{ "account": { "name": "Eclo", "id": "act_494706528770960", "currency": "EUR", "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": 26726.53, "revenue_total": 45301.27, "revenue_click": 33409.61, "revenue_view": 11891.659999999996, "purchases_total": 922, "purchases_click": 719, "purchases_view": 203, "reported_roas": 1.695, "click_roas": 1.2501, "api_roas": 1.694993, "implied_aov": 49.13, "post_view_pct": 22.0 }, "scoring": { "overall_score": 58.2, "grade_letter": "D", "grade_label": "Poor", "category_scores": { "pixel_capi": { "score": 18.8, "grade": "F", "total_checks": 10, "evaluated": 2, "na_count": 8, "blocked_count": 0, "limited_data": true }, "creative": { "score": 61.6, "grade": "C", "total_checks": 15, "evaluated": 10, "na_count": 5, "blocked_count": 0, "limited_data": false }, "structure": { "score": 52.5, "grade": "D", "total_checks": 18, "evaluated": 12, "na_count": 6, "blocked_count": 0, "limited_data": false }, "audience": { "score": 66.7, "grade": "C", "total_checks": 8, "evaluated": 4, "na_count": 1, "blocked_count": 3, "limited_data": false }, "funnel": { "score": 90.6, "grade": "A", "total_checks": 4, "evaluated": 4, "na_count": 0, "blocked_count": 0, "limited_data": false } }, "radar_scores": { "pixel_capi": { "current": 1.0, "potential": 5.0 }, "creative": { "current": 3.0, "potential": 4.0 }, "structure": { "current": 2.0, "potential": 5.0 }, "audience": { "current": 3.0, "potential": 5.0 }, "funnel": { "current": 5.0, "potential": 5.0 } } }, "killer_stat": { "check_id": "M01", "text": "No active pixels detected. Tracking data is unreliable." }, "campaigns": [ { "name": "NM.|Products|Social|ASC|FR|Scaling", "campaign_id": "120233910688500659", "spend": 12721.1, "purchases_total": 443, "purchases_click": 353, "purchases_view": 90, "revenue_total": 21232.99, "revenue_click": 16228.14, "revenue_view": 5004.85, "roas_total": 1.67, "roas_click": 1.28, "cpa": 28.72, "impressions": 1058242, "clicks": 17284, "ctr": 1.633275, "cpm": 12.020974, "frequency": 4.836462 }, { "name": "NM.|Products|Social|ASC|FR|Co-pub", "campaign_id": "120229824074960659", "spend": 4199.69, "purchases_total": 165, "purchases_click": 144, "purchases_view": 21, "revenue_total": 7671.18, "revenue_click": 6325.17, "revenue_view": 1346.01, "roas_total": 1.83, "roas_click": 1.51, "cpa": 25.45, "impressions": 302422, "clicks": 6877, "ctr": 2.273975, "cpm": 13.886853, "frequency": 2.150664 }, { "name": "NM.|Products|Social|Retargeting|WV+SME|FR|Conversions_Achat", "campaign_id": "120229825112530659", "spend": 4107.01, "purchases_total": 119, "purchases_click": 87, "purchases_view": 32, "revenue_total": 6240.46, "revenue_click": 4153.26, "revenue_view": 2087.2, "roas_total": 1.52, "roas_click": 1.01, "cpa": 34.51, "impressions": 309070, "clicks": 5174, "ctr": 1.674054, "cpm": 13.288284, "frequency": 5.101428 }, { "name": "NM.|Products|Social|Fidelisation|Repeat_Purchases|FR/LU/BE|Conversions_Website_Purchase(new2)", "campaign_id": "120229826094440659", "spend": 3085.75, "purchases_total": 143, "purchases_click": 89, "purchases_view": 54, "revenue_total": 7180.75, "revenue_click": 4003.15, "revenue_view": 3177.6, "roas_total": 2.33, "roas_click": 1.3, "cpa": 21.58, "impressions": 197987, "clicks": 2945, "ctr": 1.487471, "cpm": 15.585619, "frequency": 4.449146 }, { "name": "NM.|Products|Social|ASC|FR|Testing", "campaign_id": "120242305909800659", "spend": 1822.1, "purchases_total": 52, "purchases_click": 46, "purchases_view": 6, "revenue_total": 2975.9, "revenue_click": 2699.9, "revenue_view": 276.0, "roas_total": 1.63, "roas_click": 1.48, "cpa": 35.04, "impressions": 173472, "clicks": 2848, "ctr": 1.641764, "cpm": 10.503712, "frequency": 2.350537 }, { "name": "NM.|Products|Trafic|Landing-Page-View", "campaign_id": "120211886238780659", "spend": 491.4, "purchases_total": 0, "purchases_click": 0, "purchases_view": 0, "revenue_total": 0.0, "revenue_click": 0.0, "revenue_view": 0.0, "roas_total": 0.0, "roas_click": 0.0, "cpa": 0, "impressions": 217983, "clicks": 6556, "ctr": 3.007574, "cpm": 2.254304, "frequency": 1.293614 }, { "name": "Publication Instagram\u00a0: CONCOURS EXCLUSIF \ud83d\udc8b : 5...", "campaign_id": "120239646372710659", "spend": 139.67, "purchases_total": 0, "purchases_click": 0, "purchases_view": 0, "revenue_total": 0.0, "revenue_click": 0.0, "revenue_view": 0.0, "roas_total": 0.0, "roas_click": 0.0, "cpa": 0, "impressions": 13119, "clicks": 456, "ctr": 3.475875, "cpm": 10.646391, "frequency": 1.578131 }, { "name": "Publication Instagram\u00a0: \ud83d\udc8b CONCOURS EXCLUSIF : LES...", "campaign_id": "120241998348190659", "spend": 79.98, "purchases_total": 0, "purchases_click": 0, "purchases_view": 0, "revenue_total": 0.0, "revenue_click": 0.0, "revenue_view": 0.0, "roas_total": 0.0, "roas_click": 0.0, "cpa": 0, "impressions": 14842, "clicks": 512, "ctr": 3.44967, "cpm": 5.388762, "frequency": 