DATA PROVENANCE — Melvita Meta Ads Audit
==========================================

Account:        MELVITA FR (act_754841788201379)
Currency:       EUR
Timezone:       Europe/Paris

3-LAYER ANALYSIS:
  Layer 1 (Scoring):  2025-12-02 to 2026-03-02 (3 months)
  Layer 2 (Trends):   2025-09-02 to 2026-03-02 (6 months, monthly)
  Layer 3 (YoY):      2024-09-02 to 2026-03-02 (18 months, monthly)

API:            Meta Marketing API v21.0
Pull method:    Insights-based entity discovery (spend > 0 filter)
                — 30 API calls in 73 seconds (vs 200+ with old approach)
Pull timestamp: 2026-03-03 ~16:02 UTC+1

LAYER 1 DATA (Scoring — 3 months):
  Account-level insights (default + 7d_click attribution)
  10 campaigns with spend > 0 (batch metadata via ?ids=)
  35 ad sets with spend > 0 (batch metadata with targeting)
  383 ads with spend > 0 (batch metadata)
  303 unique creatives
  91 daily insight rows
  23 placement breakdown rows
  3 pixels

LAYER 2 DATA (Trends — 6 months monthly):
  7 account-level monthly rows
  46 campaign-level monthly rows

LAYER 3 DATA (YoY — 18 months monthly):
  19 account-level monthly rows

ROAS CALCULATION:
  Source field:   action_values where action_type = "purchase"
  Formula:        purchase_value / spend
  NEVER used:     total action_values (includes non-purchase actions)
  Cross-check:    purchase_roas field from API (match: 0.0000 diff)

ATTRIBUTION:
  Default:        7d_click + 1d_view (Meta default)
  Click-only:     action_attribution_windows: ["7d_click"]
  View derived:   Default total - Click only
  Post-view:      34.3% of purchases are view-through

SANITY CHECKS (all passed):
  1. ROAS field validation:    PASS (API 0.5855x = Manual 0.5855x)
  2. AOV check:                PASS (EUR 62.07, expected EUR 40-90)
  3. Spend reconciliation:     PASS (campaign sum = account total, diff EUR 0.00)
  4. Attribution split:        34.3% post-view (warning territory)
  5. False retargeting:        0 flagged, 3 valid RTG campaigns

SCORING:
  Engine:         55-check weighted scoring (V3)
  Overall:        55.5/100 (Grade D — Poor)
  Categories:
    Pixel/CAPI:   37.5/100 (F) [LIMITED DATA — 2/10 evaluated]
    Creative:     50.0/100 (D) [10/15 evaluated]
    Structure:    65.0/100 (C) [12/18 evaluated]
    Audience:     66.7/100 (C) [4/8 evaluated]
    Funnel:       56.2/100 (D) [4/4 evaluated]

KEY FINANCIAL METRICS:
  Spend:          EUR 63,608.76
  Revenue:        EUR 37,242.75
  ROAS:           0.59x (BELOW BREAKEVEN)
  Click-only ROAS: 0.39x
  Purchases:      600
  AOV:            EUR 62.07
  CPA:            EUR 106.01

YOY CONTEXT:
  Q4 2024 vs Q4 2025: Spend +59.9%, ROAS -44.1%, CPA +66.4%
  Q1 2025 vs Q1 2026: Spend -21.8%, ROAS -24.6%, CPA +19.3%

Bug fixes applied (from Eclo audit):
  - funnel.py M-AT1: Fixed double-counting (use 7d_click sub-field, not value)
  - funnel.py M-FA1: ASC campaigns excluded from false RTG flags
  - funnel.py: Only count purchase action_type (not omni_purchase)

Data pull optimization applied:
  - Use insights endpoint to discover entities with spend > 0
  - Batch-fetch metadata via ?ids= endpoint (50 IDs per call)
  - Reduced API calls from 200+ to 30