AdScope example report · Vanar Foundry Showcase

AdScope Channel performance review

Channel Performance Review · USD 49

Your platforms claim 412 conversions. You had 237.

Five channels on one consistent basis, and where the next dollar should go.

Prepared for: Vaughan Cycles · DTC, USD 34,000 monthly spend
Reference: AS-4471-CPR
Issued: 18 October 2026
Settlement: $ATTR · USDC on Base

Every platform reports its own success and claims the same sale. Added up, your dashboards report 412 conversions against 237 actual orders. This puts all five channels on one basis, which changes the ranking and changes where the next budget goes.

Two channels are being overpaid

Retargeting and branded search together take 41 percent of spend and are the two most likely to be claiming sales that would have happened anyway. Reallocating a third of that to the two channels that show genuine incremental lift is the recommendation.

USD 34,000 Monthly spend

237 Actual orders

412 Orders claimed by platforms

USD 143 True blended cost per order

Reconciliation

The gap between claimed and actual

Channel	Spend	Platform claims	Share of claim	Overlap risk
Paid social, prospecting	USD 12,400	98	24%	Low
Paid social, retargeting	USD 7,900	121	29%	High
Search, non-brand	USD 6,200	64	16%	Low
Search, branded	USD 5,800	94	23%	High
Email and lifecycle	USD 1,700	35	8%	Medium
Total	USD 34,000	412	100%
Actual orders		237		175 claimed twice or more

Retargeting and branded search are 52 percent of claimed conversions and 41 percent of spend. Both are, by design, shown to people who already know you, which is why their reported numbers look excellent and why they are the hardest to trust.

Trend

Efficiency over six months

Cost per actual order, by channel group · USD

Prospecting, social and searchRetargeting and brandedBlended

Prospecting cost per order has risen 35 percent in six months while retargeting has stayed flat. That is the expected pattern when the top of the funnel is shrinking: retargeting looks more efficient precisely because it is working a smaller pool of people who were already going to buy.

New customer share of orders, by channel

Search, non-brand 87% Genuinely new

Paid social, prospecting 81% Genuinely new

Email and lifecycle 34%

Search, branded 22% Mostly existing customers

Paid social, retargeting 14% Almost entirely existing

This is the clearest signal available without a holdout test. Eighty six percent of retargeting orders are from people who have bought before, and you are paying an acquisition rate to reach them.

Funnel

Where people are lost

Site funnel, share of sessions reaching each step

Session 100%

Product page 64%

Add to cart 19%

Checkout started 11%

Delivery step 8% Largest single drop is here

Payment 4.1%

Order placed 3.8%

Twenty seven percent of people who start checkout leave at the delivery step. On a bike accessories store with a USD 92 average order, delivery cost presented late is the most common cause and it is worth a test before any budget change.

Tests

Four tests, in order of what they would settle

Test 1
Turn off retargeting in two regions for three weeks
A geographic holdout. If total orders in those regions do not fall, retargeting is claiming sales you were getting anyway. This is the only way to answer the largest question in this document.
Test 2
Pause branded search for one week
Uncomfortable and cheap. Most of that traffic arrives organically when the ad is off. Measure total branded orders, not paid branded orders.
Test 3
Show delivery cost on the product page
Addresses the 27 percent checkout drop. Nothing to do with channels, and likely worth more than any reallocation here.
Test 4
Move USD 4,000 from retargeting to non-brand search
Only after Test 1. Non-brand search has the highest new customer share and the lowest spend of the two prospecting channels.