Melvita - Meta Ads Audit Dashboard

CRITICAL: This Account is Losing Money

Reported ROAS is 0.59x — for every €1 spent, only €0.59 comes back.
Click-only ROAS is even worse at 0.39x.
Killer stat: No active pixels detected. Tracking data is unreliable.

Reported ROAS

0.59x

BELOW 1.0 — losing money

Click-only ROAS

0.39x

Click revenue / total spend

View-only ROAS

0.19x

View revenue / total spend

Total Revenue

€37,243

Click: €25,078 / View: €12,165

Total Purchases

600

Click: 394 / View: 206

Avg CPA

€106.01

€63,608.76 / 600 purchases

ROAS Calculation Tree

ROAS CALCULATION
├── Total Spend:              €63,608.76    (API field: spend)
├── Purchase Value (Total):   €37,242.75    (API field: action_values where action_type=purchase)
├── Purchase Value (Click):   €25,077.75    (API field: action_values, attribution=7d_click)
├── Purchase Value (View):    €12,165.00    (= Total - Click)
├── Reported ROAS:            0.59x         (= Total Purchase Value / Spend)
├── Click-Only ROAS:          0.39x         (= Click Purchase Value / Spend)
├── Purchases (Total):        600           (API field: actions where action_type=purchase)
├── Purchases (Click):        394           (API field: actions, attribution=7d_click)
├── Purchases (View):         206           (= Total - Click)
├── Implied AOV:              €62.07        (= Total Purchase Value / Total Purchases)
└── AOV Sanity Check:         PASS          (expected EUR 30-80 for cosmetics)

ROAS by Campaign (Reported vs Click-Only)

Attribution Split (Purchases)

Campaign ROAS Detail

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

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 (Click) ▲▼	Purchases ▲▼	Frequency ▲▼

Creative Analysis

Total Creatives

303

Active ad creatives

Formats Used

Only "unknown" format detected

Boosted Organic
0%
0/303 use organic posts

Advantage+ Creative

No enhancements enabled

Creative Check Results

Format Distribution

Creative Volume / Ad Set

4.8 avg

3 ad sets below recommended 5 ads.

Overall CTR

1.80%

Above 1.0% benchmark. Good engagement.

Creative Fatigue

+11.6%

CTR improving: 1.71% early vs 1.91% recent.

Creative Freshness

10 days

Most recent ad created 10 days ago.

Video Creatives

None

No video creatives. Essential for Reels/Stories.

Text Overlay / USP

0/303 have text. Add USP to creatives.

Social Proof

No organic posts boosted. Missing social proof.

Persona-Creative Match

1/595

1 identical creative pair across audiences.

Creative Checks Detail

Check	Result	Value	Detail

Account Structure & Budget

Active Campaigns

Out of 10 total campaigns

CBO Adoption

33%

1/3 campaigns use CBO

Avg Daily Budget

€183.75

Per ad set (all above €10)

Budget Adequacy CPA

€106.01

3/3 ad sets budget < 2x CPA

Overlapping Ad Sets

4 pairs

4/4 pairs share similar targeting — self-competition.

Misaligned Objectives

All campaigns use sales/conversion objectives.

Budget Utilization

32%

3 ad sets below 60%. Significant budget waste.

Attribution Setting

100%

6/6 ad sets use recommended 7d/1d.

Placement Distribution

Spend across platforms: Facebook 50.4%, Instagram 44.5%, Audience Network 5.0%

Facebook

50.4%

Instagram

44.5%

Audience Network

5.0%

Budget Utilization Bars

Average utilization: 32% — 3 ad sets below 60% threshold

Ad Set 1

40%

Ad Set 2

30%

Ad Set 3

26%

Structure Checks Detail

Check	Result	Value	Detail

Audiences & Funnel Strategy

Prospecting Budget

Inverted funnel — no prospecting

Retargeting Budget
100%
All budget on retargeting

False Retargeting

0 flagged

All RTG campaigns verified

Exclusion Audit

0/1 prospecting ad sets have exclusions

Audience Overlap

0/15 pairs similar targeting

Advantage+ Audience

100%

6/6 ad sets with A+ targeting

Inverted Funnel Warning

Prospecting: 0% | Retargeting: 100% | Retention: 0%

More budget on retargeting than prospecting means you're harvesting existing
demand rather than creating new demand. Recommended: >=60% prospecting for
growth brands. This is the #1 structural issue to fix.

Funnel Budget Split

Attribution: Post-Click vs Post-View

True Retargeting Campaigns (3 verified)

Campaign Name	Status
[CDC] [FR] [RTG] Réactivation	TRUE RTG
[CDC] [FR] [RTG] - DPA	TRUE RTG
[CDC] [FR] [RTG] - ASC - 06/02/26	TRUE RTG

Post-View Attribution Risk

Metric	Value	Risk
Post-View Purchases	206 / 600 (34.3%)	HIGH
Reported ROAS	0.59x	LOSS
Click-Only ROAS	0.39x	LOSS
Post-View Revenue	€12,165.00	MAY NOT BE INCREMENTAL

Audience Checks Detail

Check	Result	Value	Detail

Raw Data Cross-Reference & Verification

Data Cross-Reference

Metric	Report Value	Raw API Value	Match	How to Verify	API Source
Spend	€63,608.76	€63,608.76	MATCH	Ads Manager > Account Overview > Amount Spent	API field: `spend`
Revenue	€37,242.75	€37,242.75	MATCH	Ads Manager > Purchase Conversion Value	API: `action_values` where `action_type=purchase`
ROAS	0.59x	0.5855	MATCH	Ads Manager > Purchase ROAS column	API: `purchase_roas`
Purchases	600	600	MATCH	Ads Manager > Purchases column	API: `actions` where `action_type=purchase`
AOV	€62.07	€62.07	PASS	Calculated: Revenue / Purchases (sanity: €30-80 cosmetics)	Calculated field
Campaign Spend Sum	€63,608.76	€63,608.76	MATCH	Sum of all campaign spend = account spend	Sum of campaign `spend` fields

