Next Momentum

V4 Dashboard
Melvita
2025-12-22 to 2026-03-22
B
76/100
Good

Overview

Melvita
2025-12-22 to 2026-03-22
Total Spend
EUR 588,717
64-Point Assessment
43 of 64 evaluated
76 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 97% using 7d_click/1d_view high VERIFIED
    NA Data freshness and event lag Requires Events Manager check medium UNVERIFIED
  • Creative
    83 25%
    ResultCheckValueConfidence
    PASS Ad creative format diversity 3 formats critical VERIFIED
    PASS Number of creatives per ad set Avg 6.0 ads/adset high VERIFIED
    WARNING Video aspect ratio coverage (9:16 for Reels) 578 video creatives high ESTIMATED
    PASS Creative fatigue detection CTR change: +10.2% critical CALCULATED
    NA Video hook rate (3-second retention) Not available via API high UNVERIFIED
    FAIL Social proof through organic post boosting 0% boosted medium CALCULATED
    NA User-generated content (UGC) proportion Requires manual review high UNVERIFIED
    WARNING Advantage+ Creative enhancements 0 with enhancements medium VERIFIED
    PASS Creative freshness (days since newest ad) Newest ad: 3 days high VERIFIED
    PASS Ad frequency for prospecting audiences Avg frequency: 2.01 high CALCULATED
    PASS Ad frequency for retargeting audiences Top-quartile freq: 2.31 medium CALCULATED
    PASS Click-through rate vs industry benchmark CTR: 1.78% high CALCULATED
    PASS Creative age fatigue risk 0 fatigued ad(s) high CALCULATED
    FAIL Value proposition in ad text 0% with text medium ESTIMATED
    WARNING Creative differentiation across audiences 20/151525 identical pairs medium CALCULATED
    NA Creative spend concentration risk No ad spend data medium UNVERIFIED
  • Structure
    70 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
    FAIL Ad set audience overlap / cannibalization 4 overlapping pairs high CALCULATED
    PASS Minimum daily budget per ad set Avg EUR 130.00/day high VERIFIED
    PASS Campaign objective alignment with sales goal 0 misaligned high VERIFIED
    FAIL Advantage+ Placements usage 43% automatic medium VERIFIED
    PASS Multi-platform placement distribution 6 platforms active medium VERIFIED
    PASS Attribution window standardization 97% correct high VERIFIED
    PASS Bid strategy optimization 2x NOT_SET, 1x LOWEST_COST_WITHOUT_CAP high VERIFIED
    PASS Overall campaign frequency control Avg: 2.01 high CALCULATED
    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 97.71 high CALCULATED
    FAIL Budget utilization rate 22% utilization medium CALCULATED
    WARNING CPM trend (rising cost risk) CPM +11% medium CALCULATED
    PASS Campaign spend concentration Top: 1% 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
    100 15%
    ResultCheckValueConfidence
    PASS Audience overlap between ad sets 0% 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
    PASS Purchaser exclusion from prospecting 86% with exclusions high VERIFIED
    NA CRM / first-party data sync freshness No audience data high UNVERIFIED
    PASS Placement-demographic alignment (IG vs FB) IG 44% / FB 51% medium VERIFIED
    NA Demographic reach vs conversion efficiency Requires age/gender breakdown high UNVERIFIED
  • Funnel
    45 15%
    ResultCheckValueConfidence
    WARNING Post-view attribution inflation risk 31.5% post-view critical CALCULATED
    PASS False retargeting campaign detection 0/3 false RTG critical CALCULATED
    WARNING ASC existing customer budget cap 3 ASC campaigns high ESTIMATED
    FAIL Prospecting vs retargeting budget split Prosp: 0% / RTG: 100% / Ret: 0% high CALCULATED
    FAIL Existing customer purchase concentration 97% existing customer high ESTIMATED
    WARNING Prospecting ROAS & new customer cost nCAC 2.1x blended CPA high ESTIMATED
    FAIL CPA trend (rising cost risk) CPA rising sharply (+40%) medium CALCULATED
    NA Landing page diversity across funnel stages No URLs found low UNVERIFIED
⚠️ Top Finding
31.5% of your reported purchases come from users who saw your ad but never clicked. Your reported ROAS of 0.6x may actually be closer to 0.4x on a click-only basis.
See full analysis →
Total Spend
EUR 588,717
2025-12-22 to 2026-03-22
Reported ROAS
0.50x
7d click + 1d view
Click-Only ROAS
0.30x
7d click only
Active Campaigns
301
of 301 total

