{
  "overall_score": 59.9,
  "grade_letter": "D",
  "grade_label": "Poor",
  "category_scores": {
    "pixel_capi": {
      "score": 37.5,
      "grade": "F",
      "total_checks": 10,
      "evaluated": 2,
      "na_count": 8,
      "limited_data": true
    },
    "creative": {
      "score": 52.7,
      "grade": "D",
      "total_checks": 15,
      "evaluated": 10,
      "na_count": 5,
      "limited_data": false
    },
    "structure": {
      "score": 70.0,
      "grade": "C",
      "total_checks": 18,
      "evaluated": 9,
      "na_count": 9,
      "limited_data": false
    },
    "audience": {
      "score": 66.7,
      "grade": "C",
      "total_checks": 8,
      "evaluated": 4,
      "na_count": 4,
      "limited_data": false
    },
    "funnel": {
      "score": 80.8,
      "grade": "B",
      "total_checks": 4,
      "evaluated": 3,
      "na_count": 1,
      "limited_data": false
    }
  },
  "radar_scores": {
    "pixel_capi": {
      "current": 1.0,
      "potential": 5.0
    },
    "creative": {
      "current": 2.0,
      "potential": 4.0
    },
    "structure": {
      "current": 3.0,
      "potential": 5.0
    },
    "audience": {
      "current": 3.0,
      "potential": 5.0
    },
    "funnel": {
      "current": 4.0,
      "potential": 5.0
    }
  },
  "killer_stat": {
    "check_id": "M01",
    "text": "No active pixels detected. Tracking data is unreliable."
  },
  "results_count": {
    "pass": 15,
    "warning": 5,
    "fail": 8,
    "na": 27
  },
  "total_checks": 55,
  "quick_wins_count": 3,
  "quick_wins": [
    {
      "check_id": "M01",
      "name": "Meta Pixel installed",
      "fix_time_minutes": 15,
      "detail": "No active pixels detected. Tracking data is unreliable."
    },
    {
      "check_id": "M25",
      "name": "Format diversity",
      "fix_time_minutes": 15,
      "detail": "Only 1 format (unknown). Meta recommends at least 3 formats."
    },
    {
      "check_id": "M23",
      "name": "Exclusion audiences",
      "fix_time_minutes": 10,
      "detail": "Only 0/1 prospecting ad sets (0%) exclude audiences. Prospecting budget is likely reaching existing customers \u2014 exclude purchasers and website visitors from prospecting campaigns."
    }
  ],
  "checks": [
    {
      "check_id": "M01",
      "category": "pixel_capi",
      "check_name": "Meta Pixel installed",
      "severity": "critical",
      "result": "fail",
      "value": "0 active pixels",
      "detail": "No active pixels detected. Tracking data is unreliable.",
      "evidence": {},
      "quick_win": true,
      "fix_time_minutes": 15,
      "confidence": "UNVERIFIED",
      "human_title": "Pixel installation status",
      "category_display": "Pixel / CAPI Health"
    },
    {
      "check_id": "M02",
      "category": "pixel_capi",
      "check_name": "CAPI active",
      "severity": "critical",
      "result": "na",
      "value": "CAPI status unknown",
      "detail": "CAPI status cannot be fully verified via API. Deploy CAPI Gateway for 30-40% data recovery.",
      "evidence": {},
      "quick_win": true,
      "fix_time_minutes": 15,
      "confidence": "UNVERIFIED",
      "human_title": "Server-side tracking (CAPI) status",
      "category_display": "Pixel / CAPI Health"
    },
    {
      "check_id": "M03",
      "category": "pixel_capi",
      "check_name": "Event deduplication",
      "severity": "critical",
      "result": "na",
      "value": "Requires manual verification",
      "detail": "Event deduplication (event_id matching) requires Events Manager verification. Not available via API.",
      "evidence": {},
      "quick_win": false,
      "fix_time_minutes": 0,
      "confidence": "UNVERIFIED",
      "human_title": "Event deduplication between Pixel and CAPI",
      "category_display": "Pixel / CAPI Health"
    },
    {
      "check_id": "M04",
      "category": "pixel_capi",
      "check_name": "EMQ score",
      "severity": "critical",
      "result": "na",
      "value": "Not available via API",
      "detail": "Event Match Quality scores are not available via the Marketing API. Check Events Manager manually. Target: >=8.0 for Purchase event.",
      "evidence": {},
      "quick_win": false,
      "fix_time_minutes": 0,
      "confidence": "UNVERIFIED",
      "human_title": "Event Match Quality score",
      "category_display": "Pixel / CAPI Health"
    },
    {
      "check_id": "M05",
      "category": "pixel_capi",
      "check_name": "Domain verification",
