{ "account": { "name": "Chillys Bottles", "id": "act_864659590254750", "currency": "GBP", "date_range": { "start": "2025-12-02", "end": "2026-03-02" }, "scoring_period": "Dec 2025 \u2014 Mar 2026 (3 months)", "trend_period": "Sep 2025 \u2014 Mar 2026 (6 months)", "yoy_period": "Sep 2024 \u2014 Mar 2026 (18 months)" }, "financial": { "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 }, "scoring": { "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." }, "campaigns": [ { "name": "Winter Sale | MOF | Retargeting | Sales", "campaign_id": "6911997579543", "spend": 19485.24, "purchases_total": 5709, "purchases_click": 4309, "purchases_view": 1400, "revenue_total": 183355.2, "revenue_click": 137728.27, "revenue_view": 45626.93, "roas_total": 9.41, "roas_click": 7.07, "cpa": 3.41, "impressions": 4655355, "clicks": 57870, "ctr": 1.243085, "cpm": 4.185554, "frequency": 5.701689 }, { "name": "BAU | BOF | DPA Retargeting | Sales", "campaign_id": "6866843779743", "spend": 19271.72, "purchases_total": 2611, "purchases_click": 1095, "purchases_view": 1516, "revenue_total": 102876.52, "revenue_click": 41422.61, "revenue_view": 61453.91, "roas_total": 5.34, "roas_click": 2.15, "cpa": 7.38, "impressions": 2560872, "clicks": 22937, "ctr": 0.895671, "cpm": 7.525452, "frequency": 81.230476 }, { "name": "BAU | TOF | Prospecting DPA | Sales", "campaign_id": "6778321194743", "spend": 11793.46, "purchases_total": 2542, "purchases_click": 1395, "purchases_view": 1147, "revenue_total": 95091.48, "revenue_click": 51593.43, "revenue_view": 43498.05, "roas_total": 8.06, "roas_click": 4.37, "cpa": 4.64, "impressions": 2455714, "clicks": 42046, "ctr": 1.71217, "cpm": 4.802457, "frequency": 4.453566 }, { "name": "Winter Sale | BOF | DPA Retargeting | Sales", "campaign_id": "6920415470943", "spend": 10713.98, "purchases_total": 1114, "purchases_click": 706, "purchases_view": 408, "revenue_total": 37750.68, "revenue_click": 24161.11, "revenue_view": 13589.57, "roas_total": 3.52, "roas_click": 2.26, "cpa": 9.62, "impressions": 1012873, "clicks": 13239, "ctr": 1.307074, "cpm": 10.577812, "frequency": 38.829711 }, { "name": "BAU | MOF | Retargeting | Sales", "campaign_id": "6866545346143", "spend": 9766.62, "purchases_total": 1778, "purchases_click": 930, "purchases_view": 848, "revenue_total": 63922.69, "revenue_click": 32596.3, "revenue_view": 31326.39, "roas_total": 6.55, "roas_click": 3.34, "cpa": 5.49, "impressions": 2419688, "clicks": 18992, "ctr": 0.784895, "cpm": 4.036314, "frequency": 4.103545 }, { "name": "Winter Sale | TOF | Prospecting | Sales", "campaign_id": "6911993341743", "spend": 9685.77, "purchases_total": 3784, "purchases_click": 2812, "purchases_view": 972, "revenue_total": 120852.57, "revenue_click": 87299.69, "revenue_view": 33552.88, "roas_total": 12.48, "roas_click": 9.01, "cpa": 2.56, "impressions": 2959820, "clicks": 44994, "ctr": 1.52016, "cpm": 3.272419, "frequency": 2.377717 }, { "name": "BAU | TOF | Prospecting | Sales", "campaign_id": "6866540532943", "spend": 