DKO · Campaign Analytics Dashboard

Overall ROAS

27.3×

KES 60.06M on KES 2.2M spend

Total Revenue

KES 60.06M

vs KES 36.09M prior baseline

Above Baseline

+66.4%

+KES 23.97M above prior year

Gross Margin

37.9%

KES 22.76M gross profit

Total Leads

3,388

+94.1% lead velocity H1→H2

Customers Closed

819

24.2% lead-to-customer rate

Blended LTV:CAC

19.8:1

Prefab 153:1 · Full-cost CAC

Overall CAC

KES 2,686

Ad spend · KES 3,877 full cost

01Revenue PerformanceThermoteq Limited · Nov 2024–Dec 2025

H1 — Foundation Phase

KES 26.13M

Ad SpendKES 1,000,000

ROAS26.1×

Production CostKES 17,450,000

Gross ProfitKES 8,677,000

Gross Margin33.2%

Customers263

Avg Deal ValueKES 99,342

Sales Cycle74 days

→

+29.9%
Revenue

→

Margin
+8.3pp

→

CAC ↓
-43.8%

H2 — Optimisation & Scale

KES 33.93M

Ad SpendKES 1,200,000

ROAS28.3×

Production CostKES 19,850,000

Gross ProfitKES 14,080,000

Gross Margin41.5%

Customers556

Avg Deal ValueKES 61,025

Sales Cycle67 days

Revenue by Product — H1 vs H2

KES · Grouped bar · Prefab 53.8% of total

Prefab Houses drove KES 32.3M (53.8%). Kitchen grew +31.3% H1→H2. Cold Rooms ⚑ flagged for B2B strategy evaluation.

Revenue Growth vs Previous Baseline

KES · Previous baseline = KES 36.09M

Total KES 60.06M is +66.4% above the KES 36.09M historical baseline. H2 alone (KES 33.93M) nearly matched the entire prior year.

Full-Year Revenue Split by Product

% of KES 60.06M total

Prefab 53.8%, Kitchen 28.6%, Bakery 15.8%, Cold Rooms 1.8%. Cold Rooms require a fundamentally different B2B channel strategy.

Gross Profit Breakdown

Revenue vs Production Cost vs Ad Spend (KES)

Production cost: KES 37.3M. Gross profit: KES 22.76M at 37.9% margin. Ad spend (KES 2.2M) = just 3.7% of total revenue.

02Ad Spend EfficiencyTotal KES 2,200,000 across 4 channels

Ad Spend by Channel — H1 vs H2

KES · Budget allocation shift

Google overtook Meta as top spend channel in H2. TikTok shifted from micro-influencer brand awareness (H1 KES 90K) to paid ads (H2 KES 170K).

ROAS — H1 vs H2 vs Overall

Revenue ÷ Ad Spend · Dashed = 4× industry benchmark

ROAS improved from 26.1× to 28.3× despite 20% higher spend in H2. Overall 27.3× is ~7× the 4× industry benchmark.

Spend Share by Channel — Full Year

% of KES 2,200,000

Google (36%) + Meta (34%) = 70% of total spend. Jiji at 18% delivered the lowest CPL (KES 410). TikTok at 12% delivered the highest CVR.

Cost Per Lead (CPL) — H1 vs H2

KES per qualified lead · Lower is better

Overall CPL dropped -38% from KES 868 (H1) to KES 537 (H2). Google's long-tail keyword shift was the primary driver.

03Leads, Customers & Channel Attribution3,388 leads · 819 customers · 24.2% CVR

Full-Year Channel Performance

Nov 2024–Dec 2025 · H1 + H2 Combined

Channel	Spend	Clicks	Leads	Customers	CPL	CAC	Lead→Customer	Standout
Google Ads	KES 800,000	46,074	1,228	332	KES 651	KES 2,410	27.0%	Lowest CAC
Jiji.co.ke	KES 400,000	23,292	976	191	KES 410	KES 2,094	19.6%	Lowest CPL
Meta Ads	KES 740,000	26,975	889	201	KES 832	KES 3,682	22.6%	Lookalike H2
TikTok	KES 260,000	7,680	295	95	KES 881	KES 2,737	32.2%	Highest CVR
TOTAL	KES 2,200,000	104,021	3,388	819	KES 649	KES 2,686	24.2%

Leads by Channel — H1 vs H2

Qualified lead volume growth

Meta +133% (267→622) driven by Lookalike Audiences seeded from H1's 263 verified customers — direct payoff of Pixel infrastructure investment. Google +94.5%.