1.384386 }, { "name": "Publication Instagram\u00a0: Nouveau \ud83e\udee6 S\u00e9rum L\u00e8vres...", "campaign_id": "120239609692520659", "spend": 40.02, "purchases_total": 0, "purchases_click": 0, "purchases_view": 0, "revenue_total": 0.0, "revenue_click": 0.0, "revenue_view": 0.0, "roas_total": 0.0, "roas_click": 0.0, "cpa": 0, "impressions": 11902, "clicks": 201, "ctr": 1.688792, "cpm": 3.36246, "frequency": 1.234007 }, { "name": "Instagram Post", "campaign_id": "120240081476080659", "spend": 39.81, "purchases_total": 0, "purchases_click": 0, "purchases_view": 0, "revenue_total": 0.0, "revenue_click": 0.0, "revenue_view": 0.0, "roas_total": 0.0, "roas_click": 0.0, "cpa": 0, "impressions": 4059, "clicks": 144, "ctr": 3.547672, "cpm": 9.807834, "frequency": 1.194526 } ], "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, "human_title": "Pixel installation status", "category_display": "Pixel / CAPI Health", "confidence": "UNVERIFIED" }, { "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, "human_title": "Server-side tracking (CAPI) status", "category_display": "Pixel / CAPI Health", "confidence": "UNVERIFIED" }, { "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, "human_title": "Event deduplication between Pixel and CAPI", "category_display": "Pixel / CAPI Health", "confidence": "UNVERIFIED" }, { "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, "human_title": "Event Match Quality score", "category_display": "Pixel / CAPI Health", "confidence": "UNVERIFIED" }, { "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, "human_title": "Domain verification in Business Manager", "category_display": "Pixel / CAPI Health", "confidence": "UNVERIFIED" }, { "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, "human_title": "Aggregated Event Measurement configuration", "category_display": "Pixel / CAPI Health", "confidence": "UNVERIFIED" }, { "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, "human_title": "Standard vs custom event usage", "category_display": "Pixel / CAPI Health", "confidence": "UNVERIFIED" }, { "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, "human_title": "CAPI Gateway deployment", "category_display": "Pixel / CAPI Health", "confidence": "UNVERIFIED" }, { "check_id": "M09", "category": "pixel_capi", "check_name": "iOS attribution window", "severity": "high", "result": "warning", "value": "67% using 7d_click/1d_view", "detail": "10/15 use 7d/1d, 1 use 1d click only, 0 have other settings.", "evidence": { "7d_click_1d_view": 10, "1d_click_only": 1, "other": 0, "not_set": 4 }, "quick_win": true, "fix_time_minutes": 2, "human_title": "iOS attribution window configuration", "category_display": "Pixel / CAPI Health", "confidence": "VERIFIED" }, { "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, "human_title": "Data freshness and event lag", "category_display": "Pixel / CAPI Health", "confidence": "UNVERIFIED" }, { "check_id": "M25", "category": "creative", "check_name": "Format diversity", "severity": "critical", "result": "warning", "value": "2 formats", "detail": "Only 2 formats (image, video). Add a third format for better reach.", "evidence": { "formats": [ "image", "video" ], "unknown_count": 0 }, "quick_win": true, "fix_time_minutes": 15, "human_title": "Ad creative format diversity", "category_display": "Creative (Diversity & Fatigue)", "confidence": "VERIFIED" }, { "check_id": "M26", "category": "creative", "check_name": "Creative volume per ad set", "severity": "high", "result": "fail", "value": "Avg 2.7 ads/adset", "detail": "Average 2.7 ads per active ad set. 6 ad set(s) have fewer than 3 ads \u2014 insufficient for optimization.", "evidence": { "avg_ads_per_adset": 2.7, "adsets_under_3": 6, "adsets_under_5": 6 }, "quick_win": false, "fix_time_minutes": 0, "human_title": "Number of creatives per ad set", "category_display": "Creative (Diversity & Fatigue)", "confidence": "VERIFIED" }, { "check_id": "M27", "category": "creative", "check_name": "Video aspect ratios", "severity": "high", "result": "warning", "value": "7 video creatives", "detail": "Found 7 video creatives. Verify that 9:16 aspect ratio is available for Reels/Stories placements.", "evidence": { "video_count": 7 }, "quick_win": false, "fix_time_minutes": 0, "human_title": "Video aspect ratio coverage (9:16 for Reels)", "category_display": "Creative (Diversity & Fatigue)", "confidence": "ESTIMATED" }, { "check_id": "M28", "category": "creative", "check_name": "Creative fatigue", "severity": "critical", "result": "pass", "value": "CTR change: +7.1%", "detail": "CTR stable or improving (+7.1%). Early: 1.81%, Recent: 1.94%, Frequency: 0.0.", "evidence": { "ctr_early": 1.811, "ctr_late": 1.94, "ctr_change_pct": 7.1, "frequency_late": 0 }, "quick_win": false, "fix_time_minutes": 0, "human_title": "Creative fatigue detection", "category_display": "Creative (Diversity & Fatigue)", "confidence": "CALCULATED" }, { "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, "human_title": "Video hook rate (3-second retention)", "category_display": "Creative (Diversity & Fatigue)", "confidence": "UNVERIFIED" }, { "check_id": "M30", "category": "creative", "check_name": "Social proof / organic boosting", "severity": "medium", "result": "fail", "value": "0% boosted", "detail": "Only 0/114 (0%) creatives use organic posts. Boosting organic content adds social proof (likes, comments, shares).", "evidence": { "with_story_id": 0, "total": 114 }, "quick_win": false, "fix_time_minutes": 0, "human_title": "Social proof through organic post boosting", "category_display": "Creative (Diversity & Fatigue)", "confidence": "CALCULATED" }, { "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, "human_title": "User-generated content (UGC) proportion", "category_display": "Creative (Diversity & Fatigue)", "confidence": "UNVERIFIED" }, { "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, "human_title": "Advantage+ Creative enhancements", "category_display": "Creative (Diversity & Fatigue)", "confidence": "VERIFIED" }, { "check_id": "M-CR1", "category": "creative", "check_name": "Creative freshness", "severity": "high", "result": "pass", "value": "Newest ad: 1 days", "detail": "Most recent ad created 1 days ago. Fresh creative is being tested.", "evidence": {}, "quick_win": false, "fix_time_minutes": 0, "human_title": "Creative freshness (days since newest ad)", "category_display": "Creative (Diversity & Fatigue)", "confidence": "VERIFIED" }, { "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, "human_title": "Ad frequency for prospecting audiences", "category_display": "Creative (Diversity & Fatigue)", "confidence": "UNVERIFIED" }, { "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, "human_title": "Ad frequency for retargeting audiences", "category_display": "Creative (Diversity & Fatigue)", "confidence": "UNVERIFIED" }, { "check_id": "M-CR4", "category": "creative", "check_name": "CTR benchmark", "severity": "high", "result": "pass", "value": "CTR: 1.87%", "detail": "Overall CTR is 1.87% \u2014 above 1.0% benchmark.", "evidence": { "ctr": 1.867, "clicks": 42997, "impressions": 2303098 }, "quick_win": false, "fix_time_minutes": 0, "human_title": "Click-through rate vs industry benchmark", "category_display": "Creative (Diversity & Fatigue)", "confidence": "CALCULATED" }, { "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, "human_title": "Creative-demographic alignment", "category_display": "Creative (Diversity & Fatigue)", "confidence": "UNVERIFIED" }, { "check_id": "M-CR6", "category": "creative", "check_name": "Text overlay / USP presence", "severity": "medium", "result": "fail", "value": "0% with text", "detail": "Only 0/114 (0%) creatives have text/USP. Creatives lack context \u2014 add text overlays with value propositions.", "evidence": { "with_text": 0, "total": 114 }, "quick_win": false, "fix_time_minutes": 0, "human_title": "Value proposition in ad text", "category_display": "Creative (Diversity & Fatigue)", "confidence": "ESTIMATED" }, { "check_id": "M-CR7", "category": "creative", "check_name": "Persona-creative match", "severity": "medium", "result": "pass", "value": "0/105 identical pairs", "detail": "Different creative sets across audience segments \u2014 good persona matching.", "evidence": {}, "quick_win": false, "fix_time_minutes": 0, "human_title": "Creative differentiation across audiences", "category_display": "Creative (Diversity & Fatigue)", "confidence": "CALCULATED" }, { "check_id": "M11", "category": "structure", "check_name": "Campaign count", "severity": "high", "result": "warning", "value": "6 active campaigns", "detail": "6 active campaigns. Slightly fragmented \u2014 consider consolidating to improve learning phase efficiency.", "evidence": { "active_campaigns": 6, "total_campaigns": 10 }, "quick_win": false, "fix_time_minutes": 0, "human_title": "Number of active campaigns (consolidation)", "category_display": "Account Structure", "confidence": "VERIFIED" }, { "check_id": "M12", "category": "structure", "check_name": "CBO vs ABO", "severity": "high", "result": "pass", "value": "67% CBO", "detail": "4/6 active campaigns use CBO (Campaign Budget Optimization). Good \u2014 lets Meta optimize budget across ad sets.", "evidence": { "cbo_count": 4, "abo_count": 2 }, "quick_win": false, "fix_time_minutes": 0, "human_title": "Campaign Budget Optimization (CBO) adoption", "category_display": "Account Structure", "confidence": "VERIFIED" }, { "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, "human_title": "Learning phase health across ad sets", "category_display": "Account Structure", "confidence": "UNVERIFIED" }, { "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, "human_title": "Learning phase reset frequency", "category_display": "Account Structure", "confidence": "UNVERIFIED" }, { "check_id": "M15", "category": "structure", "check_name": "Advantage+ Sales", "severity": "medium", "result": "pass", "value": "3 ASC campaigns", "detail": "Found 3 ASC/Advantage+ campaigns (2 active). ASC is being tested.", "evidence": { "asc_campaigns": [ "NM.