Chilly's Bottles — Meta Ads Audit Dashboard

Account: act_864659590254750  |  Period: 2025-12-02 to 2026-03-02  |  Currency: GBP
Score: 59.9 / 100 (D)

Very Profitable but Structurally Fragile

Chilly's Bottles achieves 7.57x ROAS with a Grade D (59.9/100) account structure.
41.8% of purchases come from post-view attribution. Structural improvements
could significantly amplify already-strong performance.

• No active pixel detected — tracking data reliability is at risk
• Creative format diversity limited (only 1 format detected)
• 0% of prospecting ad sets exclude audiences
• Post-view attribution is HIGH (41.8%) — real ROAS closer to 4.24x
59.9
Grade D — Poor
Reported ROAS
7.57x
VERY profitable
Click-only ROAS
4.24x
Click revenue / total spend
Total Revenue
£808,583
Click: £453,165 / View: £355,417
Total Spend
£106,755
Net profit: £701,828
Purchases
22,675
Click: 13,207 / View: 9,468
Avg CPA
£4.71
AOV: £35.66 | Post-view: 41.8%

KILLER STAT: No Active Pixels Detected

No active pixels detected. Tracking data is unreliable. Despite strong ROAS,
the absence of a verified pixel means conversion data may be incomplete or
inaccurate. Fix this first.

Category Scores

Pixel / CAPI 37.5 (F) — LIMITED DATA
37.5%
Creative 52.7 (D)
52.7%
Structure 70.0 (C)
70.0%
Audience 66.7 (C)
66.7%
Funnel 80.8 (B)
80.8%

Category Radar (Current vs Potential)

Quick Wins (40 min total)

15 min
Meta Pixel installed
No active pixels detected. Tracking data is unreliable.
15 min
Format Diversity
Only 1 format (unknown). Meta recommends at least 3 formats.
10 min
Exclusion Audiences
0/1 prospecting ad sets exclude audiences. Prospecting budget likely reaching existing customers.

Confidence Summary

16
VERIFIED
8
CALCULATED
3
ESTIMATED
28
UNVERIFIED

Financial Overview

Total Spend
£106,755
3-month period
Total Revenue
£808,583
Click: £453,165 / View: £355,417
Net Profit
£701,828
Revenue minus spend
Reported ROAS
7.57x
VERY profitable
Click-Only ROAS
4.24x
Excludes post-view
Total Purchases
22,675
Click: 13,207 / View: 9,468
Avg CPA
£4.71
Cost per acquisition
Implied AOV
£35.66
Average order value

ROAS Calculation Tree

ROAS CALCULATION
├── Total Spend:              £106,755.09   (API field: spend)
├── Purchase Value (Total):   £808,582.73   (API field: action_values where action_type=purchase)
├── Purchase Value (Click):   £453,165.42   (API field: action_values, attribution=7d_click)
├── Purchase Value (View):    £355,417.31   (= Total - Click)
├── Reported ROAS:            7.57x         (= Total Purchase Value / Spend)
├── Click-Only ROAS:          4.24x         (= Click Purchase Value / Spend)
├── Purchases (Total):        22,675        (API field: actions where action_type=purchase)
├── Purchases (Click):        13,207        (API field: actions, attribution=7d_click)
├── Purchases (View):         9,468         (= Total - Click)
├── Implied AOV:              £35.66        (= Total Purchase Value / Total Purchases)
└── Net Profit:               £701,827.64  (= Revenue - Spend)

Attribution: Post-Click vs Post-View (Purchases)

Post-View Attribution Risk

MetricValueAssessment
Post-View Purchases 9,468 / 22,675 (41.8%) HIGH
Reported ROAS 7.57x PROFITABLE
Click-Only ROAS 4.24x PROFITABLE
Post-View Revenue £355,417 MONITOR

Revenue Split (Click vs View)

Key Financial Ratios

RatioValueStatus
ROAS (Reported) 7.57x EXCELLENT
ROAS (Click-Only) 4.24x STRONG
Post-View % 41.8% HIGH
Profit Margin 86.8% STRONG

Campaign Performance Overview (15 Campaigns)

ROAS by Campaign (Reported vs Click-Only)

Spend vs Click-Only ROAS (Bubble = Purchases)

Full Campaign Table (sorted by spend descending)

Campaign ▲▼ Spend ▲▼ Impressions ▲▼ Clicks ▲▼ CTR ▲▼ Purchases ▲▼ Revenue ▲▼ CPA ▲▼ ROAS Total ▲▼ ROAS Click ▲▼ Frequency ▲▼

Detailed Findings — All 55 Checks

How to Read This Table

Each check is evaluated with a severity (critical/high/medium/low), a result (pass/fail/warning/n/a), and a confidence level indicating how the data was obtained (verified from API, calculated from data, estimated, or unverified/manual check needed).

