7-Year Performance Comparison (2020 - 2026) — ROAS, Conversions & CPA
In 5 out of 6 prior years (2020, 2021, 2022, 2024, 2025), ROAS dropped from June to July. The only exception was 2023, where July slightly outperformed June in ROAS (137.6% vs 132.8%), but that year was an outlier with $1.4M/month spend and a massive campaign structure that no longer exists. The average June-to-July ROAS decline across all prior years is approximately 15-25%. July 2026 is tracking at 218.5% ROAS vs June's 282.9%, a 22.7% relative decline, which falls squarely within the historical norm.
*2026 July = partial month (July 1-20). All other months are full months.
| Year | June ROAS | July ROAS | Jun→Jul Change | June Spend | July Spend | June Conv Value | July Conv Value |
|---|---|---|---|---|---|---|---|
| 2020 | 575.2% | 400.5% | -30.4% | $94,353 | $125,247 | $542,681 | $501,596 |
| 2021 | 183.7% | 165.3% | -10.0% | $517,341 | $463,545 | $950,420 | $766,015 |
| 2022 | 164.7% | 155.4% | -5.6% | $820,475 | $860,840 | $1,351,599 | $1,337,993 |
| 2023 | 132.8% | 137.6% | +3.7% | $1,432,008 | $1,403,383 | $1,901,342 | $1,931,524 |
| 2024 | 162.7% | 248.3% | +52.6% | $595,526 | $351,020 | $969,106 | $871,643 |
| 2025 | 157.2% | 194.9% | +24.1% | $311,536 | $306,253 | $489,549 | $596,984 |
| 2026* | 282.9% | 218.5% | -22.7% | $209,325 | $187,687 | $592,202 | $410,008 |
In 2024 and 2025, July ROAS actually increased vs June, but this was driven by massive spend cuts in July (2024: $596K→$351K, 41% cut). When spend drops sharply, the remaining budget concentrates on highest-ROAS branded/shopping campaigns, inflating the efficiency metric. In 2026, spend is already lean ($209K→$188K), so the drop in ROAS is a purer signal of seasonal demand decline.
*2026 July = 20 of 31 days (65% of month). Projected full-month: ~6,163 conversions.
| Year | June Convs | July Convs | Jun→Jul Change | June CPA | July CPA | CPA Change |
|---|---|---|---|---|---|---|
| 2020 | 9,258 | 7,733 | -16.5% | $10.19 | $16.20 | +58.9% |
| 2021 | 13,972 | 11,469 | -17.9% | $37.03 | $40.42 | +9.2% |
| 2022 | 11,819 | 11,275 | -4.6% | $69.42 | $76.35 | +10.0% |
| 2023 | 15,216 | 15,905 | +4.5% | $94.12 | $88.23 | -6.2% |
| 2024 | 8,293 | 7,028 | -15.3% | $71.81 | $49.95 | -30.4% |
| 2025 | 4,261 | 4,031 | -5.4% | $73.11 | $75.98 | +3.9% |
| 2026* | 5,680 | 3,973 | -30.1% | $36.85 | $47.24 | +28.2% |
July 2026 only has 20 of 31 days reported. At the current daily pace (~199 conversions/day), the full month projects to ~6,163 conversions, which would be a +8.5% increase vs June, not a decline. The "drop" in raw numbers is simply because July isn't over yet. Similarly, CPA would normalize as more conversion data attributes. July 2025 (full month) had 4,031 conversions, so 2026 is pacing +53% ahead YoY.
CPA peaked in 2023 at $94.12 (June) when Vegamour was spending $1.4M/month. The restructured, leaner portfolio in 2026 has brought CPA down to $36.85 in June, the lowest since 2020. July 2026's $47.24 CPA (partial month) would normalize as more late-converting purchases attribute. Even at current rates, July 2026 CPA is better than every July from 2021-2025.
Across all 7 years of data, Vegamour has never run a dedicated sale or promotional campaign during June or July on Google Ads. Sales cluster around spring (April/May), back-to-school (August/September), and holiday (November/December). This means June/July always represents "organic" baseline demand without promotional lift. If a July sale were tested, it could meaningfully change the conversion and ROAS picture for that month.
| Month | 2025 Spend | 2026 Spend | YoY | 2025 ROAS | 2026 ROAS | YoY | 2025 CPA | 2026 CPA |
|---|---|---|---|---|---|---|---|---|
| Jan | $247,813 | $288,078 | +16.2% | 242.5% | 187.0% | -22.9% | $42.17 | $53.79 |
| Feb | $226,596 | $208,119 | -8.2% | 243.2% | 350.8% | +44.2% | $44.01 | $15.53 |
| Mar | $254,907 | $222,608 | -12.7% | 231.0% | 279.7% | +21.1% | $46.03 | $39.55 |
| Apr | $269,202 | $252,505 | -6.2% | 215.6% | 336.2% | +55.9% | $52.97 | $32.20 |
| May | $306,195 | $311,537 | +1.7% | 167.1% | 313.5% | +87.6% | $67.19 | $34.11 |
| Jun | $311,536 | $209,325 | -32.8% | 157.2% | 282.9% | +80.0% | $73.11 | $36.85 |
| Jul | $306,253 | $187,687* | -38.7% | 194.9% | 218.5%* | +12.1% | $75.98 | $47.24* |
*July 2026 = 20 of 31 days
Despite lower absolute spend, 2026 ROAS exceeds 2025 in every comparable month (March through July). CPA is lower across the board. The "dip" in July 2026 is relative to June 2026, not relative to prior years. Compared to July 2025, the current trajectory is +12.1% better on ROAS and -37.8% better on CPA.
| Campaign | Jun Spend | Jul Spend | Jun ROAS | Jul ROAS | Jun Convs | Jul Convs |
|---|---|---|---|---|---|---|
| Branded Search USA | $100,354 | $50,397 | 284.4% | 342.0% | 2,633 | 1,678 |
| Shopping USA | $35,911 | $19,803 | 315.6% | 116.3% | 1,192 | 323 |
| PMax - Hair Growth Serums | $14,765 | $23,403 | 306.4% | 118.2% | 379 | 320 |
| PMax - Shampoo Conditioner | $12,576 | $15,767 | 354.2% | 116.3% | 381 | 213 |
| Subscription | PMax | $8,652 | $16,122 | 248.0% | 120.7% | 258 | 205 |
| PMax | Lash Serum | $8,076 | $8,048 | 261.6% | 115.0% | 250 | 112 |
| Male | Hair Serum | PMax | $7,494 | $10,754 | 346.4% | 143.8% | 244 | 157 |
| PMax | Style Wand | $6,985 | $7,423 | 164.5% | 109.3% | 121 | 90 |
| Demand Generation | $6,136 | $8,474 | 118.2% | 64.7% | 67 | 55 |
| GRO Ageless | PMax | $4,560 | $11,068 | 250.6% | 93.9% | 114 | 113 |
| NB Search | Hair | $1,984 | $4,768 | 222.7% | 87.1% | 30 | 47 |
| NB Search | Lash Brow | $903 | $2,671 | 140.3% | 51.5% | 9 | 14 |