|Products|Social|ASC|FR|Co-pub", "NM.|Products|Social|ASC|FR|Scaling", "NM.|Products|Social|ASC|FR|Testing" ] }, "quick_win": false, "fix_time_minutes": 0, "human_title": "Advantage+ Shopping Campaigns testing", "category_display": "Account Structure", "confidence": "VERIFIED" }, { "check_id": "M16", "category": "structure", "check_name": "Ad set consolidation", "severity": "high", "result": "fail", "value": "7 overlapping pairs", "detail": "7/7 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, "human_title": "Ad set audience overlap / cannibalization", "category_display": "Account Structure", "confidence": "CALCULATED" }, { "check_id": "M17", "category": "structure", "check_name": "Budget distribution", "severity": "high", "result": "pass", "value": "Avg EUR 21.67/day", "detail": "All 6 ad sets with budgets are >=EUR 10/day. Average: EUR 21.67/day.", "evidence": { "under_5_eur": 0, "under_10_eur": 0, "avg_budget_eur": 21.67 }, "quick_win": false, "fix_time_minutes": 0, "human_title": "Minimum daily budget per ad set", "category_display": "Account Structure", "confidence": "VERIFIED" }, { "check_id": "M18", "category": "structure", "check_name": "Objective alignment", "severity": "high", "result": "fail", "value": "3 misaligned", "detail": "3/6 active campaigns use non-sales objectives. Misaligned objectives waste budget on non-purchase actions.", "evidence": { "misaligned": [ { "name": "Publication Instagram\u00a0: \ud83d\udc8b CONCOURS EXCLUSIF : LES...", "objective": "LINK_CLICKS" }, { "name": "Instagram Post", "objective": "LINK_CLICKS" }, { "name": "Publication Instagram\u00a0: CONCOURS EXCLUSIF \ud83d\udc8b : 5...", "objective": "LINK_CLICKS" } ] }, "quick_win": false, "fix_time_minutes": 0, "human_title": "Campaign objective alignment with sales goal", "category_display": "Account Structure", "confidence": "VERIFIED" }, { "check_id": "M33", "category": "structure", "check_name": "Advantage+ Placements", "severity": "medium", "result": "warning", "value": "70% automatic", "detail": "3/10 ad sets use manual placements. Consider enabling Advantage+ unless specific placement exclusions are justified.", "evidence": {}, "quick_win": false, "fix_time_minutes": 0, "human_title": "Advantage+ Placements usage", "category_display": "Account Structure", "confidence": "VERIFIED" }, { "check_id": "M34", "category": "structure", "check_name": "Placement review", "severity": "medium", "result": "pass", "value": "6 platforms active", "detail": "Placement breakdown available across 6 platforms: {'instagram': '70.9%', 'facebook': '28.7%', 'audience_network': '0.5%', 'messenger': '0.0%', 'threads': '0.0%', 'unknown': '0.0%'}.", "evidence": { "spend_by_platform": { "audience_network": 123.11, "facebook": 7660.18, "instagram": 18943.17, "messenger": 0.04, "threads": 0.03, "unknown": 0.0 } }, "quick_win": false, "fix_time_minutes": 0, "human_title": "Multi-platform placement distribution", "category_display": "Account Structure", "confidence": "VERIFIED" }, { "check_id": "M35", "category": "structure", "check_name": "Attribution setting", "severity": "high", "result": "warning", "value": "70% correct", "detail": "7/10 use recommended 7d/1d setting. Standardize attribution windows across all ad sets.", "evidence": {}, "quick_win": true, "fix_time_minutes": 2, "human_title": "Attribution window standardization", "category_display": "Account Structure", "confidence": "VERIFIED" }, { "check_id": "M36", "category": "structure", "check_name": "Bid strategy", "severity": "high", "result": "pass", "value": "4x LOWEST_COST_WITHOUT_CAP, 2x NOT_SET", "detail": "Bid strategies: 4x LOWEST_COST_WITHOUT_CAP, 2x NOT_SET.", "evidence": { "LOWEST_COST_WITHOUT_CAP": 4, "NOT_SET": 2 }, "quick_win": false, "fix_time_minutes": 0, "human_title": "Bid strategy optimization", "category_display": "Account Structure", "confidence": "VERIFIED" }, { "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, "human_title": "Overall campaign frequency control", "category_display": "Account Structure", "confidence": "UNVERIFIED" }, { "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, "human_title": "Breakdown effect monitoring", "category_display": "Account Structure", "confidence": "UNVERIFIED" }, { "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, "human_title": "UTM parameter implementation", "category_display": "Account Structure", "confidence": "UNVERIFIED" }, { "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, "human_title": "A/B testing activity", "category_display": "Account