Marketing Intelligence Report
This is a sample report built from a fictional brand to show exactly what a Playback Marketing Intelligence Report looks like. Numbers, ads, and competitors are illustrative — your report is built from your real account data.
Growth is being carried by one ad — and it's fatiguing.
Lumen Skincare spent $84,600 on paid social video ads over the last 90 days and grew revenue 12% quarter-over-quarter — but that growth is being carried almost entirely by one ad, which is now 11 weeks old and showing fatigue.
Meanwhile, 6 of the 9 active video ads are spending budget with a ROAS below 1.2x, and the account has no consistent hook-testing process, so there's no pipeline to replace the winner when it fades.
The top ad's structure (problem → visible before/after → single clear offer in the last 3 seconds) has never been deliberately repeated. Rebuilding 3–5 new ads around that same structure, with new UGC creators, is the fastest lever available.
Without a replacement ready, expect a 15–25% dip in paid social revenue within 3–4 weeks as the current top ad's frequency climbs past 3.0 and CPMs rise.
Channel mix: volume vs. efficiency.
Revenue is up 12% QoQ, but spend is up 19% QoQ over the same period — blended ROAS declined from 2.3x to 2.0x.
| Channel | Monthly Spend | % of Spend | Revenue | ROAS |
|---|---|---|---|---|
| Meta (Instagram/Facebook) | $22,400 | 79% | $47,650 | 2.1x |
| TikTok | $4,800 | 17% | $6,240 | 1.3x |
| Google (Search + YouTube) | $1,200 | 4% | $3,960 | 3.3x |
Top-performing ad.
Creator states the skin problem in the first 3 seconds → visible before/after transformation at second 8 → single clear CTA ("link in bio, 20% off today") in the final 3 seconds
Status: Fatiguing. Frequency has climbed from 1.4 to 3.1 over the past 3 weeks; CPM up 22% in the same window.
| Ad | Spend (90d) | ROAS | Likely Issue |
|---|---|---|---|
| Founder_Story_v1 | $9,200 | 0.9x | Hook is a 6-second brand intro before any product benefit — high drop-off in first 3 seconds |
| Studio_Product_Spin_v2 | $6,800 | 1.1x | Polished but generic; no differentiation from competitor product shots |
| Discount_Countdown_v1 | $5,100 | 1.0x | Leads with urgency/discount instead of problem — attracts low-intent clicks |
Where visitors drop off.
What's working elsewhere in the category.
Every top ad opens with a dermatologist or creator naming the specific skin concern by name in the first line
Specificity in the hook outperforms generic "glowing skin" messaging
Runs 15–20 concurrent UGC variations at any time, refreshing weekly
Volume + rotation prevents the fatigue Lumen is currently experiencing
Checkout is a single page, guest checkout by default
Directly addresses the mobile abandonment gap seen in Lumen's funnel
Prioritized opportunities.
| # | Opportunity | Why It Matters | Expected Impact |
|---|---|---|---|
| 1 | Build 3–5 new ads replicating the top ad's structure with new creators | The winning formula isn't being repeated; single-ad dependency is a revenue risk | Protects against the projected 15–25% dip; potential to find a new top performer |
| 2 | Reallocate 10–15% of Meta spend to Google Search/YouTube | Google is 65% more efficient (3.3x vs 2.0x blended) and underfunded | Estimated $3,000–5,000/mo incremental revenue at current efficiency |
| 3 | Rewrite hero section to mirror ad messaging; remove forced account creation at checkout | Fixes the two clearest conversion leaks identified | Potential 0.4–0.8pt lift in conversion rate |
| 4 | Pause or rework underperforming ads below 1.2x ROAS | Combined $14,300/90 days spent below 1.0x ROAS | Immediate spend efficiency gain |
From quick wins to structural change.
Quick wins
Pause underperforming ads, reallocate budget toward Google, ship the checkout/hero fix, launch first batch of replacement UGC creative.
Medium-term changes
Evaluate new creative batch performance, double down on winners, establish a standing weekly creative-refresh cadence to prevent future single-ad dependency.
Structural changes
Formalize a hook-testing framework, reassess channel mix based on 60 days of Google performance data, revisit landing page conversion rate against benchmark.
This is what your Diagnostic will look like.
Built from your real account data, not a fictional brand — with the same depth, structure, and 90-day action plan.