      "severity": "high",
      "result": "na",
      "value": "Requires Business Manager check",
      "detail": "Domain verification status not fully available via API. Verify in Business Manager.",
      "evidence": {},
      "quick_win": true,
      "fix_time_minutes": 5,
      "confidence": "UNVERIFIED",
      "human_title": "Domain verification in Business Manager",
      "category_display": "Pixel / CAPI Health"
    },
    {
      "check_id": "M06",
      "category": "pixel_capi",
      "check_name": "AEM configured",
      "severity": "high",
      "result": "na",
      "value": "Requires Events Manager check",
      "detail": "AEM configuration (top 8 prioritized events) requires manual verification in Events Manager.",
      "evidence": {},
      "quick_win": false,
      "fix_time_minutes": 0,
      "confidence": "UNVERIFIED",
      "human_title": "Aggregated Event Measurement configuration",
      "category_display": "Pixel / CAPI Health"
    },
    {
      "check_id": "M07",
      "category": "pixel_capi",
      "check_name": "Standard vs custom events",
      "severity": "high",
      "result": "na",
      "value": "Requires Events Manager check",
      "detail": "Event configuration details (standard vs custom) require manual verification.",
      "evidence": {},
      "quick_win": false,
      "fix_time_minutes": 0,
      "confidence": "UNVERIFIED",
      "human_title": "Standard vs custom event usage",
      "category_display": "Pixel / CAPI Health"
    },
    {
      "check_id": "M08",
      "category": "pixel_capi",
      "check_name": "CAPI Gateway",
      "severity": "medium",
      "result": "na",
      "value": "Requires manual verification",
      "detail": "CAPI Gateway deployment status not available via API. Check Events Manager for server-side event sources.",
      "evidence": {},
      "quick_win": false,
      "fix_time_minutes": 0,
      "confidence": "UNVERIFIED",
      "human_title": "CAPI Gateway deployment",
      "category_display": "Pixel / CAPI Health"
    },
    {
      "check_id": "M09",
      "category": "pixel_capi",
      "check_name": "iOS attribution window",
      "severity": "high",
      "result": "pass",
      "value": "84% using 7d_click/1d_view",
      "detail": "31/37 ad sets use 7d click / 1d view (recommended setting).",
      "evidence": {
        "7d_click_1d_view": 31,
        "1d_click_only": 6,
        "other": 0,
        "not_set": 0
      },
      "quick_win": true,
      "fix_time_minutes": 2,
      "confidence": "VERIFIED",
      "human_title": "iOS attribution window configuration",
      "category_display": "Pixel / CAPI Health"
    },
    {
      "check_id": "M10",
      "category": "pixel_capi",
      "check_name": "Data freshness",
      "severity": "medium",
      "result": "na",
      "value": "Requires Events Manager check",
      "detail": "Real-time event lag cannot be determined via the Marketing API snapshot.",
      "evidence": {},
      "quick_win": false,
      "fix_time_minutes": 0,
      "confidence": "UNVERIFIED",
      "human_title": "Data freshness and event lag",
      "category_display": "Pixel / CAPI Health"
    },
    {
      "check_id": "M25",
      "category": "creative",
      "check_name": "Format diversity",
      "severity": "critical",
      "result": "fail",
      "value": "1 formats",
      "detail": "Only 1 format (unknown). Meta recommends at least 3 formats.",
      "evidence": {
        "formats": [
          "unknown"
        ]
      },
      "quick_win": true,
      "fix_time_minutes": 15,
      "confidence": "VERIFIED",
      "human_title": "Ad creative format diversity",
      "category_display": "Creative (Diversity & Fatigue)"
    },
    {
      "check_id": "M26",
      "category": "creative",
      "check_name": "Creative volume per ad set",
      "severity": "high",
      "result": "warning",
      "value": "Avg 4.6 ads/adset",
      "detail": "Average 4.6 ads per active ad set. 3 ad set(s) below recommended 5 ads.",
      "evidence": {
        "avg_ads_per_adset": 4.6,
        "adsets_under_3": 1,
        "adsets_under_5": 3
      },
      "quick_win": false,
      "fix_time_minutes": 0,
      "confidence": "VERIFIED",
      "human_title": "Number of creatives per ad set",
      "category_display": "Creative (Diversity & Fatigue)"
    },
    {
      "check_id": "M27",
      "category": "creative",
      "check_name": "Video aspect ratios",
      "severity": "high",
