{ "account": { "name": "Melvita", "id": "act_754841788201379", "currency": "EUR", "date_range": { "start": "2025-12-02", "end": "2026-03-02" }, "scoring_period": "Dec 2025 \u2014 Mar 2026 (3 months)", "trend_period": "Sep 2025 \u2014 Mar 2026 (6 months)", "yoy_period": "Sep 2024 \u2014 Mar 2026 (18 months)" }, "financial": { "spend": 63608.76, "revenue_total": 37242.75, "revenue_click": 25077.75, "revenue_view": 12165.0, "purchases_total": 600, "purchases_click": 394, "purchases_view": 206, "reported_roas": 0.5855, "click_roas": 0.3942, "api_roas": 0.585497, "implied_aov": 62.07, "post_view_pct": 34.3 }, "scoring": { "overall_score": 55.5, "grade_letter": "D", "grade_label": "Poor", "category_scores": { "pixel_capi": { "score": 37.5, "grade": "F", "total_checks": 10, "evaluated": 2, "na_count": 8, "limited_data": true }, "creative": { "score": 50.0, "grade": "D", "total_checks": 15, "evaluated": 10, "na_count": 5, "limited_data": false }, "structure": { "score": 65.0, "grade": "C", "total_checks": 18, "evaluated": 12, "na_count": 6, "limited_data": false }, "audience": { "score": 66.7, "grade": "C", "total_checks": 8, "evaluated": 4, "na_count": 4, "limited_data": false }, "funnel": { "score": 56.2, "grade": "D", "total_checks": 4, "evaluated": 4, "na_count": 0, "limited_data": false } }, "radar_scores": { "pixel_capi": { "current": 1.0, "potential": 5.0 }, "creative": { "current": 2.0, "potential": 4.0 }, "structure": { "current": 3.0, "potential": 5.0 }, "audience": { "current": 3.0, "potential": 5.0 }, "funnel": { "current": 2.0, "potential": 5.0 } } }, "killer_stat": { "check_id": "M01", "text": "No active pixels detected. Tracking data is unreliable." }, "campaigns": [ { "name": "[CDC] [FR] [ACQ] - ASC - 07/01/26", "campaign_id": "120242459589040230", "spend": 23549.75, "purchases_total": 200, "purchases_click": 132, "purchases_view": 68, "revenue_total": 11790.03, "revenue_click": 7990.39, "revenue_view": 3799.64, "roas_total": 0.5, "roas_click": 0.34, "cpa": 117.75, "impressions": 3953650, "clicks": 50455, "ctr": 1.276163, "cpm": 5.956458, "frequency": 5.745758 }, { "name": "[CDC] [FR] [RTG] R\u00e9activation", "campaign_id": "120227609647390230", "spend": 19246.78, "purchases_total": 252, "purchases_click": 153, "purchases_view": 99, "revenue_total": 16364.46, "revenue_click": 10221.07, "revenue_view": 6143.39, "roas_total": 0.85, "roas_click": 0.53, "cpa": 76.38, "impressions": 2304646, "clicks": 36379, "ctr": 1.578507, "cpm": 8.351296, "frequency": 8.20702 }, { "name": "[CDC] [FR] [ACQ] - ASC - ancienne", "campaign_id": "120200291607320230", "spend": 7616.52, "purchases_total": 64, "purchases_click": 47, "purchases_view": 17, "revenue_total": 4255.54, "revenue_click": 3387.79, "revenue_view": 867.75, "roas_total": 0.56, "roas_click": 0.44, "cpa": 119.01, "impressions": 1110637, "clicks": 24443, "ctr": 2.200809, "cpm": 6.857794, "frequency": 4.300045 }, { "name": "[CDC] [FR] [RTG] - DPA", "campaign_id": "120218758312820230", "spend": 4744.6, "purchases_total": 38, "purchases_click": 25, "purchases_view": 13, "revenue_total": 2083.71, "revenue_click": 1300.98, "revenue_view": 782.73, "roas_total": 0.44, "roas_click": 0.27, "cpa": 124.86, "impressions": 507449, "clicks": 6738, "ctr": 1.327818, "cpm": 9.349905, "frequency": 8.068963 }, { "name": "[CDC] [FR] [ACQ] - DABA - CPA cible", "campaign_id": "120241273623900230", "spend": 1764.37, "purchases_total": 10, "purchases_click": 9, "purchases_view": 1, "revenue_total": 619.09, "revenue_click": 587.29, "revenue_view": 31.8, "roas_total": 0.35, "roas_click": 0.33, "cpa": 176.44, "impressions": 297496, "clicks": 4760, "ctr": 1.600022, "cpm": 5.930735, "frequency": 3.064915 }, { "name": "[CDC] [FR] [RTG] - ASC - 06/02/26", "campaign_id": "120243660968890230", "spend": 1677.86, "purchases_total": 12, "purchases_click": 8, "purchases_view": 4, "revenue_total": 511.92, "revenue_click": 299.8, "revenue_view": 212.12, "roas_total": 0.31, "roas_click": 0.18, "cpa": 139.82, "impressions": 202937, "clicks": 7398, "ctr": 3.645466, "cpm": 8.267886, "frequency": 3.743465 }, { "name": "[CDC] [FR] [ACQ] - DABA", "campaign_id": "120240201022190230", "spend": 1633.54, "purchases_total": 13, "purchases_click": 10, "purchases_view": 3, "revenue_total": 817.1, "revenue_click": 549.53, "revenue_view": 267.57, "roas_total": 0.5, "roas_click": 0.34, "cpa": 125.66, "impressions": 164069, "clicks": 3021, "ctr": 1.841298, "cpm": 9.956421, "frequency": 2.595987 }, { "name": "[CDC] [FR] [ACQ] V2", "campaign_id": "120224619894790230", "spend": 1325.88, "purchases_total": 11, "purchases_click": 10, "purchases_view": 1, "revenue_total": 800.9, "revenue_click": 740.9, "revenue_view": 60.0, "roas_total": 0.6, "roas_click": 0.56, "cpa": 120.53, "impressions": 135596, "clicks": 2458, "ctr": 1.812738, "cpm": 9.778165, "frequency": 2.298627 }, { "name": "[CDC] [FR] [LEAD] - Lead/Sampling", "campaign_id": "23854961264770229", "spend": 1043.78, "purchases_total": 0, "purchases_click": 0, "purchases_view": 0, "revenue_total": 0.0, "revenue_click": 0.0, "revenue_view": 0.0, "roas_total": 0.0, "roas_click": 0.0, "cpa": 0, "impressions": 324864, "clicks": 25641, "ctr": 7.892841, "cpm": 3.212975, "frequency": 3.306571 }, { "name": "[CDC] [FR] [TRF] - Boost posts", "campaign_id": "120224376034750230", "spend": 1005.68, "purchases_total": 0, "purchases_click": 0, "purchases_view": 0, "revenue_total": 0.0, "revenue_click": 0.0, "revenue_view": 0.0, "roas_total": 0.0, "roas_click": 0.0, "cpa": 0, "impressions": 365300, "clicks": 7421, "ctr": 2.031481, "cpm": 