Next Momentum

V4 Dashboard
MAAREE
2025-09-07 to 2026-03-06
B
80/100
Good

Overview

MAAREE
2025-09-07 to 2026-03-06
Total Spend
GBP 20,939
64-Point Assessment
39 of 64 evaluated
80 B — Good
  • Pixel / CAPI
    0 25%
    ResultCheckValueConfidence
    PASS Pixel installation status 1 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 90% using 7d_click/1d_view high VERIFIED
    NA Data freshness and event lag Requires Events Manager check medium UNVERIFIED
  • Creative
    70 25%
    ResultCheckValueConfidence
    ACCESS_BLOCKED Ad creative format diversity Creative data not accessible critical ACCESS_BLOCKED
    FAIL Number of creatives per ad set Avg 2.7 ads/adset high VERIFIED
    ACCESS_BLOCKED Video aspect ratio coverage (9:16 for Reels) Creative data not accessible high ACCESS_BLOCKED
    PASS Creative fatigue detection CTR change: +26.1% 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
    PASS Creative freshness (days since newest ad) Newest ad: 1 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: 1.61% 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
    WARNING Creative differentiation across audiences 1/190 identical pairs medium CALCULATED
    NA Creative spend concentration risk No ad spend data medium UNVERIFIED
  • Structure
    90 20%
    ResultCheckValueConfidence
    PASS Number of active campaigns (consolidation) 3 active campaigns high VERIFIED
    WARNING Campaign Budget Optimization (CBO) adoption 33% 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 3 ASC campaigns medium VERIFIED
    PASS Ad set audience overlap / cannibalization 0 overlapping pairs high CALCULATED
    PASS Minimum daily budget per ad set Avg EUR 40.00/day high VERIFIED
    PASS Campaign objective alignment with sales goal 0 misaligned high VERIFIED
    WARNING Advantage+ Placements usage 67% automatic medium VERIFIED
    PASS Multi-platform placement distribution 6 platforms active medium VERIFIED
    PASS Attribution window standardization 90% correct high VERIFIED
    PASS Bid strategy optimization 1x LOWEST_COST_WITHOUT_CAP, 2x NOT_SET 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
    NA Budget adequacy for learning phase exit CBO — no ad set budgets high UNVERIFIED
    PASS Budget utilization rate 138% utilization medium CALCULATED
    PASS CPM trend (rising cost risk) CPM -6% medium CALCULATED
    PASS Campaign spend concentration Top: 50% of spend medium VERIFIED
    WARNING Short-lived campaign detection 1 short-lived campaigns medium CALCULATED
    WARNING Seasonal campaign detection 1 out-of-season campaign(s) low VERIFIED
  • Audience
    50 15%
    ResultCheckValueConfidence
    WARNING Audience overlap between ad sets 33% overlap high ESTIMATED
    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
    FAIL Purchaser exclusion from prospecting 22% with exclusions high VERIFIED
    NA CRM / first-party data sync freshness No audience data high UNVERIFIED
    PASS Placement-demographic alignment (IG vs FB) IG 49% / FB 50% medium VERIFIED
    NA Demographic reach vs conversion efficiency Requires age/gender breakdown high UNVERIFIED
  • Funnel
    64 15%
    ResultCheckValueConfidence
    WARNING Post-view attribution inflation risk 47.7% post-view critical CALCULATED
    PASS False retargeting campaign detection 0/1 false RTG critical CALCULATED
    WARNING ASC existing customer budget cap 3 ASC campaigns high ESTIMATED
    WARNING Prospecting vs retargeting budget split Prosp: 50% / RTG: 50% / Ret: 0% high CALCULATED
    WARNING Existing customer purchase concentration 22% existing customer high ESTIMATED
    PASS Prospecting ROAS & new customer cost nCAC 1.0x blended CPA high ESTIMATED
    FAIL CPA trend (rising cost risk) CPA rising sharply (+94%) medium CALCULATED
    NA Landing page diversity across funnel stages No URLs found low UNVERIFIED
⚠️ Top Finding
47.7% of your reported purchases come from users who saw your ad but never clicked. Your reported ROAS of 5.3x may actually be closer to 2.8x on a click-only basis.
See full analysis →
Total Spend
GBP 20,939
2025-09-07 to 2026-03-06
Reported ROAS
5.34x
7d click + 1d view
Click-Only ROAS
2.76x
7d click only
Active Campaigns
8
of 8 total

