Next Momentum

V4 Dashboard
Livy
2024-12-01 to 2025-03-01
B
84/100
Good

Overview

Livy
2024-12-01 to 2025-03-01
Total Spend
EUR 78,604
64-Point Assessment
37 of 64 evaluated
84 B — Good
  • Pixel / CAPI
    0 25%
    ResultCheckValueConfidence
    PASS Pixel installation status 3 pixel(s) detected critical UNVERIFIED
    NA Server-side tracking (CAPI) status CAPI status unknown critical UNVERIFIED
    NA Event deduplication between Pixel and CAPI Requires manual verification critical UNVERIFIED
    NA Event Match Quality score Not available via API critical UNVERIFIED
    NA Domain verification in Business Manager Requires Business Manager check high UNVERIFIED
    NA Aggregated Event Measurement configuration Requires Events Manager check high UNVERIFIED
    NA Standard vs custom event usage Requires Events Manager check high UNVERIFIED
    NA CAPI Gateway deployment Requires manual verification medium UNVERIFIED
    PASS iOS attribution window configuration 88% using 7d_click/1d_view high VERIFIED
    NA Data freshness and event lag Requires Events Manager check medium UNVERIFIED
  • Creative
    0 25%
    ResultCheckValueConfidence
    ACCESS_BLOCKED Ad creative format diversity Creative data not accessible critical ACCESS_BLOCKED
    NA Number of creatives per ad set No active ad sets/ads high UNVERIFIED
    ACCESS_BLOCKED Video aspect ratio coverage (9:16 for Reels) Creative data not accessible high ACCESS_BLOCKED
    PASS Creative fatigue detection CTR change: +31.6% critical CALCULATED
    NA Video hook rate (3-second retention) Not available via API high UNVERIFIED
    ACCESS_BLOCKED Social proof through organic post boosting Creative data not accessible medium ACCESS_BLOCKED
    NA User-generated content (UGC) proportion Requires manual review high UNVERIFIED
    ACCESS_BLOCKED Advantage+ Creative enhancements Creative data not accessible medium ACCESS_BLOCKED
    FAIL Creative freshness (days since newest ad) Newest ad: 373 days high VERIFIED
    NA Ad frequency for prospecting audiences No frequency data high UNVERIFIED
    NA Ad frequency for retargeting audiences No frequency data medium UNVERIFIED
    PASS Click-through rate vs industry benchmark CTR: 3.71% high CALCULATED
    PASS Creative age fatigue risk 0 fatigued ad(s) high CALCULATED
    ACCESS_BLOCKED Value proposition in ad text Creative data not accessible medium ACCESS_BLOCKED
    NA Creative differentiation across audiences <2 active ad sets medium UNVERIFIED
    NA Creative spend concentration risk No ad spend data medium UNVERIFIED
  • Structure
    89 20%
    ResultCheckValueConfidence
    PASS Number of active campaigns (consolidation) 3 active campaigns high VERIFIED
    PASS Campaign Budget Optimization (CBO) adoption 67% CBO high VERIFIED
    NA Learning phase health across ad sets Learning phase data not available critical UNVERIFIED
    NA Learning phase reset frequency Requires edit history high UNVERIFIED
    PASS Advantage+ Shopping Campaigns testing 6 ASC campaigns medium VERIFIED
    PASS Ad set audience overlap / cannibalization 1 active ad sets high CALCULATED
    PASS Minimum daily budget per ad set Avg EUR 75.00/day high VERIFIED
    PASS Campaign objective alignment with sales goal 0 misaligned high VERIFIED
    PASS Advantage+ Placements usage 100% automatic medium VERIFIED
    PASS Multi-platform placement distribution 5 platforms active medium VERIFIED
    PASS Attribution window standardization 88% correct high VERIFIED
    PASS Bid strategy optimization 1x NOT_SET, 2x LOWEST_COST_WITHOUT_CAP high VERIFIED
    NA Overall campaign frequency control No frequency data high UNVERIFIED
    NA Breakdown effect monitoring Requires process review medium UNVERIFIED
    NA UTM parameter implementation Requires ad URL inspection medium UNVERIFIED
    NA A/B testing activity Requires Experiments review medium UNVERIFIED
    FAIL Budget adequacy for learning phase exit Avg CPA: EUR 52.54 high CALCULATED
    WARNING Budget utilization rate 64% utilization medium CALCULATED
    PASS CPM trend (rising cost risk) CPM +1% medium CALCULATED
    PASS Campaign spend concentration Top: 33% of spend medium VERIFIED
    PASS Short-lived campaign detection 0 short-lived campaigns medium CALCULATED
    PASS Seasonal campaign detection No stale seasonal campaigns low VERIFIED
  • Audience
    70 15%
    ResultCheckValueConfidence
    NA Audience overlap between ad sets 1 active ad sets high UNVERIFIED
    NA Custom audience data freshness No audience data high UNVERIFIED
    NA Lookalike audience source quality No audience data medium UNVERIFIED
    PASS Advantage+ Audience automation 100% with Advantage+ medium VERIFIED
    WARNING Purchaser exclusion from prospecting 55% with exclusions high VERIFIED
    NA CRM / first-party data sync freshness No audience data high UNVERIFIED
    PASS Placement-demographic alignment (IG vs FB) IG 62% / FB 34% medium VERIFIED
    NA Demographic reach vs conversion efficiency Requires age/gender breakdown high UNVERIFIED
  • Funnel
    70 15%
    ResultCheckValueConfidence
    WARNING Post-view attribution inflation risk 36.8% post-view critical CALCULATED
    PASS False retargeting campaign detection 0/3 false RTG critical CALCULATED
    WARNING ASC existing customer budget cap 6 ASC campaigns high ESTIMATED
    PASS Prospecting vs retargeting budget split Prosp: 100% / RTG: 0% / Ret: 0% high CALCULATED
    FAIL Existing customer purchase concentration 50% existing customer high ESTIMATED
    PASS Prospecting ROAS & new customer cost nCAC 1.2x blended CPA high ESTIMATED
    PASS CPA trend (rising cost risk) CPA stable (+8%) medium CALCULATED
    NA Landing page diversity across funnel stages No URLs found low UNVERIFIED
⚠️ Top Finding
36.8% of your reported purchases come from users who saw your ad but never clicked. Your reported ROAS of 4.4x may actually be closer to 2.8x on a click-only basis.
See full analysis →
Total Spend
EUR 78,604
2024-12-01 to 2025-03-01
Reported ROAS
4.37x
7d click + 1d view
Click-Only ROAS
2.77x
7d click only
Active Campaigns
13
of 14 total

