Executive summary
Vegamour's first Vibe flight put the brand in front of more than 2.1 million American households on the big screen, at four cents per household.
Flight overview
Vibe ran as a national awareness program across 499 TV apps and channels, entire US, plus one live sports test. Spend ran from May 19 to Sep 7, and about 81% of it ran in the first seven weeks, May 19 to Jul 5.
Campaigns
| Campaign | Status | Spend | Impressions | Households | CPM | VTR | Web sessions | Cost / session |
|---|---|---|---|---|---|---|---|---|
| V1 Campaign | Payment Issue | $89,688.79 | 3,966,913 | 2,176,067 | $22.61 | 97.83% | 15,465 | $5.80 |
| USA Vs. Paraguay - World Cup Game | Archived | $1,751.98 | 60,391 | 36,954 | $29.01 | 98.68% | 671 | $2.61 |
| Awareness TV Campaign | Draft | - | - | - | - | - | - | - |
| Total | $91,440.76 | 4,027,304 | 2,197,008 | $22.71 | 97.84% | 15,681 | $5.83 |
Attention: people watched the whole ad
Connected TV ads play full screen on the living room TV and are generally not skippable. Vegamour's results show it.
Reach: new households at scale
Vibe reports reach by unique household, the way TV is bought and measured.
Response: TV viewers went to the website
Every creative carried a QR code. Vibe tracked the website visits that followed.
Creative performance
Five creatives ran. The main TV spot carried most of the budget and drove the strongest response among the always-on creatives.
| Creative | Spend | Impressions | Households | CPM | VTR | Page views | Sessions | Cost / session |
|---|---|---|---|---|---|---|---|---|
| TV Ad Video with QR Code | $57,564.16 | 2,501,771 | 1,555,644 | $23.01 | 97.92% | 18,703 | 10,208 | $5.64 |
| GROPlus_CTV_SCIENCE_SPOT with QR Code | $23,533.53 | 1,053,467 | 793,644 | $22.34 | 97.84% | 7,503 | 4,028 | $5.84 |
| SUPPS_HOW_TO with QR Code | $2,630.30 | 123,823 | 104,016 | $21.24 | 97.23% | 688 | 422 | $6.23 |
| postpartum_UGC_amazonbanner video with QR Cod | $1,960.43 | 93,308 | 83,087 | $21.01 | 96.72% | 709 | 364 | $5.39 |
| GROPlus_FAMILY_HOW_TO Video with QR Code | $1,713.67 | 81,439 | 72,319 | $21.04 | 95.97% | 443 | 260 | $6.59 |
| Total of 5 creatives | $87,402.09 | 3,853,808 | 2,106,124 | $22.68 | 97.80% | 27,283 | 14,828 | $5.89 |
Website sessions per 1,000 households reached
Calculated as web sessions divided by unique households, times 1,000, using the export figures above. The World Cup row is the campaign-level figure.
Live sports test: the standout
One placement during the USA vs. Paraguay World Cup game. Small budget, best response of the flight.
Is there a halo effect? What search and site data show
This section looks at whether branded search and related signals lifted while Vibe ran. We lined up Vibe's daily spend against brand searches in Google Ads and against direct visits and orders in GA4. Promotion periods are left out of the Vibe comparisons.
When Vibe ran, and at what weight
Average Vibe spend per day in each phase. Spend started May 19 and ended Sep 7. The weight changed four times in the first seven weeks.
Vibe has no daily export, so daily spend is measured from the bars on the Vibe dashboard chart and is approximate. Transition days (Jun 5, Jul 6 and Jul 7) are not shown.
The strongest signal: Jun 22 to 25
In the second week at full weight, brand searches, direct homepage visits and direct orders all rose together. It is the only week in the table below where all three rose together.
Jun 22, 23, 24 and 25 were four of the five highest brand search days between May 19 and Jun 29, outside the Memorial Day Sale. Vibe was running at about $2,078 a day, its heaviest sustained weight.
Week by week, Monday to Thursday
Daily averages for Monday to Thursday only, so every row has the same mix of weekdays. The Spring Sale and Memorial Day Sale weeks are left out.
| Mon to Thu | Vibe status | Vibe spend / day | Brand search impr. | Brand search clicks | Direct homepage visits | Direct orders | All orders |
|---|---|---|---|---|---|---|---|
| Apr 6 to 9 | Before Vibe | $0 | 1,298.3 | 374.0 | 349.8 | 23.5 | 208.0 |
| Apr 13 to 16 | Before Vibe | $0 | 1,044.8 | 308.3 | 362.8 | 27.8 | 190.8 |
| Apr 20 to 22 | Before Vibe (Mon to Wed) | $0 | 1,092.3 | 366.3 | 380.0 | 30.0 | 201.7 |
| May 4 to 7 | Before Vibe | $0 | 781.8 | 331.3 | 393.8 | 21.8 | 165.3 |
| May 11 to 14 | Before Vibe | $0 | 1,010.3 | 329.5 | 399.8 | 26.3 | 175.0 |
| May 18 to 20 | Vibe starts May 19 (Mon to Wed) | $670 | 1,066.3 | 312.0 | 467.7 | 22.7 | 144.3 |
| Jun 1 to 4 | Vibe, mid weight | $1,562 | 1,092.0 | 317.5 | 433.0 | 20.8 | 144.0 |
| Jun 8 to 10 | Vibe pulled back (Mon to Wed) | $266 | 983.0 | 322.0 | 406.0 | 20.3 | 147.0 |
| Jun 15 to 18 | Vibe, full weight | $2,099 | 1,083.8 | 315.5 | 391.8 | 26.5 | 160.3 |
| Jun 22 to 25 | Vibe, full weight | $2,078 | 1,222.3 | 343.8 | 463.8 | 38.5 | 174.0 |
| Jun 29 to Jul 2 | Vibe, full weight | $2,106 | n/a | n/a | 393.0 | 28.8 | 145.5 |
| Jul 13 to 16 | Vibe, light tail | $256 | n/a | n/a | 444.8 | 48.5 | 194.0 |
| Jul 20 to 23 | Vibe, light tail | $259 | n/a | n/a | 431.0 | 38.8 | 201.8 |
Brand search is the "vegamour" exact match keyword. On eight days between Apr 16 and May 11, impressions dropped sharply while clicks held, and the cause is not confirmed. Pre-Vibe impression averages may understate real search volume, so clicks are the steadier read for those weeks. Brand search is not shown after Jun 25 because a broad match version began taking impressions on Jun 26. Site figures are GA4 sessions and transactions for vegamour.com.
