← Back to all charts

Capital Deployment Treemap — Campaign → Source Hierarchy

Chart 5B  ·  Tile size = acquisition spend ($). Color = Net ROI. Hierarchical: click a campaign tile to zoom in to its source breakdown.
Reveals concentration of spend and whether capital is allocated to high-ROI pairings.

Color = Net ROI:
−2% (loss)200%+
Tile size = acquisition spend
Key insights:
• ROUND dominates the portfolio ($3.0M spend) — the largest campaign by capital, concentrated in MS1, MS2, MS4, MS8, MS10. ROI ranges from 22% (MS8) to 160% (MS10), suggesting rebalancing toward MS10 for future ROUND deployments.
• MS11 / PARA — the smallest tile in PARA (by spend: $497K) but the highest-ROI pairing in the entire portfolio (397%). Dramatically underallocated relative to its return.
• MS12 / ROBLOX (−2%) — the only loss-making pairing. Visible as a dark-red tile within ROBLOX. Consider replacing with MS6 (78% ROI) for future ROBLOX batches.
• LACSA looks small by spend ($1.25M) but generates exceptional ROI across all sources (67–330%). Campaign complexity limits volume — but each dollar deployed returns well.
• Click any campaign area to zoom in and see the source-level breakdown in detail.