Key Finding

31.5% of your reported purchases come from users who saw your ad but never clicked. Your reported ROAS of 0.6x may actually be closer to 0.4x on a click-only basis.
This means approximately EUR 122,632 in potentially over-attributed revenue
What Meta Reports
0.50x
Revenue: EUR 297,164
Purchases: 4,786
40%
gap
Click-Attributed Only
0.30x
Revenue: EUR 174,532
Purchases: 2,888
🧮 How We Calculated This
Step 1: Total revenue (default attribution) = EUR 297,163.96 Step 2: Total revenue (7d click only) = EUR 174,532.32 Step 3: View-only revenue = EUR 297,163.96 - EUR 174,532.32 = EUR 122,631.64 Step 4: View-only % = EUR 122,631.64 / EUR 297,163.96 = 39.7% 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: 0.50x | CPA: 123.01 | AOV: 62.09

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: 59.9% ROAS: None% CPA: None%
Q1 2025 vs Q1 2026
Spend: 8.2% ROAS: None% CPA: None%
With a ROAS of 0.50x (click-only: 0.30x), the account is currently unprofitable on a last-click basis. Year-over-year data shows this requires structural optimization, not just seasonal adjustment.

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
0.50x
7d click + 1d view
Click-Only ROAS
0.30x
7d click only
Post-View %
39.7%
of purchases from view-only
Total Revenue
EUR 297,164
Click: EUR 174,532 | View: EUR 122,632
Total Purchases
4,786
Click: 2,888 | View: 1,898
Avg CPA
EUR 123.01
AOV: EUR 62.09
With 39.7% post-view attribution, your true Meta-driven revenue is likely between EUR 174,532 (click-only) and EUR 297,164 (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 297,163.96 / EUR 588,716.63 = 0.5048x Click-only ROAS = action_values:purchase [7d_click only] / spend = EUR 174,532.32 / EUR 588,716.63 = 0.2965x View-only revenue = EUR 297,163.96 - EUR 174,532.32 = EUR 122,631.64 View-only % = 39.7% 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
301
of 301 total
Total Spend
EUR 588,717
Dec 2025 — Mar 2026 (3 months)
Avg CPA
EUR 123.01
Avg AOV
EUR 62.09

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
FAIL Ad set audience overlap / cannibalization 4 overlapping pairs high CALCULATED
PASS Minimum daily budget per ad set Avg EUR 130.00/day high VERIFIED
PASS Campaign objective alignment with sales goal 0 misaligned high VERIFIED
FAIL Advantage+ Placements usage 43% automatic medium VERIFIED
PASS Multi-platform placement distribution 6 platforms active medium VERIFIED
PASS Attribution window standardization 97% correct high VERIFIED
PASS Bid strategy optimization 2x NOT_SET, 1x LOWEST_COST_WITHOUT_CAP high VERIFIED
PASS Overall campaign frequency control Avg: 2.01 high CALCULATED
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 97.71 high CALCULATED
FAIL Budget utilization rate 22% utilization medium CALCULATED
WARNING CPM trend (rising cost risk) CPM +11% medium CALCULATED
PASS Campaign spend concentration Top: 1% 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 (1 actions)

ASC+ existing customer budget cap
2 min
Found 3 ASC campaigns (2 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

Breakdown Explorer

Attribution: Click vs View Purchases

Attribution: Click vs View Revenue

Audience & Targeting Checks (8 checks)

