Kreme - Meta Ads Audit Dashboard

WARNING: Declining Efficiency & High Post-View Attribution

Reported ROAS is 4.51x — profitable, but declining YoY (-6.3% Q4, -4.7% Q1).
Click-only ROAS is 2.74x — 38.4% of conversions are post-view (may not be incremental).
Killer stat: No active pixels detected. Tracking data is unreliable.

56.5 Grade D — Poor

Category Scores

Pixel / CAPI 18.8 (F) — 2/10 evaluated, LIMITED

18.8%

Creative 52.7 (D) — 10/15 evaluated

52.7%

Structure 70.0 (C) — 12/18 evaluated

70.0%

Audience 66.7 (C) — 4/8 evaluated

66.7%

Funnel 59.4 (D) — 4/4 evaluated

59.4%

Reported ROAS

4.51x

Profitable but declining YoY

Click-only ROAS

2.74x

38.4% post-view attribution

Total Spend

€89,013

3-month period

Revenue

€401,201

Click: €244,291 / View: €156,910

Purchases

6,324

Click: 3,894 / View: 2,430

CPA

€14.08

Cost per acquisition

AOV

€63.44

Average order value

Post-View %

38.4%

2,430 of 6,324 purchases

Impressions

16.0M

16,018,341 total

Clicks

349,911

CTR: 2.18%

Net Profit

€312,189

Revenue minus ad spend

ROAS Calculation Tree

ROAS CALCULATION
├── Total Spend:              €89,012.78    (API field: spend)
├── Purchase Value (Total):   €401,201.41   (API field: action_values where action_type=purchase)
├── Purchase Value (Click):   €244,291.07   (API field: action_values, attribution=7d_click)
├── Purchase Value (View):    €156,910.34   (= Total - Click)
├── Reported ROAS:            4.51x         (= Total Purchase Value / Spend)
├── Click-Only ROAS:          2.74x         (= Click Purchase Value / Spend)
├── Purchases (Total):        6,324         (API field: actions where action_type=purchase)
├── Purchases (Click):        3,894         (API field: actions, attribution=7d_click)
├── Purchases (View):         2,430         (= Total - Click)
├── Implied AOV:              €63.44        (= Total Purchase Value / Total Purchases)
└── AOV Sanity Check:         PASS          (expected EUR 30-80 for cosmetics)

Confidence Summary

VERIFIED

CALCULATED

ESTIMATED

UNVERIFIED

Quick Wins (7 fixes in ~56 minutes)

Meta Pixel installed15 min

iOS attribution window2 min

Format diversity15 min

Attribution setting2 min

Exclusion audiences10 min

False retargeting detection10 min

ASC+ existing customer budget cap2 min

ROAS by Campaign (Reported vs Click-Only)

Attribution Split (Purchases)

Pixel / CAPI Health

CRITICAL: No Active Pixels Detected

No active pixels detected. Tracking data is unreliable.
Score: 18.8/100 (F) — Only 2 of 10 checks could be evaluated.
8 checks require manual verification in Events Manager.

Pixel Status

0 Active

No active pixels detected

iOS Attribution

78%

14/18 using 7d_click/1d_view

Category Score

18.8

Grade F — 2/10 evaluated

Pixel & CAPI Checks Detail

Check	Result	Value	Detail

Creative Analysis

Total Creatives

109

Active ad creatives

Formats Used

Only "unknown" format detected

Boosted Organic
0%
0/109 use organic posts

Advantage+ Creative

No enhancements enabled

Creative Check Results

Format Distribution

Creative Volume / Ad Set

6.6 avg

4 ad sets below recommended 5 ads.

Overall CTR

2.18%

Above 1.0% benchmark. Good engagement.

Creative Fatigue

+12.9%

CTR improving: 2.06% early vs 2.33% recent.

Creative Freshness

4 days

Most recent ad created 4 days ago.

Video Creatives

None

No video creatives. Essential for Reels/Stories.

Text Overlay / USP

0/109 have text. Add USP to creatives.

Social Proof

No organic posts boosted. Missing social proof.

Persona-Creative Match

0/153

Different creative sets across audiences — good.

Creative Checks Detail

Check	Result	Value	Detail

Account Structure & Budget

Active Campaigns

Out of 11 total campaigns

CBO Adoption

75%

6/8 campaigns use CBO

Avg Daily Budget

€350

Per ad set (all above €10)

Budget Adequacy

€14.08

All budgeted ad sets meet 5x CPA

Overlapping Ad Sets

2 pairs

2/2 pairs share similar targeting — self-competition.

Misaligned Objectives

OUTCOME_LEADS campaign (Lead Generation).

Budget Utilization

57%

2 ad sets below 60% threshold.