7115.96, "purchases_total": 1368, "purchases_click": 770, "purchases_view": 598, "revenue_total": 48167.44, "revenue_click": 26052.02, "revenue_view": 22115.42, "roas_total": 6.77, "roas_click": 3.66, "cpa": 5.2, "impressions": 1603425, "clicks": 18815, "ctr": 1.173426, "cpm": 4.437975, "frequency": 1.970165 }, { "name": "Festive | TOF | Prospecting | Sales", "campaign_id": "6903423260543", "spend": 3743.47, "purchases_total": 982, "purchases_click": 236, "purchases_view": 746, "revenue_total": 41011.72, "revenue_click": 10317.46, "revenue_view": 30694.26, "roas_total": 10.96, "roas_click": 2.76, "cpa": 3.81, "impressions": 643160, "clicks": 3785, "ctr": 0.588501, "cpm": 5.820433, "frequency": 3.405035 }, { "name": "Festive | BOF | DPA Retargeting | Sales", "campaign_id": "6903441763543", "spend": 3659.59, "purchases_total": 766, "purchases_click": 295, "purchases_view": 471, "revenue_total": 30300.21, "revenue_click": 12140.9, "revenue_view": 18159.31, "roas_total": 8.28, "roas_click": 3.32, "cpa": 4.78, "impressions": 429679, "clicks": 4817, "ctr": 1.121069, "cpm": 8.517032, "frequency": 17.488665 }, { "name": "Festive | MOF | Retargeting | Sales", "campaign_id": "6903425715943", "spend": 3031.48, "purchases_total": 785, "purchases_click": 218, "purchases_view": 567, "revenue_total": 33764.55, "revenue_click": 9722.78, "revenue_view": 24041.77, "roas_total": 11.14, "roas_click": 3.21, "cpa": 3.86, "impressions": 663242, "clicks": 4321, "ctr": 0.651497, "cpm": 4.5707, "frequency": 3.815024 }, { "name": "Collab | Sales | Oasis", "campaign_id": "6835663371943", "spend": 2583.13, "purchases_total": 429, "purchases_click": 214, "purchases_view": 215, "revenue_total": 18193.12, "revenue_click": 9662.3, "revenue_view": 8530.82, "roas_total": 7.04, "roas_click": 3.74, "cpa": 6.02, "impressions": 676453, "clicks": 4855, "ctr": 0.717714, "cpm": 3.818639, "frequency": 1.745262 }, { "name": "Retention | Cross-Sell | Sales", "campaign_id": "6866849134943", "spend": 2440.86, "purchases_total": 403, "purchases_click": 103, "purchases_view": 300, "revenue_total": 16539.52, "revenue_click": 4568.39, "revenue_view": 11971.13, "roas_total": 6.78, "roas_click": 1.87, "cpa": 6.06, "impressions": 692532, "clicks": 4144, "ctr": 0.598384, "cpm": 3.524545, "frequency": 3.121369 }, { "name": "BAU | TOF | UGC Awareness | Reach", "campaign_id": "6902816425943", "spend": 2113.02, "purchases_total": 45, "purchases_click": 45, "purchases_view": 0, "revenue_total": 1615.62, "revenue_click": 1615.62, "revenue_view": 0.0, "roas_total": 0.76, "roas_click": 0.76, "cpa": 46.96, "impressions": 1853114, "clicks": 969, "ctr": 0.05229, "cpm": 1.140254, "frequency": 2.221586 }, { "name": "Festive | BOF | Retargeting | Sales", "campaign_id": "6893673870343", "spend": 1348.0, "purchases_total": 358, "purchases_click": 124, "purchases_view": 234, "revenue_total": 15115.82, "revenue_click": 5900.18, "revenue_view": 9215.64, "roas_total": 11.21, "roas_click": 4.38, "cpa": 