ROAS sat below the 3.0x contract floor for three weeks. iOS 18 update broke the existing pixel-only feed; CAPI rebuild with Stape should recover the 19% lost returning-customer signal. Expected ROAS lift: +0.8x.
Active clients
8
+1
+1 onboarded this month
Spend (28d)
€151,020
8.4%
across all platforms
Conversions
4,267
11.2%
leads + sales
Blended ROAS
4.62x
6.0%
portfolio weighted
Avg CPA
€35.39
4.8%
lower is better
Agency MRR
€17,400
€2.1k
retainers + retainers expansion
Why Northlight
One dashboard for every client your team runs.
Tracking, attribution, reporting, AI recommendations — set up in 48h, branded for your agency, shared with your clients on demand.
Best ROAS
5.82x
Nordic Adventures · holiday push
Lowest CPA
€23.26
Verdant Skin · DTC beauty
At risk
1
Olive & Ash · ROAS 2.4x < floor
Open recs
23
across 8 clients · 4 high priority
Tracking score
92%
7 of 8 fully consent-compliant
Pacing
93.4%
on track vs monthly budgets
Net new conv.
+431
recovered via consent fixes
Reports
8/8
monthly delivered on schedule
What's working
Verdant Skin: ROAS 5.18x — best month on record
DTC beauty client moved Meta budget into Advantage+ shopping after dayparting analysis. CPA dropped 23% week-over-week and ROAS broke 5x for the first time in the engagement.
What's working
Nordic Adventures: 5.82x ROAS on the autumn push
Travel client switched from broad keyword targeting to PMax with audience signals. Conversion volume up 38% on flat spend; CPA at €30.13 (target was €40).
Watching
Pinecrest Properties: lead quality drift
CPL improved 12% but qualified-lead share fell from 42% to 28% over 3 weekly pulls. Likely a Smart Bidding mix shift — proposing a CRM offline-conversion feedback loop to retrain the model.
Action needed
Olive & Ash: ROAS 2.41x, below 3.0x floor
Three consecutive weeks under the contracted ROAS floor. Driver is a 19% drop in returning-customer share post-iOS 18 update. Mitigation: rebuild Meta CAPI feed and re-tier audiences; ETA 7 days.
1VSVerdant Skin5.18x+0.74
2NANordic Adventures5.82x+0.56
3LHLumen Hotels4.82x+0.21
4HHHalcyon Health4.07x+0.18
5BCBrackenfield Cloud3.94x−0.04
6MEMosaic Education3.62x+0.09
7PPPinecrest Properties3.41x−0.12
8OAOlive & Ash2.41x−0.42
| Client | Industry | Stage | Spend | Conv | ROAS | CPA | Δ ROAS | Trend | Health | Open recs |
|---|---|---|---|---|---|---|---|---|---|---|
| LHLumen Hotels | Hospitality | Maintained | €28,400 | 1,089 | 4.82x | €26.08 | +0.21 | Healthy | 2 | |
| VSVerdant Skin | DTC · Beauty | Managed | €34,210 | 1,471 | 5.18x | €23.26 | +0.74 | Healthy | 3 | |
| PPPinecrest Properties | Real estate | Maintained | €19,070 | 318 | 3.41x | €59.97 | −0.12 | Watching | 4 | |
| BCBrackenfield Cloud | B2B · SaaS | Managed | €22,560 | 247 | 3.94x | €91.34 | −0.04 | Healthy | 3 | |
| OAOlive & Ash | DTC · Home | Foundation | €11,820 | 209 | 2.41x | €56.56 | −0.42 | At risk | 5 | |
| NANordic Adventures | Travel | Managed | €18,440 | 612 | 5.82x | €30.13 | +0.56 | Healthy | 2 | |
| HHHalcyon Health | Healthcare | Maintained | €9,310 | 184 | 4.07x | €50.60 | +0.18 | Healthy | 2 | |
| MEMosaic Education | Education | Foundation | €7,210 | 137 | 3.62x | €52.63 | +0.09 | Watching | 2 | |
| Portfolio | — | 8 active | €151,020 | 4,267 | 4.62x | €35.39 | +0.26 | — | 6 healthy · 2 watch · 1 risk | 23 |
Lumen Hotels€26.4k of €30k · 88%
Verdant Skin€31.8k of €36k · 88%
Pinecrest Properties€18.4k of €20k · 92%
Brackenfield Cloud€20.9k of €25k · 84%
Olive & Ash€11.0k of €13k · 85%
Nordic Adventures€16.8k of €20k · 84%
Halcyon Health€8.6k of €10k · 86%
Mosaic Education€6.8k of €8k · 85%
Lead-quality drift since week 14. Smart Bidding optimising on form-fills, not on closed deals. Wiring offline conversions through HubSpot → GA4 → Google Ads should refocus the model on qualified leads.