      "result": "fail",
      "value": "No video creatives",
      "detail": "No video creatives found. Video is essential for Reels/Stories placements.",
      "evidence": {},
      "quick_win": false,
      "fix_time_minutes": 0,
      "confidence": "ESTIMATED",
      "human_title": "Video aspect ratio coverage (9:16 for Reels)",
      "category_display": "Creative (Diversity & Fatigue)"
    },
    {
      "check_id": "M28",
      "category": "creative",
      "check_name": "Creative fatigue",
      "severity": "critical",
      "result": "pass",
      "value": "CTR change: +15.9%",
      "detail": "CTR stable or improving (+15.9%). Early: 1.02%, Recent: 1.18%, Frequency: 0.0.",
      "evidence": {
        "ctr_early": 1.019,
        "ctr_late": 1.181,
        "ctr_change_pct": 15.9,
        "frequency_late": 0
      },
      "quick_win": false,
      "fix_time_minutes": 0,
      "confidence": "CALCULATED",
      "human_title": "Creative fatigue detection",
      "category_display": "Creative (Diversity & Fatigue)"
    },
    {
      "check_id": "M29",
      "category": "creative",
      "check_name": "Hook rate (video)",
      "severity": "high",
      "result": "na",
      "value": "Not available via API",
      "detail": "Video hook rate (skip rate in first 3 seconds) requires Ads Manager breakdown. Check video_p25_watched_actions for proxy.",
      "evidence": {},
      "quick_win": false,
      "fix_time_minutes": 0,
      "confidence": "UNVERIFIED",
      "human_title": "Video hook rate (3-second retention)",
      "category_display": "Creative (Diversity & Fatigue)"
    },
    {
      "check_id": "M30",
      "category": "creative",
      "check_name": "Social proof / organic boosting",
      "severity": "medium",
      "result": "fail",
      "value": "0% boosted",
      "detail": "Only 0/181 (0%) creatives use organic posts. Boosting organic content adds social proof (likes, comments, shares).",
      "evidence": {
        "with_story_id": 0,
        "total": 181
      },
      "quick_win": false,
      "fix_time_minutes": 0,
      "confidence": "CALCULATED",
      "human_title": "Social proof through organic post boosting",
      "category_display": "Creative (Diversity & Fatigue)"
    },
    {
      "check_id": "M31",
      "category": "creative",
      "check_name": "UGC content",
      "severity": "high",
      "result": "na",
      "value": "Requires manual review",
      "detail": "UGC vs corporate creative classification requires visual inspection. Target: >=30% UGC/social-native content.",
      "evidence": {},
      "quick_win": false,
      "fix_time_minutes": 0,
      "confidence": "UNVERIFIED",
      "human_title": "User-generated content (UGC) proportion",
      "category_display": "Creative (Diversity & Fatigue)"
    },
    {
      "check_id": "M32",
      "category": "creative",
      "check_name": "Advantage+ Creative",
      "severity": "medium",
      "result": "warning",
      "value": "0 with enhancements",
      "detail": "No creatives using Advantage+ Creative enhancements. Test enabling for automated format/text optimization.",
      "evidence": {},
      "quick_win": false,
      "fix_time_minutes": 0,
      "confidence": "VERIFIED",
      "human_title": "Advantage+ Creative enhancements",
      "category_display": "Creative (Diversity & Fatigue)"
    },
    {
      "check_id": "M-CR1",
      "category": "creative",
      "check_name": "Creative freshness",
      "severity": "high",
      "result": "pass",
      "value": "Newest ad: 19 days",
      "detail": "Most recent ad created 19 days ago. Fresh creative is being tested.",
      "evidence": {},
      "quick_win": false,
      "fix_time_minutes": 0,
      "confidence": "VERIFIED",
      "human_title": "Creative freshness (days since newest ad)",
      "category_display": "Creative (Diversity & Fatigue)"
    },
    {
      "check_id": "M-CR2",
      "category": "creative",
      "check_name": "Frequency \u2014 Prospecting",
      "severity": "high",
      "result": "na",
      "value": "No frequency data",
      "detail": "Frequency data not available in insights.",
      "evidence": {},
      "quick_win": false,
      "fix_time_minutes": 0,
      "confidence": "UNVERIFIED",
      "human_title": "Ad frequency for prospecting audiences",
      "category_display": "Creative (Diversity & Fatigue)"
    },
    {
      "check_id": "M-CR3",
      "category": "creative",