Attribution Setting

70%

7/10 use recommended 7d/1d.

Placement Distribution

Spend across platforms: Facebook 53.2%, Instagram 44.0%, Audience Network 2.8%

Facebook

53.2%

Instagram

44.0%

Audience Network

2.8%

Structure Checks Detail

Check	Result	Value	Detail

Audience & Funnel Strategy

Funnel Split (Budget)

100% Prosp.

Healthy growth-oriented split

Post-View Attribution

38.4%

Significant — may not be incremental

False Retargeting

1 flagged

1/2 RTG campaigns lack custom audience

Exclusion Audiences

0/5 prospecting ad sets exclude audiences

Audience Overlap

3/45 pairs — low overlap

Advantage+ Audience

50%

5/10 ad sets with A+ targeting

Funnel Budget Split

Attribution: Post-Click vs Post-View

False Retargeting Detection

Campaign Name	Status
NM.\|Products\|Social\|Retargeting\|Conversions_Website_Purchase_Catalog	FALSE RTG
NM.\|Products\|Social\|Retargeting\|Website_Visitors\|Conversions_Website_Purchases	TRUE RTG

Post-View Attribution Risk

Metric	Value	Risk
Post-View Purchases	2,430 / 6,324 (38.4%)	HIGH
Reported ROAS	4.51x	PROFITABLE
Click-Only ROAS	2.74x	LOWER
Post-View Revenue	€156,910.34	MAY NOT BE INCREMENTAL

Audience & Funnel Checks Detail

Check	Result	Value	Detail

Campaign Performance Overview

Spend vs Click-Only ROAS (Bubble Size = Purchases)

Full Campaign Table (sorted by spend descending)

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

Campaign ROAS Detail

Campaign ▲▼	Spend ▲▼	Purch. Total ▲▼	Purch. Click ▲▼	Purch. View ▲▼	Rev. Total ▲▼	Rev. Click ▲▼	Rev. View ▲▼	ROAS Total ▲▼	ROAS Click ▲▼

Trends & Seasonality Analysis

Seasonality Context

Your Q1 CPA is 16% higher than Q4 (€14 vs €12) — this is consistent with last year's seasonal pattern (+13% Q4→Q1 2025).

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

Monthly ROAS (6-month)

Monthly CPA (6-month)

Monthly CPM (6-month)

Monthly Spend (6-month)

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

ROAS: This Year vs Last Year

CPA: This Year vs Last Year

CPM: This Year vs Last Year

Spend: This Year vs Last Year

Quarterly Year-over-Year Comparison

Period	Spend (Previous)	Spend (Current)	Spend Change	ROAS (Previous)	ROAS (Current)	ROAS Change	CPA (Previous)	CPA (Current)	CPA Change
Q4 2024 vs Q4 2025	€80,797	€69,096	-14.5%	5.28x	4.94x	-6.3%	€11.76	€12.22	+3.9%
Q1 2025 vs Q1 2026	€78,465	€65,602	-16.4%	4.72x	4.50x	-4.7%	€13.28	€14.18	+6.8%

Quarterly Performance Summary

Quarter	Spend	ROAS	CPA	CPM
Q3 2024	€21,194	6.02x	€10.81	€7.78
Q4 2024	€80,797	5.28x	€11.76	€8.92
Q1 2025	€78,465	4.72x	€13.28	€6.68
Q2 2025	€78,859	4.40x	€13.41	€6.57
Q3 2025	€70,442	4.37x	€13.54	€7.28
Q4 2025	€69,096	4.94x	€12.22	€6.65
Q1 2026	€65,602	4.50x	€14.18	€5.37

Seasonality vs Structural Verdict

ROAS Trend

STRUCTURAL DECLINE

ROAS declined from 6.02x (Q3 2024) to 4.50x (Q1 2026). YoY: Q4 -6.3%, Q1 -4.7%. Gradual erosion of efficiency across all comparable periods — not purely seasonal.

CPA Trend

SEASONAL + STRUCTURAL

Q1 CPA (€14.18) is 16% above Q4 (€12.22) — consistent with last year's seasonal Q4→Q1 pattern (+13%). YoY CPA rose 3.9% (Q4) and 6.8% (Q1). Partly seasonal, partly structural.

CPM Trend

IMPROVING

CPM declining YoY in most months (Q4: -29%, Q1: -28%). Lower auction costs are providing relief. Current CPM at €5.37 — lowest in 18 months.

Spend Trend

DECLINING

Spend decreased YoY: Q4 -14.5%, Q1 -16.4%. The account is spending less while maintaining decent returns — scaling back is limiting growth potential.

Monthly Year-over-Year Detail

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

Krème — Meta Ads Audit Dashboard