Pixel / CAPI Health — 37.5 (F) — LIMITED DATA

CheckSeverityResultValueDetailConfidence

Creative (Diversity & Fatigue) — 52.7 (D)

CheckSeverityResultValueDetailConfidence

Account Structure — 70.0 (C)

CheckSeverityResultValueDetailConfidence

Audience & Targeting — 66.7 (C)

CheckSeverityResultValueDetailConfidence

Funnel & Strategy — 80.8 (B)

CheckSeverityResultValueDetailConfidence

Quick Wins — 40 Minutes Total

What are Quick Wins?

These are the highest-impact fixes that can be implemented in under 15 minutes each. They address critical gaps in your Meta Ads setup that are likely leaving performance on the table.

15 min
1. Meta Pixel Installed
Check ID: M01  |  Severity: CRITICAL
No active pixels detected. Tracking data is unreliable. Without a verified pixel, all conversion data (purchases, ROAS, CPA) may be unreliable or incomplete.

Action: Install and verify the Meta Pixel on the Chilly's website. Go to Events Manager > Add New Data Source > Meta Pixel. Add the base code to your site header and configure standard events (ViewContent, AddToCart, Purchase).
15 min
2. Format Diversity
Check ID: M25  |  Severity: CRITICAL
Only 1 format (unknown). Meta recommends at least 3 formats (image, video, carousel) for optimal delivery across placements.

Action: Add video (9:16 for Reels/Stories) and carousel creatives to existing ad sets. Diversifying formats typically improves reach by 10-20%.
10 min
3. Exclusion Audiences
Check ID: M23  |  Severity: HIGH
0/1 prospecting ad sets (0%) exclude audiences. Prospecting budget is likely reaching existing customers — exclude purchasers and website visitors from prospecting campaigns.

Action: Create a custom audience of past purchasers (180-day window) and website visitors (30-day window). Add these as exclusions to all prospecting campaigns.

Confidence & Methodology

Verified
16
Data confirmed directly from Meta API
Calculated
8
Derived from multiple API data points
Estimated
3
Inferred from available data patterns
Unverified
28
Requires manual verification in Meta UI

Confidence Distribution

Results Distribution

Confidence Tiers Explained

VERIFIED Data retrieved and confirmed directly from the Meta Marketing API. Highest reliability.
CALCULATED Derived by combining multiple verified API data points (e.g., ROAS = revenue / spend, post-view % = view purchases / total).
ESTIMATED Inferred from available data but not directly confirmable. May require manual validation.
UNVERIFIED Not available via API. Requires manual check in Meta Events Manager, Business Manager, or Ads Manager UI.

Methodology

This audit uses the Meta Marketing API to pull campaign, ad set, ad, and creative data for the scoring period (Dec 2025 - Mar 2026). The 55-check framework evaluates five categories:

Scores are weighted by severity (critical > high > medium > low) and normalized to 0-100. The overall score is the weighted average across all categories.

Trends & Seasonality Analysis

Seasonality Context

Your Q1 CPA improved 38% vs Q4 (£4 vs £7). Last year the same period saw a rise.

6-Month Performance Trends (Sep 2025 — Mar 2026)

Monthly ROAS (6-month)

Monthly CPA (6-month)

Monthly CPM (6-month)

Monthly Spend (6-month)

Year-over-Year Comparison (This Year vs Last Year)

ROAS: This Year vs Last Year

CPA: This Year vs Last Year

CPM: This Year vs Last Year

Spend: This Year vs Last Year

Quarterly Year-over-Year Comparison

Period Spend (Previous) Spend (Current) Spend Change ROAS (Previous) ROAS (Current) ROAS Change CPA (Previous) CPA (Current) CPA Change
Q4 2024 vs Q4 2025 £244,730 £93,277 -61.9% 3.52x 6.16x +75.0% £11.78 £6.97 -40.8%
Q1 2025 vs Q1 2026 £54,592 £68,358 +25.2% 2.77x 7.66x +177.0% £14.68 £4.31 -70.6%

Seasonality vs Structural Verdict

ROAS Trend
IMPROVING
ROAS improved massively YoY. Q4 2025 ROAS (6.16x) is +75% vs Q4 2024 (3.52x). Q1 2026 ROAS (7.66x) is +177% vs Q1 2025 (2.77x). The account is performing far better than last year.
CPA Trend
IMPROVING
CPA improved massively YoY. Q4 2025 CPA (£6.97) is -41% vs Q4 2024 (£11.78). Q1 2026 CPA (£4.31) is -71% vs Q1 2025 (£14.68). Efficiency is consistently better year-over-year.
Spend Trend
IMPROVING
Q4 2025 spend (£93K) is -62% vs Q4 2024 (£245K) yet revenue efficiency improved. Q1 2026 spend grew +25% vs Q1 2025, with ROAS up +177% — doing more with each pound.
Overall YoY Verdict
IMPROVING
The account is trending strongly positive across all key metrics. CPA improved 38% from Q4 to Q1 (against last year's seasonal rise), suggesting strong structural improvement alongside seasonal patterns.

Monthly Year-over-Year Detail

Month Previous Year ROAS Current Year ROAS ROAS Change Previous Year CPA Current Year CPA CPA Change Previous Year CPM Current Year CPM CPM Change