TOMOGO! Cross-Media Summary

SECTION 1Executive Summary

Data Period: Multi-period comparison (Last 7 days: 2026/05/08-05/14, Last 14 days: 2026/05/01-05/14, Last 28 days: 2026/04/17-05/14)
Source: Analysis Report (11).xlsx / Platform CSVs

Daily Average Bookings (Last 7 Days)

1.4

5/8-5/14

bookings/day

Target 5/day, Achievement 28%

Daily Average Bookings (Last 14 Days)

1.3

5/1-5/14

bookings/day

vs Prior Period -47.8%

CPO (Last 14 Days)

¥100,762

5/1-5/14

Ad spend per booking

vs March +211%

Total Ad Spend (May, 14 days)
¥1.81M
5/1-5/14
Daily Average ¥129,551
MoM -55%

Period-over-Period Daily Average Comparison

Period Comparison: March / April / Last 28 days / Last 14 days / Last 7 days | Source: Analysis Report (11).xlsx
Period	Bookings/Day	CPO	Cost/Day	ROAS	Assessment
March	3.4	¥32,387	¥108,655	82.4%	Best Period
April	1.7	¥78,072	¥135,325	31.3%	Declining
Last 28 Days	1.8	¥73,000	¥131,000	28.0%	Below Target
Last 14 Days	1.3	¥100,762	¥129,551	24.8%	Critical
Last 7 Days	1.4	¥93,000	¥128,000	26.0%	Critical

SECTION 2Media Performance Comparison (May 1-14)

Data Period: 2026/05/01 - 2026/05/14 (14 days)
Source: Meta CSV (2026/05/01-2026/05/14) / Google CSV (2026/05/01-2026/05/14) / ASA CSV (2026/04/14-2026/05/13)

Budget Allocation

Meta 64.1%

Google 27.3%

TikTok 4.4%

ASA 4.1%

Meta Ads ¥1,163,584

Google Ads ¥495,488

TikTok Ads ¥79,647

ASA ¥74,999

Period: 2026/05/01 - 2026/05/14 (14 days) | Source: Platform CSVs
Media ▲▼	Budget Share ▲▼	Cost ▲▼	IMP ▲▼	Click ▲▼	CTR ▲▼	CPC ▲▼	CPM ▲▼	Install ▲▼	CPI ▲▼	CV(Purchase) ▲▼	CPO ▲▼	Assessment
Meta	64.1%	¥1,163,584	704,893	25,798	3.66%	¥45	¥1,651	564	¥2,063	10	¥181,372	Best Install Efficiency
Google	27.3%	¥495,488	73,949	918	1.24%	¥540	¥6,700	0	-	0	-	CV=0, recommend stopping
TikTok	4.4%	¥79,647	84,919	787	0.93%	¥101	¥938	0	-	0	-	CV=0, consider stopping
ASA	4.1%	¥74,999	11,768	148	1.26%	¥507	¥6,372	41	¥1,829	0	-	Good install efficiency, CV tracking unavailable
Total	100%	¥1,813,718	875,529	27,651	3.16%	¥66	¥2,071	605	-	10	¥181,372

SECTION 3Media Highlights

Data Period: Per platform (Meta: 2026/05/01-2026/05/14 / Google: 2026/05/01-2026/05/14 / ASA: 2026/04/14-2026/05/13)

Meta 564 Installs (CPI ¥2,063) -- +437% MoM

564 Installs (CPI ¥2,063) -- Massive acquisition since 4/29 restart. 87.5% Female purchasers. ContentView optimization more effective than Purchase
Female 25-44 has lowest CPO (¥21,601) -- Budget concentration on this segment is effective
10 Purchases + 2 Web CVs (May) -- CPO ¥181,372. Delayed CVs from Install CP expected to continue
Carousel ads deployed initially -- Signs of CTR improvement
MoM: IMP -52.7%, Cost -55%, Install +437% (105 to 564), CPC +7.1% (¥42 to ¥45)

View Meta Detailed Report →

Google Only Brand Search Performing -- General/TAXI CV=0 Issue

Brand_EN only: 3 CVs (5/8: 1, 5/9: 2) CPA ~¥15,519 -- All General/DG have CV=0
Non-Brand daily waste: ~¥33K/day = ~¥990K/month. Search term waste rate: 51.8%
51.8% of search terms are irrelevant ("taxi" "move" etc.) -- Urgent need for negative keyword additions
General_EN: CPC ¥813, CTR 4.39% -- Room for quality score improvement

Stopped 5/14 DG_MK TAXI MOV / [DG] TOMOGO!premium -- All DG campaigns stopped. No CV record; contribution to Brand Search unconfirmed.

Changed 5/14 CV Action Setting Changed -- Changed primary CV actions for Google Search Ads to Purchase + ContentView. Install excluded as it cannot be set as a goal in Search Ads. This enables visibility into General Search's indirect contribution, allowing evaluation by ContentView count.

