TOMOGO! Unit-Cost & User-Behavior After Ad-Spend Suppression

Data 2026/8/1–8/23 | PRE=Aug 1–18 (18d) | POST=Aug 19–23 (5d) | Cutoff Aug 23 | Source: [TOMOGO!] Analysis Report 【TOMOGO!】Analysis Report (42).xlsx _daily_data / ad_raw

Summary: Unit-Cost & User-Behavior Shift After Suppression

Decision: Notion Ad Change Log 2026-08-19 (~¥100k/day, ¥3M/month cap)

POST = 5 days since suppression (from 8/19). Unit costs fell across the board (CPC ¥143→¥86, CPO ¥212,287→¥143,970); user quality improved (CVR 0.29%→0.38%). Watch 3 signals: Click→Session drop, higher cancel rate, WEB-booking loss.

Note: (1) POST bookings are small-sample (a few per day); daily CPO is volatile, read the trend via 7-day trailing & period totals, not single days. (2) Cost/CPO here (from _daily_data/ad_raw) excludes Google P-MAX (~¥238k/mo), so actual Cost/CPO is slightly higher.

1) Unit-Cost Changes (PRE vs POST)

Source: _daily_data | CPM=Cost/IMP*1000, CPC=Cost/Click, CPO=Cost/Booking | green=improved(lower), red=worse

Unit cost	PRE	POST	Δ	Definition
CPM	¥2,726	¥2,474	▼9%	Cost/IMP*1000
CPC	¥143	¥86	▼40%	Cost/Click
Cost/Session	¥626	¥546	▼13%	Cost/Session
CPI	¥5,198	¥4,453	▼14%	Cost/Install
Cost/Signup	¥6,156	¥4,669	▼24%	Cost/Signup
CPO	¥212,287	¥143,970	▼32%	Cost/Booking
Active CPO	¥243,737	¥172,764	▼29%	Cost/Active BK

green=better / red=worse (lower unit cost = better)

2) User-Behavior & Conversion-Rate Changes (PRE vs POST)

Source: _daily_data | rates per stage/session | green=better, red=worse. Note: bookings are APP-skewed (see below)

Behavior metric	PRE	POST	Δ	Note
CTR	1.9%	2.9%	▲51%	Click/IMP
Click→Session	22.9%	15.7%	▼31%	Session/Click
Session→Signup	10.2%	11.7%	▲15%	Signup/Session
Session→Install	12.0%	12.3%	▲2%	Install/Session
Signup→Booking	2.9%	3.2%	▲12%	BK/Signup
CVR (BK/Session)	0.29%	0.38%	▲29%	BK/Session
PV/Session	1.79	1.96	▲9%	depth
ViewHome/Session	0.43	0.61	▲42%	home reach
Cancel rate	12.9%	16.7%	▲29%	Cancelled/BK

WEB bookings 5→0 / APP 26→6. POST is APP-only (WEB bookings vanished — needs investigation).

3) Daily Unit-Cost Trend (Cost=bars / 7-day trailing CPO=line)

Source: _daily_data | red dashed = suppression start 8/19 | L-axis Cost(k) R-axis CPO(k)

PRE CostPOST CostCPO(7d)

4) Daily Volume Trend (bars=daily / orange=7-day avg)

Source: _daily_data | red dashed = suppression start 8/19 | top-right = PRE avg → POST avg

PRE CostPOST CostCPO(7d)

5) By Channel: Daily Avg Cost & Efficiency (PRE vs POST)

Source: ad_raw (by ServiceName, 100% reconciled to daily) | CPC=Cost/Click, CTR=Click/IMP | Per-channel CPO omitted: ad_raw booking attribution by channel is too sparse to be reliable; see overall CPO/unit costs in section 1

Channel	PRE Cost/d	POST Cost/d	Δ	Share(POST)	PRE CPC	POST CPC	POST CTR
Meta	¥265,199	¥134,294	▼49%	78%	¥121	¥72	2.90%
Google	¥95,733	¥34,738	▼64%	20%	¥276	¥266	2.87%
ASA	¥4,673	¥3,732	▼20%	2%	¥529	¥491	1.19%

6) So What & Next Actions

Decision: Notion Ad Change Log 2026-08-19 (~¥100k/day, ¥3M/month cap)

Unit costs fell across the board: CPC ¥143→¥86 (▼40%) drove CPO ¥212,287→¥143,970, Cost/Signup ¥6,156→¥4,669, CPI ¥5,198→¥4,453. Consistent with cutting inefficient reach.
User quality actually improved: CTR 1.9%→2.9%, CVR 0.29%→0.38%, PV/Session 1.79→1.96, Signup→Booking 2.9%→3.2%.
⚠️ Watch: (1) Click→Session 22.9%→15.7% (2) Cancel rate 12.9%→16.7% (3) WEB bookings 5→0 (POST is APP-only).
Re-scaling line: If unit costs hold and CVR/Signup→Booking stay, scale up channel-by-channel (Meta first, biggest CPC gain). If Click→Session & cancel keep worsening, fix landing/checkout first.
Next: (1) accrue 7–10 POST days & refresh (2) diagnose Click→Session drop (LP/launch/tracking) (3) investigate WEB-booking loss (4) log re-scaling via /decide.