{ "account": { "name": "Merci Maman", "id": "act_160529217450882", "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": 77813.4, "revenue_total": 565559.24, "revenue_click": 411795.31, "revenue_view": 153763.93, "purchases_total": 5786, "purchases_click": 4214, "purchases_view": 1572, "reported_roas": 7.2681, "click_roas": 5.2921, "api_roas": 7.268147, "implied_aov": 97.75, "post_view_pct": 27.2 }, "scoring": { "overall_score": 52.1, "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": 36.6, "grade": "F", "total_checks": 15, "evaluated": 10, "na_count": 5, "limited_data": false }, "structure": { "score": 62.5, "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": 75.0, "grade": "B", "total_checks": 4, "evaluated": 4, "na_count": 0, "limited_data": false } }, "radar_scores": { "pixel_capi": { "current": 1.0, "potential": 5.0 }, "creative": { "current": 1.0, "potential": 4.0 }, "structure": { "current": 3.0, "potential": 5.0 }, "audience": { "current": 3.0, "potential": 5.0 }, "funnel": { "current": 4.0, "potential": 5.0 } } }, "killer_stat": { "check_id": "M01", "text": "No active pixels detected. Tracking data is unreliable." }, "campaigns": [ { "name": "NM.|Products|Social|Conversions_Website_Purchase|FR|ASC+ Campaign|FRANCE - NEW", "campaign_id": "6875633639363", "spend": 14265.71, "purchases_total": 1165, "purchases_click": 730, "purchases_view": 435, "revenue_total": 114136.53, "revenue_click": 72660.71, "revenue_view": 41475.82, "roas_total": 8.0, "roas_click": 5.09, "cpa": 12.25, "impressions": 3816702, "clicks": 51211, "ctr": 1.341761, "cpm": 3.737706, "frequency": 5.649586 }, { "name": "NM.|Products|Social|Conversions_Website_Purchase|IT|ASC+ Campaign|Italy \u2013 NEW", "campaign_id": "6648872303563", "spend": 9644.98, "purchases_total": 842, "purchases_click": 601, "purchases_view": 241, "revenue_total": 78646.22, "revenue_click": 55341.85, "revenue_view": 23304.37, "roas_total": 8.15, "roas_click": 5.74, "cpa": 11.45, "impressions": 3706392, "clicks": 54793, "ctr": 1.478338, "cpm": 2.602256, "frequency": 5.199772 }, { "name": "NM.|Products|Social|Retargeting|FR|Sales_Website_Purchase|FRANCE", "campaign_id": "6504381243363", "spend": 9234.18, "purchases_total": 690, "purchases_click": 555, "purchases_view": 135, "revenue_total": 65739.29, "revenue_click": 53842.74, "revenue_view": 11896.55, "roas_total": 7.12, "roas_click": 5.83, "cpa": 13.38, "impressions": 2325903, "clicks": 34992, "ctr": 1.504448, "cpm": 3.970148, "frequency": 5.435585 }, { "name": "NM.|Products|Social|Conversions_Website_Purchase|UK|ASC+_Campaign|UK", "campaign_id": "6822842044763", "spend": 7246.18, "purchases_total": 467, "purchases_click": 387, "purchases_view": 80, "revenue_total": 50450.28, "revenue_click": 42171.3, "revenue_view": 8278.98, "roas_total": 6.96, "roas_click": 5.82, "cpa": 15.52, "impressions": 1294557, "clicks": 28971, "ctr": 2.237908, "cpm": 5.597421, "frequency": 3.582042 }, { "name": "NM.|Products|Social|Conversions_Website_Purchase|DE|ASC+ Campaign|Germany- NEW", "campaign_id": "6643480886163", "spend": 7160.52, "purchases_total": 583, "purchases_click": 451, "purchases_view": 132, "revenue_total": 59256.67, "revenue_click": 44639.97, "revenue_view": 14616.7, "roas_total": 8.28, "roas_click": 6.23, "cpa": 12.28, "impressions": 1173274, "clicks": 23833, "ctr": 2.031324, "cpm": 6.103025, "frequency": 3.488596 }, { "name": "NM.