CPA at €23.26, well below the €32 target. Three-week ROAS trend solidly positive. Headroom exists to scale before saturation; recommended €750/day → €940/day.
Google + Meta lead floor reached. ABM expansion projected to add 12-18 high-fit demos/month at €180-€220 CPL — within target for B2B SaaS at €600 ACV.
LH
Lumen Hotels
Hospitality · 4 properties
Spend€28.4k
ROAS4.82x
CPA€26
Healthy · 2 open recsMaintained
VS
Verdant Skin
DTC · Beauty
Spend€34.2k
ROAS5.18x
CPA€23
Healthy · 3 open recsManaged
PP
Pinecrest Properties
Real estate · Lead gen
Spend€19.1k
ROAS3.41x
CPA€60
Watching · 4 open recsMaintained
BC
Brackenfield Cloud
B2B · SaaS · Series B
Spend€22.6k
ROAS3.94x
CPA€91
Healthy · 3 open recsManaged
OA
Olive & Ash
DTC · Home goods
Spend€11.8k
ROAS2.41x
CPA€57
At risk · 5 open recsFoundation
NA
Nordic Adventures
Travel · Outdoor
Spend€18.4k
ROAS5.82x
CPA€30
Healthy · 2 open recsManaged
HH
Halcyon Health
Healthcare · Lead gen
Spend€9.3k
ROAS4.07x
CPA€51
Healthy · 2 open recsMaintained
ME
Mosaic Education
Education · Lead gen
Spend€7.2k
ROAS3.62x
CPA€53
Watching · 2 open recsFoundation
New this week
11
fresh from your data
Open
23
in flight
Blocked
6
awaiting access / review
Shipped (28d)
14
measured impact below
ROAS sat below the 3.0x contract floor for three weeks. iOS 18 update broke the existing pixel-only feed. CAPI rebuild with Stape should recover the 19% lost returning-customer signal.
- Expected lift
- +0.8x ROAS · +€18k value/month
- Effort
- ~7 days · Stape + Meta
Lead-quality drift. Smart Bidding optimising on form-fills, not on closed deals. Wiring offline conversions through HubSpot → GA4 → Google Ads should refocus the model on qualified leads.
- Expected lift
- +15% qualified-lead share · −€8 CPL
- Effort
- ~5 days · HubSpot + GTM
CPA at €23, well below the €32 target. Three-week ROAS trend solidly positive. Headroom to scale before saturation.
- Expected lift
- +€42k revenue/month at flat ROAS
- Effort
- 1 day · Meta budget shift
Google + Meta lead floor reached. ABM expansion projected to add 12-18 high-fit demos/month at €180-€220 CPL.
- Expected lift
- +15 SQLs/month · €600 ACV target
- Effort
- ~10 days · LinkedIn + 6sense
Hashed email + phone capture from booking form would lift attributed conversions ~12% in Google Ads.
BlockerAwaiting client legal sign-off on consent text update.
PMax is dominating spend. Adding a small Search shell would protect brand queries and improve query-level visibility.
Hannover ruling (2025) treats GTM-init as data transmission. Migrate to server-side GTM via Stape to keep healthcare data flow compliant.
Education audience is heavily on TikTok. Pilot 4 creators, €3k test budget, focus on programme browse + brochure download.