      "check_name": "Frequency \u2014 Retargeting",
      "severity": "medium",
      "result": "na",
      "value": "No frequency data",
      "detail": "Frequency data not available.",
      "evidence": {},
      "quick_win": false,
      "fix_time_minutes": 0,
      "confidence": "UNVERIFIED",
      "human_title": "Ad frequency for retargeting audiences",
      "category_display": "Creative (Diversity & Fatigue)"
    },
    {
      "check_id": "M-CR4",
      "category": "creative",
      "check_name": "CTR benchmark",
      "severity": "high",
      "result": "pass",
      "value": "CTR: 1.07%",
      "detail": "Overall CTR is 1.07% \u2014 above 1.0% benchmark.",
      "evidence": {
        "ctr": 1.069,
        "clicks": 245384,
        "impressions": 22962126
      },
      "quick_win": false,
      "fix_time_minutes": 0,
      "confidence": "CALCULATED",
      "human_title": "Click-through rate vs industry benchmark",
      "category_display": "Creative (Diversity & Fatigue)"
    },
    {
      "check_id": "M-CR5",
      "category": "creative",
      "check_name": "Creative-demographic alignment",
      "severity": "high",
      "result": "na",
      "value": "Requires age/gender breakdown",
      "detail": "Age/gender engagement vs conversion breakdown not available in current data pull. Requires separate insights query with age,gender breakdown per creative.",
      "evidence": {},
      "quick_win": false,
      "fix_time_minutes": 0,
      "confidence": "UNVERIFIED",
      "human_title": "Creative-demographic alignment",
      "category_display": "Creative (Diversity & Fatigue)"
    },
    {
      "check_id": "M-CR6",
      "category": "creative",
      "check_name": "Text overlay / USP presence",
      "severity": "medium",
      "result": "fail",
      "value": "0% with text",
      "detail": "Only 0/181 (0%) creatives have text/USP. Creatives lack context \u2014 add text overlays with value propositions.",
      "evidence": {
        "with_text": 0,
        "total": 181
      },
      "quick_win": false,
      "fix_time_minutes": 0,
      "confidence": "ESTIMATED",
      "human_title": "Value proposition in ad text",
      "category_display": "Creative (Diversity & Fatigue)"
    },
    {
      "check_id": "M-CR7",
      "category": "creative",
      "check_name": "Persona-creative match",
      "severity": "medium",
      "result": "pass",
      "value": "0/666 identical pairs",
      "detail": "Different creative sets across audience segments \u2014 good persona matching.",
      "evidence": {},
      "quick_win": false,
      "fix_time_minutes": 0,
      "confidence": "CALCULATED",
      "human_title": "Creative differentiation across audiences",
      "category_display": "Creative (Diversity & Fatigue)"
    },
    {
      "check_id": "M11",
      "category": "structure",
      "check_name": "Campaign count",
      "severity": "high",
      "result": "pass",
      "value": "5 active campaigns",
      "detail": "5 active campaigns. Well-consolidated structure.",
      "evidence": {
        "active_campaigns": 5,
        "total_campaigns": 15
      },
      "quick_win": false,
      "fix_time_minutes": 0,
      "confidence": "VERIFIED",
      "human_title": "Number of active campaigns (consolidation)",
      "category_display": "Account Structure"
    },
    {
      "check_id": "M12",
      "category": "structure",
      "check_name": "CBO vs ABO",
      "severity": "high",
      "result": "pass",
      "value": "80% CBO",
      "detail": "4/5 active campaigns use CBO (Campaign Budget Optimization). Good \u2014 lets Meta optimize budget across ad sets.",
      "evidence": {
        "cbo_count": 4,
        "abo_count": 1
      },
      "quick_win": false,
      "fix_time_minutes": 0,
      "confidence": "VERIFIED",
      "human_title": "Campaign Budget Optimization (CBO) adoption",
      "category_display": "Account Structure"
    },
    {
      "check_id": "M13",
      "category": "structure",
      "check_name": "Learning phase",
      "severity": "critical",
      "result": "na",
      "value": "Learning phase data not available",
      "detail": "learning_phase_info not returned for active ad sets. Check Ads Manager directly.",
      "evidence": {},
      "quick_win": false,
      "fix_time_minutes": 0,
      "confidence": "UNVERIFIED",
      "human_title": "Learning phase health across ad sets",
      "category_display": "Account Structure"
    },
    {
      "check_id": "M14",