Key Finding

36.8% of your reported purchases come from users who saw your ad but never clicked. Your reported ROAS of 4.4x may actually be closer to 2.8x on a click-only basis.
This means approximately EUR 126,156 in potentially over-attributed revenue
What Meta Reports
4.37x
Revenue: EUR 343,840
Purchases: 1,496
37%
gap
Click-Attributed Only
2.77x
Revenue: EUR 217,684
Purchases: 946
🧮 How We Calculated This
Step 1: Total revenue (default attribution) = EUR 343,840.19 Step 2: Total revenue (7d click only) = EUR 217,684.34 Step 3: View-only revenue = EUR 343,840.19 - EUR 217,684.34 = EUR 126,155.85 Step 4: View-only % = EUR 126,155.85 / EUR 343,840.19 = 36.8% API fields used: action_values filtered for action_type=purchase Attribution windows: 7d click + 1d view (reported) vs 7d click only

✅ How to Verify This Yourself

We encourage you to verify every number in this report. Here's exactly how:

  1. Open Ads Manager → Columns → Customize Columns
  2. Search "Attribution Setting Comparison"
  3. Add columns for 7-day click / 1-day view
  4. Compare the two revenue columns

🖩 ROAS Calculator

Pre-filled with your account data. Edit to verify with your own numbers:

ROAS: 4.37x | CPA: 52.54 | AOV: 229.84

Performance Trends

Monthly Spend & ROAS

Spend (bars) and ROAS (line) over the trend period. Click-only ROAS shown as dashed line.