ResultCheckValueSeverityConfidence
PASS Audience overlap between ad sets 0% 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
PASS Purchaser exclusion from prospecting 86% with exclusions high VERIFIED
NA CRM / first-party data sync freshness No audience data high UNVERIFIED
PASS Placement-demographic alignment (IG vs FB) IG 44% / FB 51% 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 31.5% post-view critical CALCULATED
PASS False retargeting campaign detection 0/3 false RTG critical CALCULATED
WARNING ASC existing customer budget cap 3 ASC campaigns high ESTIMATED
FAIL Prospecting vs retargeting budget split Prosp: 0% / RTG: 100% / Ret: 0% high CALCULATED
FAIL Existing customer purchase concentration 97% existing customer high ESTIMATED
WARNING Prospecting ROAS & new customer cost nCAC 2.1x blended CPA high ESTIMATED
FAIL CPA trend (rising cost risk) CPA rising sharply (+40%) medium CALCULATED
NA Landing page diversity across funnel stages No URLs found low UNVERIFIED

Creatives

Ads With Spend
50
Creative Checks
16
Pass
8
Warnings / Fails
5

Creative Gallery

Creative Checks Detail

ResultCheckValueSeverityConfidence
PASS Ad creative format diversity 3 formats critical VERIFIED
PASS Number of creatives per ad set Avg 6.0 ads/adset high VERIFIED
WARNING Video aspect ratio coverage (9:16 for Reels) 578 video creatives high ESTIMATED
PASS Creative fatigue detection CTR change: +10.2% critical CALCULATED
NA Video hook rate (3-second retention) Not available via API high UNVERIFIED
FAIL Social proof through organic post boosting 0% boosted medium CALCULATED
NA User-generated content (UGC) proportion Requires manual review high UNVERIFIED
WARNING Advantage+ Creative enhancements 0 with enhancements medium VERIFIED
PASS Creative freshness (days since newest ad) Newest ad: 3 days high VERIFIED
PASS Ad frequency for prospecting audiences Avg frequency: 2.01 high CALCULATED
PASS Ad frequency for retargeting audiences Top-quartile freq: 2.31 medium CALCULATED
PASS Click-through rate vs industry benchmark CTR: 1.78% high CALCULATED
PASS Creative age fatigue risk 0 fatigued ad(s) high CALCULATED
FAIL Value proposition in ad text 0% with text medium ESTIMATED
WARNING Creative differentiation across audiences 20/151525 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 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 97% 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 (1 actions)

ASC+ existing customer budget cap
2 min
Found 3 ASC campaigns (2 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: 2 minutes

🗓 30-Day Roadmap

Current Score
76
→
Target Score
90.6
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: 76 + 15.0 = 90.6 (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 588,716.63Ads Manager > Account Overview > Columns: Amount Spent
Total Revenue (reported)EUR 297,163.96Ads Manager > Columns: Purchase ROAS * Spend
Total Revenue (click-only)EUR 174,532.32Ads Manager > Attribution: 7d click > Purchase Conversion Value
Total Purchases4,786Ads Manager > Columns: Purchases
Reported ROAS0.5048xAds Manager > Columns: Purchase ROAS
Click-Only ROAS0.2965xAds Manager > Compare Attribution > 7d click
Implied AOVEUR 62.09Revenue / Purchases
Post-View %39.7%(Reported - Click) / Reported purchases

Confidence Summary

Verified
19
Calculated
17
Estimated
6
Unverified
22

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_754841788201379
Account NameMelvita
Date Range2025-12-22 to 2026-03-22
Scoring PeriodDec 2025 — Mar 2026 (3 months)
API VersionMeta Marketing API v21.0
Schema Versionv4.2
Checks Total64
Checks Evaluated43
Generated2026-03-23 18:35
📖 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 — 2026-03-23 18:35
Data source: Meta Marketing API — Account act_754841788201379