Key Finding

48% of your reported purchases come from users who saw your ad but never clicked
This means approximately GBP 54,139 in potentially over-attributed revenue
What Meta Reports
5.34x
Revenue: GBP 111,883
Purchases: 1,476
48%
gap
Click-Attributed Only
2.76x
Revenue: GBP 57,745
Purchases: 772
🧮 How We Calculated This
Step 1: Total revenue (default attribution) = GBP 111,883.09 Step 2: Total revenue (7d click only) = GBP 57,744.57 Step 3: View-only revenue = GBP 111,883.09 - GBP 57,744.57 = GBP 54,138.52 Step 4: View-only % = GBP 54,138.52 / GBP 111,883.09 = 47.7% 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: 5.34x | CPA: 14.19 | AOV: 75.80

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

Q4 2024 vs Q4 2025
Spend: -51.3% ROAS: 124.2% CPA: -46.3%
Q1 2025 vs Q1 2026
Spend: -37.0% ROAS: 73.5% CPA: -31.5%
Your Q1 CPA rose 79% vs Q4 — steeper than last year's 41% rise, suggesting a structural issue beyond normal seasonality.

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
5.34x
7d click + 1d view
Click-Only ROAS
2.76x
7d click only
Post-View %
47.7%
of purchases from view-only
Total Revenue
GBP 111,883
Click: GBP 57,745 | View: GBP 54,139
Total Purchases
1,476
Click: 772 | View: 704
Avg CPA
GBP 14.19
AOV: GBP 75.80
With 47.7% post-view attribution, your true Meta-driven revenue is likely between GBP 57,745 (click-only) and GBP 111,883 (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 = GBP 111,883.09 / GBP 20,939.20 = 5.3432x Click-only ROAS = action_values:purchase [7d_click only] / spend = GBP 57,744.57 / GBP 20,939.20 = 2.7577x View-only revenue = GBP 111,883.09 - GBP 57,744.57 = GBP 54,138.52 View-only % = 47.7% 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
8
of 8 total
Total Spend
GBP 20,939
Sep 2025 — Mar 2026 (6 months)
Avg CPA
GBP 14.19
Avg AOV
GBP 75.80

Spend Distribution by Campaign

Structure Checks (22 checks)

ResultCheckValueSeverityConfidence
PASS Number of active campaigns (consolidation) 3 active campaigns high VERIFIED
WARNING Campaign Budget Optimization (CBO) adoption 33% 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 3 ASC campaigns medium VERIFIED
PASS Ad set audience overlap / cannibalization 0 overlapping pairs high CALCULATED
PASS Minimum daily budget per ad set Avg EUR 40.00/day high VERIFIED
PASS Campaign objective alignment with sales goal 0 misaligned high VERIFIED
WARNING Advantage+ Placements usage 67% automatic medium VERIFIED
PASS Multi-platform placement distribution 6 platforms active medium VERIFIED
PASS Attribution window standardization 90% correct high VERIFIED
PASS Bid strategy optimization 1x LOWEST_COST_WITHOUT_CAP, 2x NOT_SET 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
NA Budget adequacy for learning phase exit CBO — no ad set budgets high UNVERIFIED
PASS Budget utilization rate 138% utilization medium CALCULATED
PASS CPM trend (rising cost risk) CPM -6% medium CALCULATED
PASS Campaign spend concentration Top: 50% of spend medium VERIFIED
WARNING Short-lived campaign detection 1 short-lived campaigns medium CALCULATED
WARNING Seasonal campaign detection 1 out-of-season campaign(s) low VERIFIED

Quick Wins (3 actions)