3.77, "impressions": 330033, "clicks": 3598, "ctr": 1.090194, "cpm": 4.08444, "frequency": 2.147087 }, { "name": "S3 Launch | TOF | Awareness | Reach", "campaign_id": "6942855163743", "spend": 2.79, "purchases_total": 1, "purchases_click": 1, "purchases_view": 0, "revenue_total": 25.59, "revenue_click": 25.59, "revenue_view": 0.0, "roas_total": 9.17, "roas_click": 9.17, "cpa": 2.79, "impressions": 6166, "clicks": 2, "ctr": 0.032436, "cpm": 0.452481, "frequency": 1.037 } ], "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" } ], "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." } ], "confidence_summary": { "VERIFIED": 16, "CALCULATED": 8, "ESTIMATED": 3, "UNVERIFIED": 28 }, "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 } }, "trends": [ { "date_start": "2025-09-02", "date_stop": "2025-09-30", "month": "2025-09", "spend": 22875.51, "impressions": 4313999, "clicks": 39564, "purchases": 1339, "revenue": 57055.77, "roas": 2.4942, "cpa": 17.08, "cpm": 5.3, "ctr": 0.9171 }, { "date_start": "2025-10-01", "date_stop": "2025-10-31", "month": "2025-10", "spend": 23234.99, "impressions": 4421626, "clicks": 56818, "purchases": 1962, "revenue": 88357.08, "roas": 3.8028, "cpa": 11.84, "cpm": 5.25, "ctr": 1.285 }, { "date_start": "2025-11-01", "date_stop": "2025-11-30", "month": "2025-11", "spend": 30099.63, "impressions": 5113362, "clicks": 50942, "purchases": 4304, "revenue": 188562.42, "roas": 6.2646, "cpa": 6.99, "cpm": 5.89, "ctr": 0.9963 }, { "date_start": "2025-12-01", "date_stop": "2025-12-31", "month": "2025-12", "spend": 39942.42, "impressions": 9417204, "clicks": 74400, "purchases": 7125, "revenue": 297684.31, "roas": 7.4528, "cpa": 5.61, "cpm": 4.24, "ctr": 0.79 }, { "date_start": "2026-01-01", "date_stop": "2026-01-31", "month": "2026-01", "spend": 50010.96, "impressions": 9922046, "clicks": 131034, "purchases": 12131, "revenue": 399304.77, "roas": 7.9843, "cpa": 4.12, "cpm": 5.04, "ctr": 1.3206 }, { "date_start": "2026-02-01", "date_stop": "2026-02-28", "month": "2026-02", "spend": 17011.3, "impressions": 3486905, "clicks": 39226, "purchases": 3424, "revenue": 115464.53, "roas": 6.7875, "cpa": 4.97, "cpm": 4.88, "ctr": 1.125 }, { "date_start": "2026-03-01", "date_stop": "2026-03-02", "month": "2026-03", "spend": 1335.6, "impressions": 411492, "clicks": 2914, "purchases": 302, "revenue": 9007.05, "roas": 6.7438, "cpa": 4.42, "cpm": 3.25, "ctr": 0.7082 } ], "trends_campaigns": [ { "date_start": "2025-09-02", "date_stop": "2025-09-30", "month": "2025-09", "spend": 1482.67, "impressions": 262070, "clicks": 4304, "purchases": 116, "revenue": 4259.23, "roas": 2.8727, "cpa": 12.78, "cpm": 5.66, "ctr": 1.6423, "campaign_name": "BAU | TOF | Prospecting DPA | Sales", "campaign_id": "6778321194743" }, { "date_start": "2025-09-02", "date_stop": "2025-09-30", "month": "2025-09", "spend": 2231.35, "impressions": 453133, "clicks": 5432, "purchases": 153, "revenue": 6257.76, "roas": 2.8045, "cpa": 14.58, "cpm": 4.92, "ctr": 1.1988, "campaign_name": "Collab | Sales | Oasis", "campaign_id": "6835663371943" }, { "date_start": "2025-09-02", "date_stop": "2025-09-30", "month": "2025-09", "spend": 0.0, "impressions": 0, "clicks": 0, "purchases": 16, "revenue": 573.66, "roas": 0, "cpa": 0.0, "cpm": 0.0, "ctr": 0.0, "campaign_name": "UK | Summer Sale | ToFu + MoFu | Conversions | August 25", "campaign_id": "6852577489343" }, { "date_start": "2025-09-02", "date_stop": "2025-09-30", "month": "2025-09", "spend": 0.0, "impressions": 0, "clicks": 0, "purchases": 4, "revenue": 140.38, "roas": 0, "cpa": 0.0, "cpm": 0.0, "ctr": 0.0, "campaign_name": "UK | Summer Sale | BoFu | Abandoned Baskets | Conversions | August 25", "campaign_id": "6861222371943" }, { "date_start": "2025-09-02", "date_stop": "2025-09-30", "month": "2025-09", "spend": 5364.77, "impressions": 1002908, "clicks": 10817, "purchases": 288, "revenue": 11625.96, "roas": 2.1671, "cpa": 18.63, "cpm": 5.35, "ctr": 1.0786, "campaign_name": "BAU | TOF | Prospecting | Sales", "campaign_id": "6866540532943" }, { "date_start": "2025-09-02", "date_stop": "2025-09-30", "month": "2025-09", "spend": 3704.44, "impressions": 701923, "clicks": 6725, "purchases": 222, "revenue": 8508.82, "roas": 2.2969, "cpa": 16.69, "cpm": 5.28, "ctr": 0.9581, "campaign_name": "BAU | MOF | Retargeting | Sales", "campaign_id": "6866545346143" }, { "date_start": "2025-09-02", "date_stop": "2025-09-30", "month": "2025-09", "spend": 2677.37, "impressions": 332937, "clicks": 3128, "purchases": 173, "revenue": 7144.38, "roas": 2.6684, "cpa": 15.48, "cpm": 8.04, "ctr": 0.9395, "campaign_name": "BAU | BOF | DPA Retargeting | Sales", "campaign_id": "6866843779743" }, { "date_start": "2025-09-02", "date_stop": "2025-09-30", "month": "2025-09", "spend": 3016.95, "impressions": 629511, "clicks": 5610, "purchases": 168, "revenue": 6279.77, "roas": 2.0815, "cpa": 17.96, "cpm": 4.79, "ctr": 0.8912, "campaign_name": "Retention | Cross-Sell | Sales", "campaign_id": "6866849134943" }, { "date_start": "2025-09-02", "date_stop": "2025-09-30", "month": "2025-09", "spend": 1504.41, "impressions": 234396, "clicks": 1387, "purchases": 82, "revenue": 8398.32, "roas": 5.5825, "cpa": 18.35, "cpm": 6.42, "ctr": 0.5917, "campaign_name": "UK | Back to School | ToFu + MoFu | Conversions", "campaign_id": "6872874517343" }, { "date_start": "2025-09-02", "date_stop": "2025-09-30", "month": "2025-09", "spend": 2038.15, "impressions": 452635, "clicks": 1679, "purchases": 70, "revenue": 2292.21, "roas": 1.1247, "cpa": 29.12, "cpm": 4.5, "ctr": 0.3709, "campaign_name": "UK | Student | ToFu + MoFu | Sales", "campaign_id": "6883108494143" }, { "date_start": "2025-09-02", "date_stop": "2025-09-30", "month": "2025-09", "spend": 150.43, "impressions": 122441, "clicks": 78, "purchases": 0, "revenue": 0.0, "roas": 0.0, "cpa": 0, "cpm": 1.23, "ctr": 0.0637, "campaign_name": "Chopova Lowena | Reel Promotion", "campaign_id": "6884225662143" }, { "date_start": "2025-09-02", "date_stop": "2025-09-30", "month": "2025-09", "spend": 