Paid Media Report · Malai Kitchen

Both brands

Side by side, before we go deep.

Same window, same channel, same way of counting. The two brands run separately and are read separately, but this is the one place they sit together.

Brand	Spend	Order clicks	Cost / order	Direct	Direct rate	Reached
Malai Kitchen 4 locations	$4,752	2,614	$1.82	753	29%	122,363
Brya Zan Plano	$1,157	880	$1.31	373	42%	30,095
Combined	$5,909	3,494	$1.69	1,126	32%	—

✓

Brya Zan is the efficiency leader this window. It buys an order click for $1.31 against $1.82 at Malai Kitchen, a 38% gap. Both are working. The gap is the useful part: it tells us what a tighter market and a sharper set of videos are worth, and it is the template for the next round of creative on the other brand.

Malai Kitchen · the story

Your cost per order fell 7% in 30 days.

We started the window paying $1.88 for every order click. We finished it paying $1.74. Same ads, same budget, far better prices. In total, 2,614 order clicks for $4,752.

7% cheaper

The ads got better as they learned.

Cost per order click went from $1.88 to $1.74 across the window.

753 direct

Orders that skip the marketplace.

753 of 2,614 order clicks went straight to ChowNow, your own platform, at $6.31 each. Those keep the most margin because no marketplace takes a cut.

$1.43 vs $2.36

The locations do not perform alike.

Uptown turns budget into orders at $1.43. Preston Center pays $2.36. That gap is our next move.

Meta Ads · Malai Kitchen

The price of an order kept falling.

Two views of the same window on one timeline. The top panel is how many order clicks we bought each day. The bottom panel is what each one cost. We want the top panel high and the bottom panel low.

Order clicks per day

Order clicks

Cost per order click

Best day Jul 21 at $1.43 First 7 days $1.88 Last 7 days $1.74

✓

This is real improvement, not a tracking change. When orders jump but clicks do not, it usually means the tracking changed rather than the ads. We checked: there is no step in the tracking anywhere in this window. What actually moved is the price of reaching people. Your cost per thousand views fell from $15.97 to $13.31. The server side is also quietly earning its keep: it sent 1.15 events per browser event early in the window and 1.33 by the end, catching orders that browser blocking would otherwise have lost.

Malai Kitchen · where the taps go

Where the clicks fall off.

Every step from tapping the ad to leaving for an ordering platform, and how many people make it through each one.

Step	People	Made it through
Tapped the ad A link click on the ad itself.	15,670		starting point
Reached the smartlink page The smartlink page finished loading for them.	12,653	81%	of the step above
Tapped through to order Left the smartlink for an ordering platform. This is the order click.	2,614	21%	of the step above
Went direct to your own platform The subset of the step above that chose ChowNow instead of a marketplace.	753	29%	of the step above

✓

The drop is at the smartlink page, not at the ad. 81% of the people who tap the ad reach the page, which is healthy. Of those, 21% tap through to order. That step is where the volume goes, and it is the one worth working on.

What people do on the page instead of ordering

This block counts every visit to the smartlink page, paid and organic together, because it comes from the page itself rather than from the ad. Over the same window the page was viewed 30,962 times and sent 6,506 taps to an ordering platform.

What they did	Times	What it means
Looked at the menu	2,696	Opened the menu on the smartlink page.
Went to the website	1,766	Left the smartlink for the restaurant's own site.
Asked for directions	956	Tapped for directions, so they are heading to the restaurant.
Booked a table	235	Started a reservation.
Looked up a location	145	Opened the location picker.
Called	106	Tapped the phone number.

Not all of these are lost orders. A tap for directions or a phone call is a customer heading to the restaurant, just not through an online order. The menu is the one to watch: it is the most common thing people do instead of ordering, which says the menu is doing the convincing and the order button has to be the easiest thing on the page.