2.753025, "frequency": 2.507086 } ], "checks": [ { "check_id": "M01", "category": "pixel_capi", "check_name": "Meta Pixel installed", "severity": "critical", "result": "fail", "value": "0 active pixels", "detail": "No active pixels detected. Tracking data is unreliable.", "evidence": {}, "quick_win": true, "fix_time_minutes": 15, "confidence": "UNVERIFIED", "human_title": "Pixel installation status", "category_display": "Pixel / CAPI Health" }, { "check_id": "M02", "category": "pixel_capi", "check_name": "CAPI active", "severity": "critical", "result": "na", "value": "CAPI status unknown", "detail": "CAPI status cannot be fully verified via API. Deploy CAPI Gateway for 30-40% data recovery.", "evidence": {}, "quick_win": true, "fix_time_minutes": 15, "confidence": "UNVERIFIED", "human_title": "Server-side tracking (CAPI) status", "category_display": "Pixel / CAPI Health" }, { "check_id": "M03", "category": "pixel_capi", "check_name": "Event deduplication", "severity": "critical", "result": "na", "value": "Requires manual verification", "detail": "Event deduplication (event_id matching) requires Events Manager verification. Not available via API.", "evidence": {}, "quick_win": false, "fix_time_minutes": 0, "confidence": "UNVERIFIED", "human_title": "Event deduplication between Pixel and CAPI", "category_display": "Pixel / CAPI Health" }, { "check_id": "M04", "category": "pixel_capi", "check_name": "EMQ score", "severity": "critical", "result": "na", "value": "Not available via API", "detail": "Event Match Quality scores are not available via the Marketing API. Check Events Manager manually. Target: >=8.0 for Purchase event.", "evidence": {}, "quick_win": false, "fix_time_minutes": 0, "confidence": "UNVERIFIED", "human_title": "Event Match Quality score", "category_display": "Pixel / CAPI Health" }, { "check_id": "M05", "category": "pixel_capi", "check_name": "Domain verification", "severity": "high", "result": "na", "value": "Requires Business Manager check", "detail": "Domain verification status not fully available via API. Verify in Business Manager.", "evidence": {}, "quick_win": true, "fix_time_minutes": 5, "confidence": "UNVERIFIED", "human_title": "Domain verification in Business Manager", "category_display": "Pixel / CAPI Health" }, { "check_id": "M06", "category": "pixel_capi", "check_name": "AEM configured", "severity": "high", "result": "na", "value": "Requires Events Manager check", "detail": "AEM configuration (top 8 prioritized events) requires manual verification in Events Manager.", "evidence": {}, "quick_win": false, "fix_time_minutes": 0, "confidence": "UNVERIFIED", "human_title": "Aggregated Event Measurement configuration", "category_display": "Pixel / CAPI Health" }, { "check_id": "M07", "category": "pixel_capi", "check_name": "Standard vs custom events", "severity": "high", "result": "na", "value": "Requires Events Manager check", "detail": "Event configuration details (standard vs custom) require manual verification.", "evidence": {}, "quick_win": false, "fix_time_minutes": 0, "confidence": "UNVERIFIED", "human_title": "Standard vs custom event usage", "category_display": "Pixel / CAPI Health" }, { "check_id": "M08", "category": "pixel_capi", "check_name": "CAPI Gateway", "severity": "medium", "result": "na", "value": "Requires manual verification", "detail": "CAPI Gateway deployment status not available via API. Check Events Manager for server-side event sources.", "evidence": {}, "quick_win": false, "fix_time_minutes": 0, "confidence": "UNVERIFIED", "human_title": "CAPI Gateway deployment", "category_display": "Pixel / CAPI Health" }, { "check_id": "M09", "category": "pixel_capi", "check_name": "iOS attribution window", "severity": "high", "result": "pass", "value": "86% using 7d_click/1d_view", "detail": "30/35 ad sets use 7d click / 1d view (recommended setting).", "evidence": { "7d_click_1d_view": 30, "1d_click_only": 5, "other": 0, "not_set": 0 }, "quick_win": true, "fix_time_minutes": 2, "confidence": "VERIFIED", "human_title": "iOS attribution window configuration", "category_display": "Pixel / CAPI Health" }, { "check_id": "M10", "category": "pixel_capi", "check_name": "Data freshness", "severity": "medium", "result": "na", "value": "Requires Events Manager check", "detail": "Real-time event lag cannot be determined via the Marketing API snapshot.", "evidence": {}, "quick_win": false, "fix_time_minutes": 0, "confidence": "UNVERIFIED", "human_title": "Data freshness and event lag", "category_display": "Pixel / CAPI Health" }, { "check_id": "M25", "category": "creative", "check_name": "Format diversity", "severity": "critical", "result": "fail", "value": "1 formats", "detail": "Only 1 format (unknown). Meta recommends at least 3 formats.", "evidence": { "formats": [ "unknown" ] }, "quick_win": true, "fix_time_minutes": 15, "confidence": "VERIFIED", "human_title": "Ad creative format diversity", "category_display": "Creative (Diversity & Fatigue)" }, { "check_id": "M26", "category": "creative", "check_name": "Creative volume per ad set", "severity": "high", "result": "warning", "value": "Avg 4.8 ads/adset", "detail": "Average 4.8 ads per active ad set. 3 ad set(s) below recommended 5 ads.", "evidence": { "avg_ads_per_adset": 4.8, "adsets_under_3": 1, "adsets_under_5": 3 }, "quick_win": false, "fix_time_minutes": 0, "confidence": "VERIFIED", "human_title": "Number of creatives per ad set", "category_display": "Creative (Diversity & Fatigue)" }, { "check_id": "M27", "category": "creative", "check_name": "Video aspect