|Products|Social|Retargeting|UK+DE|Sales_Website_Purchase|UK+DE", "campaign_id": "6822849382763", "spend": 6309.92, "purchases_total": 424, "purchases_click": 283, "purchases_view": 141, "revenue_total": 42849.26, "revenue_click": 28234.64, "revenue_view": 14614.62, "roas_total": 6.79, "roas_click": 4.47, "cpa": 14.88, "impressions": 690998, "clicks": 13283, "ctr": 1.922292, "cpm": 9.131604, "frequency": 25.682884 }, { "name": "NM.|Products|Social|Retargeting|FR|Sales_CatalogSales|FRANCE", "campaign_id": "6547500389363", "spend": 5115.66, "purchases_total": 606, "purchases_click": 439, "purchases_view": 167, "revenue_total": 60206.36, "revenue_click": 43450.45, "revenue_view": 16755.91, "roas_total": 11.77, "roas_click": 8.49, "cpa": 8.44, "impressions": 1037321, "clicks": 21637, "ctr": 2.085854, "cpm": 4.931607, "frequency": 22.172085 }, { "name": "NM.|Products|Social|Retargeting|IT|Conversions_Website_Purchase|Italy|New", "campaign_id": "6291605965363", "spend": 5036.84, "purchases_total": 323, "purchases_click": 266, "purchases_view": 57, "revenue_total": 29386.11, "revenue_click": 23885.09, "revenue_view": 5501.02, "roas_total": 5.83, "roas_click": 4.74, "cpa": 15.59, "impressions": 1647133, "clicks": 23655, "ctr": 1.436132, "cpm": 3.057944, "frequency": 5.005403 }, { "name": "NM.|Products|Social|Retargeting|IT|Conversions_CatalogSales|Italy", "campaign_id": "6263351892363", "spend": 4230.56, "purchases_total": 376, "purchases_click": 279, "purchases_view": 97, "revenue_total": 34479.55, "revenue_click": 26148.48, "revenue_view": 8331.07, "roas_total": 8.15, "roas_click": 6.18, "cpa": 11.25, "impressions": 895007, "clicks": 18254, "ctr": 2.039537, "cpm": 4.726846, "frequency": 23.075517 }, { "name": "NM.|Interactions|Social|VideoViews|FR", "campaign_id": "6902289167163", "spend": 2524.07, "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": 2188731, "clicks": 11911, "ctr": 0.544197, "cpm": 1.153212, "frequency": 1.730783 }, { "name": "NM.|Products|Social|Conversions_Website_Purchase|ES|ASC+ Campaign|Spain", "campaign_id": "6438970559163", "spend": 1808.49, "purchases_total": 117, "purchases_click": 87, "purchases_view": 30, "revenue_total": 10769.46, "revenue_click": 7909.16, "revenue_view": 2860.3, "roas_total": 5.95, "roas_click": 4.37, "cpa": 15.46, "impressions": 604688, "clicks": 16535, "ctr": 2.734468, "cpm": 2.990782, "frequency": 2.811156 }, { "name": "NM.|Products|Social|Retargeting|Tier3|Sales_Website_Purchase|Tier3", "campaign_id": "6865261717963", "spend": 1660.6, "purchases_total": 32, "purchases_click": 10, "purchases_view": 22, "revenue_total": 4115.03, "revenue_click": 920.04, "revenue_view": 3194.99, "roas_total": 2.48, "roas_click": 0.55, "cpa": 51.89, "impressions": 140698, "clicks": 1694, "ctr": 1.203997, "cpm": 11.802584, "frequency": 27.999602 }, { "name": "NM.|Lead|Social|Prospecting|UK|Leads|UK", "campaign_id": "6839984625963", "spend": 1454.48, "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": 217426, "clicks": 7491, "ctr": 3.44531, "cpm": 6.68954, "frequency": 2.277332 }, { "name": "NM.|Products|Social|Conversions_Website_Purchase|FR|ASC+ Campaign|FRANCE - OLD", "campaign_id": "6590840890563", "spend": 1221.73, "purchases_total": 144, "purchases_click": 114, "purchases_view": 30, "revenue_total": 13941.43, "revenue_click": 11390.08, "revenue_view": 2551.35, "roas_total": 11.41, "roas_click": 9.32, "cpa": 8.48, "impressions": 299295, "clicks": 4676, "ctr": 1.562338, "cpm": 4.082026, "frequency": 1.606936 }, { "name": "NM.