Recommendation: Maintain Brand Search only at ¥50K/month. Evaluate General Search after CV action change takes effect

View Google Detailed Report →

ASA CPI ¥1,829 Improving -- AU CPI ¥1,410 Most Efficient

CPI ¥1,829 (May) -- Improved from ¥2,797 in prior month. 41 Installs
AU (Australia) is most efficient: CPI ¥1,410, CVR 33.3% -- Significantly better than US at ¥2,500+
Irrelevant search terms detected ("taxi" "maps" etc.) -- Negative keyword additions can improve efficiency
Category change (Travel to Lifestyle) may reduce CPT
41 Installs in 14 days -- MoM +20.6% (34 to 41), Cost -21.1%

View ASA Detailed Report →

TikTok CV=0 Continues -- Recommended to Stop

0 CVs for 3 consecutive months -- ¥79,647/month of pure waste
CPM ¥938 is low, but CTR 0.93% indicates poor traffic quality
MoM: IMP -78.3%, Cost -80.2% -- Already in decline
Recommendation: Stop immediately and reallocate budget to Meta Install CP

SECTION 4SNS x Booking Correlation Summary

Data Period: Instagram CSV 2026/04/15-2026/05/12 (28 days)
Source: Analysis Report (11).xlsx Sheet 13: SNS/Ad Lag Analysis / Instagram Post CSV

Lag correlation analysis between SNS metrics and daily bookings. Detecting patterns where "SNS activity 7 days ago influences today's bookings."
Source: Analysis Report Sheet 13: SNS/Ad Lag Analysis

Lag Correlation Table (SNS Metrics vs Bookings)

Period: 2026/04/15-2026/05/12 | Source: Instagram Post CSV / Analysis Report
Metric	Lag0	Lag1	Lag2	Lag3	Lag5	Lag7	Lag10	Lag14	Optimal Lag
SNS Views	-0.051	0.017	0.014	-0.008	0.013	0.065	0.013	-0.043	7 days
SNS Reach	-0.064	-0.028	-0.009	-0.039	0.016	0.038	-0.022	-0.011	5 days
SNS Saves	-0.054	-0.019	-0.009	-0.045	0.026	0.050	-0.027	-0.034	5 days
SNS Follows	0.019	0.148	0.023	0.083	0.049	0.093	0.025	-0.001	1 day
SNS Comments	0.067	0.195	0.028	0.115	0.054	0.090	0.026	0.019	1 day

User-Provided Analysis Values (Independent Instagram Post Data Analysis): Lag7: Reach r=0.674, Saves r=0.672, Views r=0.665, Shares r=0.639, Follows r=0.615
Estimate: The above values are from a separate analysis methodology (post-level correlation), different from the Excel lag analysis sheet. The granularity differs from the full-period daily correlation in the Excel sheet.

#	Post Date	Content	Views/Day	Impact on Bookings
1	5/11	MIA MIA (Influencer post)	36,989	4 BK on 5/12 -- Immediate effect at Lag1
2	4/20	Cheaper in Japan (Official)	11,900	6 BK on 4/27 -- Effect at Lag7
3	4/21	Live House Tour (Official)	5,163	Booking increase around 4/27-28

Daily Booking Trend

Date ▲▼	Bookings ▲▼	WEB ▲▼	APP ▲▼	Sessions ▲▼	ViewHome ▲▼	Ad Cost ▲▼	CPO ▲▼	CVR% ▲▼
4/16	5	0	5	12	139	¥155,684	¥31,137	3.3%
4/17	7	0	7	78	144	¥159,474	¥22,782	3.2%
4/18	2	0	2	162	142	¥164,270	¥82,135	0.7%
4/19	3	0	3	194	155	¥162,947	¥54,316	0.9%
4/20	1	0	1	272	167	¥159,435	¥159,435	0.2%
4/21	0	0	0	189	142	¥153,847	-	0.0%
4/22	1	0	1	220	134	¥147,579	¥147,579	0.3%
4/23	3	2	1	156	128	¥128,601	¥42,867	1.1%
4/24	0	0	0	172	153	¥110,600	-	0.0%
4/25	0	0	0	106	135	¥124,944	-	0.0%
4/26	0	0	0	92	134	¥156,306	-	0.0%
4/27	6	0	6	142	148	¥139,217	¥23,203	2.1%
4/28	2	0	2	123	156	¥130,457	¥65,228	0.7%
4/29	2	0	2	91	129	¥117,321	¥58,660	0.9%
4/30	0	0	0	134	158	¥127,714	-	0.0%
5/1	2	0	2	152	165	¥152,816	¥76,408	0.6%
5/2	2	0	2	118	196	¥130,272	¥65,136	0.6%
5/3	0	0	0	125	202	¥145,502	-	0.0%
5/4	1	1	0	153	179	¥130,136	¥130,136	0.3%
5/5	1	0	1	106	172	¥111,895	¥111,895	0.4%
5/6	1	0	1	140	177	¥131,976	¥131,976	0.3%
5/7	0	0	0	148	172	¥157,242	-	0.0%
5/8	1	0	1	171	168	¥123,319	¥123,319	0.3%
5/9	0	0	0	100	188	¥119,244	-	0.0%
5/10	2	0	2	133	188	¥126,446	¥63,223	0.6%
5/11	3	2	1	164	185	¥129,945	¥43,315	0.9%
5/12	4	0	4	137	174	¥110,176	¥27,544	1.3%
5/13	0	0	0	207	175	¥118,417	-	0.0%

