Ad spend & unit economics
What every acquisition rupee returns.
Spend-to-disbursal correlation, channel-level unit economics, pacing against monthly budget, and forward ROI scenarios.
Monthly ad spend
₹52L
↑ 8.4% MoM · pilot estimate
Disbursals funded
810
↑ 11% MoM · pilot estimate
Blended CAC
₹2,251
↓ 4.1% MoM · pilot estimate
Avg. payback period
6.1 mo
Weighted across channels · pilot estimate
Spend vs. disbursal
Monthly ad spend (₹L) vs. loans disbursed
Channel spend allocation
Share of monthly acquisition budget
Unit economics by channel
Funnel efficiency from lead to disbursal
| Channel | Spend | Leads | Qualified | Sanctions | Disbursals | CAC | Avg. ticket | Revenue / customer | Payback |
|---|---|---|---|---|---|---|---|---|---|
| Google Search | ₹17,86,000 | 9,200 | 3,220 | 1,740 | 1,520 | ₹2,160 | ₹1,48,000 | ₹21,400 | 6.2 mo |
| Meta | ₹14,19,000 | 8,100 | 2,510 | 1,210 | 1,040 | ₹2,870 | ₹1,32,000 | ₹18,900 | 7.8 mo |
| Partners / co-lending | ₹11,56,000 | 4,300 | 2,010 | 1,330 | 1,180 | ₹1,610 | ₹1,65,000 | ₹24,100 | 4.9 mo |
| Organic / referral | ₹8,94,000 | 5,100 | 2,260 | 1,490 | 1,340 | ₹980 | ₹1,21,000 | ₹19,800 | 3.6 mo |
Budget pacing
Burn vs. monthly budget
₹38,60,000 spent of ₹55,00,000 monthly budget, day 22 of month.
Pacing slightly ahead of straight-line burn; monitor week 4 spend against qualified-lead quality.
ROI scenario planner
Toggle between conservative, base and aggressive spend cases
Disbursal growth
11%
CAC change
-2%
Avg. payback
6.1 mo
Planned +8% budget increase weighted toward partner and retargeting channels.