Where we lose sight of them. The smartlink records which platform each order tap goes to, but only the ChowNow ones are broken out today, because that is the only split we set up to track. We can see 753 going direct and 1,861 going to a marketplace, but not which marketplace. Splitting DoorDash from UberEats needs one tracking change on our side, and it would only count from the day we make it, not backwards.

By location

All four sell. Two of them fly.

Each location runs its own campaign and its own smartlink. Every one of them is turning budget into orders. Some do it noticeably cheaper, which tells us where the next gain is.

Cost per order click by location

Shorter is better, it means a cheaper order

Best Uptown at $1.43Brand average $1.82

Location	Spend	Order clicks	Cost / order	Direct	CTR ?	Order rate ?
Uptown Most efficient	$1,190	833	$1.43	231	7.8%	20.9%
Fort Worth	$1,160	701	$1.65	178	7.2%	21.2%
Southlake	$1,203	571	$2.11	156	5.8%	21.1%
Preston Center	$1,199	509	$2.36	188	5.3%	19.2%
All 4 locations	$4,752	2,614	$1.82	753	6.6%	20.7%

✓

Uptown is setting the pace at $1.43 per order, against $2.36 at Preston Center, on close to the same budget. Closing that gap is the next move.

Malai Kitchen · creative

16 videos ran. Three are carrying it.

Each video runs as a separate ad at each location, so the same video appears several times in the raw report. We grouped them back together, so these are true concept totals across all locations.

#1 $1.47 / order

Order clicks by video, all locations combined

Order clicks

Top three videos deliver 78% of every orderCost per order shown under each name

Lens one · volume

$1.47

"Recognized For A Reason" buys the cheapest order clicks.

770 order clicks on $1,133 of spend. If the goal is the most orders for the money, this is the winner.

Lens two · margin

$4.10

"Recognized For A Reason" buys the cheapest direct orders.

276 of its 770 order clicks went direct to ChowNow, a 36% direct rate.

Both lenses agree this window. "Recognized For A Reason" buys the cheapest order clicks ($1.47) and the cheapest direct orders. That is the clearest signal we get, and it is where the budget goes next.

Malai Kitchen · audience

Which audience performed best.

We did not pick these groups. Meta found them. Sorted by what each one costs to get an order, cheapest first, so the best performer is first and not just the biggest.

$1.76

Best audience: 65+

1,011 orders, 39% of everything you sold

18%

Gap, best to worst age

Every age group orders. None is wasted spend.

66%

Female

$1.74 per order click

93%

On a phone

122,363 people reached, seen 2.9 times each

Cost per order click by age

Shorter is better, it means a cheaper order

Best at scale 65+ at $1.76Brand average $1.82Only 18% separates the best age from the worst

Order clicks by age, same order

Order clicks delivered

✓

Your best audience is also your biggest, and that is a lucky place to be. The 65+ group orders at $1.76, better than your $1.82 average, and it delivers 39% of every order you sold. Usually the cheap audience is tiny and the big audience is expensive. Here they are the same people, so scaling does not force a trade off.

Where the money went by platform

Facebook1,270 order clicks at $1.70 each

$2,163

Instagram899 order clicks at $1.87 each

$1,685

Audience Network442 order clicks at $2.04 each

$904

Brya Zan · the story

880 order clicks at $1.31 each.

Over the window the campaigns drove 880 order clicks for $1,157. Cost per order click rose from $1.19 to $1.49, and getting it back down is the priority below.

25% costlier

Cost per order moved the wrong way.

Cost per order click went from $1.19 to $1.49 across the window.

373 direct

Orders that skip the marketplace.

373 of 880 order clicks went straight to ChowNow, your own platform, at $3.10 each. Those keep the most margin because no marketplace takes a cut.

Brya Zan · where the taps go

Where the clicks fall off.

Every step from tapping the ad to leaving for an ordering platform, and how many people make it through each one.