ratios", "severity": "high", "result": "fail", "value": "No video creatives", "detail": "No video creatives found. Video is essential for Reels/Stories placements.", "evidence": {}, "quick_win": false, "fix_time_minutes": 0, "confidence": "ESTIMATED", "human_title": "Video aspect ratio coverage (9:16 for Reels)", "category_display": "Creative (Diversity & Fatigue)" }, { "check_id": "M28", "category": "creative", "check_name": "Creative fatigue", "severity": "critical", "result": "pass", "value": "CTR change: +11.6%", "detail": "CTR stable or improving (+11.6%). Early: 1.71%, Recent: 1.91%, Frequency: 0.0.", "evidence": { "ctr_early": 1.709, "ctr_late": 1.906, "ctr_change_pct": 11.6, "frequency_late": 0 }, "quick_win": false, "fix_time_minutes": 0, "confidence": "CALCULATED", "human_title": "Creative fatigue detection", "category_display": "Creative (Diversity & Fatigue)" }, { "check_id": "M29", "category": "creative", "check_name": "Hook rate (video)", "severity": "high", "result": "na", "value": "Not available via API", "detail": "Video hook rate (skip rate in first 3 seconds) requires Ads Manager breakdown. Check video_p25_watched_actions for proxy.", "evidence": {}, "quick_win": false, "fix_time_minutes": 0, "confidence": "UNVERIFIED", "human_title": "Video hook rate (3-second retention)", "category_display": "Creative (Diversity & Fatigue)" }, { "check_id": "M30", "category": "creative", "check_name": "Social proof / organic boosting", "severity": "medium", "result": "fail", "value": "0% boosted", "detail": "Only 0/303 (0%) creatives use organic posts. Boosting organic content adds social proof (likes, comments, shares).", "evidence": { "with_story_id": 0, "total": 303 }, "quick_win": false, "fix_time_minutes": 0, "confidence": "CALCULATED", "human_title": "Social proof through organic post boosting", "category_display": "Creative (Diversity & Fatigue)" }, { "check_id": "M31", "category": "creative", "check_name": "UGC content", "severity": "high", "result": "na", "value": "Requires manual review", "detail": "UGC vs corporate creative classification requires visual inspection. Target: >=30% UGC/social-native content.", "evidence": {}, "quick_win": false, "fix_time_minutes": 0, "confidence": "UNVERIFIED", "human_title": "User-generated content (UGC) proportion", "category_display": "Creative (Diversity & Fatigue)" }, { "check_id": "M32", "category": "creative", "check_name": "Advantage+ Creative", "severity": "medium", "result": "warning", "value": "0 with enhancements", "detail": "No creatives using Advantage+ Creative enhancements. Test enabling for automated format/text optimization.", "evidence": {}, "quick_win": false, "fix_time_minutes": 0, "confidence": "VERIFIED", "human_title": "Advantage+ Creative enhancements", "category_display": "Creative (Diversity & Fatigue)" }, { "check_id": "M-CR1", "category": "creative", "check_name": "Creative freshness", "severity": "high", "result": "pass", "value": "Newest ad: 10 days", "detail": "Most recent ad created 10 days ago. Fresh creative is being tested.", "evidence": {}, "quick_win": false, "fix_time_minutes": 0, "confidence": "VERIFIED", "human_title": "Creative freshness (days since newest ad)", "category_display": "Creative (Diversity & Fatigue)" }, { "check_id": "M-CR2", "category": "creative", "check_name": "Frequency \u2014 Prospecting", "severity": "high", "result": "na", "value": "No frequency data", "detail": "Frequency data not available in insights.", "evidence": {}, "quick_win": false, "fix_time_minutes": 0, "confidence": "UNVERIFIED", "human_title": "Ad frequency for prospecting audiences", "category_display": "Creative (Diversity & Fatigue)" }, { "check_id": "M-CR3", "category": "creative", "check_name": "Frequency \u2014 Retargeting", "severity": "medium", "result": "na", "value": "No frequency data", "detail": "Frequency data not available.", "evidence": {}, "quick_win": false, "fix_time_minutes": 0, "confidence": "UNVERIFIED", "human_title": "Ad frequency for retargeting audiences", "category_display": "Creative (Diversity & Fatigue)" }, { "check_id": "M-CR4", "category": "creative", "check_name": "CTR benchmark", "severity": "high", "result": "pass", "value": "CTR: 1.80%", "detail": "Overall CTR is 1.80% \u2014 above 1.0% benchmark.", "evidence": { "ctr": 1.801, "clicks": 168714, "impressions": 9366644 }, "quick_win": false, "fix_time_minutes": 0, "confidence": "CALCULATED", "human_title": "Click-through rate vs industry benchmark", "category_display": "Creative (Diversity & Fatigue)" }, { "check_id": "M-CR5", "category": "creative", "check_name": "Creative-demographic alignment", "severity": "high", "result": "na", "value": "Requires age/gender breakdown", "detail": "Age/gender engagement vs conversion breakdown not available in current data pull. Requires separate insights query with age,gender breakdown per creative.", "evidence": {}, "quick_win": false, "fix_time_minutes": 0, "confidence": "UNVERIFIED", "human_title": "Creative-demographic alignment", "category_display": "Creative (Diversity & Fatigue)" }, { "check_id": "M-CR6", "category": "creative", "check_name": "Text overlay / USP presence", "severity": "medium", "result": "fail", "value": "0% with text", "detail": "Only 0/303 (0%) creatives have text/USP. Creatives lack context \u2014 add text overlays with value propositions.", "evidence": { "with_text": 0, "total": 303 }, "quick_win": false, "fix_time_minutes": 0, "confidence": "ESTIMATED", "human_title": "Value proposition in ad text", "category_display": "Creative (Diversity & Fatigue)" }, { "check_id": "M-CR7", "category": "creative", "check_name": "Persona-creative match", "severity": "medium", "result": "warning", "value": "1/595 identical pairs", "detail": "1/595 ad set pairs share identical creatives. Consider diversifying creative per audience.", "evidence": {}, "quick_win": false, "fix_time_minutes": 0, "confidence": "CALCULATED", "human_title": "Creative differentiation across audiences", "category_display": "Creative (Diversity & Fatigue)" }, { "check_id": "M11", "category": "structure", "check_name": "Campaign count", "severity": "high", "result": "pass", "value": "3 active campaigns", "detail": "3 active campaigns. Well-consolidated structure.", "evidence": { "active_campaigns": 3, "total_campaigns": 10 }, "quick_win": false, "fix_time_minutes": 0, "confidence": "VERIFIED", "human_title": "Number of active campaigns (consolidation)", "category_display": "Account Structure" }, { "check_id": "M12", "category": "structure", "check_name": "CBO vs ABO", "severity": "high", "result": "warning", "value": "33% CBO", "detail": "Mix of CBO (1) and ABO (2) campaigns. CBO recommended for spend >$500/day; ABO for testing <$100/day.", "evidence": { "cbo_count": 1, "abo_count": 2 }, "quick_win": false, "fix_time_minutes": 0, "confidence": "VERIFIED", "human_title": "Campaign Budget Optimization (CBO) adoption", "category_display": "Account Structure" }, { "check_id": "M13", "category": "structure", "check_name": "Learning phase", "severity": "critical", "result": "na", "value": "Learning phase data not available", "detail": "learning_phase_info not returned for active ad sets. Check Ads Manager directly.", "evidence": {}, "quick_win": false, "fix_time_minutes": 0, "confidence": "UNVERIFIED", "human_title": "Learning phase health across ad sets", "category_display": "Account Structure" }, { "check_id": "M14", "category": "structure", "check_name": "Learning resets", "severity": "high", "result": "na", "value": "Requires edit history", "detail": "Learning phase reset detection requires campaign edit history, which is not available from a single data snapshot.", "evidence": {}, "quick_win": false, "fix_time_minutes": 0, "confidence": "UNVERIFIED", "human_title": "Learning phase reset frequency", "category_display": "Account Structure" }, { "check_id": "M15", "category": "structure", "check_name": "Advantage+ Sales", "severity": "medium", "result": "pass", "value": "3 ASC campaigns", "detail": "Found 3 ASC/Advantage+ campaigns (2 active). ASC is being tested.", "evidence": { "asc_campaigns": [ "[CDC] [FR] [ACQ] - ASC - ancienne", "[CDC] [FR] [ACQ] - ASC - 07/01/26", "[CDC] [FR] [RTG] - ASC - 06/02/26" ] }, "quick_win": false, "fix_time_minutes": 0, "confidence": "VERIFIED", "human_title": "Advantage+ Shopping Campaigns testing", "category_display": "Account Structure" }, { "check_id": "M16", "category": "structure", "check_name": "Ad set consolidation", "severity": "high", "result": "fail", "value": "4 overlapping pairs", "detail": "4/4 ad set pairs share similar targeting. Significant audience overlap \u2014 your ads are competing against each other. Consolidate similar ad sets.", "evidence": {}, "quick_win": false, "fix_time_minutes": 0, "confidence": "CALCULATED", "human_title": "Ad set audience overlap / cannibalization", "category_display": "Account Structure" }, { "check_id": "M17", "category": "structure", "check_name": "Budget distribution", "severity": "high", "result": "pass", "value": "Avg EUR 183.75/day", "detail": "All 4 ad sets with budgets are >=EUR 10/day. Average: EUR 183.75/day.", "evidence": { "under_5_eur": 0, "under_10_eur": 0, "avg_budget_eur": 183.75 }, "quick_win": false, "fix_time_minutes": 0, "confidence": "VERIFIED", "human_title": "Minimum daily budget per ad set", "category_display": "Account Structure" }, { "check_id": "M18", "category": "structure", "check_name": "Objective alignment", "severity": "high", "result": "pass", "value": "0 misaligned", "detail": "All 3 active campaigns use sales/conversion objectives.", "evidence": { "misaligned": [] }, "quick_win": false, "fix_time_minutes": 0, "confidence": "VERIFIED", "human_title": "Campaign objective alignment with sales goal", "category_display": "Account Structure" }, { "check_id": "M33", "category": "structure", "check_name": "Advantage+ Placements", "severity": "medium", "result": "fail", "value": "33% automatic", "detail": "4/6 ad sets use manual placements. Manual placement limits Meta's optimization. Enable Advantage+ unless justified.", "evidence": {}, "quick_win": false, "fix_time_minutes": 0, "confidence": "VERIFIED", "human_title": "Advantage+ Placements usage", "category_display": "Account Structure" }, { "check_id": "M34", "category": "structure", "check_name": "Placement review", "severity": "medium", "result": "pass", "value": "6 platforms active", "detail": "Placement breakdown available across 6 platforms: {'facebook': '50.4%', 'instagram': '44.5%', 'audience_network': '5.0%', 'messenger': '0.0%', 'threads': '0.0%', 'unknown': '0.0%'}.", "evidence": { "spend_by_platform": { "audience_network": 3205.48, "facebook": 32066.27, "instagram": 28336.66, "messenger": 0.33, "threads": 0.02, "unknown": 0.0 } }, "quick_win": false, "fix_time_minutes": 0, "confidence": "VERIFIED", "human_title": "Multi-platform placement distribution", "category_display": "Account Structure" }, { "check_id": "M35", "category": "structure", "check_name": "Attribution setting", "severity": "high", "result": "pass", "value": "100% correct", "detail": "6/6 active ad sets use 7d click / 1d view (recommended).", "evidence": {}, "quick_win": true, "fix_time_minutes": 2, "confidence": "VERIFIED", "human_title": "Attribution window standardization", "category_display": "Account Structure" }, { "check_id": "M36", "category": "structure", "check_name": "Bid strategy", "severity": "high", "result": "pass", "value": "2x NOT_SET, 1x LOWEST_COST_WITHOUT_CAP", "detail": "Bid strategies: 2x NOT_SET, 1x LOWEST_COST_WITHOUT_CAP.", "evidence": { "NOT_SET": 2, "LOWEST_COST_WITHOUT_CAP": 1 }, "quick_win": false, "fix_time_minutes": 0, "confidence": "VERIFIED", "human_title": "Bid strategy optimization", "category_display": "Account Structure" }, { "check_id": "M37", "category": "structure", "check_name": "Campaign frequency", "severity": "high", "result": "na", "value": "No frequency data", "detail": "Frequency data not available.", "evidence": {}, "quick_win": false, "fix_time_minutes": 0, "confidence": "UNVERIFIED", "human_title": "Overall campaign frequency control", "category_display": "Account Structure" }, { "check_id": "M38", "category": "structure", "check_name": "Breakdown reporting", "severity": "medium", "result": "na", "value": "Requires process review", "detail": "Breakdown reporting frequency (monthly/quarterly/never) cannot be determined from an API snapshot. Recommend monthly review of age, gender, placement breakdowns.", "evidence": {}, "quick_win": false, "fix_time_minutes": 0, "confidence": "UNVERIFIED", "human_title": "Breakdown effect monitoring", "category_display": "Account Structure" }, { "check_id": "M39", "category": "structure", "check_name": "UTM parameters", "severity": "medium", "result": "na", "value": "Requires ad URL inspection", "detail": "UTM parameter presence requires checking ad preview URLs or URL templates, which are not in the current data pull. Add UTMs at campaign level.", "evidence": {}, "quick_win": true, "fix_time_minutes": 5, "confidence": "UNVERIFIED", "human_title": "UTM parameter implementation", "category_display": "Account Structure" }, { "check_id": "M40", "category": "structure", "check_name": "A/B testing", "severity": "medium", "result": "na", "value": "Requires Experiments review", "detail": "A/B testing activity requires checking Meta Experiments tool. Not available via standard campaign/ad set data.", "evidence": {}, "quick_win": false, "fix_time_minutes": 0, "confidence": "UNVERIFIED", "human_title": "A/B testing activity", "category_display": "Account Structure" }, { "check_id": "M-ST1", "category": "structure", "check_name": "Budget adequacy", "severity": "high", "result": "fail", "value": "Avg CPA: EUR 106.01", "detail": "3/3 ad sets have budget <2x CPA (EUR 106.01). Budgets too low for meaningful optimization. Consolidate or increase.", "evidence": { "avg_cpa": 106.01, "adequate": 0, "inadequate": 3 }, "quick_win": false, "fix_time_minutes": 0, "confidence": "CALCULATED", "human_title": "Budget adequacy for learning phase exit", "category_display": "Account Structure" }, { "check_id": "M-ST2", "category": "structure", "check_name": "Budget utilization", "severity": "medium", "result": "fail", "value": "32% utilization", "detail": "Average budget utilization: 32%. 3 ad sets below 60%. Significant budget waste \u2014 audiences too narrow or bids too low.", "evidence": {}, "quick_win": false, "fix_time_minutes": 0, "confidence": "CALCULATED", "human_title": "Budget utilization rate", "category_display": "Account Structure" }, { "check_id": "M19", "category": "audience", "check_name": "Audience overlap", "severity": "high", "result": "pass", "value": "0% overlap", "detail": "0/15 ad set pairs have similar targeting (0%). Low overlap \u2014 good audience separation.", "evidence": {}, "quick_win": false, "fix_time_minutes": 0, "confidence": "ESTIMATED", "human_title": "Audience overlap between ad sets", "category_display": "Audience & Targeting" }, { "check_id": "M20", "category": "audience", "check_name": "Custom Audience freshness", "severity": "high", "result": "na", "value": "No audience data", "detail": "Custom audience data not available. Cannot verify freshness.", "evidence": {}, "quick_win": false, "fix_time_minutes": 0, "confidence": "UNVERIFIED", "human_title": "Custom audience data freshness", "category_display": "Audience & Targeting" }, { "check_id": "M21", "category": "audience", "check_name": "Lookalike source quality", "severity": "medium", "result": "na", "value": "No audience data", "detail": "Audience data not available. Cannot evaluate lookalike source quality.", "evidence": {}, "quick_win": false, "fix_time_minutes": 0, "confidence": "UNVERIFIED", "human_title": "Lookalike audience source quality", "category_display": "Audience & Targeting" }, { "check_id": "M22", "category": "audience", "check_name": "Advantage+ Audience", "severity": "medium", "result": "pass", "value": "100% with Advantage+", "detail": "6/6 ad sets (100%) use Advantage+ Audience / targeting automation. Testing broad audiences alongside manual targeting.", "evidence": {}, "quick_win": false, "fix_time_minutes": 0, "confidence": "VERIFIED", "human_title": "Advantage+ Audience automation", "category_display": "Audience & Targeting" }, { "check_id": "M23", "category": "audience", "check_name": "Exclusion audiences", "severity": "high", "result": "fail", "value": "0% with exclusions", "detail": "Only 0/1 prospecting ad sets (0%) exclude audiences. Prospecting budget is likely reaching existing customers \u2014 exclude purchasers and website visitors from prospecting campaigns.", "evidence": {}, "quick_win": true, "fix_time_minutes": 