Per-platform performance — Spend × ROAS and CPM

The Advertising view compares platforms with a Spend × ROAS scatter and a CPM-per-platform trend line, replacing the retired channel-mix donut.

Written By Salvatore Sinigaglia

Last updated About 2 hours ago

The Advertising view compares platforms with a Spend × ROAS scatter and a CPM-per-platform trend line, replacing the retired channel-mix donut.

Per-platform performance — Spend × ROAS and CPM

In Wevion Analytics, per-platform comparison lives in the Advertising view as two charts: a Spend × ROAS scatter (one bubble per platform, spend on one axis and ROAS on the other) and a CPM per platform over time line chart (one line per platform). Both recompute for the platforms and accounts you select. The older Cross-Channel "channel mix" donut and stacked-area chart have been retired — spend distribution is now read directly from these charts and the per-account table.

Who is this for

Mediabuyers and admins comparing platforms at a glance, and deciding where budget is best spent.

The Spend × ROAS scatter

Each platform you have spend on appears as a bubble:

  • One axis is spend, the other is ROAS
  • Bubbles are coloured per platform, consistently across the whole Analytics UI
  • Hover a bubble to see that platform's spend and ROAS

How to read it:

  • Top-right (high spend, high ROAS): your workhorse channels — protect and scale carefully
  • Top-left (low spend, high ROAS): promising, under-invested — candidates to test more budget
  • Bottom-right (high spend, low ROAS): the danger zone — spend is not returning; investigate or cut
  • Bottom-left (low spend, low ROAS): small and unproven — leave as a test or drop

Remember platform ROAS over-counts; confirm big moves against MER in the Store & Business view.

The CPM per platform trend

A line chart with one line per platform, showing cost per 1,000 impressions over time:

  • X-axis: dates in the selected range
  • Y-axis: CPM in the display currency
  • A legend maps each colour to a platform

Use it to spot rising media costs (a line trending up means reach is getting more expensive there), seasonal auction pressure, or a platform whose CPM suddenly spikes.

Where spend distribution lives now

The retired channel-mix donut showed each platform's share of spend. You now get the same information from:

  • The Spend × ROAS scatter — bubble position on the spend axis shows relative spend
  • The Performance per account table — spend per account, groupable by platform (see an-108)
  • The Advertising KPI grid — total Spesa ADV for the current selection

Reading the two charts together

  • Scatter answers "which platform is worth the money right now?"
  • CPM trend answers "is any platform getting more expensive to reach?"

A platform drifting down-right on the scatter while its CPM line climbs is a classic "costs up, returns down" signal — a strong candidate to rebalance away from.

Common mistakes

  • Reading ROAS without spend: a tiny-spend platform can show a huge, noisy ROAS. Weight by the spend axis.
  • Comparing platform ROAS across channels as truth: attribution differs; cross-check with MER.
  • Ignoring the CPM trend: rising CPM erodes performance even when ROAS still looks acceptable.

Common issues

  • A platform is missing from the scatter: no spend on it in the window, or it wasn't included in your selection.
  • CPM chart empty: no impression data in the range for the selected accounts.
  • Numbers differ from a platform's native UI: 15-minute sync plus 24-72h postback lag (see an-114).

FAQ

How do I compare platforms in Wevion Analytics?

Open the Advertising view and read the two per-platform charts: the Spend × ROAS scatter shows one bubble per platform positioned by spend and ROAS, and the CPM-per-platform line chart shows how the cost of reach trends over time for each platform. Both recompute for the platforms and accounts you select in the cascade selector, so you can compare exactly the channels you care about.

What happened to the channel mix donut?

The Cross-Channel channel-mix donut and its stacked-area trend have been retired along with the old Cross-Channel mode. Spend distribution across platforms is now visible from the Spend × ROAS scatter (position on the spend axis), the Performance per account table grouped by platform, and the total Spesa ADV in the Advertising KPI grid.

How do I spot a platform that's wasting budget?

Look for a bubble in the bottom-right of the Spend × ROAS scatter — high spend with low ROAS — especially if that platform's line is also climbing on the CPM trend chart. That combination means you're paying more to reach people and getting less back. Before cutting, confirm the picture against blended MER in the Store & Business view, since platform ROAS can understate as well as overstate.

Why does a platform show a very high ROAS but tiny spend?

Low-spend platforms produce noisy ratios: a handful of attributed sales on a small budget can inflate ROAS dramatically. Always read the scatter with the spend axis in mind — a high ROAS only matters once there's meaningful spend behind it. Treat small-spend, high-ROAS bubbles as tests worth scaling cautiously, not proven winners.