Seasonal campaign detection
5 min
1 campaign(s) have seasonal keywords but are running outside their expected season: 'NM.|Products|Social|ASC|Conversions_Catalog_Sales' (keyword: sales). Review and pause or rename to avoid audience confusion and wasted spend on outdated messaging.
Exclusion audiences
10 min
Only 2/9 prospecting ad sets (22%) exclude audiences. Prospecting budget is likely reaching existing customers — exclude purchasers and website visitors from prospecting campaigns.
ASC+ existing customer budget cap
2 min
Found 3 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
WARNING Audience overlap between ad sets 33% overlap high ESTIMATED
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
FAIL Purchaser exclusion from prospecting 22% with exclusions high VERIFIED
NA CRM / first-party data sync freshness No audience data high UNVERIFIED
PASS Placement-demographic alignment (IG vs FB) IG 49% / FB 50% 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 47.7% post-view critical CALCULATED
PASS False retargeting campaign detection 0/1 false RTG critical CALCULATED
WARNING ASC existing customer budget cap 3 ASC campaigns high ESTIMATED
WARNING Prospecting vs retargeting budget split Prosp: 50% / RTG: 50% / Ret: 0% high CALCULATED
WARNING Existing customer purchase concentration 22% existing customer high ESTIMATED
PASS Prospecting ROAS & new customer cost nCAC 1.0x blended CPA high ESTIMATED
FAIL CPA trend (rising cost risk) CPA rising sharply (+94%) medium CALCULATED
NA Landing page diversity across funnel stages No URLs found low UNVERIFIED

Creatives

Ads With Spend
125
Creative Checks
16
Pass
4
Warnings / Fails
2

Creative Gallery

Creative Checks Detail

ResultCheckValueSeverityConfidence
ACCESS_BLOCKED Ad creative format diversity Creative data not accessible critical ACCESS_BLOCKED
FAIL Number of creatives per ad set Avg 2.7 ads/adset high VERIFIED
ACCESS_BLOCKED Video aspect ratio coverage (9:16 for Reels) Creative data not accessible high ACCESS_BLOCKED
PASS Creative fatigue detection CTR change: +26.1% 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
PASS Creative freshness (days since newest ad) Newest ad: 1 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: 1.61% 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
WARNING Creative differentiation across audiences 1/190 identical pairs medium CALCULATED
NA Creative spend concentration risk No ad spend data medium UNVERIFIED

Pixel / CAPI Checks (10 checks)

ResultCheckValueSeverityConfidence
PASS Pixel installation status 1 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 90% 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 (3 actions)

Seasonal campaign detection
5 min
1 campaign(s) have seasonal keywords but are running outside their expected season: 'NM.|Products|Social|ASC|Conversions_Catalog_Sales' (keyword: sales). Review and pause or rename to avoid audience confusion and wasted spend on outdated messaging.
Exclusion audiences
10 min
Only 2/9 prospecting ad sets (22%) exclude audiences. Prospecting budget is likely reaching existing customers — exclude purchasers and website visitors from prospecting campaigns.
ASC+ existing customer budget cap
2 min
Found 3 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: 17 minutes

🗓 30-Day Roadmap

Current Score
80
→
Target Score
95.2
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: 80 + 15.0 = 95.2 (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 SpendGBP 20,939.20Ads Manager > Account Overview > Columns: Amount Spent
Total Revenue (reported)GBP 111,883.09Ads Manager > Columns: Purchase ROAS * Spend
Total Revenue (click-only)GBP 57,744.57Ads Manager > Attribution: 7d click > Purchase Conversion Value
Total Purchases1,476Ads Manager > Columns: Purchases
Reported ROAS5.3432xAds Manager > Columns: Purchase ROAS
Click-Only ROAS2.7577xAds Manager > Compare Attribution > 7d click
Implied AOVGBP 75.80Revenue / Purchases
Post-View %47.7%(Reported - Click) / Reported purchases

Confidence Summary

Verified
17
Calculated
12
Estimated
4
Unverified
26

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_166376033881629
Account NameMAAREE
Date Range2025-09-07 to 2026-03-06
Scoring PeriodSep 2025 — Mar 2026 (6 months)
API VersionMeta Marketing API v21.0
Schema Versionv4.2
Checks Total64
Checks Evaluated39
Generated2026-03-07 11:09
📖 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 11:09
Data source: Meta Marketing API — Account act_166376033881629