payments, no ×5 multiplier).
• HS Demos Scheduled: HubSpot deals sheet, only rows with "Demo in Meeting" = 1, by Schedule Date; follows the market selector. Fixed window: last 14 days + next 7 days (independent of the date filter). Market resolution: contact Language (de→DACH, en-gb→UK, en-us→US, pt→BRA, …) → Meeting-Type market code (booking page / SDR route, e.g. "CTA Demo Button - Website (FR)", "IB SDR - PL", "Demo-Meeting (IT)", "BR_*") → owner's typical language (auto-derived, incl. Mana→FR) → "Other" (~3% of demos, mostly EN with no owner).
• "Demo buchen click" excluded (3× duplication); demos = "HS - Meeting Booked" webhook.