Structure", "confidence": "UNVERIFIED" }, { "check_id": "M-ST1", "category": "structure", "check_name": "Budget adequacy", "severity": "high", "result": "fail", "value": "Avg CPA: EUR 28.99", "detail": "6/6 ad sets have budget <2x CPA (EUR 28.99). Budgets too low for meaningful optimization. Consolidate or increase.", "evidence": { "avg_cpa": 28.99, "adequate": 0, "inadequate": 6 }, "quick_win": false, "fix_time_minutes": 0, "human_title": "Budget adequacy for learning phase exit", "category_display": "Account Structure", "confidence": "CALCULATED" }, { "check_id": "M-ST2", "category": "structure", "check_name": "Budget utilization", "severity": "medium", "result": "fail", "value": "1% utilization", "detail": "Average budget utilization: 1%. 6 ad sets below 60%. Significant budget waste \u2014 audiences too narrow or bids too low.", "evidence": {}, "quick_win": false, "fix_time_minutes": 0, "human_title": "Budget utilization rate", "category_display": "Account Structure", "confidence": "CALCULATED" }, { "check_id": "M19", "category": "audience", "check_name": "Audience overlap", "severity": "high", "result": "warning", "value": "29% overlap", "detail": "13/45 pairs (29%) have similar targeting. Some overlap detected \u2014 may cause auction self-competition.", "evidence": {}, "quick_win": false, "fix_time_minutes": 0, "human_title": "Audience overlap between ad sets", "category_display": "Audience & Targeting", "confidence": "ESTIMATED" }, { "check_id": "M20", "category": "audience", "check_name": "Custom Audience freshness", "severity": "high", "result": "access_blocked", "value": "Audience data not accessible", "detail": "Custom audience data not accessible \u2014 cannot verify freshness.", "evidence": {}, "quick_win": false, "fix_time_minutes": 0, "human_title": "Custom audience data freshness", "category_display": "Audience & Targeting", "confidence": "ACCESS_BLOCKED" }, { "check_id": "M21", "category": "audience", "check_name": "Lookalike source quality", "severity": "medium", "result": "access_blocked", "value": "Audience data not accessible", "detail": "Audience data not accessible \u2014 cannot evaluate lookalike source quality.", "evidence": {}, "quick_win": false, "fix_time_minutes": 0, "human_title": "Lookalike audience source quality", "category_display": "Audience & Targeting", "confidence": "ACCESS_BLOCKED" }, { "check_id": "M22", "category": "audience", "check_name": "Advantage+ Audience", "severity": "medium", "result": "pass", "value": "100% with Advantage+", "detail": "10/10 ad sets (100%) use Advantage+ Audience / targeting automation. Testing broad audiences alongside manual targeting.", "evidence": {}, "quick_win": false, "fix_time_minutes": 0, "human_title": "Advantage+ Audience automation", "category_display": "Audience & Targeting", "confidence": "VERIFIED" }, { "check_id": "M23", "category": "audience", "check_name": "Exclusion audiences", "severity": "high", "result": "warning", "value": "62% with exclusions", "detail": "Only 5/8 prospecting ad sets (62%) have exclusions. Some prospecting budget may be spent on existing customers.", "evidence": {}, "quick_win": true, "fix_time_minutes": 10, "human_title": "Purchaser exclusion from prospecting", "category_display": "Audience & Targeting", "confidence": "VERIFIED" }, { "check_id": "M24", "category": "audience", "check_name": "First-party data & ESP sync", "severity": "high", "result": "access_blocked", "value": "Audience data not accessible", "detail": "Audience data not accessible \u2014 cannot verify CRM upload or ESP sync.", "evidence": {}, "quick_win": false, "fix_time_minutes": 0, "human_title": "CRM / first-party data sync freshness", "category_display": "Audience & Targeting", "confidence": "ACCESS_BLOCKED" }, { "check_id": "M-AU1", "category": "audience", "check_name": "Placement-audience coherence", "severity": "medium", "result": "pass", "value": "IG 71% / FB 29%", "detail": "Platform split: IG 71% / FB 29%. Target age ~42 \u2014 platform mix is appropriate.", "evidence": { "instagram_pct": 70.9, "facebook_pct": 28.7, "avg_target_age": 41.5 }, "quick_win": false, "fix_time_minutes": 0, "human_title": "Placement-demographic alignment (IG vs FB)", "category_display": "Audience & Targeting", "confidence": "VERIFIED" }, { "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, "human_title": "Demographic reach vs conversion efficiency", "category_display": "Audience & Targeting", "confidence": "UNVERIFIED" }, { "check_id": "M-AT1", "category": "funnel", "check_name": "Post-view vs post-click attribution ratio", "severity": "critical", "result": "pass", "value": "22.0% post-view", "detail": "Only 22.0% of conversions are post-view (1d_view). Healthy click-driven conversions \u2014 ROAS is reliable. Reported ROAS: 1.69x, Click-only ROAS: 1.25x.", "evidence": { "purchases_click": 719, "purchases_view": 203, "total_purchases": 922, "post_view_pct": 22.0, "reported_roas": 1.69, "click_only_roas": 1.25, "value_click": 33409.61, "value_view": 11891.66 }, "quick_win": false, "fix_time_minutes": 0, "human_title": "Post-view attribution inflation risk", "category_display": "Funnel & Strategy", "confidence": "CALCULATED" }, { "check_id": "M-FA1", "category": "funnel", "check_name": "False retargeting detection", "severity": "critical", "result": "pass", "value": "0/1 false RTG", "detail": "All 1 non-ASC retargeting campaigns have custom audiences defined. Retargeting is properly configured.", "evidence": { "false_rtg": [], "true_rtg": [ "NM.