|Products|Social|Sales_Website_Purchase|ASC+ Campaign|Tier3_Markets", "campaign_id": "6612155696363", "spend": 669.75, "purchases_total": 6, "purchases_click": 4, "purchases_view": 2, "revenue_total": 482.64, "revenue_click": 330.74, "revenue_view": 151.9, "roas_total": 0.72, "roas_click": 0.49, "cpa": 111.62, "impressions": 144839, "clicks": 4590, "ctr": 3.169036, "cpm": 4.6241, "frequency": 2.019394 }, { "name": "NM.|Products|Social|Retargeting|DE|Conversions_CatalogSales|Germany-NEW2", "campaign_id": "6553518083363", "spend": 123.22, "purchases_total": 7, "purchases_click": 4, "purchases_view": 3, "revenue_total": 577.0, "revenue_click": 346.65, "revenue_view": 230.35, "roas_total": 4.68, "roas_click": 2.81, "cpa": 17.6, "impressions": 12923, "clicks": 368, "ctr": 2.847636, "cpm": 9.534938, "frequency": 7.401489 }, { "name": "NM.|Products|Social|Retargeting|UK|Conversions_CatalogSales|UK", "campaign_id": "6916826978963", "spend": 55.44, "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": 1395, "clicks": 50, "ctr": 3.584229, "cpm": 39.741935, "frequency": 9.554795 }, { "name": "NM.|Products|Social|Conversions_Website_Purchase|UK|ASC+_Campaign|UK|Test-NM-Studio", "campaign_id": "6918139774163", "spend": 50.13, "purchases_total": 2, "purchases_click": 2, "purchases_view": 0, "revenue_total": 232.86, "revenue_click": 232.86, "revenue_view": 0.0, "roas_total": 4.65, "roas_click": 4.65, "cpa": 25.07, "impressions": 11160, "clicks": 161, "ctr": 1.442652, "cpm": 4.491935, "frequency": 1.105169 }, { "name": "NM.|Products|Social|Conversions_AddtoCart|FR|ASC+ Campaign|FRANCE", "campaign_id": "6869628146763", "spend": 0.94, "purchases_total": 2, "purchases_click": 2, "purchases_view": 0, "revenue_total": 290.55, "revenue_click": 290.55, "revenue_view": 0.0, "roas_total": 309.1, "roas_click": 309.1, "cpa": 0.47, "impressions": 89, "clicks": 6, "ctr": 6.741573, "cpm": 10.561798, "frequency": 1.059524 } ], "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": "90% using 7d_click/1d_view", "detail": "28/31 ad sets use 7d click / 1d view (recommended setting).", "evidence": { "7d_click_1d_view": 28, "1d_click_only": 3, "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": "fail", "value": "Avg 2.2 ads/adset", "detail": "Average 2.2 ads per active ad set. 3 ad set(s) have fewer than 3 ads \u2014 insufficient for optimization.", "evidence": { "avg_ads_per_adset": 2.2, "adsets_under_3": 3, "adsets_under_5": 6 }, "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: +11.2%", "detail": "CTR stable or improving (+11.2%). Early: 1.54%, Recent: 1.72%, Frequency: 0.0.", "evidence": { "ctr_early": 1.544, "ctr_late": 1.717, "ctr_change_pct": 11.2, "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 0/417 (0%) creatives use organic posts. Boosting organic content adds social proof (likes, comments, shares).", "evidence": { "with_story_id": 0, "total": 417 }, "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": "fail", "value": "Newest ad: 70 days", "detail": "No new creative in 70 days. Creative refresh urgently needed \u2014 Meta recommends every 2-4 weeks to combat fatigue.", "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: 1.57%", "detail": "Overall CTR is 1.57% \u2014 above 1.0% benchmark.", "evidence": { "ctr": 1.574, "clicks": 318111, "impressions": 20208531 }, "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 0/417 (0%) creatives have text/USP. Creatives lack context \u2014 add text overlays with value propositions.", "evidence": { "with_text": 0, "total": 417 }, "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": "pass", "value": "0/276 identical pairs", "detail": "Different creative sets across audience segments \u2014 good persona