CPM Trend (Monthly)

Cost per 1,000 impressions over the trend period.

CPA Trend (Monthly)

Cost per acquisition over the trend period.

CTR Trend (Monthly)

Year-over-Year Comparisons

No YoY data available.

ROAS of 4.37x with 2.77x on click-only basis. Review the trend charts below for seasonal vs structural context.

Campaign Analysis

Spend vs Click-Only ROAS

Bubble size = click-only purchases. Horizontal line = break-even (ROAS 1.0).

Campaign Details

Campaign Spend ROAS (reported) ROAS (click) Purchases CPA CTR CPM

ROAS Deep Dive

Reported ROAS
4.37x
7d click + 1d view
Click-Only ROAS
2.77x
7d click only
Post-View %
36.8%
of purchases from view-only
Total Revenue
EUR 343,840
Click: EUR 217,684 | View: EUR 126,156
Total Purchases
1,496
Click: 946 | View: 550
Avg CPA
EUR 52.54
AOV: EUR 229.84
With 36.8% post-view attribution, your true Meta-driven revenue is likely between EUR 217,684 (click-only) and EUR 343,840 (reported).

ROAS by Campaign

Grouped bars: reported (lighter) vs click-only (darker). Red line = break-even.

Attribution Split

Revenue Split

Show Full ROAS Calculation
Reported ROAS = action_values:purchase / spend = EUR 343,840.19 / EUR 78,604.40 = 4.3743x Click-only ROAS = action_values:purchase [7d_click only] / spend = EUR 217,684.34 / EUR 78,604.40 = 2.7694x View-only revenue = EUR 343,840.19 - EUR 217,684.34 = EUR 126,155.85 View-only % = 36.8% How to verify in Ads Manager: 1. Go to Ads Manager > Columns > Customize Columns 2. Add "Purchase ROAS" and "Purchase" metrics 3. Click "Compare" > "Attribution Setting Comparison" 4. Compare "7-day click, 1-day view" vs "7-day click"

Structure & Budget

Active Campaigns
13
of 14 total
Total Spend
EUR 78,604
Dec 2024 — Mar 2025 (3 months)
Avg CPA
EUR 52.54
Avg AOV
EUR 229.84

Spend Distribution by Campaign

Structure Checks (22 checks)

ResultCheckValueSeverityConfidence
PASS Number of active campaigns (consolidation) 3 active campaigns high VERIFIED
PASS Campaign Budget Optimization (CBO) adoption 67% CBO high VERIFIED
NA Learning phase health across ad sets Learning phase data not available critical UNVERIFIED
NA Learning phase reset frequency Requires edit history high UNVERIFIED
PASS Advantage+ Shopping Campaigns testing 6 ASC campaigns medium VERIFIED
PASS Ad set audience overlap / cannibalization 1 active ad sets high CALCULATED
PASS Minimum daily budget per ad set Avg EUR 75.00/day high VERIFIED
PASS Campaign objective alignment with sales goal 0 misaligned high VERIFIED
PASS Advantage+ Placements usage 100% automatic medium VERIFIED
PASS Multi-platform placement distribution 5 platforms active medium VERIFIED
PASS Attribution window standardization 88% correct high VERIFIED
PASS Bid strategy optimization 1x NOT_SET, 2x LOWEST_COST_WITHOUT_CAP high VERIFIED
NA Overall campaign frequency control No frequency data high UNVERIFIED
NA Breakdown effect monitoring Requires process review medium UNVERIFIED
NA UTM parameter implementation Requires ad URL inspection medium UNVERIFIED
NA A/B testing activity Requires Experiments review medium UNVERIFIED
FAIL Budget adequacy for learning phase exit Avg CPA: EUR 52.54 high CALCULATED
WARNING Budget utilization rate 64% utilization medium CALCULATED
PASS CPM trend (rising cost risk) CPM +1% medium CALCULATED
PASS Campaign spend concentration Top: 33% of spend medium VERIFIED
PASS Short-lived campaign detection 0 short-lived campaigns medium CALCULATED
PASS Seasonal campaign detection No stale seasonal campaigns low VERIFIED

Quick Wins (2 actions)

Exclusion audiences
10 min
Only 6/11 prospecting ad sets (55%) have exclusions. Some prospecting budget may be spent on existing customers.
ASC+ existing customer budget cap
2 min
Found 6 ASC campaigns (1 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.

