Signal Analyst
@signalinfra
Performance Intelligence
Acquisition
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BI
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Creative
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CRM
17 Sun 08:08 PM
Upload complete. Paid Social Weekly Report, BI Conversion Summary, Creative Export, Landing Page Report, CRM / RND Snapshot.
You
What changed this week?
Analysing acquisition performance across platform delivery, creative, offer, landing experience, registration, FTD rate, first deposit value, projected LTV, CRM and budget.
This week’s main signal: acquisition volume improved, but value moved unevenly across routes. Total paid social spend was up 9%, registrations were up 16% and FTDs were up 11%. Horse racing was the strongest mover, with FTDs up 28% week-on-week and first deposit value above average. Football generated the most volume, but deposit conversion weakened after registration. Casino ROAS improved, driven mostly by returning users rather than cold acquisition.
Three campaigns need action:
The Champions League campaign is the priority issue. Ad delivery was stable: CTR 1.8%, CPC +3%, CPM +4%. The loss did not come from media delivery. It came from post-click conversion.
Matt - Commercial Director
Are we overvaluing cheap registrations?
Yes. This week, lower registration cost did not equal stronger acquisition value. The highest-volume routes produced weaker deposit behaviour, while lower-volume routes showed stronger first deposit value and projected LTV. Budget should move toward depositor quality, not registration volume.
Sarah - Head of Acquisition
Is this a media problem or a conversion problem?
Conversion. Media delivery was stable across the main routes. The weakness appeared after the click: registration-to-deposit, first deposit value and RND recovery. Scaling media before fixing the route would amplify the wrong problem.
You
What should we do now?
Prioritising actions across paid social, BI, CRM, creative and budget based on commercial value, conversion movement and route-level risk.
Recommended priority: do not increase total paid social budget this week. The headline numbers are positive, but value is uneven. Football created volume, racing showed stronger value, and casino growth came mainly from returning users.
Budget movement: move test budget away from cheap registration volume and into four areas: Champions League Event Landing Page, US Open quality route, Dragon Vault CRM push and Champions League RND recovery.
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