matching.", "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": "fail", "value": "14 active campaigns", "detail": "14 active campaigns \u2014 too fragmented. Each campaign competes for budget and audience. Consolidate to <=5 per market/funnel stage.", "evidence": { "active_campaigns": 14, "total_campaigns": 19 }, "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": "pass", "value": "93% CBO", "detail": "13/14 active campaigns use CBO (Campaign Budget Optimization). Good \u2014 lets Meta optimize budget across ad sets.", "evidence": { "cbo_count": 13, "abo_count": 1 }, "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": "9 ASC campaigns", "detail": "Found 9 ASC/Advantage+ campaigns (6 active). ASC is being tested.", "evidence": { "asc_campaigns": [ "NM.|Products|Social|Conversions_Website_Purchase|DE|ASC+ Campaign|Germany- NEW", "NM.|Products|Social|Conversions_AddtoCart|FR|ASC+ Campaign|FRANCE", "NM.|Products|Social|Conversions_Website_Purchase|FR|ASC+ Campaign|FRANCE - OLD", "NM.|Products|Social|Conversions_Website_Purchase|ES|ASC+ Campaign|Spain", "NM.|Products|Social|Conversions_Website_Purchase|UK|ASC+_Campaign|UK|Test-NM-Studio", "NM.|Products|Social|Conversions_Website_Purchase|UK|ASC+_Campaign|UK", "NM.|Products|Social|Conversions_Website_Purchase|IT|ASC+ Campaign|Italy \u2013 NEW", "NM.|Products|Social|Sales_Website_Purchase|ASC+ Campaign|Tier3_Markets", "NM.|Products|Social|Conversions_Website_Purchase|FR|ASC+ Campaign|FRANCE - NEW" ] }, "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": "1 overlapping pairs", "detail": "1/2 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 25.00/day", "detail": "All 1 ad sets with budgets are >=EUR 10/day. Average: EUR 25.00/day.", "evidence": { "under_5_eur": 0, "under_10_eur": 0, "avg_budget_eur": 25.0 }, "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": "warning", "value": "1 misaligned", "detail": "1 active campaigns use non-sales objectives: OUTCOME_ENGAGEMENT. Ensure these support the purchase funnel.", "evidence": { "misaligned": [ { "name": "NM.|Interactions|Social|VideoViews|FR", "objective": "OUTCOME_ENGAGEMENT" } ] }, "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": "pass", "value": "88% automatic", "detail": "14/16 ad sets use Advantage+ Placements (automatic). Letting Meta optimize placement distribution.", "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': '57.1%', 'instagram': '41.9%', 'audience_network': '1.0%', 'threads': '0.0%', 'messenger': '0.0%', 'unknown': '0.0%'}.", "evidence": { "spend_by_platform": { "audience_network": 755.68, "facebook": 44426.93, "instagram": 32629.29, "messenger": 0.32, "threads": 1.17, "unknown": 0.01 } }, "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": "94% correct", "detail": "15/16 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": "13x LOWEST_COST_WITHOUT_CAP, 1x NOT_SET", "detail": "Bid strategies: 13x LOWEST_COST_WITHOUT_CAP, 1x NOT_SET.", "evidence": { "LOWEST_COST_WITHOUT_CAP": 13, "NOT_SET": 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 13.45", "detail": "1/1 ad sets have budget <2x CPA (EUR 13.45). Budgets too low for meaningful optimization. Consolidate or increase.", "evidence": { "avg_cpa": 13.45, "adequate": 0, "inadequate": 1 }, "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": "warning", "value": "63% utilization", "detail": "Average budget utilization: 63%. Some budget going unspent \u2014 review targeting breadth.", "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": "2% overlap", "detail": "3/120 ad set pairs have similar targeting (2%). 