- Expected
- +0.5x ROAS · +20% conv volume
- Outcome (T+30)
- +0.74x ROAS · +28% conv — beats expectation
- Expected
- +30% conversions · flat spend
- Outcome (T+30)
- +38% conv · ROAS 5.82x — best month
- Expected
- +18% recovered conversions (consent loss)
- Outcome (T+30)
- +22% recovered · 311 conv
- Expected
- +15% match rate
- Outcome (T+30)
- +19% match · CPA −€7
Google Ads · €63,428
Meta · €46,816
TikTok · €13,592
LinkedIn · €12,082
Microsoft · €9,061
Other · €6,041
| Client | Google Ads | Meta | TikTok | Microsoft | Blended | |
|---|---|---|---|---|---|---|
| Lumen Hotels | 5.41x | 4.12x | — | — | 3.88x | 4.82x |
| Verdant Skin | 4.21x | 5.78x | 4.93x | — | — | 5.18x |
| Pinecrest Properties | 3.61x | 3.04x | — | — | — | 3.41x |
| Brackenfield Cloud | 4.40x | 2.91x | — | 3.82x | — | 3.94x |
| Olive & Ash | 2.74x | 2.18x | 2.46x | — | — | 2.41x |
| Nordic Adventures | 6.01x | 5.42x | — | — | — | 5.82x |
| Halcyon Health | 4.31x | 3.74x | — | — | — | 4.07x |
| Mosaic Education | 3.81x | 3.37x | — | — | — | 3.62x |
| Portfolio | 4.51x | 4.32x | 4.18x | 3.82x | 3.88x | 4.62x |
2026-04-26
Verdant Skin · Advantage+ scaling — Shipped
Increased Meta Advantage+ daily budget from €750 → €940. Three-day read: CPA −7%, ROAS 5.34x, no degradation. Continuing to monitor through end of month.
2026-04-25
Olive & Ash · CAPI rebuild started
Stape sGTM container provisioned. Meta CAPI feed will replace pixel-only path. ETA: live by 2026-05-02. Risk-mitigation rec OA-001 in flight.
2026-04-24
Pinecrest Properties · CRM offline conversions wired
HubSpot deal-stage events flowing into GA4 → Google Ads. Smart Bidding training will recalibrate over the next 2 weeks. CPL slip expected to recover.
2026-04-22
Lumen Hotels · monthly report delivered
March MTD report shipped to client. Highlights: 22% conv recovery from sGTM consent fix; ROAS 4.82x vs 4.40x target.
2026-04-21
Brackenfield Cloud · LinkedIn ABM scoping call
ICP top-50 list aligned with client RevOps. CRM enrichment via Clay. Pilot kickoff scheduled for 2026-05-05.
2026-04-19
Halcyon Health · sCAPI live
Server-side Meta CAPI live behind Stape. Match rate jumped from 64% to 83% in first 72h. Monitoring for stability.
2026-04-18
Nordic Adventures · PMax + Search hybrid proposed
Recommendation NA-002 logged. Awaiting client sign-off; brand-protection Search shell at €120/day.
2026-04-17
Mosaic Education · TikTok pilot scoped
€3k test budget approved for 4 creators. Brief drafted; creator selection by 2026-04-30. Launch 2026-05-12.
2026-04-15
Verdant Skin · creative refresh delivered
12 new static + 4 video assets shipped to Meta library. 3 broke first-day CTR record on the account.
2026-04-14
Pinecrest Properties · Quality alert raised
Lead-quality drift detected (qualified share 42% → 28%). Owner: Account team. Rec PP-002 created.
2026-04-13
Olive & Ash · ROAS floor breach (week 3)
Third consecutive week below 3.0x contract floor. Escalated to head of performance; mitigation plan agreed with client.
2026-04-12
Brackenfield Cloud · GA4 + GAds enhanced conv. live
Hashed PII flowing on demo-request form. Match rate 78% on first 7 days.
Every monthly report is automatically generated from the same data feed that powers this dashboard, branded for Northlight, and shared with the client at the close of each month. Historical archives live here and stay accessible for the lifetime of the engagement.