⚠️ Methodology: Campaign spend from latest Google Ads API snapshot (2026-05-25). LN0 counts from GA4 → SEMANTIC_LAYER.USERS join (last 30 days). Cost/LN0 is indicative — verify exact spend window in Google Ads UI before budget decisions.
Portfolio Overview
Total Spend (snapshot)
GHS 2,977
6 active campaigns
Total LN0 Attributed (30d)
4,233
GA4 first disbursement
Blended LN0 Rate
10.8%
installs to first loan
Total Clicks
27,512
all active campaigns
Total Impressions
3.15M
across portfolio
tCPA Share of Spend
65%
GHS 1,941 of 2,977
tCPA vs tROAS — Head-to-Head
🏆 UAC GH — Core L0 tROAS
Scale Up
VS
UAC GH — Core L0 tCPA
Keep / Volume
Verdict: tROAS delivers 33% lower cost per LN0 (GHS 0.62 vs 0.93) with near-identical LN0 rate. tCPA wins on volume (82% more LN0s) at 2.8x the spend. Grow tROAS budget — it is the more efficient engine.
All Active GH Campaigns — Ranked by LN0
| Campaign | Type | Spend | Clicks | G.Ads Conv. | LN0 (30d) | LN0 Rate | Cost/LN0 | Action |
|---|
| UAC GH - Core L0 tCPA | tCPA GHS 9 | GHS 1,941 | 16,611 | 2,207 | 2,078 | 13.3% | GHS 0.93 | Keep |
| UAC GH - Core L0 tROAS | tROAS 0.85 | GHS 703 | 4,285 | 893 | 1,143 | 12.1% | GHS 0.62 | Scale Up |
| UAC GH — Retargeting | tCPA GHS 5 | GHS 103 | 1,323 | 43 | 468 | 7.8% | GHS 0.22 | Monitor |
| GH PMAX - EasySave Ladies | PMAX | GHS 121 | 2,989 | 3 | 230 | 1.7% | GHS 0.52 | Deprioritize |
| UAC GH — Salaried Workers | tCPA GHS 12 | GHS 83 | 1,517 | 132 | 192 | 13.0% | GHS 0.43 | Scale Up |
| GH Pmax - EasySave Signals | PMAX | GHS 27 | 787 | 1 | 122 | 2.6% | GHS 0.22 | Deprioritize |
LN0 Attribution — All Campaigns incl. Legacy (GA4, Last 30d)
Campaigns marked with a warning below are NOT in the active ADS_CAMPAIGNS snapshot but generating significant LN0 attributions. Confirm if truly paused or still spending.
UAC GH - Core L0 tCPA
2,078
UAC Ghana - ROAS FS+L0 Tiers [!]
1,175
UAC GH - Core L0 tROAS
1,143
UAC Ghana - Dynamic ROAS L0 [!]
1,042
UAC Ghana - L0 DR Top 5 Signals [!]
825
UAC Ghana - In app L0 Signals [!]