Customers by Channel — H1 vs H2

Closed customers per channel per period

Total customers grew from 263 (H1) to 556 (H2) — +111.4%. Google remained the top acquisition channel in both halves.

Lead-to-Customer CVR by Channel — Full Year

Lead → Customer % · Higher is better

TikTok's 32.2% CVR is the highest of all channels. The H1 micro-influencer warm-up strategy primed audiences for H2 paid ads to convert at high rates.

Lead Velocity — Stacked H1 vs H2

Total leads by channel per period · +94.1% overall

Lead volume jumped from 1,152 (H1) to 2,236 (H2). Lookalike seeding, long-tail keywords, and TikTok activation all contributed.

Prefab Houses — Completed Purchase Attribution · 59 Total · Fully Attributed · Highest-Value Product

Phase	Meta Ads	Google Ads	Jiji.co.ke	TikTok (UTM + Survey)	Total
H1	7	11	4	3 (micro-influencer, survey-tracked)	25
H2	10	15	4	5 (paid ads, UTM-tracked)	34
TOTAL	17	26	8	8	59

⚑ Note: An additional 20 prefab customers are on active hire purchase arrangements — excluded from completed purchase figures and revenue totals above. These represent a pipeline of future realised revenue.

04Click Efficiency & CPC Trends104,021 total clicks · H1→H2 +82.8%

Total Clicks by Channel — H1 vs H2

Raw click volume growth

Clicks grew from 36,778 (H1) to 67,243 (H2) — +82.8%. Google's expanded long-tail keyword coverage drove the largest absolute gain (+10,470 clicks).

Cost Per Click — H1 vs H2

KES per click · Efficiency improvement

CPC fell across all channels in H2. Google improved from KES 19.7 → KES 15.9 via long-tail targeting. Jiji remained the most cost-efficient traffic source.

CAC by Channel — Full Year

KES ad spend only · Lower is better

Jiji lowest CAC at KES 2,094. Google KES 2,410. Meta at KES 3,682 offset by Lookalike audience quality improvement in H2 (+133% leads).

CAC Trend — H1 vs H2

Ad spend CAC vs Full cost CAC (incl. retainer)

Ad spend CAC improved -43.2% from KES 3,802 → KES 2,158. Full cost CAC (incl. KES 75K/mo retainer) improved from KES 5,513 → KES 3,103.

05LTV / CAC & Margin Analysis5-year LTV horizon · Full-cost CAC used for ratios

Prefab Houses — 5-Year LTV

KES 593,458

1 purchase avg + 4 years maintenance at KES 11,500/yr

Avg Deal Value (59 completed)KES 547,458

Maintenance Yr 2–5 (4 × KES 11,500)KES 46,000

Repurchase CycleEvery 5 years

CAC (ad spend only)KES 2,686

CAC (full cost incl. retainer)KES 3,877

Prefab LTV:CAC (full cost)153:1

Blended All Products — 5-Year LTV

KES 76,643

Weighted average across all 819 customers and all product lines

Blended Avg Deal ValueKES 73,330

Blended LTV (5yr weighted)KES 76,643

Overall CAC (full cost)KES 3,877

Blended LTV:CAC19.8:1

Overall Gross Margin37.9%

Total Gross ProfitKES 22,757,000

Healthy industry benchmark3:1 minimum

LTV:CAC Comparison

Horizontal bar · Full-cost CAC · Industry min = 3:1

Prefab LTV:CAC of 153:1 — KES 547K avg deal + KES 46K maintenance over 5 years. Blended 19.8:1 is 6.6× the healthy 3:1 benchmark.