      "category": "structure",
      "check_name": "Learning resets",
      "severity": "high",
      "result": "na",
      "value": "Requires edit history",
      "detail": "Learning phase reset detection requires campaign edit history, which is not available from a single data snapshot.",
      "evidence": {},
      "quick_win": false,
      "fix_time_minutes": 0,
      "confidence": "UNVERIFIED",
      "human_title": "Learning phase reset frequency",
      "category_display": "Account Structure"
    },
    {
      "check_id": "M15",
      "category": "structure",
      "check_name": "Advantage+ Sales",
      "severity": "medium",
      "result": "warning",
      "value": "0 ASC campaigns",
      "detail": "No Advantage+ Sales campaigns detected. ASC typically outperforms manual campaigns for e-commerce (benchmark ROAS: 4.52:1).",
      "evidence": {
        "asc_campaigns": []
      },
      "quick_win": false,
      "fix_time_minutes": 0,
      "confidence": "VERIFIED",
      "human_title": "Advantage+ Shopping Campaigns testing",
      "category_display": "Account Structure"
    },
    {
      "check_id": "M16",
      "category": "structure",
      "check_name": "Ad set consolidation",
      "severity": "high",
      "result": "fail",
      "value": "3 overlapping pairs",
      "detail": "3/3 ad set pairs share similar targeting. Significant audience overlap \u2014 your ads are competing against each other. Consolidate similar ad sets.",
      "evidence": {},
      "quick_win": false,
      "fix_time_minutes": 0,
      "confidence": "CALCULATED",
      "human_title": "Ad set audience overlap / cannibalization",
      "category_display": "Account Structure"
    },
    {
      "check_id": "M17",
      "category": "structure",
      "check_name": "Budget distribution",
      "severity": "high",
      "result": "na",
      "value": "CBO budgets (no ad set budgets)",
      "detail": "Ad sets use CBO \u2014 budgets managed at campaign level.",
      "evidence": {},
      "quick_win": false,
      "fix_time_minutes": 0,
      "confidence": "UNVERIFIED",
      "human_title": "Minimum daily budget per ad set",
      "category_display": "Account Structure"
    },
    {
      "check_id": "M18",
      "category": "structure",
      "check_name": "Objective alignment",
      "severity": "high",
      "result": "warning",
      "value": "1 misaligned",
      "detail": "1 active campaigns use non-sales objectives: OUTCOME_AWARENESS. Ensure these support the purchase funnel.",
      "evidence": {
        "misaligned": [
          {
            "name": "BAU | TOF | UGC Awareness | Reach",
            "objective": "OUTCOME_AWARENESS"
          }
        ]
      },
      "quick_win": false,
      "fix_time_minutes": 0,
      "confidence": "VERIFIED",
      "human_title": "Campaign objective alignment with sales goal",
      "category_display": "Account Structure"
    },
    {
      "check_id": "M33",
      "category": "structure",
      "check_name": "Advantage+ Placements",
      "severity": "medium",
      "result": "fail",
      "value": "0% automatic",
      "detail": "7/7 ad sets use manual placements. Manual placement limits Meta's optimization. Enable Advantage+ unless justified.",
      "evidence": {},
      "quick_win": false,
      "fix_time_minutes": 0,
      "confidence": "VERIFIED",
      "human_title": "Advantage+ Placements usage",
      "category_display": "Account Structure"
    },
    {
      "check_id": "M34",
      "category": "structure",
      "check_name": "Placement review",
      "severity": "medium",
      "result": "pass",
      "value": "3 platforms active",
      "detail": "Placement breakdown available across 3 platforms: {'instagram': '67.7%', 'facebook': '32.3%', 'unknown': '0.0%'}.",
      "evidence": {
        "spend_by_platform": {
          "facebook": 34431.21,
          "instagram": 72323.88,
          "unknown": 0.0
        }
      },
      "quick_win": false,
      "fix_time_minutes": 0,
      "confidence": "VERIFIED",
      "human_title": "Multi-platform placement distribution",
      "category_display": "Account Structure"
    },
    {
      "check_id": "M35",
      "category": "structure",
      "check_name": "Attribution setting",
      "severity": "high",
      "result": "pass",
      "value": "100% correct",
      "detail": "7/7 active ad sets use 7d click / 1d view (recommended).",
      "evidence": {},
      "quick_win": true,
      "fix_time_minutes": 2,