10, "confidence": "VERIFIED", "human_title": "Purchaser exclusion from prospecting", "category_display": "Audience & Targeting" }, { "check_id": "M24", "category": "audience", "check_name": "First-party data & ESP sync", "severity": "high", "result": "na", "value": "No audience data", "detail": "Audience data not available. Cannot verify CRM upload or ESP sync.", "evidence": {}, "quick_win": false, "fix_time_minutes": 0, "confidence": "UNVERIFIED", "human_title": "CRM / first-party data sync freshness", "category_display": "Audience & Targeting" }, { "check_id": "M-AU1", "category": "audience", "check_name": "Placement-audience coherence", "severity": "medium", "result": "pass", "value": "IG 45% / FB 50%", "detail": "Platform split: IG 45% / FB 50%. Target age ~42 \u2014 platform mix is appropriate.", "evidence": { "instagram_pct": 44.5, "facebook_pct": 50.4, "avg_target_age": 42.1 }, "quick_win": false, "fix_time_minutes": 0, "confidence": "VERIFIED", "human_title": "Placement-demographic alignment (IG vs FB)", "category_display": "Audience & Targeting" }, { "check_id": "M-AU2", "category": "audience", "check_name": "Demographic reach vs conversion alignment", "severity": "high", "result": "na", "value": "Requires age/gender breakdown", "detail": "Demographic reach vs conversion alignment requires insights with age,gender breakdown, which is not in the current data pull.", "evidence": {}, "quick_win": false, "fix_time_minutes": 0, "confidence": "UNVERIFIED", "human_title": "Demographic reach vs conversion efficiency", "category_display": "Audience & Targeting" }, { "check_id": "M-AT1", "category": "funnel", "check_name": "Post-view vs post-click attribution ratio", "severity": "critical", "result": "warning", "value": "34.3% post-view", "detail": "34.3% of conversions are post-view. Significant portion may not be incremental. Reported ROAS: 0.59x, Click-only ROAS: 0.39x. The real ROAS is likely closer to the click-only figure.", "evidence": { "purchases_click": 394, "purchases_view": 206, "total_purchases": 600, "post_view_pct": 34.3, "reported_roas": 0.59, "click_only_roas": 0.39, "value_click": 25077.75, "value_view": 12165.0 }, "quick_win": false, "fix_time_minutes": 0, "confidence": "CALCULATED", "human_title": "Post-view attribution inflation risk", "category_display": "Funnel & Strategy" }, { "check_id": "M-FA1", "category": "funnel", "check_name": "False retargeting detection", "severity": "critical", "result": "pass", "value": "0/3 false RTG", "detail": "All 3 non-ASC retargeting campaigns have custom audiences defined. Retargeting is properly configured.", "evidence": { "false_rtg": [], "true_rtg": [ "[CDC] [FR] [RTG] R\u00e9activation", "[CDC] [FR] [RTG] - DPA", "[CDC] [FR] [RTG] - ASC - 06/02/26" ], "asc_exceptions": [] }, "quick_win": false, "fix_time_minutes": 10, "confidence": "CALCULATED", "human_title": "False retargeting campaign detection", "category_display": "Funnel & Strategy" }, { "check_id": "M-ST3", "category": "funnel", "check_name": "ASC+ existing customer budget cap", "severity": "high", "result": "warning", "value": "3 ASC campaigns", "detail": "Found 3 ASC campaigns (2 active). Verify that an existing customer budget cap is set (recommended <=20% for growth). Without a cap, ASC will default to spending on existing customers who would have purchased anyway.", "evidence": { "asc_campaigns": [ "[CDC] [FR] [ACQ] - ASC - ancienne", "[CDC] [FR] [ACQ] - ASC - 07/01/26", "[CDC] [FR] [RTG] - ASC - 06/02/26" ] }, "quick_win": true, "fix_time_minutes": 2, "confidence": "ESTIMATED", "human_title": "ASC existing customer budget cap", "category_display": "Funnel & Strategy" }, { "check_id": "M-ST4", "category": "funnel", "check_name": "Funnel-stage budget split", "severity": "high", "result": "fail", "value": "Prosp: 0% / RTG: 100% / Ret: 0%", "detail": "Inverted funnel: Prospecting only 0%, RTG: 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.", "evidence": { "stage_budgets": { "prospecting": 0.0, "retargeting": 735.0, "retention": 0.0 }, "stage_campaigns": { "prospecting": [], "retargeting": [ "[CDC] [FR] [RTG] R\u00e9activation", "[CDC] [FR] [ACQ] - ASC - 07/01/26", "[CDC] [FR] [RTG] - ASC - 06/02/26" ], "retention": [] }, "prosp_pct": 0.0, "rtg_pct": 100.0, "ret_pct": 0.0 }, "quick_win": false, "fix_time_minutes": 0, "confidence": "CALCULATED", "human_title": "Prospecting vs retargeting budget split", "category_display": "Funnel & Strategy" } ], "quick_wins": [ { "check_id": "M01", "name": "Meta Pixel installed", "fix_time_minutes": 15, "detail": "No active pixels detected. Tracking data is unreliable." }, { "check_id": "M25", "name": "Format diversity", "fix_time_minutes": 15, "detail": "Only 1 format (unknown). Meta recommends at least 3 formats." }, { "check_id": "M23", "name": "Exclusion audiences", "fix_time_minutes": 10, "detail": "Only 0/1 prospecting ad sets (0%) exclude audiences. Prospecting budget is likely reaching existing customers \u2014 exclude purchasers and website visitors from prospecting campaigns." }, { "check_id": "M-ST3", "name": "ASC+ existing customer budget cap", "fix_time_minutes": 2, "detail": "Found 3 ASC campaigns (2 active). Verify that an existing customer budget cap is set (recommended <=20% for growth). Without a cap, ASC will default to spending on existing customers who would have purchased anyway." } ], "confidence_summary": { "VERIFIED": 17, "CALCULATED": 10, "ESTIMATED": 4, "UNVERIFIED": 24 }, "sanity_checks": { "check_1_roas": "PASS", "check_2_aov": "PASS", "check_3_spend": "PASS", "check_4_attribution": { "total_purchases": 