704.97, "impressions": 122045, "clicks": 404, "purchases": 47, "revenue": 1575.29, "roas": 2.2345, "cpa": 15.0, "cpm": 5.78, "ctr": 0.331, "campaign_name": "UK | Students | Conversions | Sept 25", "campaign_id": "6884845107543" }, { "date_start": "2025-10-01", "date_stop": "2025-10-31", "month": "2025-10", "spend": 2402.63, "impressions": 458839, "clicks": 8725, "purchases": 345, "revenue": 16285.48, "roas": 6.7782, "cpa": 6.96, "cpm": 5.24, "ctr": 1.9015, "campaign_name": "BAU | TOF | Prospecting DPA | Sales", "campaign_id": "6778321194743" }, { "date_start": "2025-10-01", "date_stop": "2025-10-31", "month": "2025-10", "spend": 4622.34, "impressions": 1118192, "clicks": 10197, "purchases": 314, "revenue": 13842.21, "roas": 2.9946, "cpa": 14.72, "cpm": 4.13, "ctr": 0.9119, "campaign_name": "Collab | 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"cpa": 14.82, "cpm": 5.77, "ctr": 0.85 }, "spend_change_pct": -92.8356671771531, "roas_change_pct": 154.96408317580344, "cpa_change_pct": -70.17543859649122, "cpm_change_pct": -43.67417677642981 } ], "quarterly_data": { "Q3 2024": { "spend": 120003.34, "revenue": 262356.07, "purchases": 5780, "impressions": 58881375, "roas": 2.1862, "cpa": 20.76, "cpm": 2.04 }, "Q4 2024": { "spend": 244729.87, "revenue": 861711.06, "purchases": 20776, "impressions": 52652109, "roas": 3.5211, "cpa": 11.78, "cpm": 4.65 }, "Q1 2025": { "spend": 54592.06, "revenue": 150996.58, "purchases": 3720, "impressions": 10170628, "roas": 2.7659, "cpa": 14.68, "cpm": 5.37 }, "Q2 2025": { "spend": 48240.54, "revenue": 136094.48, "purchases": 3117, "impressions": 9646809, "roas": 2.8212, "cpa": 15.48, "cpm": 5.0 }, "Q3 2025": { "spend": 71330.02, "revenue": 298699.96, "purchases": 7474, "impressions": 13923010, "roas": 4.1876, "cpa": 9.54, "cpm": 5.12 }, "Q4 2025": { "spend": 93277.04, "revenue": 574603.81, "purchases": 13391, "impressions": 18952192, "roas": 6.1602, "cpa": 6.97, "cpm": 4.92 }, "Q1 2026": { "spend": 68357.86, "revenue": 523776.35, "purchases": 15857, "impressions": 13820443, "roas": 7.6623, "cpa": 4.31, "cpm": 4.95 } }, "quarterly_comparisons": [ { "label": "Q4 2024 vs Q4 2025", "current": { "spend": 93277.04, "revenue": 574603.81, "purchases": 13391, "impressions": 18952192, "roas": 6.1602, "cpa": 6.97, "cpm": 4.92 }, "previous": { "spend": 244729.87, "revenue": 861711.06, "purchases": 20776, "impressions": 52652109, "roas": 3.5211, "cpa": 11.78, "cpm": 4.65 }, "spend_change": -61.9, "roas_change": 75.0, "cpa_change": -40.8 }, { "label": "Q1 2025 vs Q1 2026", "current": { "spend": 68357.86, "revenue": 523776.35, "purchases": 15857, "impressions": 13820443, "roas": 7.6623, "cpa": 4.31, "cpm": 4.95 }, "previous": { "spend": 54592.06, "revenue": 150996.58, "purchases": 3720, "impressions": 10170628, "roas": 2.7659, "cpa": 14.68, "cpm": 5.37 }, "spend_change": 25.2, "roas_change": 177.0, "cpa_change": -70.6 } ] }, "seasonality_context": "Your Q1 CPA improved 38% vs Q4 (\u00a34 vs \u00a37). Last year the same period saw a rise." }