Audiences & Funnel

Attribution: Click vs View Purchases

Attribution: Click vs View Revenue

Audience & Targeting Checks (8 checks)

ResultCheckValueSeverityConfidence
NA Audience overlap between ad sets 1 active ad sets high UNVERIFIED
NA Custom audience data freshness No audience data high UNVERIFIED
NA Lookalike audience source quality No audience data medium UNVERIFIED
PASS Advantage+ Audience automation 100% with Advantage+ medium VERIFIED
WARNING Purchaser exclusion from prospecting 55% with exclusions high VERIFIED
NA CRM / first-party data sync freshness No audience data high UNVERIFIED
PASS Placement-demographic alignment (IG vs FB) IG 62% / FB 34% medium VERIFIED
NA Demographic reach vs conversion efficiency Requires age/gender breakdown high UNVERIFIED

Funnel & Strategy Checks (8 checks)

ResultCheckValueSeverityConfidence
WARNING Post-view attribution inflation risk 36.8% post-view critical CALCULATED
PASS False retargeting campaign detection 0/3 false RTG critical CALCULATED
WARNING ASC existing customer budget cap 6 ASC campaigns high ESTIMATED
PASS Prospecting vs retargeting budget split Prosp: 100% / RTG: 0% / Ret: 0% high CALCULATED
FAIL Existing customer purchase concentration 50% existing customer high ESTIMATED
PASS Prospecting ROAS & new customer cost nCAC 1.2x blended CPA high ESTIMATED
PASS CPA trend (rising cost risk) CPA stable (+8%) medium CALCULATED
NA Landing page diversity across funnel stages No URLs found low UNVERIFIED

Creatives

Ads With Spend
267
Creative Checks
16
Pass
3
Warnings / Fails
1

Creative Gallery

Creative Checks Detail

ResultCheckValueSeverityConfidence
ACCESS_BLOCKED Ad creative format diversity Creative data not accessible critical ACCESS_BLOCKED
NA Number of creatives per ad set No active ad sets/ads high UNVERIFIED
ACCESS_BLOCKED Video aspect ratio coverage (9:16 for Reels) Creative data not accessible high ACCESS_BLOCKED
PASS Creative fatigue detection CTR change: +31.6% critical CALCULATED
NA Video hook rate (3-second retention) Not available via API high UNVERIFIED
ACCESS_BLOCKED Social proof through organic post boosting Creative data not accessible medium ACCESS_BLOCKED
NA User-generated content (UGC) proportion Requires manual review high UNVERIFIED
ACCESS_BLOCKED Advantage+ Creative enhancements Creative data not accessible medium ACCESS_BLOCKED
FAIL Creative freshness (days since newest ad) Newest ad: 373 days high VERIFIED
NA Ad frequency for prospecting audiences No frequency data high UNVERIFIED
NA Ad frequency for retargeting audiences No frequency data medium UNVERIFIED
PASS Click-through rate vs industry benchmark CTR: 3.71% high CALCULATED
PASS Creative age fatigue risk 0 fatigued ad(s) high CALCULATED
ACCESS_BLOCKED Value proposition in ad text Creative data not accessible medium ACCESS_BLOCKED
NA Creative differentiation across audiences <2 active ad sets medium UNVERIFIED
NA Creative spend concentration risk No ad spend data medium UNVERIFIED

Pixel / CAPI Checks (10 checks)