600, "click_purchases": 394, "view_purchases": 206, "post_view_pct": 34.3, "reported_roas": 0.59, "click_roas": 0.39 }, "check_5_false_rtg": { "flagged": 0, "asc_exceptions": 0, "true_rtg": 3, "flags": [] }, "all_pass": true, "summary": { "spend": 63608.76, "revenue_total": 37242.75, "revenue_click": 25077.75, "revenue_view": 12165.0, "purchases_total": 600, "purchases_click": 394, "purchases_view": 206, "reported_roas": 0.5855, "click_roas": 0.3942, "api_roas": 0.585497, "implied_aov": 62.07, "post_view_pct": 34.3 } }, "trends": [ { "date_start": "2025-09-02", "date_stop": "2025-09-30", "month": "2025-09", "spend": 30446.93, "impressions": 7866439, "clicks": 153455, "purchases": 154, "revenue": 8421.75, "roas": 0.2766, "cpa": 197.71, "cpm": 3.87, "ctr": 1.9508 }, { "date_start": "2025-10-01", "date_stop": "2025-10-31", "month": "2025-10", "spend": 72572.1, "impressions": 12728184, "clicks": 272815, "purchases": 235, "revenue": 11764.98, "roas": 0.1621, "cpa": 308.82, "cpm": 5.7, "ctr": 2.1434 }, { "date_start": "2025-11-01", "date_stop": "2025-11-30", "month": "2025-11", "spend": 27311.64, "impressions": 3021645, "clicks": 46707, "purchases": 393, "revenue": 30320.01, "roas": 1.1101, "cpa": 69.5, "cpm": 9.04, "ctr": 1.5457 }, { "date_start": "2025-12-01", "date_stop": "2025-12-31", "month": "2025-12", "spend": 20833.99, "impressions": 2669522, "clicks": 48811, "purchases": 204, "revenue": 13713.0, "roas": 0.6582, "cpa": 102.13, "cpm": 7.8, "ctr": 1.8285 }, { "date_start": "2026-01-01", "date_stop": "2026-01-31", "month": "2026-01", "spend": 24075.29, "impressions": 3456399, "clicks": 61700, "purchases": 282, "revenue": 17044.05, "roas": 0.7079, "cpa": 85.37, "cpm": 6.97, "ctr": 1.7851 }, { "date_start": "2026-02-01", "date_stop": "2026-02-28", "month": "2026-02", "spend": 18989.88, "impressions": 3033279, "clicks": 57062, "purchases": 131, "revenue": 7690.64, "roas": 0.405, "cpa": 144.96, "cpm": 6.26, "ctr": 1.8812 }, { "date_start": "2026-03-01", "date_stop": "2026-03-02", "month": "2026-03", "spend": 1814.1, "impressions": 382515, "clicks": 3417, "purchases": 17, "revenue": 1200.84, "roas": 0.6619, "cpa": 106.71, "cpm": 4.74, "ctr": 0.8933 } ], "trends_campaigns": [ { "date_start": "2025-09-02", "date_stop": "2025-09-30", "month": "2025-09", "spend": 481.41, "impressions": 207655, "clicks": 19087, "purchases": 0, "revenue": 0.0, "roas": 0.0, "cpa": 0, "cpm": 2.32, "ctr": 9.1917, "campaign_name": "[CDC] [FR] [LEAD] - Lead/Sampling", "campaign_id": "23854961264770229" }, { "date_start": "2025-09-02", "date_stop": "2025-09-30", "month": "2025-09", "spend": 2671.65, "impressions": 337124, "clicks": 4342, "purchases": 46, "revenue": 2456.1, "roas": 0.9193, "cpa": 58.08, "cpm": 7.92, "ctr": 1.288, "campaign_name": "[CDC] [FR] [ACQ] - ASC - ancienne", "campaign_id": "120200291607320230" }, { "date_start": "2025-09-02", "date_stop": "2025-09-30", "month": "2025-09", "spend": 2047.63, "impressions": 192852, "clicks": 2063, "purchases": 30, "revenue": 1592.32, "roas": 0.7776, "cpa": 68.25, "cpm": 10.62, "ctr": 1.0697, "campaign_name": "[CDC] [FR] [RTG] - DPA", "campaign_id": "120218758312820230" }, { "date_start": "2025-09-02", "date_stop": "2025-09-30", "month": "2025-09", "spend": 16228.74, "impressions": 5479163, "clicks": 112722, "purchases": 1, "revenue": 98.32, "roas": 0.0061, "cpa": 16228.74, "cpm": 2.96, "ctr": 2.0573, "campaign_name": "[CDC] [FR] [TRF] - Vitrines", "campaign_id": "120222877557430230" }, { "date_start": "2025-09-02", "date_stop": "2025-09-30", "month": "2025-09", "spend": 203.44, "impressions": 254967, "clicks": 1042, "purchases": 1, "revenue": 62.4, "roas": 0.3067, "cpa": 203.44, "cpm": 0.8, "ctr": 0.4087, "campaign_name": "[CDC] [FR] [REACH] - Events Pharmacies", "campaign_id": "120223388165250230" }, { "date_start": "2025-09-02", "date_stop": "2025-09-30", "month": "2025-09", "spend": 84.51, "impressions": 18057, "clicks": 595, "purchases": 0, "revenue": 0.0, "roas": 0.0, "cpa": 0, "cpm": 4.68, "ctr": 3.2951, "campaign_name": "[CDC] [FR] [TRF] - Boost posts", "campaign_id": "120224376034750230" }, { "date_start": "2025-09-02", "date_stop": "2025-09-30", "month": "2025-09", "spend": 4091.95, "impressions": 690692, "clicks": 7131, "purchases": 47, "revenue": 2664.8, "roas": 0.6512, "cpa": 87.06, "cpm": 5.92, "ctr": 1.0324, "campaign_name": "[CDC] [FR] [RTG] R\u00e9activation", "campaign_id": "120227609647390230" }, { "date_start": "2025-09-02", "date_stop": "2025-09-30", "month": "2025-09", "spend": 4637.6, "impressions": 685929, "clicks": 6473, "purchases": 29, "revenue": 1547.81, "roas": 0.3338, "cpa": 159.92, "cpm": 6.76, "ctr": 0.9437, "campaign_name": "[CDC] [FR] [ACQ] - Multi-produits", "campaign_id": "120231305526520230" }, { "date_start": "2025-10-01", "date_stop": "2025-10-31", "month": "2025-10", "spend": 646.91, "impressions": 198075, "clicks": 13181, "purchases": 0, "revenue": 0.0, "roas": 0.0, "cpa": 0, "cpm": 3.27, "ctr": 6.6546, "campaign_name": "[CDC] [FR] [LEAD] - Lead/Sampling", "campaign_id": "23854961264770229" }, { "date_start": "2025-10-01", "date_stop": "2025-10-31", "month": "2025-10", "spend": 8417.2, "impressions": 1108611, "clicks": 16591, "purchases": 87, "revenue": 4023.01, "roas": 0.478, "cpa": 96.75, "cpm": 7.59, "ctr": 1.4966, "campaign_name": "[CDC] [FR] [ACQ] - ASC - ancienne", "campaign_id": "120200291607320230" }, { "date_start": "2025-10-01", "date_stop": "2025-10-31", "month": "2025-10", "spend": 3130.96, "impressions": 268068, "clicks": 3445, "purchases": 47, "revenue": 2634.93, "roas": 0.8416, "cpa": 