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": "81% with Advantage+", "detail": "13/16 ad sets (81%) 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 0/6 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 42% / FB 57%", "detail": "Platform split: IG 42% / FB 57%. Target age ~42 \u2014 platform mix is appropriate.", "evidence": { "instagram_pct": 41.9, "facebook_pct": 57.1, "avg_target_age": 41.5 }, "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": "pass", "value": "27.2% post-view", "detail": "Only 27.2% of conversions are post-view (1d_view). Healthy click-driven conversions \u2014 ROAS is reliable. Reported ROAS: 7.27x, Click-only ROAS: 5.29x.", "evidence": { "purchases_click": 4214, "purchases_view": 1572, "total_purchases": 5786, "post_view_pct": 27.2, "reported_roas": 7.27, "click_only_roas": 5.29, "value_click": 411795.31, "value_view": 153763.93 }, "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": "warning", "value": "3/8 false RTG", "detail": "3/8 non-ASC retargeting campaigns have NO custom audience. These are effectively prospecting campaigns disguised as retargeting: NM.|Products|Social|Retargeting|IT|Conve, NM.|Products|Social|Retargeting|DE|Conve, NM.|Products|Social|Retargeting|FR|Sales.", "evidence": { "false_rtg": [ "NM.|Products|Social|Retargeting|IT|Conversions_CatalogSales|Italy", "NM.|Products|Social|Retargeting|DE|Conversions_CatalogSales|Germany-NEW2", "NM.|Products|Social|Retargeting|FR|Sales_CatalogSales|FRANCE" ], "true_rtg": [ "NM.|Products|Social|Retargeting|UK+DE|Sales_Website_Purchase|UK+DE", "NM.|Products|Social|Retargeting|Tier3|Sales_Website_Purchase|Tier3", "NM.|Products|Social|Retargeting|FR|Sales_Website_Purchase|FRANCE", "NM.|Products|Social|Retargeting|UK|Conversions_CatalogSales|UK", "NM.|Products|Social|Retargeting|IT|Conversions_Website_Purchase|Italy|New" ], "asc_exceptions": [] }, "quick_win": true, "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": "9 ASC campaigns", "detail": "Found 9 ASC campaigns (6 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": [ "NM.|Products|Social|Conversions_Website_Purchase|DE|ASC+ Campaign|Germany- NEW", "NM.|Products|Social|Conversions_AddtoCart|FR|ASC+ Campaign|FRANCE", "NM.|Products|Social|Conversions_Website_Purchase|FR|ASC+ Campaign|FRANCE - OLD", "NM.|Products|Social|Conversions_Website_Purchase|ES|ASC+ Campaign|Spain", "NM.|Products|Social|Conversions_Website_Purchase|UK|ASC+_Campaign|UK|Test-NM-Studio", "NM.|Products|Social|Conversions_Website_Purchase|UK|ASC+_Campaign|UK", "NM.|Products|Social|Conversions_Website_Purchase|IT|ASC+ Campaign|Italy \u2013 NEW", "NM.|Products|Social|Sales_Website_Purchase|ASC+ Campaign|Tier3_Markets", "NM.|Products|Social|Conversions_Website_Purchase|FR|ASC+ Campaign|FRANCE - NEW" ] }, "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": "pass", "value": "Prosp: 100% / RTG: 0% / Ret: 0%", "detail": "Prospecting gets 100% of budget \u2014 healthy growth-oriented split. RTG: 0%, Retention: 0%.", "evidence": { "stage_budgets": { "prospecting": 25.0, "retargeting": 0.0, "retention": 0.0 }, "stage_campaigns": { "prospecting": [ "NM.|Interactions|Social|VideoViews|FR", "NM.|Products|Social|Conversions_Website_Purchase|DE|ASC+ Campaign|Germany- NEW", "NM.|Products|Social|Conversions_Website_Purchase|ES|ASC+ Campaign|Spain", "NM.|Products|Social|Conversions_Website_Purchase|UK|ASC+_Campaign|UK|Test-NM-Studio", "NM.|Products|Social|Conversions_Website_Purchase|UK|ASC+_Campaign|UK", "NM.