      "confidence": "VERIFIED",
      "human_title": "Attribution window standardization",
      "category_display": "Account Structure"
    },
    {
      "check_id": "M36",
      "category": "structure",
      "check_name": "Bid strategy",
      "severity": "high",
      "result": "pass",
      "value": "4x LOWEST_COST_WITHOUT_CAP, 1x NOT_SET",
      "detail": "Bid strategies: 4x LOWEST_COST_WITHOUT_CAP, 1x NOT_SET.",
      "evidence": {
        "LOWEST_COST_WITHOUT_CAP": 4,
        "NOT_SET": 1
      },
      "quick_win": false,
      "fix_time_minutes": 0,
      "confidence": "VERIFIED",
      "human_title": "Bid strategy optimization",
      "category_display": "Account Structure"
    },
    {
      "check_id": "M37",
      "category": "structure",
      "check_name": "Campaign frequency",
      "severity": "high",
      "result": "na",
      "value": "No frequency data",
      "detail": "Frequency data not available.",
      "evidence": {},
      "quick_win": false,
      "fix_time_minutes": 0,
      "confidence": "UNVERIFIED",
      "human_title": "Overall campaign frequency control",
      "category_display": "Account Structure"
    },
    {
      "check_id": "M38",
      "category": "structure",
      "check_name": "Breakdown reporting",
      "severity": "medium",
      "result": "na",
      "value": "Requires process review",
      "detail": "Breakdown reporting frequency (monthly/quarterly/never) cannot be determined from an API snapshot. Recommend monthly review of age, gender, placement breakdowns.",
      "evidence": {},
      "quick_win": false,
      "fix_time_minutes": 0,
      "confidence": "UNVERIFIED",
      "human_title": "Breakdown effect monitoring",
      "category_display": "Account Structure"
    },
    {
      "check_id": "M39",
      "category": "structure",
      "check_name": "UTM parameters",
      "severity": "medium",
      "result": "na",
      "value": "Requires ad URL inspection",
      "detail": "UTM parameter presence requires checking ad preview URLs or URL templates, which are not in the current data pull. Add UTMs at campaign level.",
      "evidence": {},
      "quick_win": true,
      "fix_time_minutes": 5,
      "confidence": "UNVERIFIED",
      "human_title": "UTM parameter implementation",
      "category_display": "Account Structure"
    },
    {
      "check_id": "M40",
      "category": "structure",
      "check_name": "A/B testing",
      "severity": "medium",
      "result": "na",
      "value": "Requires Experiments review",
      "detail": "A/B testing activity requires checking Meta Experiments tool. Not available via standard campaign/ad set data.",
      "evidence": {},
      "quick_win": false,
      "fix_time_minutes": 0,
      "confidence": "UNVERIFIED",
      "human_title": "A/B testing activity",
      "category_display": "Account Structure"
    },
    {
      "check_id": "M-ST1",
      "category": "structure",
      "check_name": "Budget adequacy",
      "severity": "high",
      "result": "na",
      "value": "CBO \u2014 no ad set budgets",
      "detail": "Ad sets use CBO budgets. Avg CPA: EUR 4.71. Ensure campaign budget >= 5x CPA x number of ad sets.",
      "evidence": {},
      "quick_win": false,
      "fix_time_minutes": 0,
      "confidence": "UNVERIFIED",
      "human_title": "Budget adequacy for learning phase exit",
      "category_display": "Account Structure"
    },
    {
      "check_id": "M-ST2",
      "category": "structure",
      "check_name": "Budget utilization",
      "severity": "medium",
      "result": "na",
      "value": "CBO budgets",
      "detail": "Ad sets use CBO \u2014 utilization tracked at campaign level.",
      "evidence": {},
      "quick_win": false,
      "fix_time_minutes": 0,
      "confidence": "UNVERIFIED",
      "human_title": "Budget utilization rate",
      "category_display": "Account Structure"
    },
    {
      "check_id": "M19",
      "category": "audience",
      "check_name": "Audience overlap",
      "severity": "high",
      "result": "pass",
      "value": "5% overlap",
      "detail": "1/21 ad set pairs have similar targeting (5%). Low overlap \u2014 good audience separation.",
      "evidence": {},
      "quick_win": false,
      "fix_time_minutes": 0,
      "confidence": "ESTIMATED",
      "human_title": "Audience overlap between ad sets",
      "category_display": "Audience & Targeting"
    },
    {
      "check_id": "M20",
      "category": "audience",