555
GH PMAX - EasySave Ladies
230
UAC GH — Salaried Workers
192
Ad Group Breakdown
UAC GH - Core L0 tCPA (target GHS 9)
| Ad Group | Spend | Clicks | CTR | Conv. | CPA | Signal |
|---|
| Emergency Cash | GHS 764 | 4,721 | 0.73% | 826 | GHS 0.93 | Strong |
| Kids Are Expensive | GHS 566 | 3,488 | 0.79% | 626 | GHS 0.90 | Strong |
| Market Traders | GHS 387 | 2,758 | 0.90% | 425 | GHS 0.91 | Strong |
| Flex Repay | GHS 295 | 4,004 | 1.04% | 350 | GHS 0.84 | Best CTR |
UAC GH - Core L0 tROAS (target ROAS 0.85)
| Ad Group | Spend | Clicks | CTR | Conv. | CPA | Signal |
|---|
| Kids Are Expensive | GHS 275 | 1,261 | 0.76% | 352 | GHS 0.78 | Efficient |
| Market Traders | GHS 259 | 1,179 | 0.80% | 331 | GHS 0.78 | Efficient |
| Flex Repay | GHS 116 | 1,587 | 0.61% | 143 | GHS 0.81 | OK |
| Emergency Cash | GHS 54 | 258 | 0.69% | 67 | GHS 0.80 | OK |
UAC GH — Retargeting (target GHS 5)
| Ad Group | Spend | Clicks | CTR | Conv. | CPA | Signal |
|---|
| KYC Drop-Off | GHS 74 | 908 | 1.46% | 25 | GHS 2.94 | Creative Refresh |
| Eligible no LN0 | GHS 29 | 415 | 2.04% | 18 | GHS 1.62 | Monitor |
UAC GH — Salaried Workers (target GHS 12) — UNDERINVESTED
| Ad Group | Spend | Clicks | CTR | Conv. | CPA | Signal |
|---|
| Speed | GHS 57 | 1,036 | 0.65% | 88 | GHS 0.65 | Scale Up |
| Growth | GHS 26 | 481 | 1.08% | 44 | GHS 0.59 STAR | Best CPA |
Salaried Workers — Hidden Gem: "Growth" has the lowest CPA in the entire portfolio (GHS 0.59) with 13% LN0 rate and only GHS 83 total spend. Reallocate budget from PMAX EasySave here immediately.
Kill / Keep / Change — Recommendations
SCALE — Salaried Workers
Best LN0 rate (13%) + lowest CPA (GHS 0.59-0.65) in portfolio. Only GHS 83 spend. Both ad groups outperform every other unit in account.
→ Increase daily budget 3-5x immediately. Monitor LN0 rate at scale.
SCALE — tROAS Core L0
33% cheaper per LN0 than tCPA (GHS 0.62 vs 0.93) with 12.1% LN0 rate. Under-funded at GHS 703 vs tCPA's GHS 1,941.
→ Increase tROAS budget 50-100%. Ensure min. data floor for algorithm.
KEEP — tCPA Core L0 (all 4 groups)
Volume workhorse. 2,078 LN0s last 30d. Consistent 0.84-0.93 CPA. Flex Repay leads on CTR (1.04%). Nothing to kill.
→ Maintain budget. Review target_cpa calibration against actual LN0 value.
CHANGE — Retargeting KYC Drop-Off
CPA GHS 2.94 — 3x higher than UAC groups. High CTR (1.46%) suggests post-click drop-off. Currently Under Review — limiting delivery.
→ Refresh creative, audit post-click KYC flow, resolve review status.
DEPRIORITIZE — PMAX EasySave (both)
EasySave Ladies: 1.7% LN0 rate. EasySave Signals: 2.6% LN0 rate. 5-8x worse than UAC L0. Generating installs, not first loans. Combined GHS 148 spend.
→ Pause or cap budget. Reallocate to Salaried Workers.
INVESTIGATE — Legacy Campaign Attributions
5 campaigns absent from active snapshot generating 3,000+ LN0s: ROAS FS+L0 Tiers (1,175), Dynamic ROAS L0 (1,042), L0 DR Top 5 (825). Still running?
→ Audit Google Ads. Confirm status and actual spend for each campaign.
Key Findings Summary
- tROAS is the more efficient engine — GHS 0.62/LN0 vs GHS 0.93 for tCPA, 12.1% vs 13.3% LN0 rate. Growing tROAS to parity improves portfolio CPA ~25%.
- Salaried Workers is a hidden gem — GHS 0.59 CPA, 13% LN0 rate, just GHS 83 spend. "Growth" ad group is the single most efficient unit in the account.
- PMAX EasySave has 5-8x worse LN0 rates — generating installs, not first-loan conversions. Poor budget efficiency for the LN0 objective.
- Retargeting KYC Drop-Off has 3x higher CPA and is Under Review. Creative refresh and post-click audit needed.
- ~3,000 LN0 attributions from campaigns not in active snapshot — verify ROAS FS+L0 Tiers, Dynamic ROAS L0, L0 DR Top 5 status in Google Ads UI.