01
Revenue Performance
Revenue by Category — H1 vs H2
KES values · Grouped bar · Click legend to toggle categories
Prefab Houses drove 54% of total revenue (KES 32.3M). Commercial Kitchen grew +31% H1→H2. Cold Rooms (⚑) flagged for dedicated B2B strategy.
Revenue Growth vs Previous Baseline
KES · Annual comparison · Baseline = company's pre-campaign record
+66% above baseline in 12 months. H2 alone (KES 33.9M) exceeded the entire previous annual baseline (KES 36.1M) by Q2.
Full-Year Revenue Split by Category
KES · Full year combined · Hover for exact values
H1 → H2 growth: +30%
Production cost: KES 27.85M
Gross profit: KES 32.2M
Category Share
% of total revenue
KES 60M
Total
02
Ad Spend Efficiency
Ad Spend by Channel — H1 vs H2
KES · Budget allocation shift
Google overtook Meta as the top spend channel in H2. TikTok shifted from influencer (H1) to paid ads (H2).
ROAS — H1 vs H2
Revenue ÷ Ad Spend per period
ROAS improved from 26.1× to 28.3× H1→H2. Overall 27.3× against a 4× industry benchmark.
Spend Share by Channel
Full year % of total KES 2.2M
KES 2.2M
Total Spend
Google: 36%
Meta: 34%
Jiji: 18%
TikTok: 12%
03
Leads, Customers & Channel Attribution
Leads & Customers by Channel — Full Year
Grouped bar · Hover for CPL & CAC details
Google generated the most leads (1,228) and customers (332). Jiji had the lowest CPL (KES 410). TikTok had the highest conversion rate (32.2%).
Lead Volume Growth — H1 vs H2
Per channel · Shows impact of H2 optimisations
Meta leads +133% (267→622) driven by Lookalike Audiences seeded from H1's 263 verified customers — direct payoff of H1 Pixel infrastructure investment.
Conversion Rate by Channel
Lead → Customer % · Full year
TikTok's 32.2% CVR — highest of any channel — validates H1 influencer warm-up strategy enabling H2 paid ads to convert warmed audiences.
Cost Per Lead (CPL) — H1 vs H2
KES · Lower is better
Overall CPL dropped from KES 868 → KES 537 (–38%) H1 to H2. Google long-tail keyword shift was the primary driver.
CAC by Channel — Full Year
KES · Lower is better
Jiji lowest CAC (KES 2,094). Overall CAC improved 43% from H1 (KES 3,802) to H2 (KES 2,158).
04
Click Efficiency & CPC Trends
Total Clicks by Channel — H1 vs H2
Raw click volume growth
Total clicks grew from 36,778 (H1) → 67,243 (H2) — a +83% increase, driven by Google's expanded long-tail keyword coverage and scaled TikTok paid ads.
Cost Per Click (CPC) — H1 vs H2
KES per click · Efficiency improvement
CPC fell across all channels in H2. Jiji dropped to KES 13.6 — cheapest traffic source. Google improved to KES 15.9 from KES 19.7 via long-tail targeting.
05
LTV, CAC & Margin Analysis
LTV : CAC Ratio Comparison
Horizontal bar · Industry benchmark = 3:1 minimum
Prefab customer LTV:CAC of 346.8:1 is exceptional — driven by KES 828K avg. purchase price + KES 103K maintenance plan revenue. Even blended LTV:CAC of 29.1:1 is nearly 10× the healthy benchmark.
CAC Trend — H1 vs H2
KES · Overall + per channel improvement
Overall CAC improved –43% (KES 3,802 → KES 2,158). Google drove the sharpest per-channel improvement via long-tail keyword optimisation and audience refinement.
Gross Margin Breakdown
Revenue vs Production Cost vs Ad Spend
Gross Margin: 53.6%
Contribution Margin: 50.0%
Prefab House Attribution
39 units sold · By channel
39
Units Sold
Avg price: KES 828K
LTV: KES 931K
Sales Cycle Reduction
Days from lead to close
Sales cycle reduced 74 → 67 days (–9.5%) via lead scoring automation, dedicated nurture sequences, and HubSpot pipeline visibility.
06
Nchitv — YouTube Growth System
CTR Weekly Progression
Click-Through Rate % · Organic traffic only · 4-week optimisation window
CTR improved from 5.1% → 13.2% in 4 weeks — a 159% improvement driven by mobile-first thumbnail redesign, SEO-optimised titles, and retention-focused editing. YouTube average CTR is 4–5%.
Subscriber Growth — Jan to Apr 2025
Monthly growth · Monetisation threshold = 1,000 subscribers
Monetisation threshold hit in Month 4. 91% of all traffic driven by YouTube recommendations — organic system working independently of paid spend.
Traffic Sources
% breakdown · 4-month period
91%
Organic
KES 1,300 Ad Efficiency
9-day Discovery campaign results
Spend: KES 1,300
Views: 2,900
Key Metrics Summary
4-month period · vs YouTube benchmarks
All key metrics above YouTube benchmarks. 60% avg view duration vs 40% benchmark. 13.2% CTR vs 4–5% benchmark.