|Products|Social|Conversions_Website_Purchase|IT|ASC+ Campaign|Italy \u2013 NEW" ], "retargeting": [ "NM.|Products|Social|Retargeting|UK+DE|Sales_Website_Purchase|UK+DE", "NM.|Products|Social|Retargeting|IT|Conversions_CatalogSales|Italy", "NM.|Products|Social|Retargeting|FR|Sales_Website_Purchase|FRANCE", "NM.|Products|Social|Retargeting|UK|Conversions_CatalogSales|UK", "NM.|Products|Social|Retargeting|IT|Conversions_Website_Purchase|Italy|New", "NM.|Products|Social|Retargeting|DE|Conversions_CatalogSales|Germany-NEW2", "NM.|Products|Social|Conversions_Website_Purchase|FR|ASC+ Campaign|FRANCE - NEW", "NM.|Products|Social|Retargeting|FR|Sales_CatalogSales|FRANCE" ], "retention": [] }, "prosp_pct": 100.0, "rtg_pct": 0.0, "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 0/6 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-FA1", "name": "False retargeting detection", "fix_time_minutes": 10, "detail": "3/8 non-ASC retargeting campaigns have NO custom audience. These are effectively prospecting campaigns disguised as retargeting: NM.|Products|Social|Retargeting|IT|Conve, NM.|Products|Social|Retargeting|DE|Conve, NM.|Products|Social|Retargeting|FR|Sales." }, { "check_id": "M-ST3", "name": "ASC+ existing customer budget cap", "fix_time_minutes": 2, "detail": "Found 9 ASC campaigns (6 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": 5786, "click_purchases": 4214, "view_purchases": 1572, "post_view_pct": 27.2, "reported_roas": 7.27, "click_roas": 5.29 }, "check_5_false_rtg": { "flagged": 3, "asc_exceptions": 0, "true_rtg": 5, "flags": [ "NM.|Products|Social|Retargeting|IT|Conversions_CatalogSales|", "NM.|Products|Social|Retargeting|DE|Conversions_CatalogSales|", "NM.|Products|Social|Retargeting|FR|Sales_CatalogSales|FRANCE" ] }, "all_pass": true, "summary": { "spend": 77813.4, "revenue_total": 565559.24, "revenue_click": 411795.31, "revenue_view": 153763.93, "purchases_total": 5786, "purchases_click": 4214, "purchases_view": 1572, "reported_roas": 7.2681, "click_roas": 5.2921, "api_roas": 7.268147, "implied_aov": 97.75, "post_view_pct": 27.2 } }, "trends": [ { "date_start": "2025-09-02", "date_stop": "2025-09-30", "month": "2025-09", "spend": 12129.93, "impressions": 3384706, "clicks": 49256, "purchases": 678, "revenue": 68031.74, "roas": 5.6086, "cpa": 17.89, "cpm": 3.58, "ctr": 1.4553 }, { "date_start": "2025-10-01", "date_stop": "2025-10-31", "month": "2025-10", "spend": 15388.35, "impressions": 3418451, "clicks": 53510, "purchases": 1029, "revenue": 103517.06, "roas": 6.727, "cpa": 14.95, "cpm": 4.5, "ctr": 1.5653 }, { "date_start": "2025-11-01", "date_stop": "2025-11-30", "month": "2025-11", "spend": 30781.16, "impressions": 4751811, "clicks": 88968, "purchases": 2809, "revenue": 242585.15, "roas": 7.881, "cpa": 10.96, "cpm": 6.48, "ctr": 1.8723 }, { "date_start": "2025-12-01", "date_stop": "2025-12-31", "month": "2025-12", "spend": 38582.45, "impressions": 7796340, "clicks": 119763, "purchases": 3450, "revenue": 343042.35, "roas": 8.8911, "cpa": 11.18, 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2025 vs Q1 2026", "current": { "spend": 42087.56, "revenue": 251815.44, "purchases": 2655, "impressions": 12775378, "roas": 5.9831, "cpa": 15.85, "cpm": 3.29 }, "previous": { "spend": 67829.77, "revenue": 235542.19, "purchases": 2536, "impressions": 14952938, "roas": 3.4725, "cpa": 26.75, "cpm": 4.54 }, "spend_change": -38.0, "roas_change": 72.3, "cpa_change": -40.7 } ] }, "seasonality_context": "Your Q1 CPA rose 36% vs Q4 \u2014 steeper than last year's 16% rise, suggesting a structural issue beyond normal seasonality." }