      "check_name": "Custom Audience freshness",
      "severity": "high",
      "result": "na",
      "value": "No audience data",
      "detail": "Custom audience data not available. Cannot verify freshness.",
      "evidence": {},
      "quick_win": false,
      "fix_time_minutes": 0,
      "confidence": "UNVERIFIED",
      "human_title": "Custom audience data freshness",
      "category_display": "Audience & Targeting"
    },
    {
      "check_id": "M21",
      "category": "audience",
      "check_name": "Lookalike source quality",
      "severity": "medium",
      "result": "na",
      "value": "No audience data",
      "detail": "Audience data not available. Cannot evaluate lookalike source quality.",
      "evidence": {},
      "quick_win": false,
      "fix_time_minutes": 0,
      "confidence": "UNVERIFIED",
      "human_title": "Lookalike audience source quality",
      "category_display": "Audience & Targeting"
    },
    {
      "check_id": "M22",
      "category": "audience",
      "check_name": "Advantage+ Audience",
      "severity": "medium",
      "result": "pass",
      "value": "100% with Advantage+",
      "detail": "7/7 ad sets (100%) use Advantage+ Audience / targeting automation. Testing broad audiences alongside manual targeting.",
      "evidence": {},
      "quick_win": false,
      "fix_time_minutes": 0,
      "confidence": "VERIFIED",
      "human_title": "Advantage+ Audience automation",
      "category_display": "Audience & Targeting"
    },
    {
      "check_id": "M23",
      "category": "audience",
      "check_name": "Exclusion audiences",
      "severity": "high",
      "result": "fail",
      "value": "0% with exclusions",
      "detail": "Only 0/1 prospecting ad sets (0%) exclude audiences. Prospecting budget is likely reaching existing customers \u2014 exclude purchasers and website visitors from prospecting campaigns.",
      "evidence": {},
      "quick_win": true,
      "fix_time_minutes": 10,
      "confidence": "VERIFIED",
      "human_title": "Purchaser exclusion from prospecting",
      "category_display": "Audience & Targeting"
    },
    {
      "check_id": "M24",
      "category": "audience",
      "check_name": "First-party data & ESP sync",
      "severity": "high",
      "result": "na",
      "value": "No audience data",
      "detail": "Audience data not available. Cannot verify CRM upload or ESP sync.",
      "evidence": {},
      "quick_win": false,
      "fix_time_minutes": 0,
      "confidence": "UNVERIFIED",
      "human_title": "CRM / first-party data sync freshness",
      "category_display": "Audience & Targeting"
    },
    {
      "check_id": "M-AU1",
      "category": "audience",
      "check_name": "Placement-audience coherence",
      "severity": "medium",
      "result": "pass",
      "value": "IG 68% / FB 32%",
      "detail": "Platform split: IG 68% / FB 32%. Target age ~42 \u2014 platform mix is appropriate.",
      "evidence": {
        "instagram_pct": 67.7,
        "facebook_pct": 32.3,
        "avg_target_age": 41.5
      },
      "quick_win": false,
      "fix_time_minutes": 0,
      "confidence": "VERIFIED",
      "human_title": "Placement-demographic alignment (IG vs FB)",
      "category_display": "Audience & Targeting"
    },
    {
      "check_id": "M-AU2",
      "category": "audience",
      "check_name": "Demographic reach vs conversion alignment",
      "severity": "high",
      "result": "na",
      "value": "Requires age/gender breakdown",
      "detail": "Demographic reach vs conversion alignment requires insights with age,gender breakdown, which is not in the current data pull.",
      "evidence": {},
      "quick_win": false,
      "fix_time_minutes": 0,
      "confidence": "UNVERIFIED",
      "human_title": "Demographic reach vs conversion efficiency",
      "category_display": "Audience & Targeting"
    },
    {
      "check_id": "M-AT1",
      "category": "funnel",
      "check_name": "Post-view vs post-click attribution ratio",
      "severity": "critical",
      "result": "warning",
      "value": "41.8% post-view",
      "detail": "41.8% of conversions are post-view. Significant portion may not be incremental. Reported ROAS: 7.57x, Click-only ROAS: 4.24x. The real ROAS is likely closer to the click-only figure.",
      "evidence": {
        "purchases_click": 13207,
        "purchases_view": 9468,
        "total_purchases": 22675,
        "post_view_pct": 41.8,
        "reported_roas": 7.57,