66.62, "cpm": 11.68, "ctr": 1.2851, "campaign_name": "[CDC] [FR] [RTG] - DPA", "campaign_id": "120218758312820230" }, { "date_start": "2025-10-01", "date_stop": "2025-10-31", "month": "2025-10", "spend": 48844.77, "impressions": 8453517, "clicks": 208532, "purchases": 34, "revenue": 1559.84, "roas": 0.0319, "cpa": 1436.61, "cpm": 5.78, "ctr": 2.4668, "campaign_name": "[CDC] [FR] [TRF] - Vitrines", "campaign_id": "120222877557430230" }, { "date_start": "2025-10-01", "date_stop": "2025-10-31", "month": "2025-10", "spend": 491.47, "impressions": 694557, "clicks": 951, "purchases": 0, "revenue": 0.0, "roas": 0.0, "cpa": 0, "cpm": 0.71, "ctr": 0.1369, "campaign_name": "[CDC] [FR] [REACH] - Events Pharmacies", "campaign_id": "120223388165250230" }, { "date_start": "2025-10-01", "date_stop": "2025-10-31", "month": "2025-10", "spend": 2772.07, "impressions": 1008244, "clicks": 17074, "purchases": 0, "revenue": 0.0, "roas": 0.0, "cpa": 0, "cpm": 2.75, "ctr": 1.6934, "campaign_name": "[CDC] [FR] [TRF] - Boost posts", "campaign_id": "120224376034750230" }, { "date_start": 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102.13, "cpm": 7.8, "ctr": 1.8285 }, "previous": { "date_start": "2024-12-01", "date_stop": "2024-12-31", "month": "2024-12", "spend": 21711.32, "impressions": 3668463, "clicks": 38792, "purchases": 299, "revenue": 19501.32, "roas": 0.8982, "cpa": 72.61, "cpm": 5.92, "ctr": 1.0574 }, "spend_change_pct": -4.040887426466922, "roas_change_pct": -26.72010688042752, "cpa_change_pct": 40.65555708580085, "cpm_change_pct": 31.756756756756754 }, { "month": "01", "current_year": 2026, "current": { "date_start": "2026-01-01", "date_stop": "2026-01-31", "month": "2026-01", "spend": 24075.29, "impressions": 3456399, "clicks": 61700, "purchases": 282, "revenue": 17044.05, "roas": 0.7079, "cpa": 85.37, "cpm": 6.97, "ctr": 1.7851 }, "previous": { "date_start": "2025-01-01", "date_stop": "2025-01-31", "month": "2025-01", "spend": 18769.63, "impressions": 3795928, "clicks": 26914, "purchases": 285, "revenue": 18296.36, "roas": 0.9748, "cpa": 65.86, "cpm": 4.94, "ctr": 0.709 }, "spend_change_pct": 28.267259397228393, "roas_change_pct": -27.379975379565042, "cpa_change_pct": 29.623443668387495, "cpm_change_pct": 41.09311740890686 }, { "month": "02", "current_year": 2026, "current": { "date_start": "2026-02-01", "date_stop": "2026-02-28", "month": "2026-02", "spend": 18989.88, "impressions": 3033279, "clicks": 57062, "purchases": 131, "revenue": 7690.64, "roas": 0.405, "cpa": 144.96, "cpm": 6.26, "ctr": 1.8812 }, "previous": { "date_start": "2025-02-01", "date_stop": "2025-02-28", "month": "2025-02", "spend": 20937.52, "impressions": 4608845, "clicks": 33261, "purchases": 208, "revenue": 14476.23, "roas": 0.6914, "cpa": 100.66, "cpm": 4.54, "ctr": 0.7217 }, "spend_change_pct": -9.302152308391822, "roas_change_pct": -41.423199305756434, "cpa_change_pct": 44.009537055434144, "cpm_change_pct": 37.88546255506608 }, { "month": "03", "current_year": 2026, "current": { "date_start": "2026-03-01", "date_stop": "2026-03-02", "month": "2026-03", "spend": 1814.1, "impressions": 382515, "clicks": 3417, "purchases": 17, "revenue": 1200.84, "roas": 0.6619, "cpa": 106.71, "cpm": 4.74, "ctr": 0.8933 }, "previous": { "date_start": "2025-03-01", "date_stop": "2025-03-31", "month": "2025-03", "spend": 17678.47, "impressions": 4431329, "clicks": 36644, "purchases": 163, "revenue": 11208.5, "roas": 0.634, "cpa": 108.46, "cpm": 3.99, "ctr": 0.8269 }, "spend_change_pct": -89.7383653675912, "roas_change_pct": 4.400630914826504, "cpa_change_pct": -1.6134980638023235, "cpm_change_pct": 18.796992481203006 } ], "quarterly_data": { "Q3 2024": { "spend": 32039.39, "revenue": 16533.95, "purchases": 246, "impressions": 5596107, "roas": 0.5161, "cpa": 130.24, "cpm": 5.73 }, "Q4 2024": { "spend": 75514.99, "revenue": 62451.55, "purchases": 866, "impressions": 16312310, "roas": 0.827, "cpa": 87.2, "cpm": 4.63 }, "Q1 2025": { "spend": 57385.62, "revenue": 43981.09, "purchases": 656, "impressions": 12836102, "roas": 0.7664, "cpa": 87.48, "cpm": 4.47 }, "Q2 2025": { "spend": 179821.62, "revenue": 68220.75, "purchases": 1293, "impressions": 21954800, "roas": 0.3794, "cpa": 139.07, "cpm": 8.19 }, "Q3 2025": { "spend": 83828.93, "revenue": 27077.5, "purchases": 487, "impressions": 14755780, "roas": 0.323, "cpa": 172.13, "cpm": 5.68 }, "Q4 2025": { "spend": 120717.73, "revenue": 55797.99, "purchases": 832, "impressions": 18419351, "roas": 0.4622, "cpa": 145.09, "cpm": 6.55 }, "Q1 2026": { "spend": 44879.27, "revenue": 25935.53, "purchases": 430, "impressions": 6872193, "roas": 0.5779, "cpa": 104.37, "cpm": 6.53 } }, "quarterly_comparisons": [ { "label": "Q4 2024 vs Q4 2025", "current": { "spend": 120717.73, "revenue": 55797.99, "purchases": 832, "impressions": 18419351, "roas": 0.4622, "cpa": 145.09, "cpm": 6.55 }, "previous": { "spend": 75514.99, "revenue": 62451.55, "purchases": 866, "impressions": 16312310, "roas": 0.827, "cpa": 87.2, "cpm": 4.63 }, "spend_change": 59.9, "roas_change": -44.1, "cpa_change": 66.4 }, { "label": "Q1 2025 vs Q1 2026", "current": { "spend": 44879.27, "revenue": 25935.53, "purchases": 430, "impressions": 6872193, "roas": 0.5779, "cpa": 104.37, "cpm": 6.53 }, "previous": { "spend": 57385.62, "revenue": 43981.09, "purchases": 656, "impressions": 12836102, "roas": 0.7664, "cpa": 87.48, "cpm": 4.47 }, "spend_change": -21.8, "roas_change": -24.6, "cpa_change": 19.3 } ] }, "seasonality_context": "Your Q1 CPA improved 28% vs Q4 (\u20ac104 vs \u20ac145). Last year the same period saw a rise." }