MY Shower Door
Consolidated Digital Performance: May 2025
May 2025 showcased a dynamic digital landscape for MY Shower Door. While Meta campaigns demonstrated progressive efficiency in lead generation, MNTN presented a high Cost Per Acquisition. Website traffic grew, but engagement and data attribution challenges persist.
Website Active Users
29K
+3.2% MoM
Meta Leads Generated
193
Avg. CPL: $84.01
MNTN CPA
$518.88
9 Conversions | CPVV: $8.73
Website Deep Dive (GA4)
Website traffic saw growth in May, yet user engagement slightly dipped. A significant increase in "Unassigned" traffic and persistent conversion tracking issues are critical concerns requiring immediate attention.
Top Acquisition Channels by Session (May)
Paid Social drove the most sessions, but Organic Search provided the highest quality engagement. The rise in "Unassigned" traffic (3.6%) obscures true channel performance.
New User Acquisition by Channel (May)
Paid Social also led new user acquisition. Organic Search, while smaller in volume, attracted highly engaged new users with the best conversion rates.
Key Website Insights & Issues
- Organic Search Excellence: Highest engagement (1m 11s/session) & session conversion rate (2.68%).
- Paid Social Volume vs. Quality: High session volume (49%) but very low engagement (3s/session).
- "Unassigned" Traffic Surge: Increased by a concerning +63.8% MoM to 1,231 sessions, hindering attribution.
- Engagement Dip: Avg. engagement time per active user slightly down to 17s (-5.6% MoM).
- Top Converting Page: "/get-a-free-quote/" remains highly effective (4.71% landing page conversion rate).
- Tracking Duplication: Probable form submission duplication persists, affecting conversion accuracy.
Meta Campaign Performance
Meta campaigns showed successful progressive optimization, achieving an efficient average Cost Per Lead. Regional variations highlight ongoing optimization opportunities.
Meta Lead Campaign CPL Comparison (May)
Fort Myers/Cape Coral ($62.23) and Boca ($70.03) were highly efficient. St. Pete ($120.44) and Naples ($120.53) require further optimization to reduce CPL.
MNTN Advertising Performance
MNTN drove verified site visits, but the final Cost Per Acquisition was high, prompting a strategic review of its role for direct response vs. branding.
MNTN Spend
$4,699.96
Verified Visits
535
Cost Per Verified Visit
$8.73
MNTN Conversions
9
MNTN Monthly CPA: $518.88
MNTN contributed 2.93% of total raw site conversions in May.
MNTN Performance Funnel (May)
This chart illustrates the drop-off from initial impressions to final conversions on the MNTN platform, highlighting the small number of conversions relative to the reach.
MNTN Cost Metrics (May)
While the Cost Per Verified Visit (CPVV) is moderate, the final Cost Per Acquisition (CPA) is significantly high, indicating challenges in converting those verified visits efficiently.
Lead Acquisition Cost: Meta vs. MNTN
A direct comparison highlights Meta's superior cost-efficiency for direct lead generation in May. Validating lead quality across both platforms is crucial for future investment decisions.
Meta Platform
$84.01
Average Cost Per Lead
(193 Leads)
MNTN Platform
$518.88
Average Cost Per Acquisition
(9 Conversions)
Key Strategic Recommendations for June
To optimize performance and drive growth, June's strategy will focus on data integrity, platform-specific adjustments, lead quality assessment, and website conversion improvements.
TOP PRIORITY: GA4 Audit & Correction
Conduct full UTM tagging and GA4 channel audit to fix "Unassigned" traffic. Unify form submission event tracking to eliminate duplication. Target: "Unassigned" <5%, accurate conversion tracking.
Strategic Review of MNTN
Given $518.88 CPA, decide MNTN's role. For direct response, consider pausing/reducing. If for traffic/branding, set specific KPIs (CPVV quality, brand lift). Target CPA <$150 for direct response.
Focus on Lead Quality & ROI (All Platforms)
Implement a formal system for sales team feedback on lead quality from Meta & MNTN. Track leads to sale to calculate actual ROAS. Measure: Lead-to-Sale Rate, Avg. Sale Value, ROAS per platform.
Maintain & Cautiously Scale Meta Success
Continue Meta optimizations. For efficient campaigns (CPL <$80-$90), consider 10-15% budget increases (contingent on lead quality). Optimize higher CPL campaigns (St. Pete, Naples). Target: Meta CPL <$85-$90.
Optimize Website Conversion Funnel
Analyze why increased traffic didn't boost conversions. Optimize Paid Social landing pages (low engagement). Ensure high-engagement product pages have clear CTAs to "/get-a-free-quote/". Measure: Overall & key landing page conversion rates.