Step	People	Made it through
Tapped the ad A link click on the ad itself.	2,638		starting point
Reached the smartlink page The smartlink page finished loading for them.	2,545	96%	of the step above
Tapped through to order Left the smartlink for an ordering platform. This is the order click.	880	35%	of the step above
Went direct to your own platform The subset of the step above that chose ChowNow instead of a marketplace.	373	42%	of the step above

✓

The drop is at the smartlink page, not at the ad. 96% of the people who tap the ad reach the page, which is healthy. Of those, 35% tap through to order. That step is where the volume goes, and it is the one worth working on.

What people do on the page instead of ordering

This block counts every visit to the smartlink page, paid and organic together, because it comes from the page itself rather than from the ad. Over the same window the page was viewed 5,621 times and sent 1,954 taps to an ordering platform.

What they did	Times	What it means
Looked at the menu	771	Opened the menu on the smartlink page.
Went to the website	410	Left the smartlink for the restaurant's own site.
Asked for directions	282	Tapped for directions, so they are heading to the restaurant.
Looked up a location	56	Opened the location picker.
Called	6	Tapped the phone number.

Where we lose sight of them. The smartlink records which platform each order tap goes to, but only the ChowNow ones are broken out today, because that is the only split we set up to track. We can see 373 going direct and 507 going to a marketplace, but not which marketplace. Splitting DoorDash from UberEats needs one tracking change on our side, and it would only count from the day we make it, not backwards.

Brya Zan · creative

12 videos ran. Three are carrying it.

One location means one ad per video, so these are the videos as they ran.

#1 $1.26 / order

Say It With Us

293Order clicks

$370Spend

119Direct (41%)

6.6%CTR

Watch the ad ▸

#2 $1.25 / order

Plano's New Pre-Game Spot

281Order clicks

$350Spend

124Direct (44%)

5.3%CTR

Watch the ad ▸

#3 $1.43 / order

Cheewit Cheewa Live Lively

142Order clicks

$204Spend

66Direct (46%)

6.1%CTR

Watch the ad ▸

#4 $1.30 / order

Bangkok In Plano

$110Spend

4.7%CTR

Where Brya Came From

$26Spend

5.8%CTR

The Pad Thai Standard

15Order clicks

$21Spend

6Direct (40%)

5.3%CTR

Watch the ad ▸

Order clicks by video

Order clicks

Top three videos deliver 81% of every orderCost per order shown under each name

Lens one · volume

$1.19

"Where Brya Came From" buys the cheapest order clicks.

22 order clicks on $26 of spend. If the goal is the most orders for the money, this is the winner.

Lens two · margin

$2.82

"Plano's New Pre-Game Spot" buys the cheapest direct orders.

124 of its 281 order clicks went direct to ChowNow, a 44% direct rate.

These two lenses disagree, and only you can settle it. On raw order clicks, "Where Brya Came From" wins at $1.19 against $1.25. On direct orders, the ones with no marketplace commission, "Plano's New Pre-Game Spot" wins at $2.82 against n/a. Which one we scale depends on what a direct order is worth to you versus a marketplace order. Tell us that number and we will point the budget at it.

Brya Zan · audience

Which audience performed best.

We did not pick these groups. Meta found them. Sorted by what each one costs to get an order, cheapest first, so the best performer is first and not just the biggest.

$1.12

Best audience: 65+

384 orders, 44% of everything you sold

51%

Gap, best to worst age

Every age group orders. None is wasted spend.

72%

Female

$1.24 per order click

91%

On a phone

30,095 people reached, seen 2.7 times each

Cost per order click by age

Shorter is better, it means a cheaper order

Best at scale 65+ at $1.12Brand average $1.31Only 51% separates the best age from the worst

Order clicks by age, same order

Order clicks delivered

✓

Your best audience is also your biggest, and that is a lucky place to be. The 65+ group orders at $1.12, better than your $1.31 average, and it delivers 44% of every order you sold. Usually the cheap audience is tiny and the big audience is expensive. Here they are the same people, so scaling does not force a trade off.