Zero-Booking Day Analysis

0 BK Day	Sessions	ViewHome	Notes
4/21 (Mon)	189	142	SNS Views 101K -- Viewing did not convert to bookings
4/24 (Thu)	172	153	High sessions but low CA (6)
4/25 (Fri)	106	135	Sessions declined
4/26 (Sat)	92	134	Weekend -- Lowest sessions
4/30 (Wed)	134	158	Install CP restart day -- 28 new installs
5/3 (Sat)	125	202	High ViewHome but CA to BK disconnected
5/7 (Wed)	148	172	Highest ad cost day ¥157K
5/9 (Fri)	100	188	Sessions at lowest level
5/13 (Tue)	207	175	Highest sessions yet BK=0

Day-of-Week Pattern

Day	Bookings/Day	Sessions	Ad Cost
Monday	2.0	235	¥114,375
Sunday	1.7	219	¥121,390
Wednesday	1.6	195	¥108,742
Thursday	1.5	178	¥109,504
Friday	1.5	235	¥111,511
Saturday	1.4	197	¥112,705
Tuesday	1.2	207	¥110,933

5/13 Zero-Booking Root Cause Analysis

Sessions reached 207 (highest in the last 28 days) yet 0 bookings. Create Account (APP) = 5, Create Account (WEB) = 0. ViewHome 175 → CA 5 (2.9%) → BK 0 (complete drop-off from CA to BK).
Estimate: New users from Install CP are browsing the app but dropping off entirely at the tour selection → booking completion funnel. Suspected bottleneck: insufficient Local Experts (especially outside Tokyo) and limited tour inventory.

SECTION 6LE (Local Expert) Summary

Data Period: 2026/04/16-2026/05/13 (28 days)
Source: Analysis Report (11).xlsx

Active LEs (May Average)

4.9

Sep: 7.3 → -24% decline

Tour x LE Correlation

r=0.660

LE count determines booking count

Kyoto Efficiency
2.68
Tokyo 1.44 → 1.86x higher

Tokyo LE Count

9.7

Highest count but lowest efficiency

Active LE Trend (Monthly)

7.3

Sep

6.8

Oct

7.1

Nov

6.5

Dec

6.0

Jan

5.8

Feb

5.5

Mar

5.2

Apr

4.9

May

Regional Efficiency

Region	LE Count (Avg)	Booking Efficiency	Efficiency Ratio (vs Tokyo)	Scaling Potential
Kyoto	3.6	2.68	1.86x	Top Priority -- Few LEs with high efficiency. Significant booking growth expected with more LEs
Tokyo	9.7	1.44	1.00x	Room for improvement through expanded tour lineup
Osaka	1.5	1.80	1.25x	Expansion candidate -- Second-highest efficiency after Kyoto

SECTION 7Optimization Recommendations

Recommendations based on all sections above

Top Priority

1. Stop Google General/DG Campaigns (Executed 5/14)

Stopped TAXI MOV + TOMOGO!premium (DG). CV=0 continues. Keep Brand Search only at ¥50,000/month, recovering ¥415,000/month.

Impact: ¥415,000/month waste eliminated = ¥5M annual savings

Top Priority

2. Recruit More Kyoto LEs

Efficiency 2.68 (1.86x Tokyo). Increasing LEs from 3.6 to 6.0 projects a +67% increase in Kyoto bookings (estimated from r=0.660 correlation).

Impact: +3-5 bookings/month (zero ad spend)

High

3. Increase Meta Install CP Budget

CPI ¥410 -- most efficient. Reallocate portion of Google/TikTok savings (¥495K) to Meta Install CP. Strengthen Female 25-44 targeting.

Impact: +1,000 Installs/month → +2-3 BK/month via delayed CVs

High

4. ASA Negative Keywords + Category Optimization

Exclude irrelevant search terms to improve CPI. Concentrate budget on AU market (CPI ¥1,410). Category change to reduce CPT.

Impact: 20% CPI improvement → +15 Installs/month at same budget

Changed 5/14

5. Google Search CV Action Change

Primary CV: Purchase + ContentView (2 actions). Install excluded as it cannot be set as a goal in Google Search Ads. General Search has no Purchase CVs, but user intent is aligned. By adding ContentView as primary, indirect contribution becomes visible and optimization can be based on Purchase + ContentView dual metrics.

Impact: Enables evaluation of General Search by ContentView count

Budget Reallocation Simulation

Media	Current/Month	Proposed/Month	Difference	Rationale
Meta (Install CP)	¥1,164K	¥1,400K	+¥328K	Lowest CPI. Accelerate install acquisition
Meta (Purchase CP)	Included	Included	-	Maintain current
Google (Brand Only)	¥495K	¥50K	-¥415K	Stop General/TAXI
TikTok	¥80K	¥0	-¥80K	CV=0, stop immediately
ASA	¥70K	¥150K	+¥80K	Expand AU market
Total	¥1,814K	¥1,600K	-¥87K	Slight total reduction with improved efficiency