ResultCheckValueSeverityConfidence
PASS Pixel installation status 3 pixel(s) detected critical UNVERIFIED
NA Server-side tracking (CAPI) status CAPI status unknown critical UNVERIFIED
NA Event deduplication between Pixel and CAPI Requires manual verification critical UNVERIFIED
NA Event Match Quality score Not available via API critical UNVERIFIED
NA Domain verification in Business Manager Requires Business Manager check high UNVERIFIED
NA Aggregated Event Measurement configuration Requires Events Manager check high UNVERIFIED
NA Standard vs custom event usage Requires Events Manager check high UNVERIFIED
NA CAPI Gateway deployment Requires manual verification medium UNVERIFIED
PASS iOS attribution window configuration 88% using 7d_click/1d_view high VERIFIED
NA Data freshness and event lag Requires Events Manager check medium UNVERIFIED

Findings & Roadmap

⚡ Quick Wins — Fix These Today (2 actions)

Exclusion audiences
10 min
Only 6/11 prospecting ad sets (55%) have exclusions. Some prospecting budget may be spent on existing customers.
ASC+ existing customer budget cap
2 min
Found 6 ASC campaigns (1 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.
Total estimated time: 12 minutes

🗓 30-Day Roadmap

Current Score
84
→
Target Score
98.6
Week 1
Fix Foundation
+5 pts
Week 2
Consolidate
+4 pts
Week 3
Strengthen Creatives
+4 pts
Week 4
Monitor & Optimize
+2.0 pts
Arithmetic check: 84 + 15.0 = 98.6 (target). Sum of deltas matches target − current.

Competitor Intelligence

No competitor data available. Run python fetch_competitor_ads.py --account <name> --token YOUR_TOKEN to fetch competitor ads from the Ad Library.

Data Integrity

All sanity checks PASSED

Data Cross-Reference

MetricValueHow to Verify
Total SpendEUR 78,604.40Ads Manager > Account Overview > Columns: Amount Spent
Total Revenue (reported)EUR 343,840.19Ads Manager > Columns: Purchase ROAS * Spend
Total Revenue (click-only)EUR 217,684.34Ads Manager > Attribution: 7d click > Purchase Conversion Value
Total Purchases1,496Ads Manager > Columns: Purchases
Reported ROAS4.3743xAds Manager > Columns: Purchase ROAS
Click-Only ROAS2.7694xAds Manager > Compare Attribution > 7d click
Implied AOVEUR 229.84Revenue / Purchases
Post-View %36.8%(Reported - Click) / Reported purchases

Confidence Summary

Verified
16
Calculated
12
Estimated
3
Unverified
28

Known Data Gaps

These checks require manual verification or data not available via the Meta Marketing API:

ROAS Sanity Calculator

Enter your own numbers to verify:

Data Provenance

Account IDact_536849373329505
Account NameLivy
Date Range2024-12-01 to 2025-03-01
Scoring PeriodDec 2024 — Mar 2025 (3 months)
API VersionMeta Marketing API v21.0
Schema Versionv4.2
Checks Total64
Checks Evaluated37
Generated2026-03-07 13:26
📖 Glossary of Terms
ROAS
Return On Ad Spend = Revenue / Spend
CPA
Cost Per Acquisition = Spend / Purchases
CPM
Cost Per Mille = (Spend / Impressions) * 1000
CTR
Click-Through Rate = Clicks / Impressions * 100
AOV
Average Order Value = Revenue / Purchases
Post-View
Conversions from users who saw but never clicked the ad
Post-Click
Conversions from users who clicked the ad before purchasing
Attribution Window
Time period after ad interaction during which conversions are counted
CBO
Campaign Budget Optimization — budget managed at campaign level
ABO
Ad Set Budget Optimization — budget managed at ad set level
ASC
Advantage+ Shopping Campaign — automated campaign type by Meta
CAPI
Conversions API — server-side tracking for more accurate measurement
nCAC
New Customer Acquisition Cost = Prospecting spend / new purchases
Learning Limited
Meta status indicating insufficient conversions for optimization
Frequency
Average number of times each user saw the ad
Creative Fatigue
Declining CTR over time indicating audience has seen the ad too many times
Generated by Next Momentum Meta Analyser V4 — 2026-03-07 13:26
Data source: Meta Marketing API — Account act_536849373329505