|Products|Social|Retargeting|WV+SME|FR|Conversions_Achat" ], "asc_exceptions": [] }, "quick_win": false, "fix_time_minutes": 10, "human_title": "False retargeting campaign detection", "category_display": "Funnel & Strategy", "confidence": "CALCULATED" }, { "check_id": "M-ST3", "category": "funnel", "check_name": "ASC+ existing customer budget cap", "severity": "high", "result": "warning", "value": "3 ASC campaigns", "detail": "Found 3 ASC campaigns (2 active) but no existing customer budget cap detected. Without a cap, ASC defaults to spending on existing customers who would have purchased anyway. Set cap <=20% for growth.", "evidence": { "asc_campaigns": [ "NM.|Products|Social|ASC|FR|Co-pub", "NM.|Products|Social|ASC|FR|Scaling", "NM.|Products|Social|ASC|FR|Testing" ], "caps_found": [], "caps_missing": [ "NM.|Products|Social|ASC|FR|Co-pub", "NM.|Products|Social|ASC|FR|Scaling", "NM.|Products|Social|ASC|FR|Testing" ] }, "quick_win": true, "fix_time_minutes": 2, "human_title": "ASC existing customer budget cap", "category_display": "Funnel & Strategy", "confidence": "ESTIMATED" }, { "check_id": "M-ST4", "category": "funnel", "check_name": "Funnel-stage budget split", "severity": "high", "result": "pass", "value": "Prosp: 77% / RTG: 23% / Ret: 0%", "detail": "Prospecting gets 77% of budget \u2014 healthy growth-oriented split. RTG: 23%, Retention: 0%.", "evidence": { "stage_budgets": { "prospecting": 100.0, "retargeting": 30.0, "retention": 0.0 }, "stage_campaigns": { "prospecting": [ "Publication Instagram\u00a0: \ud83d\udc8b CONCOURS EXCLUSIF : LES...", "NM.|Products|Social|ASC|FR|Scaling", "NM.|Products|Social|ASC|FR|Testing", "Instagram Post", "Publication Instagram\u00a0: CONCOURS EXCLUSIF \ud83d\udc8b : 5..." ], "retargeting": [ "NM.|Products|Social|Retargeting|WV+SME|FR|Conversions_Achat" ], "retention": [] }, "prosp_pct": 76.9, "rtg_pct": 23.1, "ret_pct": 0.0 }, "quick_win": false, "fix_time_minutes": 0, "human_title": "Prospecting vs retargeting budget split", "category_display": "Funnel & Strategy", "confidence": "CALCULATED" } ], "quick_wins": [ { "check_id": "M01", "name": "Meta Pixel installed", "fix_time_minutes": 15, "detail": "No active pixels detected. Tracking data is unreliable." }, { "check_id": "M09", "name": "iOS attribution window", "fix_time_minutes": 2, "detail": "10/15 use 7d/1d, 1 use 1d click only, 0 have other settings." }, { "check_id": "M25", "name": "Format diversity", "fix_time_minutes": 15, "detail": "Only 2 formats (image, video). Add a third format for better reach." }, { "check_id": "M35", "name": "Attribution setting", "fix_time_minutes": 2, "detail": "7/10 use recommended 7d/1d setting. Standardize attribution windows across all ad sets." }, { "check_id": "M23", "name": "Exclusion audiences", "fix_time_minutes": 10, "detail": "Only 5/8 prospecting ad sets (62%) have exclusions. Some prospecting budget may be spent on existing customers." }, { "check_id": "M-ST3", "name": "ASC+ existing customer budget cap", "fix_time_minutes": 2, "detail": "Found 3 ASC campaigns (2 active) but no existing customer budget cap detected. Without a cap, ASC defaults to spending on existing customers who would have purchased anyway. Set cap <=20% for growth." } ], "confidence_summary": { "VERIFIED": 17, "CALCULATED": 10, "ESTIMATED": 4, "UNVERIFIED": 21, "ACCESS_BLOCKED": 3 }, "sanity_checks": { "check_1_roas": "PASS", "check_2_aov": "PASS", "check_3_spend": "PASS", "check_4_attribution": { "total_purchases": 922, "click_purchases": 719, "view_purchases": 203, "post_view_pct": 22.0, "reported_roas": 1.69, "click_roas": 1.25 }, "check_5_false_rtg": { "flagged": 0, "asc_exceptions": 0, "true_rtg": 1, "flags": [] }, "all_pass": true, "summary": { "spend": 26726.53, "revenue_total": 45301.27, "revenue_click": 33409.61, "revenue_view": 11891.659999999996, "purchases_total": 922, "purchases_click": 719, "purchases_view": 203, "reported_roas": 1.695, "click_roas": 1.2501, "api_roas": 1.694993, "implied_aov": 49.13, "post_view_pct": 22.0 } }, "trends": [ { "date_start": "2025-09-02", "date_stop": "2025-09-30", "month": "2025-09", "spend": 5075.28, "impressions": 408514, "clicks": 8150, "purchases": 165, "revenue": 8005.68, "roas": 1.5774, "cpa": 30.76, "cpm": 12.42, "ctr": 