Confidential consulting deliverables for SeaWorld Parks & Entertainment. Password required.
Access password$7.4M of Meta spend, eleven properties, nine ad accounts. Read against the incremental-conversion-value signal, the portfolio answers the same question every grammar: move Manual budget to ASC. The arithmetic in this report says the portfolio leaves between $2.3M and $3.6M of incremental conversion value on the table annually at observed performance ratios.
Methodology: incremental Purchase Conv Value ÷ Sales-objective spend, using the park's own pixel where one exists. AIT & WCW lack own pixels (fallback: account-level). DCO & Brainlabs & UPR accounts are cross-park (no park-pixel mapping). Parks: SWO Orlando · SWC San Diego · SWT San Antonio · BGT Tampa · BGW Williamsburg · APO Aquatica Orlando · APT Aquatica San Antonio · AIT Adventure Island · WCW Water Country · SPC Sesame Calif · SPL Sesame Philly.
Per-park composition (% & $), then per-park MoM. Brand & region rollups paired with iROAS — the smaller the iROAS bar on Manual, the more of that account's budget belongs in ASC.
One matrix: per-account incremental ROAS by month. Green ≥4x, gold 2-4x, red <2x. The story is iROAS resilience under spend swings and seasonality (Mar/Apr peak, Jun partial-month dip).
One row per account, sorted by spend. Click any row to expand into six-tile metric card (conditional-formatted), funnel mix doughnut, ASC vs Manual Sales bars with iROAS overlay, and attribution-setting doughnut. iROAS is the focus column. Default ROAS shown but visually muted.
One tile map per park. Home state in jade · adjacency in pale green · 1-5% distant in amber · 5-10% in coral · 10%+ in deep oxblood · zero in dark. Audience-spec verdicts: Local + Same Day should be ≥99% home+adjacent. D&O same. Domestic should sit ≥90% outside home. The maps tell you where the spec breaks.
Concrete, owned, sequenced. Lift estimates apply observed iROAS deltas with a 25% ASC haircut for diminishing returns at scale. Annualized = YTD × (365 ÷ 169).
The 1.86x gap between default and incremental ROAS is an attribution-window artifact (see F·02). These show the share of each account's and park's Sales budget running on each setting — 7-day-click + 1-day-view captures the most credit, 1-day-click only the least.
For each park's Sales conversions, the share of attributed conversion value landing on its own park, a same-region sibling, or a cross-region park — default attribution (left) vs. incremental (right). Elevated cross-region share signals credit bleeding across the portfolio.
Sales-objective spend by attribution window, per priority brand. 7-day-click + 1-day-view credits view-throughs and is the source of the inflated default ROAS; migrating to click-based windows reports only clicked conversions. Busch Gardens already runs ~90% click-based — the in-portfolio template the others can follow.
Share of each priority brand's spend by campaign objective. The portfolio is heavily Sales-weighted (88–98%); upper-funnel Awareness is meaningful only at SeaWorld (10.2%) and Sesame Place (12.0%), and near-absent at Busch Gardens (0.7%).
For Sales-objective spend: how much runs with an existing-customer exclusion vs none, and — where applied — the lookback window, basis, and data source. Sesame Place suppresses only 23% of Sales spend ($240K runs with no customer exclusion at all); Busch Gardens leans on ActionIQ CRM + 365-day windows, SeaWorld on 30-day pixel. That variance is the cleanup surface.
Two cleanup vectors with dollars attached, plus the geo state that's awaiting CRM rightsizing.
Sales-objective delivery by age and gender. The book skews 35–44 and female across the portfolio; Sesame Place is the outlier — 84% female and 77% aged 25–44 (young-parent), where SeaWorld & Busch Gardens carry a broader 45+ tail.
Where Sales spend delivers. Feed dominates everywhere (64–69%). The flag: Busch Gardens (11.0%) and Aquatica (11.2%) run material Audience Network — rewarded-video / native-banner inventory that rarely drives quality park-ticket purchase — vs. <1% at SeaWorld and Sesame.
SEAS properties benchmarked against the U.S. theme-park peer set on the Meta Ads Library & social graph (48 pages tracked). Disney (25.3M / 24.8M followers) and Universal (6.0M / 5.2M) operate at an order-of-magnitude scale advantage; SEAS reach is fragmented across many park pages and the flagship runs a notably thin Instagram presence. Sourced from the R·02 Meta-Ads-Library intelligence workstream.
Instagram content velocity, SEAS pages vs competitor pages. SEAS averages ~1,663 lifetime IG posts/page vs the competitor set's ~2,143 — an organic-cadence deficit that compounds the paid reach gap. Several SEAS pages (SeaWorld flagship, Water Country, Adventure Island) sit well below peer cadence.
Destination-URL and UTM-tagging hygiene across the four priority ad accounts. The portfolio has no unified tagging standard: ad-level tracking (utm_content / utm_id) is present on 88% of Busch Gardens spend but ~2% of SeaWorld and 0% of Aquatica & Sesame — meaning three of four brands cannot attribute performance below the campaign level. The fix is one shared taxonomy, enforced at 100%.
Concrete inconsistencies to resolve into a single portfolio convention.