Known Data Gaps

Data Point	Status	Where to Check	Why It Matters
EMQ Scores	NOT AVAILABLE	Events Manager > Data Sources	Event Match Quality affects attribution accuracy. Target: ≥8.0
CAPI Dedup Rate	NOT AVAILABLE	Events Manager > Overview tab	Without dedup, conversions may be double-counted
Learning Phase Status	NOT AVAILABLE	Ads Manager > Delivery column	Ad sets in learning phase have volatile performance
Pixel Installation	FAIL — 0 pixels	Events Manager > Pixel tab	CRITICAL: No active pixels detected
Domain Verification	NOT AVAILABLE	Business Manager > Brand Safety	Required for AEM / iOS 14+ tracking
Video Hook Rate	NOT AVAILABLE	Ads Manager > Video engagement breakdown	3-second retention critical for Reels/Stories
UGC Classification	NOT AVAILABLE	Manual creative review	UGC typically outperforms corporate content. Target: ≥30%
Custom Audience Data	NOT AVAILABLE	Audiences > Custom Audiences	Freshness and source quality affect retargeting
UTM Parameters	NOT AVAILABLE	Ad preview URLs / URL templates	Required for GA4 cross-platform attribution
A/B Testing Activity	NOT AVAILABLE	Experiments tool in Ads Manager	Structured tests improve decision-making

ROAS Sanity Calculator

ROAS SANITY CHECK (Full Math)
=============================================================================

1. SPEND VERIFICATION
   API account spend:           €63,608.76
   Sum of campaign spend:       €63,608.76
   Difference:                  €0.00 ---- MATCH

2. REVENUE VERIFICATION
   Total purchase value:        €37,242.75  (action_values: purchase)
   Click purchase value:        €25,077.75  (7d_click attribution)
   View purchase value:         €12,165.00  (1d_view attribution = Total - Click)
   Click + View:                €37,242.75 ---- MATCH

3. ROAS CALCULATION
   Reported ROAS:               €37,242.75 / €63,608.76 = 0.5855x
   API purchase_roas:           0.585497x
   Rounding check:              0.59x (2dp) ---- MATCH
   Click-only ROAS:             €25,077.75 / €63,608.76 = 0.3942x

4. PURCHASE COUNT
   Total purchases:             600
   Click purchases:             394
   View purchases:              206
   Click + View:                600 ---- MATCH

5. AOV SANITY
   Implied AOV:                 €37,242.75 / 600 = €62.07
   Expected range (cosmetics):  €30 - €80
   Result:                      PASS (within range)

6. CPA CHECK
   Avg CPA:                     €63,608.76 / 600 = €106.01
   Industry range:              €15 - €60
   Result:                      FAIL (above range — too expensive)

=============================================================================
SANITY CHECKS: 5/6 PASS, 1 FAIL (CPA above industry range)

Confidence Summary

VERIFIED

CALCULATED

ESTIMATED

UNVERIFIED

Trends & Seasonality Analysis

Seasonality Context

Your Q1 CPA improved 28% vs Q4 (€104 vs €145). Last year the same period saw a rise.

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	€75,515	€120,718	+59.9%	0.83x	0.46x	-44.1%	€87.20	€145.09	+66.4%
Q1 2025 vs Q1 2026	€57,386	€44,879	-21.8%	0.77x	0.58x	-24.6%	€87.48	€104.37	+19.3%

Seasonality vs Structural Verdict

ROAS Trend

STRUCTURAL

ROAS declined YoY in every comparable period. Q4 2025 ROAS (0.46x) dropped 44% vs Q4 2024 (0.83x). Q1 2026 ROAS (0.58x) dropped 25% vs Q1 2025 (0.77x). This is not seasonal — fundamentals are deteriorating.

CPA Trend

STRUCTURAL

CPA increased YoY in every period. Q4 CPA rose 66% (€87 to €145), Q1 CPA rose 19% (€87 to €104). Acquisitions are getting more expensive structurally, not just seasonally.

CPM Trend

STRUCTURAL

CPM has risen YoY across most months. Nov 2025 CPM was €9.04 vs €3.84 a year earlier (+135%). Higher auction costs are eroding efficiency.

Spend Trend

MIXED

Q4 2025 spend was +60% vs Q4 2024, but Q1 2026 spend is -22% vs Q1 2025. Spending pattern varies — partly seasonal (Black Friday) but also reactive to poor performance.

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

Melvita — Meta Ads Audit Dashboard

CRITICAL: This Account is Losing Money

ROAS Calculation Tree

ROAS by Campaign (Reported vs Click-Only)

Attribution Split (Purchases)

Campaign ROAS Detail

Campaign Performance Overview

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

Full Campaign Table (sorted by spend descending)

Creative Analysis

Creative Check Results

Format Distribution

Creative Checks Detail

Account Structure & Budget

Placement Distribution

Budget Utilization Bars

Structure Checks Detail

Audiences & Funnel Strategy

Inverted Funnel Warning

Funnel Budget Split

Attribution: Post-Click vs Post-View

True Retargeting Campaigns (3 verified)

Post-View Attribution Risk

Audience Checks Detail

Raw Data Cross-Reference & Verification

Data Cross-Reference

Known Data Gaps

ROAS Sanity Calculator

Confidence Summary

Trends & Seasonality Analysis

Seasonality Context

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

Seasonality vs Structural Verdict

Monthly Year-over-Year Detail