1.995 }, { "date_start": "2025-10-01", "date_stop": "2025-10-31", "month": "2025-10", "spend": 4188.56, "impressions": 357972, "clicks": 6813, "purchases": 142, "revenue": 6647.45, "roas": 1.587, "cpa": 29.5, "cpm": 11.7, "ctr": 1.9032 }, { "date_start": "2025-11-01", "date_stop": "2025-11-30", "month": "2025-11", "spend": 6791.25, "impressions": 574096, "clicks": 8438, "purchases": 195, "revenue": 10193.24, "roas": 1.5009, "cpa": 34.83, "cpm": 11.83, "ctr": 1.4698 }, { "date_start": "2025-12-01", "date_stop": "2025-12-31", "month": "2025-12", "spend": 8051.83, "impressions": 552039, "clicks": 10373, "purchases": 291, "revenue": 13094.55, "roas": 1.6263, "cpa": 27.67, "cpm": 14.59, "ctr": 1.879 }, { "date_start": "2026-01-01", "date_stop": "2026-01-31", "month": "2026-01", "spend": 11645.02, "impressions": 1057178, "clicks": 18893, "purchases": 416, "revenue": 21262.81, "roas": 1.8259, "cpa": 27.99, "cpm": 11.02, "ctr": 1.7871 }, { "date_start": "2026-02-01", "date_stop": "2026-02-28", "month": "2026-02", "spend": 6749.9, "impressions": 664534, "clicks": 13142, "purchases": 203, "revenue": 10187.01, "roas": 1.5092, "cpa": 33.25, "cpm": 10.16, "ctr": 1.9776 }, { "date_start": "2026-03-01", "date_stop": "2026-03-02", "month": "2026-03", "spend": 479.02, "impressions": 46266, "clicks": 838, "purchases": 17, "revenue": 950.4, "roas": 1.9841, "cpa": 28.18, "cpm": 10.35, "ctr": 1.8113 } ], "trends_campaigns": [ { "date_start": "2025-09-02", "date_stop": "2025-09-30", "month": "2025-09", "spend": 292.23, "impressions": 36516, "clicks": 764, "purchases": 2, "revenue": 57.3, "roas": 0.1961, "cpa": 146.12, "cpm": 8.0, "ctr": 2.0922, "campaign_name": "NM.|Lead_Generation|Social", "campaign_id": "120211525407360659" }, { "date_start": "2025-09-02", "date_stop": "2025-09-30", "month": "2025-09", "spend": 199.6, "impressions": 17703, "clicks": 292, "purchases": 12, "revenue": 716.55, "roas": 3.5899, "cpa": 16.63, "cpm": 11.27, "ctr": 1.6494, "campaign_name": "NM.|Products|Social|ASC|FR|Co-pub", "campaign_id": "120229824074960659" }, { "date_start": "2025-09-02", "date_stop": "2025-09-30", "month": "2025-09", "spend": 1296.83, "impressions": 83579, "clicks": 1700, "purchases": 38, "revenue": 1513.15, "roas": 1.1668, "cpa": 34.13, "cpm": 15.52, "ctr": 2.034, "campaign_name": "NM.|Products|Social|Retargeting|WV+SME|FR|Conversions_Achat", "campaign_id": "120229825112530659" }, { "date_start": "2025-09-02", "date_stop": "2025-09-30", "month": "2025-09", "spend": 695.67, "impressions": 45404, "clicks": 918, "purchases": 26, "revenue": 1475.55, "roas": 2.121, "cpa": 26.76, "cpm": 15.32, "ctr": 2.0218, "campaign_name": "NM.|Products|Social|Fidelisation|Repeat_Purchases|FR/LU/BE|Conversions_Website_Purchase(new2)", "campaign_id": "120229826094440659" }, { "date_start": "2025-09-02", "date_stop": "2025-09-30", "month": "2025-09", "spend": 2416.64, "impressions": 210736, "clicks": 4307, "purchases": 84, "revenue": 4063.38, "roas": 1.6814, "cpa": 28.77, "cpm": 11.47, "ctr": 2.0438, "campaign_name": "NM.|Products|Social|ASC|FR|Scaling", "campaign_id": "120233910688500659" }, { "date_start": "2025-09-02", "date_stop": "2025-09-30", "month": "2025-09", "spend": 174.31, "impressions": 14576, "clicks": 169, "purchases": 3, "revenue": 179.75, "roas": 1.0312, "cpa": 58.1, "cpm": 11.96, "ctr": 1.1594, "campaign_name": "NM.|Products|Social|ASC|FR|DPA Campagne|Channable", "campaign_id": "120234870361140659" }, { "date_start": "2025-10-01", "date_stop": "2025-10-31", "month": "2025-10", "spend": 1037.77, "impressions": 79620, "clicks": 1697, "purchases": 39, "revenue": 1746.8, "roas": 1.6832, "cpa": 26.61, "cpm": 13.03, "ctr": 2.1314, "campaign_name": "NM.|Products|Social|ASC|FR|Co-pub", "campaign_id": "120229824074960659" }, { "date_start": "2025-10-01", "date_stop": "2025-10-31", "month": "2025-10", "spend": 871.42, "impressions": 70900, "clicks": 1465, "purchases": 26, "revenue": 1378.0, "roas": 1.5813, "cpa": 33.52, "cpm": 12.29, "ctr": 2.0663, "campaign_name": "NM.|Products|Social|Retargeting|WV+SME|FR|Conversions_Achat", "campaign_id": "120229825112530659" }, { "date_start": "2025-10-01", "date_stop": "2025-10-31", "month": "2025-10", "spend": 429.8, "impressions": 31268, "clicks": 599, "purchases": 20, "revenue": 993.7, "roas": 2.312, "cpa": 21.49, "cpm": 13.75, "ctr": 1.9157, "campaign_name": "NM.|Products|Social|Fidelisation|Repeat_Purchases|FR/LU/BE|Conversions_Website_Purchase(new2)", "campaign_id": "120229826094440659" }, { "date_start": "2025-10-01", "date_stop": "2025-10-31", "month": "2025-10", "spend": 1196.41, "impressions": 105154, "clicks": 2101, "purchases": 35, "revenue": 1553.25, "roas": 1.2983, "cpa": 34.18, "cpm": 11.38, "ctr": 1.998, "campaign_name": "NM.