- It was short. Direct orders were elevated for three days (Jun 22 to 24) and brand searches for four. The next week ran at the same Vibe weight, and direct homepage visits (393.0) and direct orders (28.8) fell back.
- Brand search clicks that week (343.8 a day) sat inside the pre-Vibe range of 308.3 to 374.0. Early April ran higher on impressions with no TV on air.
- Direct visits and orders held similar levels in July with Vibe at about $260 a day. That fits either lasting awareness or a cause unrelated to TV. This data cannot tell them apart.
- Organic search sessions and total orders did not rise. Organic search averaged 879.9 a day in May 4 to 17 and between 779.8 and 825.8 in the Vibe windows through Jul 2. Total orders were 166.5 a day in Jun 15 to 25 against 165.3 before Vibe.
Demand Gen click-through rate was highest while Vibe ran at weight
Click-through rate on the Demand Generation campaign was at or above 5% on 34 of the 37 main phase days, against 8 of the 57 light tail days. It returned to its pre-Vibe level once Vibe dropped to about an eighth of its full weight.
This coincided with Vibe. We are not claiming Vibe caused it. Demand Gen's own daily spend changed several times in these months, the before period is only six days, and click-through rate stayed high (6.1%) during the five-day Vibe pullback in June.
Why sales trended down after May: the sale comedown
Conversion value per day reported by Google Ads, by week. Amber bars are weeks with a promotion running.
What $100K buys
Projection at the rates Vegamour actually paid in the first flight. These are estimates for planning, not guarantees. Pricing and response can change with season, inventory and creative.
Each figure is the first flight's total scaled by $100,000 / $91,440.76. Household reach is not projected the same way, because a second flight overlaps households already reached and raises frequency.
Recommended plan
Where the money goes
- Fix the Vibe payment method first so delivery does not stop mid-flight again.
- Lead with the TV Ad Video. It carried 63% of the first flight's spend and had the best response of the always-on creatives.
- Keep the GROPlus Science Spot as the second rotation.
- Set aside budget for live sports tentpoles, based on the World Cup result.
- Pause or refresh Family How To and Supps How To, the two lowest responders.
How we prove it this time
- Set up purchase and revenue tracking in Vibe before launch, so CTV gets measured on sales, not only visits.
- Keep QR codes on every creative.
- Hold out a set of regions with no TV, then compare site traffic and sales in TV regions against them.
- Track brand searches, direct homepage visits and direct orders every week against Vibe's daily spend, starting before launch.
- Review results every week. Shift budget to the creatives and placements that win.
Data notes
- Halo section, Vibe daily spend: Vibe has no daily export, so daily spend is measured from the bars on two Vibe dashboard chart screenshots (May 16 to Jun 30 and Jul 1 to Sep 10). The measured bars total within 0.3% and 1.4% of the dashboard totals for those ranges. Daily figures are approximate.
- Halo section, brand search: "vegamour" exact match keyword in Branded Search USA, Google Ads account 7567846915 (labeled vegaLASH in our directory) via Windsor. Its impression share was 95% or higher on every day from Jun 1 to Jun 29 except Jun 7 (90%).
- Halo section, site data: GA4 property 332949376 (labeled vegaLASH - GA4 in our directory) via Windsor, filtered to hostname vegamour.com. Direct homepage visits are sessions in the Direct channel that landed on the homepage. Orders are GA4 transactions, not Shopify orders.
- Halo section, exclusions: Apr 23 to May 3 (the Spring Sale of Apr 24 to May 3, plus Apr 23, when orders had already jumped), May 21 to 31 (Memorial Day Sale), Jun 11 (Vibe ramp day) and Jul 3 to 7 (orders ran well above normal, 244 to 482 a day, cause not confirmed). The weekly table stops at Jul 23. Jul 28 had an order spike, and the tail from late August runs into Labor Day.
- Demand Gen: the Demand Generation campaign in Google Ads account 7567846915 via Windsor. The campaign first served on May 13, so the before period is May 13 to 18. The main phase is May 19 to Jul 5, excluding the Memorial Day Sale (May 21 to 31). The light tail is Jul 8 to Sep 2, which stops the day before the Labor Day campaign launched in Google Ads. Jul 6 and 7 are Vibe transition days and are left out.
- Weekly conversion value: Google Ads account 7567846915 via Windsor. It is Google Ads reported and is not Shopify revenue.
- All figures come from the Vibe reporting export (Campaigns, Strategies and Creatives tabs) for 05/16/2026 to 11/12/2026.
- The Creatives tab totals $87,402.09, which is $4,038.67 below the $91,440.76 campaign total. The campaign total is used throughout as the official spend.
- The export has no daily breakdown. The launch and last-updated dates in the flight overview come from the export. Spend dates, daily weights and the share of spend through Jul 5 are measured from the dashboard chart bars and are approximate.
- The Awareness TV Campaign is a draft with no delivery.
- Vibe reported no purchases, leads or revenue for this flight. No return on ad spend is claimed.