Metrics Dictionary

Blended Ad Spend

spend

Overview

Blended Ad Spend represents the total advertising cost across all marketing channels, including any custom expenses marked as ad spend.

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Blended Ad Spend = Channel-Reported Ad Spend + Custom Ad Spend

The calculation is based on data in the Blended Stats table.

Detailed Breakdown

The formula above is derived from the following components:

  • Channel-Reported Ad Spend = SUM(spend) --> Ads table
  • Custom Ad Spend = SUM(IF(is_ad_spend, amount, 0)) --> Custom Spend table

Insights and Actions

Blended Ad Spend provides a comprehensive view of your total advertising investment across channels, helping to evaluate overall budget utilization and ROI:

  • Evaluate Total Ad Spend: Use blended ad spend to understand the full scope of your marketing investment, including both channel-reported and custom ad expenses.
  • Monitor Budget Efficiency: Pair this metric with ROAS to determine if your total spend aligns with revenue generation and profitability goals.
  • Identify Overspending: If blended ad spend exceeds targets without corresponding performance metrics, review channel-level spending to identify areas for optimization.

Related Metrics

  • Blended ROAS: Offers insights into the revenue generated relative to total ad spend, helping evaluate overall marketing efficiency.
  • Channel-Specific Ad Spend: Breaks down spend by platform, providing granular insights into where budget adjustments might improve performance.
  • Blended Conversion Value: Complements blended ad spend by showing total revenue, enabling a full ROI analysis.

Example Use

Prompt

What was my blended ad spend the past 7 days?

Response

Query

SELECT
  COALESCE(SUM(bst.spend), 0) AS blended_ad_spend
FROM
  blended_stats_tvf () AS bst
WHERE
  bst.event_date BETWEEN CURRENT_DATE() - 7 AND CURRENT_DATE()  - 1;

Updated 3 days ago