|Products|Social|ASC|FR|Scaling", "campaign_id": "120233910688500659" }, { "date_start": "2025-10-01", "date_stop": "2025-10-31", "month": "2025-10", "spend": 133.5, "impressions": 11613, "clicks": 114, "purchases": 2, "revenue": 108.55, "roas": 0.8131, "cpa": 66.75, "cpm": 11.5, "ctr": 0.9817, "campaign_name": "NM.|Products|Social|ASC|FR|DPA Campagne|Channable", "campaign_id": "120234870361140659" }, { "date_start": "2025-10-01", "date_stop": "2025-10-31", "month": "2025-10", "spend": 519.66, "impressions": 59417, "clicks": 837, "purchases": 20, "revenue": 867.15, "roas": 1.6687, "cpa": 25.98, "cpm": 8.75, "ctr": 1.4087, "campaign_name": "NM.|Products|Social|Prospecting|Catalogsales|", "campaign_id": "120236319983500659" }, { "date_start": "2025-11-01", "date_stop": "2025-11-30", "month": "2025-11", "spend": 40.48, "impressions": 10486, "clicks": 178, "purchases": 0, "revenue": 0.0, "roas": 0.0, "cpa": 0, "cpm": 3.86, "ctr": 1.6975, "campaign_name": "NM.|Products|Trafic|Landing-Page-View", "campaign_id": "120211886238780659" }, { "date_start": "2025-11-01", "date_stop": "2025-11-30", "month": "2025-11", "spend": 894.14, "impressions": 66734, "clicks": 1579, 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"purchases": 416, "revenue": 21262.81, "roas": 1.8259, "cpa": 27.99, "cpm": 11.02, "ctr": 1.7871 }, "previous": { "date_start": "2025-01-01", "date_stop": "2025-01-31", "month": "2025-01", "spend": 11221.45, "impressions": 1378762, "clicks": 29930, "purchases": 349, "revenue": 19450.33, "roas": 1.7333, "cpa": 32.15, "cpm": 8.14, "ctr": 2.1708 }, "spend_change_pct": 3.7746458790976183, "roas_change_pct": 5.342410430969827, "cpa_change_pct": -12.939346811819597, "cpm_change_pct": 35.38083538083537 }, { "month": "02", "current_year": 2026, "current": { "date_start": "2026-02-01", "date_stop": "2026-02-28", "month": "2026-02", "spend": 6749.9, "impressions": 664534, "clicks": 13142, "purchases": 203, "revenue": 10187.01, "roas": 1.5092, "cpa": 33.25, "cpm": 10.16, "ctr": 1.9776 }, "previous": { "date_start": "2025-02-01", "date_stop": "2025-02-28", "month": "2025-02", "spend": 12966.05, "impressions": 1607822, "clicks": 27376, "purchases": 394, "revenue": 19153.87, "roas": 1.4772, "cpa": 32.91, "cpm": 8.06, "ctr": 1.7027 }, "spend_change_pct": -47.94174015987907, "roas_change_pct": 2.166260492824264, "cpa_change_pct": 1.03312063202675, "cpm_change_pct": 26.0545905707196 }, { "month": "03", "current_year": 2026, "current": { "date_start": "2026-03-01", "date_stop": "2026-03-02", "month": "2026-03", "spend": 479.02, "impressions": 46266, "clicks": 838, "purchases": 17, "revenue": 950.4, "roas": 1.9841, "cpa": 28.18, "cpm": 10.35, "ctr": 1.8113 }, "previous": { "date_start": "2025-03-01", "date_stop": "2025-03-31", "month": "2025-03", "spend": 12815.7, "impressions": 1392835, "clicks": 23012, "purchases": 369, "revenue": 19280.54, "roas": 1.5044, "cpa": 34.73, "cpm": 9.2, "ctr": 1.6522 }, "spend_change_pct": -96.26224084521328, "roas_change_pct": 31.88646636532837, "cpa_change_pct": -18.859775410308085, "cpm_change_pct": 12.500000000000005 } ], "quarterly_data": { "Q3 2024": { "spend": 4286.28, "revenue": 4711.21, "purchases": 67, "impressions": 505122, "roas": 1.0991, "cpa": 63.97, "cpm": 8.49 }, "Q4 2024": { "spend": 23435.58, "revenue": 35707.55, "purchases": 682, "impressions": 2140052, "roas": 1.5236, "cpa": 34.36, "cpm": 10.95 }, "Q1 2025": { "spend": 37003.2, "revenue": 57884.74, "purchases": 1112, "impressions": 4379419, "roas": 1.5643, "cpa": 33.28, "cpm": 8.45 }, "Q2 2025": { "spend": 28768.65, "revenue": 35009.49, "purchases": 644, "impressions": 2901491, "roas": 1.2169, "cpa": 44.67, "cpm": 9.92 }, "Q3 2025": { "spend": 14771.49, "revenue": 18872.53, "purchases": 351, "impressions": 1377414, "roas": 1.2776, "cpa": 42.08, "cpm": 10.72 }, "Q4 2025": { "spend": 19031.64, "revenue": 29935.24, "purchases": 628, "impressions": 1484107, "roas": 1.5729, "cpa": 30.31, "cpm": 12.82 }, "Q1 2026": { "spend": 18873.94, "revenue": 32400.22, "purchases": 636, "impressions": 1767978, "roas": 1.7167, "cpa": 29.68, "cpm": 10.68 } }, "quarterly_comparisons": [ { "label": "Q4 2024 vs Q4 2025", "current": { "spend": 19031.64, "revenue": 29935.24, "purchases": 628, "impressions": 1484107, "roas": 1.5729, "cpa": 30.31, "cpm": 12.82 }, "previous": { "spend": 23435.58, "revenue": 35707.55, "purchases": 682, "impressions": 2140052, "roas": 1.5236, "cpa": 34.36, "cpm": 10.95 }, "spend_change": -18.8, "roas_change": 3.2, "cpa_change": -11.8 }, { "label": "Q1 2025 vs Q1 2026", "current": { "spend": 18873.94, "revenue": 32400.22, "purchases": 636, "impressions": 1767978, "roas": 1.7167, "cpa": 29.68, "cpm": 10.68 }, "previous": { "spend": 37003.2, "revenue": 57884.74, "purchases": 1112, "impressions": 4379419, "roas": 1.5643, "cpa": 33.28, "cpm": 8.45 }, "spend_change": -49.0, "roas_change": 9.7, "cpa_change": -10.8 } ] }, "seasonality_context": "Your CPA is stable between Q4 and Q1 (\u20ac30 \u2192 \u20ac30), consistent with last year's pattern." }