        "click_only_roas": 4.24,
        "value_click": 453165.42,
        "value_view": 355417.31
      },
      "quick_win": false,
      "fix_time_minutes": 0,
      "confidence": "CALCULATED",
      "human_title": "Post-view attribution inflation risk",
      "category_display": "Funnel & Strategy"
    },
    {
      "check_id": "M-FA1",
      "category": "funnel",
      "check_name": "False retargeting detection",
      "severity": "critical",
      "result": "pass",
      "value": "0/7 false RTG",
      "detail": "All 7 non-ASC retargeting campaigns have custom audiences defined. Retargeting is properly configured.",
      "evidence": {
        "false_rtg": [],
        "true_rtg": [
          "Winter Sale | BOF | DPA Retargeting | Sales",
          "BAU | MOF | Retargeting | Sales",
          "Festive | BOF | DPA Retargeting | Sales",
          "BAU | BOF | DPA Retargeting | Sales",
          "Festive | BOF | Retargeting | Sales",
          "Winter Sale | MOF | Retargeting | Sales",
          "Festive | MOF | Retargeting | Sales"
        ],
        "asc_exceptions": []
      },
      "quick_win": false,
      "fix_time_minutes": 10,
      "confidence": "CALCULATED",
      "human_title": "False retargeting campaign detection",
      "category_display": "Funnel & Strategy"
    },
    {
      "check_id": "M-ST3",
      "category": "funnel",
      "check_name": "ASC+ existing customer budget cap",
      "severity": "high",
      "result": "na",
      "value": "No ASC campaigns",
      "detail": "No Advantage+ Sales campaigns found. This check applies to ASC campaigns only.",
      "evidence": {},
      "quick_win": false,
      "fix_time_minutes": 0,
      "confidence": "UNVERIFIED",
      "human_title": "ASC existing customer budget cap",
      "category_display": "Funnel & Strategy"
    },
    {
      "check_id": "M-ST4",
      "category": "funnel",
      "check_name": "Funnel-stage budget split",
      "severity": "high",
      "result": "pass",
      "value": "Prosp: 60% / RTG: 40% / Ret: 0% (by campaign count)",
      "detail": "Prospecting gets 60% of budget \u2014 healthy growth-oriented split. RTG: 40%, Retention: 0%.",
      "evidence": {
        "stage_budgets": {
          "prospecting": 0.0,
          "retargeting": 0.0,
          "retention": 0.0
        },
        "stage_campaigns": {
          "prospecting": [
            "BAU | TOF | Prospecting DPA | Sales",
            "BAU | TOF | Prospecting | Sales",
            "BAU | TOF | UGC Awareness | Reach"
          ],
          "retargeting": [
            "BAU | MOF | Retargeting | Sales",
            "BAU | BOF | DPA Retargeting | Sales"
          ],
          "retention": []
        },
        "prosp_pct": 60.0,
        "rtg_pct": 40.0,
        "ret_pct": 0.0
      },
      "quick_win": false,
      "fix_time_minutes": 0,
      "confidence": "CALCULATED",
      "human_title": "Prospecting vs retargeting budget split",
      "category_display": "Funnel & Strategy"
    }
  ],
  "sanity_checks": {
    "check_1_roas": "PASS",
    "check_2_aov": "PASS",
    "check_3_spend": "PASS",
    "check_4_attribution": {
      "total_purchases": 22675,
      "click_purchases": 13207,
      "view_purchases": 9468,
      "post_view_pct": 41.8,
      "reported_roas": 7.57,
      "click_roas": 4.24
    },
    "check_5_false_rtg": {
      "flagged": 0,
      "asc_exceptions": 0,
      "true_rtg": 8,
      "flags": []
    },
    "all_pass": true,
    "summary": {
      "spend": 106755.09,
      "revenue_total": 808582.73,
      "revenue_click": 453165.42,
      "revenue_view": 355417.31,
      "purchases_total": 22675,
      "purchases_click": 13207,
      "purchases_view": 9468,
      "reported_roas": 7.5742,
      "click_roas": 4.2449,
      "api_roas": 7.574184,
      "implied_aov": 35.66,
      "post_view_pct": 41.8
    }
  },
  "financial_summary": {
    "total_spend": 106755.09,
    "total_revenue": 808582.73,
    "click_revenue": 453165.42,
    "view_revenue": 355417.31,
    "total_purchases": 22675,
    "click_purchases": 13207,
    "view_purchases": 9468,
    "reported_roas": 7.5742,
    "click_roas": 4.2449,
    "implied_aov": 35.66,
    "post_view_pct": 41.8,
    "currency": "GBP"
  },
  "confidence_summary": {
    "VERIFIED": 16,
    "CALCULATED": 8,
    "ESTIMATED": 3,
    "UNVERIFIED": 28
  },
  "seasonality_context": "Your Q1 CPA improved 38% vs Q4 (\u00a34 vs \u00a37). Last year the same period saw a rise."
}