Summary
One place for total spend, Google ROAS, Meta ROAS and source health.
AI recommendations
Total ad spend share
Money and results by month
GA4 revenue by channel
Data reality
Marketing Full Audit & Next-Season Plan
Where the paid budget goes today, how Meta tracking has been fixed, and how to rebalance the channel mix to grow bookings next winter season.
Decision in three points
- Do not kill Google Search. It captures existing demand from people already searching for icebreaker cruises, Sampo, Rovaniemi or Finland.
- The missing engine is visual demand creation. Meta, Reels, short video and remarketing fit the ship, red suits, ice swimming and expedition feeling.
- Measurement phase 0 is mostly done for Meta. Google ROAS is readable from Ads UI, and Meta ROAS is readable from the live Meta value view. The next job is automated export hygiene, not a blind budget swing.
Scope and data caveat
This audit covers the icebreaker cruise and brand, not Invisible Forest Lodge. Meta is clean because no IFL campaigns exist in the Meta account. As of 2026-06-12, IFL campaigns are excluded from all Google figures in this dashboard: last season they were 12,420.55 € (39.7%) of account-level Google spend, current season 356.15 €. Digital paid is not the whole marketing budget: trade shows worldwide cost roughly 22,000 € per season (internal estimate), recorded separately in the season data as other marketing cost.
Tracking status
| Area | Current status | Business impact |
|---|---|---|
| Meta purchase tracking | Fixed in the latest CAPI work. Live Meta shows 93 attributed purchases, €83,894.44 purchase value and 21.68x return on ad spend. | Meta can now be read with ROAS in the live value view. |
| Monthly Meta automation | The older monthly export still contains spend and purchases, but not purchase value by month. | The dashboard can show live ROAS summary now; automated monthly ROAS needs the purchase-value export field. |
| GA4 channel reporting | GA4 can still over-credit Direct after booking/payment flows. This is separate from Meta's own attributed ROAS. | Use GA4 for website-channel context, but use platform ROAS for paid-media decisions until GA4 is cleaned. |
| Google is readable, but not fully automated | Google Ads UI shows season purchase value (IFL excluded): 25/26 = 299.46 purchases, 276,268.74 € value, 14.65x ROAS. Current = 9.92 purchases, 11,840.99 € value, 8.65x ROAS. | Use Google ROAS/ROI at season level now. Next export should include purchase columns so the dashboard can refresh without manual UI checks. |
Google Ads verdict
Google Search is a proven capture channel. Last season's Google Ads UI ROAS was 14.65x and current season-to-date ROAS is 8.65x (both with IFL hotel campaigns excluded). Search should stay live, while off-season burn, brand overspend and weak paid video should be reduced.
- Keep category, brand and competitor intent coverage.
- Pause or keep paused paid video until a proven creative and conversion loop exists.
- Use Google for demand capture, not as the whole marketing strategy.
Meta Ads verdict
Meta is small but promising. Use the live Meta ROAS view for value, and keep cost per purchase as a secondary efficiency check until the monthly purchase-value export is automated. Budget still leaks into irrelevant countries and Facebook Reels is inefficient compared with Instagram Reels.
- Whitelist relevant markets before scaling.
- Separate prospecting and remarketing campaigns.
- Use short video and organic winners as paid creative inputs.
Next-season plan
| Phase | Timing | Action |
|---|---|---|
| Phase 0 | Done / next export | Meta CAPI and live value reporting are fixed. Next: automate purchase value by month and campaign so ROAS refreshes inside this dashboard. |
| Phase 1 | Summer-August | Run low-cost Meta prospecting, build remarketing lists, test 5-10 short-video creative angles. |
| Phase 2 | September onward | Ramp Google Search + Meta prospecting before peak bookings, not after. |
| Phase 3 | Jan-April 2027 | Lean into Google intent and Meta remarketing for last-seat urgency. |
Scenario A · same budget, reallocated
| Channel | Share | Monthly |
|---|---|---|
| Google Search | 55% | 1,943 € |
| Meta prospecting | 25% | 885 € |
| Meta remarketing | 10% | 356 € |
| YouTube / video | 10% | 343 € |
Quick wins
- Meta geo-targeting: whitelist relevant countries.
- Remove Facebook Reels from placements; keep Instagram Reels.
- Keep Google Video Remarketing paused until creative and tracking are fixed.
Marketing Seasons
Season operating view for paid marketing: last season May 2025-April 2026, and current season from May 2026 onward as new exports arrive.
Season month-by-month
Google vs Meta split
Current pace vs same months last season
Season table
Meta Ads
Monthly Meta spend and purchase-result signal from Ads Manager, reconciled against Billing.
Meta month-by-month
Campaigns
Billing reconciliation
Campaign table
Google Ads
Quarterly spend, click and impression trend for the working 2023-2026 range.
Google Ads quarter-by-quarter
Current range rule
Google Ads working views use the 2023-2026 quarterly timeseries for spend, clicks and impressions. Season-level purchase metrics come from the live Google Ads UI. The 10-year campaign summary is kept on the History page so it does not distort current-period comparisons.
Quarter table
What this can answer
Use this page for when money was spent in the last three years, how clicks moved, and how CPC changed. Use History for the full 10-year context.
Last Season 25/26
Realized booking season view: revenue, passengers, bookings and sales intake timing.
Cruise month performance
Booking creation timing
Channels
Monthly table
History
Long Google Ads history kept separate from current 3-year comparisons.