Where the money went by platform

Facebook561 order clicks at $1.19 each

$668

Instagram313 order clicks at $1.53 each

$480

→

Half your budget still has room to work harder. Instagram took 41% of spend ($480) and delivered orders at $1.53, while Facebook delivered at $1.19. Every one of those placements is still producing orders, so nothing here is wasted. But the gap is real money, and finding out whether the cheaper price holds without it is the cheapest experiment available to us.

Tracking

What we count, and what we cannot.

So every number on this page is read the same way by all of us. Both brands are counted identically.

What we count	Malai	Brya Zan	What it means
Order click Primary	2,614	880	A tap from your smartlink through to an ordering platform. This is what the campaigns are optimized to buy.
Direct order click Highest margin	753	373	The subset of the above that went to ChowNow instead of a marketplace. Counted inside the order clicks, never added on top.
Landing page views	12,653	2,545	People who reached the smartlink page. 23.0% of them tapped through to order.
Completed orders and revenue	Not visible	Not visible	Checkout finishes on DoorDash, UberEats or ChowNow. Meta cannot see the completed order, so we cannot report revenue or a return on ad spend. Closing this loop is the open item.

What's next

Where we take it from here.

Each move ties back to something this window proved.

Primary move

Fix the locations that lag.

Preston Center costs $2.36 per order against Uptown at $1.43. New creative for that market is the clearest gain on the table.

What we do: Ship fresh creative built for the slower markets, using what is working at Brya Zan as the reference.
Owner: Nativz creative, with your sign off.
We need: What a direct order is worth to you against a marketplace order.

Operating plan

The next window.

Carry the Brya Zan playbook across. The tighter market and sharper videos are buying cheaper orders. Apply the same build to the slower Malai markets.
Test the placements. Run one location without the most expensive placement and see whether the cheaper orders hold.
Fund the efficiency winner on each brand, raising it in steps and watching the price.
Build the next three videos per brand so results never lean on one concept.
Close the loop to real orders. Order intent is a good proxy. Real orders would be better.

On Google: the Google Ads account is open but no campaigns have been built in it, so it spent nothing this window. That is by design. Every dollar went to Meta, which is where the ordering audience is.

Side by side, before we go deep.

Malai Kitchen

Your cost per order fell 7% in 30 days.

The ads got better as they learned.

Orders that skip the marketplace.

The locations do not perform alike.

The price of an order kept falling.

Order clicks per day

Cost per order click

Where the clicks fall off.

What people do on the page instead of ordering

All four sell. Two of them fly.

Cost per order click by location

16 videos ran. Three are carrying it.

Recognized For A Reason

More Than A Name

Drunken Noodles Done Right

What We'd Order

Date Night Sorted

Save Room For This

Order clicks by video, all locations combined

"Recognized For A Reason" buys the cheapest order clicks.

"Recognized For A Reason" buys the cheapest direct orders.

Which audience performed best.

Cost per order click by age

Order clicks by age, same order

Where the money went by platform

Brya Zan

880 order clicks at $1.31 each.

Cost per order moved the wrong way.

Orders that skip the marketplace.

The price of an order moved up.

Order clicks per day

Cost per order click

Where the clicks fall off.

What people do on the page instead of ordering

12 videos ran. Three are carrying it.

Say It With Us

Plano's New Pre-Game Spot

Cheewit Cheewa Live Lively

Bangkok In Plano

Where Brya Came From

The Pad Thai Standard

Order clicks by video

"Where Brya Came From" buys the cheapest order clicks.

"Plano's New Pre-Game Spot" buys the cheapest direct orders.

Which audience performed best.

Cost per order click by age

Order clicks by age, same order

Where the money went by platform

What we count, and what we cannot.

Where we take it from here.

Fix the locations that lag.

The next window.

The hard part is done. Now we capture it.