Gross Margin — H1 vs H2 vs Overall

% · 8.3 percentage point improvement H1→H2

Gross margin improved from 33.2% (H1) to 41.5% (H2) as operational efficiency improved and channel optimisations took hold.

Sales Cycle Reduction

Days from lead to close · H1 vs H2

Reduced from 74 → 67 days (-9.5%) via HubSpot lead scoring, CRM pipeline visibility, and automated nurture sequences.

Avg Deal Value by Product

KES · Completed purchases only

Prefab at KES 547,458 is 15× higher than equipment products (~KES 36,500). Justifies dedicated high-ticket lead magnet strategy.

06Strategic Growth RecommendationsLeft as strategic handover brief for incoming team

Priority 01

The Prefab Engine — High-Ticket Lead Capture

Prefab houses = 53.8% of revenue but only 7.2% of customers. Opportunity: capture high-intent buyers earlier in their 67-day journey before competitors do.

Action: Create a dedicated Lead Magnet ("The 2026 Guide to Prefab Costs in Kenya") for Meta and Google. Enter leads into an automated 67-day nurture sequence.

Priority 02

TikTok Shift — Community Over Ads

TikTok's 32.2% lead-to-customer rate is the highest of all channels and is being underinvested. The H1 influencer model at KES 30K/month proved the framework.

Action: Invest in "Behind the Scenes" content — prefab house assembled in 48 hours. Builds trust required for a multi-million shilling purchase. Reduces paid CAC over time.

Priority 03

Cold Room B2B Evaluation ⚑

Cold Rooms generated only KES 1.1M (1.8% of revenue). Before scaling spend, determine whether this is a marketing problem or a market-fit problem.

Action: If margins are viable, launch a LinkedIn B2B campaign targeting agribusinesses and pharmaceutical distributors — not Jiji or TikTok. Entirely different buyer profile.

Priority 04

CRM & WhatsApp Automation at Scale

2,236 leads in H2 alone stretched the sales team. Manual follow-up at this volume creates significant revenue leakage every month.

Action: Automated Email/WhatsApp nurture for all leads. Any lead not closing in 30 days automatically receives a client testimonial video — trust-building at zero marginal cost.

Revenue by Product — Strategic Context

KES H1 vs H2 · Informs priority recommendations

The gap between Prefab (KES 32.3M) and Cold Rooms (KES 1.1M) makes the strategic case obvious. Kitchen and Bakery benefit most from CRM automation investment.

CVR vs CAC — Channel Efficiency Matrix

Bubble size = relative volume · Full-year data

TikTok holds the high CVR quadrant — highest conversion rate despite mid-range CAC. Google offers the best CAC with solid CVR. Jiji wins on pure cost efficiency.

07Nchitv — YouTube Growth LabLive content experiment · Zero paid spend · Reactivated Jan 2025

Total Subscribers

1,255

From 514 at reactivation

Total Views (Period)

260K+

379K lifetime · Top video 72K

Watch Time Added

2,918h

Under 5 months · Zero spend

CTR Improvement

+159%

5.1% → 13.2% via thumbnail redesign

CTR Progression — 4-Week Optimisation

Click-Through Rate % · Dashed = YouTube 4.5% avg

CTR improved from 5.1% → 13.2% in 4 weeks (+159%) via mobile-first thumbnail redesign and SEO-optimised titles. Current CTR is 2.9× the platform average.

Subscriber Growth — Reactivation to Monetisation

Cumulative · Dashed = 1,000 monetisation threshold

Monetisation threshold hit in Month 4. Growth driven entirely by content architecture and retention optimisation — zero paid spend throughout.

Traffic Source Breakdown

% of total views · Organic system self-sustaining

91% of traffic from YouTube recommendations — the algorithm recognised and distributed content organically. Browse features and search account for the remaining 9%.

Key Metrics vs YouTube Benchmarks

Nchitv performance vs platform averages

All key metrics above YouTube benchmarks. 60% avg view duration vs 40% benchmark. 13.2% CTR vs 4.5% benchmark. Same content architecture principles applied to client TikTok strategy.