Khatabook Growth Lab Enterprise OS

Model
Growth Command Center Khatabook Growth Intelligence Platform

What should the growth team focus on right now?

A single-screen answer to seven questions every Growth Manager needs at the start of each week. Every number links to a detailed diagnostic tab.

Top-Of-Funnel Buying

Auction CPM Efficiency

Scale achieved -23.6% cheaper media CPM ($0.36 → $0.27)

STATUS: SCALE POWER UNLOCKED
76%
Post-Click Funnel

Conversion Integrity

92.6% bounce on form. Approved CR collapsed from 9.2% to 2.4%

STATUS: CRITICAL LEAK (P0 SPRINT)
18%
Unit Economics

Cost per Lead vs Target

Current CPA $63.83 vs $15.81 baseline (Gap: +$48.02 per lead)

STATUS: 303.7% INFLATION OVER TARGET
42%
Q1 What changed?

Campaign 1178 spent 19.2x more media budget ($55,662 vs $2,893), while cost per approved conversion surged 4x (+303.7%).

Campaign 936 ($2,893) delivered approved conversions at $15.81 each. Campaign 1178 ($55,662) delivered the same outcome at $63.83 — a $48.02 per-unit cost surge during budget expansion.

Q2 Why did it change?

98.1% of the cost surge came from post-click conversion collapse — not from media buying.

CPM actually improved 23.6% at scale (cheaper inventory). CTR decay added minor cost pressure (+$9.7%). The real culprit: post-click approved conversion rate fell 73.8% (9.22% → 2.42%), accounting for $47.10 of the $48.02 gap. Direct standardization confirms this persists even under identical audience weighting.

Q3 Where is the biggest opportunity?

Post-click form conversion is the primary lever. 92.6% of Campaign 1178 clicks never submit an enquiry.

If click-to-enquiry rate recovers from 7.4% to even half of Campaign 936's 27.1%, the blended cost per approved conversion would fall materially without increasing ad spend. This is the P0 experiment opportunity — ICE score 8.67.

Q4 What should we test next?

Three P0 experiments are ready to run, all derived from real data anomalies.

EXP-001 Ad creative value prop realignment (ICE 8.67)
EXP-002 Post-click landing form friction reduction (ICE 8.00)
EXP-003 Budget reallocation to stable segments (ICE 8.67)
Q5 What did we learn from the data?

Scale without post-click optimization is budget destruction. Mix adjustment proves it is not an audience composition problem.

Even under identical demographic weights (direct standardization), Campaign 1178's cost per approved conversion is structurally higher — ruling out audience skew as a confound. The issue is intra-segment post-click conversion decay. This is a learnable, testable, fixable problem.

Q6 What market signals matter?

OkCredit is retreating. BharatPe's hardware scale is a competitive gap. App store trust signals point to onboarding friction.

OkCredit P2P lending shut down (RBI 2025) — acquisition window in their Tier-3 markets
BharatPe 5M+ Soundboxes: payment data Khatabook currently lacks
App Store signal: unsolicited calls post-signup flagged as uninstall trigger
Q7 How reliable is the underlying data?

What we can trust

  • +1,143 real ad records, zero synthetic values
  • +11-check automated data quality audit (all passed)
  • +Ratio-of-sums aggregation prevents Simpson's paradox
  • +Decomposition reconciles to 100.000% (zero residual)

Known limitations

  • ~No app install, login, or retention data available
  • ~Dataset ends at approved conversion — no downstream LTV
  • ~No time dimension — cannot compute period-over-period trends

What we will not compute

  • ×Revenue or ROAS — no transaction data exists
  • ×True CAC — excludes blended organic spend
  • ×Khatabook internal metrics — 100% public datasets only
40 tests passing | Dataset A: 1,143 records | Dataset B: 12,330 sessions |